Influence of On-line Brand Experience on Purchase Intention: An Empirical Study of Non-standardized Commodity

2010 ◽  
Author(s):  
Chen Pang ◽  
Xiaofen Ji
Keyword(s):  
Empirical Study ◽  
Purchase Intention ◽  
Brand Experience ◽  
On Line

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

The antecedents and consequences of brand experience and purchase intention

2021 ◽  
Vol 16 (3) ◽  
pp. 215
Author(s):  
Mahima Shukla ◽  
Ashok Sharma ◽  
Richa Misra ◽  
Vinamra Jain
Keyword(s):  
Purchase Intention ◽  
Brand Experience ◽  
Antecedents And Consequences
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