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Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach

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  • Nikhashemi, S.R.
  • Jebarajakirthy, Charles
  • Nusair, Khaldoon

Abstract

providing a pleasant shopping experience for consumers is vital in the apparel retail industry. A comprehensive multi-dimensional scale to measure “retail brand experience†(RBE) was recently introduced; however, this scale lacks application. Hence, the purpose of this study is to examine a conceptual model that shows the associations between RBE and customer behavioural outcomes (willingness to pay more, word of mouth communication, and continuous purchase intention) in the retail apparel industry using the multi-dimensional scale operationalisation of RBE. The present study also attempts to uncover the moderating role of brand love in the proposed model. Using the survey method, 416 usable responses were collected. The findings indicate that all the direct effects are statistically supported. The study also shows non-linear relationships between word of mouth communication and willingness to pay more, and word of mouth communication and continuous purchase intention. With respect to the moderating role of brand love, it enhances the influence of both RBE and word of mouth communication on willingness to pay more. Overall, the present study contributes to the retailing literature, particularly in the apparel-retailing context, branding literature, and customer behaviour literature. Practically, this study provides several recommendations to enhance customer willingness to pay more, their continuous purchase intentions, and word of mouth communication by providing better retail brand experience.

Suggested Citation

  • Nikhashemi, S.R. & Jebarajakirthy, Charles & Nusair, Khaldoon, 2019. "Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 122-135.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:122-135
    DOI: 10.1016/j.jretconser.2019.01.014
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    5. Ridhwan O. Olaoke & Steven W. Bayighomog & Mustafa Tümer, 2021. "Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 643-656, November.
    6. Nikhashemi, S.R. & Knight, Helena H. & Nusair, Khaldoon & Liat, Cheng Boon, 2021. "Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
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    8. Jabeen, Fauzia & Kaur, Puneet & Talwar, Shalini & Malodia, Suresh & Dhir, Amandeep, 2022. "I love you, but you let me down! How hate and retaliation damage customer-brand relationship," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    9. Majid Esmaeilpour & Zahra Mohseni, 2019. "Effect of Customer Experiences on Consumer Purchase Intention," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 22(73), pages 19-38, September.
    10. Kumar, Sushant & Murphy, Mikko & Talwar, Shalini & Kaur, Puneet & Dhir, Amandeep, 2021. "What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Shahid Nawaz & Yun Jiang & Faizan Alam & Muhammad Zahid Nawaz, 2020. "Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship," SAGE Open, , vol. 10(4), pages 21582440209, December.
    12. Ng, Felicity Zi-Xuan & Yap, Hui-Yee & Tan, Garry Wei-Han & Lo, Pei-San & Ooi, Keng-Boon, 2022. "Fashion shopping on the go: A Dual-stage predictive-analytics SEM-ANN analysis on usage behaviour, experience response and cross-category usage," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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