The role of brand experience, brand resonance and brand trust in luxury consumption

Husain, Rehan; Paul, Justin; Köles, Bernadett

doi:10.1016/j.jretconser.2021.102895

Cited by 60 publications

(57 citation statements)

References 129 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Emotional attachment is a connection between a customer and a brand (Husain, Paul & Koles, 2022; Japutra et al, 2018). Where brand loyalty indicates the long‐term commitment of consumers towards a brand, (Reichheld, 1996), customers' emotional engagement underlines their emotions, love, and affection for brands (Thomson et al, 2005).…”

Section: Theory and Hypothesesmentioning

confidence: 99%

The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores

Shahid

Paul

Gilal

et al. 2022

Psychology and Marketing

Self Cite

View full text Add to dashboard Cite

Prior studies on the in‐store experience focus on the impact of store atmosphere. Sensory marketing and brand experience, on the other hand, have been found to be significant in providing a better consumer experience in recent studies. Thus, the goal of this paper is to broaden the scope of this study by examining the causal effect of sensory marketing cues and brand experience on emotional attachment, and subsequent brand loyalty in a luxury retail store setting. We also studied the moderating role of store image in the relationships. To this end, the three separate but related studies (Study 1, N = 409, Study 2, N = 294, Study 3, N = 139) were conducted. Study 1 shows that sensory marketing cues positively contribute to enhancing the luxury retail brand experiences. Both sensory marketing and brand experiences appeared promising in increasing emotional attachment and subsequent brand loyalty. Study 2 findings further suggest that sensory marketing cues and brand experience interact significantly with store image to improve consumers' emotional attachment with luxury brands. Study 3 replicated the pattern observed in Studies 1 and 2 and further suggested that consumers in the luxury store setting expressed stronger emotional attachment and brand loyalty than consumers in the nonluxury store environment.

show abstract

Section: Theory and Hypothesesmentioning

confidence: 99%

The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores

Shahid

Paul

Gilal

et al. 2022

Psychology and Marketing

Self Cite

View full text Add to dashboard Cite

show abstract

“…Moreover, from the consumer’s perspective, product value increases due to product utilization which leads to better performance of the product ( Hwang et al, 2018 ). A study conducted on product quality and brand loyalty showed that higher quality leads to high brand loyalty ( Husain et al, 2022 ). It indicates that utility value positively impacts brand loyalty and perceived value leads to long term bond of the customer with the brand.…”

Section: Review Of Literature and Hypotheses Developmentmentioning

confidence: 99%

“…In other words, brand loyalty and equity are highly influenced by brand resonance. Brand resonance consists of four main aspects i.e., a sense of community, behavioral loyalty, active engagement, and attitudinal attachment ( Husain et al, 2022 ). In order to develop brand resonance, consumers have to use the products of the brands more frequently and pay high attention to the information related to the brand to form a strong psychological engagement with the brand ( Lithopoulos et al, 2021 ).…”

Section: Introductionmentioning

confidence: 99%

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Ye¹,

Yin²,

Gao³

2022

Front. Psychol.

View full text Add to dashboard Cite

Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand’s overall equity requires strategies that the brand managers must implement. Based on Marx’s theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of brand resonance and customer affective commitment in the relationship between product perceived value and customer-based brand equity, respectively. For this purpose, the data were gathered from 310 customers of branding products in China. The present study applied partial least square structural equation modeling for empirical analyses using Smart PLS software. The present study’s findings acknowledge that product perceived value did not directly influence customer-based brand equity. However, results confirmed that product perceived value positively influences brand resonance and customer affective commitment. Furthermore, the outcomes of the present study also concluded that both brand resonance and affective commitment played a mediating role between product perceived value and customer-based brand equity, respectively. Theoretically, the study contributed to the literature by examining the influence of product perceived value on customer-based brand equity. The study also enriched the literature by providing key findings related to the mediating roles of brand resonance and customer affective commitment. Practically, the study is beneficial for the brands and they can enhance product perceived value by improving product design, effectively communicating product benefits, and executing effective promotional strategies.

show abstract

“…The luxury fashion market has long drawn the interest of marketing researchers and practitioners. The global luxury fashion industry topped USD 1.2 trillion in 2017, and is anticipated to reach roughly 500 million individuals by 2030 (D'Arpizio et al., 2017; Husain et al., 2022). According to Francis and Hoefel (2018), digital technology influences around 80% of the global luxury market, and online sales of premium brands are anticipated to reach 20% of total transactions by 2025.…”

Section: Introductionmentioning

confidence: 99%

“…Investigating the comparison of both types of marketing activity would enable luxury apparel companies and their managers to improve the value of their acquisitions, develop a good customer relationship, strengthen brand loyalty strategies by understanding the characteristics and social dynamics of the market. This affects the value of fashion and brand loyalty, which leads to purchase intention (Husain et al., 2022; Jhamb et al., 2020).…”

Section: Introductionmentioning

confidence: 99%

The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

Husain

Ahmad

2022

Glob Bus Org Exc

Self Cite

View full text Add to dashboard Cite

This research is a comparative study of the marketing of luxury brands by social media and by traditional media. It examines the influence of status consumption and brand equity and shows how they impact on the purchase intention of luxury brands. The research is based on the Indian luxury brand market, a sector that has yet to be studied in any depth. It uses a questionnaire with a convenience sampling strategy that targeted followers of prominent luxury brands in four of India's largest metropolitan cities; 453 usable responses were obtained.The research provides both a model and identifies a number of managerial and theoretical implications. The results show that status consumption and brand equity positively affect the purchase intention, with this being more significant in social media marketing activity than in traditional marketing activities. The research indicates that it would be wise to use a blend of both social and traditional media for marketing luxury brands. For social media campaigns, luxury brand managers should focus on status consumption and brand equity, which should lead to increased intention to purchase.

show abstract

The role of brand experience, brand resonance and brand trust in luxury consumption

Cited by 60 publications

References 129 publications

The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores

The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

Contact Info

Product

Resources

About