Marketing Intelligence & Planning ( IF 4.338 ) Pub Date : 2020-08-12 , DOI: 10.1108/mip-01-2020-0033 Imran Khan , Mobin Fatma , Vikas Kumar , Sara Amoroso
Purpose
The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement.
Design/methodology/approach
Data were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis.
Findings
Results showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement.
Practical implications
This study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry.
Originality/value
Examining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing.
中文翻译:
经验和参与度对千禧一代消费者重要吗?
目的
这项研究的目的是检验品牌体验的某些维度(感官,行为,情感和知识)对千禧一代消费者参与度的影响。
设计/方法/方法
使用中心位置拦截方法从443位千禧一代(年龄在18至35岁之间)时尚服装消费者中收集数据。结构方程建模用于分析。
发现
结果表明,品牌体验的所有维度(即感官,行为,情感和知识)都显着影响千禧一代消费者的参与度。
实际影响
这项研究将帮助管理人员确定经验和参与千禧一代时尚消费者制定战略的作用。尤其是,了解品牌体验维度对客户参与度的影响,可提供有关时尚服装行业消费者行为的新实用见解。
创意/价值
检查千禧一代消费者的体验和参与现象是一种独创的方法,有助于市场营销中的体验和参与研究。