Role of brand experience on apparel shopping behaviour and purchase intension of women

Abstract

Brand experience has gained lot of attention in the recent newlinedecade. The market is competitive and it is imperative for the marketers newlineto have a competitive edge, to sustain in the market. The marketers have newlineshifted to promote their brand in a more emotional way rather rationally. newlineBrand experience serves to connect the brand and the people in an newlineemotional way. Thus, brand experience has gained momentum and is newlineeasily accepted by the people. Brand experience plays a crucial role in a newlinecompany s profitability. The companies aim to develop positive newlineexperiences. It is now vital for a brand to create positive experience to newlinestand up in the market. The research was carried out in women apparel newlinesegment. The study proposes a comprehensive model of brand newlineexperience and shopping behavior. Measurement scales were developed newlinefor brand experience, brand attitude, brand attribute and purchase newlineintension. In this study, the researcher formulates the brand experience newlinescale for apparel brands based on widely accepted four factors (sensory, newlinebehavioral, affective, and intellectual) with the inclusion of social factor. newline newline