The Effect of Integrated Experiential Marketing on Brand Identification and Customer Intention: A Study on Global Fast Fashion Brands in Taiwan

摘要

This study aims to examine the effect of integrated in-store and online experiential marketing on customer brand identification and purchase intention. This study selects the international fast fashion brand ZARA as the main research object, mainly because ZARA is a major international clothing retailer and pioneer of fast fashion principles which is very popular among young ethnic groups in Taiwan. Different from local clothing brands, most of which either sell via online stores or brick-and-mortar stores, ZARA has successfully promoted online marketing in Taiwan, and still invests in physical stores to create an experience atmosphere. This study believes that fast fashion brands, such as ZARA, can provide high service quality by integrating virtual and real experiential marketing, which shall enable consumers to generate experiential value and brand identity, and hence to enhance customers' purchase intention of their products. The main target customers of these international fast fashion brands are young people, both online and offline. When most fast fashion brands are quite successful at online sales, why do they still open physical stores as luxury brands? Research results show that physical store management can help to improve the customer relationship and hence has positive effect on brand identification and purchase intention.