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

机译:揭示零售品牌体验和品牌爱在服装行业中的作用:非线性结构方程建模方法

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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.
机译:在服装零售行业中,为消费者提供愉悦的购物体验至关重要。最近推出了用于衡量“零售品牌体验”(RBE)的综合多维量表;但是,这种规模缺乏应用。因此,本研究的目的是检验一个概念模型,该模型使用多维量表显示零售服装行业中RBE与客户行为结果(支付意愿,口碑交流和持续购买意向)之间的关联。 RBE的运营。本研究还试图揭示品牌爱在建议模型中的调节作用。使用调查方法,收集了416个可用响应。研究结果表明,所有直接影响均得到统计支持。该研究还显示了口碑传播与支付意愿之间的非线性关系,以及口碑传播与持续购买意愿之间的非线性关系。关于品牌爱的调节作用,它增强了RBE和口碑传播对支付意愿的影响。总体而言,本研究有助于零售文献,特别是在服装零售方面,品牌文献和顾客行为文献中。实际上,该研究提供了一些建议,以通过提供更好的零售品牌体验来增强客户支付更多费用的意愿,他们的持续购买意图以及口碑传播。

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