The Effects of Perceived Experiential Marketing Activity on Consumers' Attitude toward Apparel Brands

Published on Jan 1, 2008in Fashion & Textile Research Journal
Hee-Kang Moon2
Estimated H-index: 2
,
Chorong Youn5
Estimated H-index: 5
+ 1 AuthorsYuri Lee16
Estimated H-index: 16
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Abstract
Abstract : Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as lux-ury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer’sexperiential marketing perception by analyzing the formation process of brand attitude. The path from experiential mar-keting strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust.Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s.The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affectwhich is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and thepath model of its formation for two brands which were different in consumers’ perception of experiential marketing brandactivities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brandaffect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, thepath from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility andrationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust.This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity,and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals. Key words : experiential marketing, brand attitude, brand affect, brand trust, brand loyalty
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