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The impact of brand sensuality and brand experience on consumers’ fashion product purchases: the moderating role of religiosity

The impact of brand sensuality and brand experience on consumers’ fashion product purchases: the moderating role of religiosity
The impact of brand sensuality and brand experience on consumers’ fashion product purchases: the moderating role of religiosity
Drawing on the environmental psychology theory, this study aims to fill a gap in retailing and branding studies regarding the effect of consumer religiosity on brand sensuality, brand experience and repurchase intention of consumers. Even though the extensive contributions of the past literature have shown the effect of sensorial cues on individuals’ emotional and behavioral intentions, the factors that affect individuals’ reactions to sensorial cues and, in turn, which affect their behavioral responses, such as personality traits, as well as cultural and socio-cultural influences, have attracted very little attention from previous studies. In sensory marketing, understanding the interplay of individual factors which may affect their cognitive, affective, and behavioral patterns, as well as the sensorial aspects of products or services, is important because individual factors may have an impact on shaping individuals’ experiences, interactions, and perceptions through brands in different ways. The research addresses three questions: (1) what is the main impact of consumer religiosity on the relationship between brand sensuality and brand experience, (2) what are the main factors that influence brand experience and (2) what are the main impacts of consumers’ repurchase intention. The Istanbul, Turkey is selected as the empirical context. This research employs a positivist paradigm (i.e. a quantitative method) to examine the causal relationships between the proposed hypotheses and scale confirmation (De Vellis, 2003). To test the hypotheses and model, an IBM SPSS AMOS 21 confirmatory factor analysis (CFI) and structural equation model (SEM) will be used.
102-103
International Conference on Industry, Business and Social Sciences
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C.
7049ccac-18ba-44f4-aaa7-96ff817805ad
Mouroti, Olga
d6d60c54-4fc7-41c7-a306-43d281f7dc5a
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C.
7049ccac-18ba-44f4-aaa7-96ff817805ad
Mouroti, Olga
d6d60c54-4fc7-41c7-a306-43d281f7dc5a
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8

Akarsu, Tugra, Melewar, T.C., Mouroti, Olga and Foroudi, Pantea (2018) The impact of brand sensuality and brand experience on consumers’ fashion product purchases: the moderating role of religiosity. In Proceedings of the 2018 International Conference on Industry, Business and Social Sciences. vol. 1, International Conference on Industry, Business and Social Sciences. pp. 102-103 .

Record type: Conference or Workshop Item (Paper)

Abstract

Drawing on the environmental psychology theory, this study aims to fill a gap in retailing and branding studies regarding the effect of consumer religiosity on brand sensuality, brand experience and repurchase intention of consumers. Even though the extensive contributions of the past literature have shown the effect of sensorial cues on individuals’ emotional and behavioral intentions, the factors that affect individuals’ reactions to sensorial cues and, in turn, which affect their behavioral responses, such as personality traits, as well as cultural and socio-cultural influences, have attracted very little attention from previous studies. In sensory marketing, understanding the interplay of individual factors which may affect their cognitive, affective, and behavioral patterns, as well as the sensorial aspects of products or services, is important because individual factors may have an impact on shaping individuals’ experiences, interactions, and perceptions through brands in different ways. The research addresses three questions: (1) what is the main impact of consumer religiosity on the relationship between brand sensuality and brand experience, (2) what are the main factors that influence brand experience and (2) what are the main impacts of consumers’ repurchase intention. The Istanbul, Turkey is selected as the empirical context. This research employs a positivist paradigm (i.e. a quantitative method) to examine the causal relationships between the proposed hypotheses and scale confirmation (De Vellis, 2003). To test the hypotheses and model, an IBM SPSS AMOS 21 confirmatory factor analysis (CFI) and structural equation model (SEM) will be used.

Full text not available from this repository.

More information

Published date: 22 August 2018

Identifiers

Local EPrints ID: 434606
URI: http://eprints.soton.ac.uk/id/eprint/434606
PURE UUID: 0c9255b3-0295-4096-b261-fed76b4206e6
ORCID for Tugra Akarsu: ORCID iD orcid.org/0000-0003-0491-3707

Catalogue record

Date deposited: 03 Oct 2019 16:30
Last modified: 04 Oct 2019 00:20

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