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Do experience and engagement matter to millennial consumers?

Do experience and engagement matter to millennial consumers? The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement.Design/methodology/approachData were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis.FindingsResults showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement.Practical implicationsThis study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry.Originality/valueExamining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Do experience and engagement matter to millennial consumers?

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-01-2020-0033
Publisher site
See Article on Publisher Site

Abstract

The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement.Design/methodology/approachData were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis.FindingsResults showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement.Practical implicationsThis study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry.Originality/valueExamining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Mar 8, 2021

Keywords: Brand experience; Customer engagement; Millennial consumer; Brand loyalty

References