Should I buy this Clothing Brand? Investigating the Impact of Consumer Brand Engagement Dimensions from Brand Resonance Model Perspective

Abstract

Being a dominant and noticeable construct of consumer-brand relationship from the academic point of view, consumer brand engagement is a well-known emerging construct for both the academics and practitioners. Therefore, building on brand resonance model and organisational psychology, current research investigated the influence of brand experience on brand loyalty towards clothing brands. Likewise, it also examined the impact of brand experience on consumer brand engagement (vigour, dedication, absorption) towards clothing brands. Additionally, the influence of consumer brand engagement (vigour, dedication, absorption) on brand loyalty towards clothing brands was also investigated. Furthermore, the core focus of this study was also to investigate and underscore the mediating role of consumer brand engagement in relationship between brand experience and brand loyalty. Brand engagement dimensions i.e. dedication, vigour and absorption were analysed as emotional, behavioural, and cognitive components, respectively. Data were collected through adapted questionnaire and analysis was executed through PROCESS macro. The results showed that all the hypotheses of the study were accepted except for the hypothesis proposing vigour and brand loyalty relationship and also the hypothesis proposing the mediating role of vigour between brand experiences and brand loyalty relationship. Current study contributes not only in the field of academics but will also guide practitioners, retailers, entrepreneurs, advertisers, marketers and businessmen to gain, build and retain the long-term customer-brand relationship. It will also help them to improve business strategies for their survival and sustainability in the intense marketing competition.