Articlegold2023

Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty

12 citations0/0 files storedSouth African Journal of Business Management

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences. This paper aims to examine how digital brand experiences on social media influence perceptions of brand authenticity, attachment and loyalty for luxury fashion brands. Design/methodology/approach: This study adopts a quantitative analysis by collecting data with a survey-based approach of 112 respondents who are luxury brand Instagram followers. The empirical testing and estimation of the proposed model were carried out using the partial least squares structural equation modelling (PLS-SEM). Finding/results: Results of this study showed that digital brand experiences determine the audiences’ positive attitudes towards brand authenticity, attachment and loyalty. Brand authenticity and attachment were found to partially mediate the digital brand experiences and brand loyalty. Practical implications: Brand authenticity can be understood as an important key to a brand’s social media presence, and authenticity will significantly enhance attachment in consumers’ minds. Physical experience should be integrated with the digital brand experience. In conclusion, audiences equivalate digital brand experiences as authentic feelings, generating attachment and loyalty to a luxury fashion brand. Originality/value: This research presents insights about digital brand experiences and related essential constructs in the context of the luxury fashion brand; moreover, this study offers valuable implications in practical terms for the operation of social media platforms.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1998Modern Methods for Business Research 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 1982Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

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