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Effects of brand experience on brand loyalty in fashion retail business

In the retail environment where fierce competition pressure can be perceived, the role of brand experience becomes increasingly important. This study addresses the theory of brand experience and verifies its relationship with brand loyalty as well as its scales and model in the fashion retail industry. | Pham Thi Lan Huong et al / Journal of Economic Development 23(3) 73-88 73 Effects of Brand Experience on Brand Loyalty in Fashion Retail Business PHAM THI LAN HUONG The University Of Danang – University Of Economics – phamlanhuong2008@gmail.com NGO THI HONG College of Commerce – ngohong.dn@gmail.com TRAN TRIEU KHAI The University Of Danang – University Of Economics – trantrieukhai@yahoo.com ARTICLE INFO ABSTRACT Article history: In the retail environment where fierce competition pressure can be perceived, the role of brand experience becomes increasingly important. This study addresses the theory of brand experience and verifies its relationship with brand loyalty as well as its scales and model in the fashion retail industry. With the data collected from direct personal interviews with 285 consumers aged between 18–35 of such two fashion brands as Ninomax and Blue Exchange in Danang City, the findings suggest positive effects of the constructs of brand experience concerning sense, emotion, cognition, and relation on the two concepts of shopping experience and product experience, both of which, in turn, have positive effects on brand personality, brand trust, brand satisfaction, and brand loyalty. Particularly, brand trust is found to have no effect on brand loyalty. Received: Oct. 10 2015 Received in revised form: Dec. 25 2015 Accepted: June 20 2016 Keywords: Brand experience, fashion brand experience, brand loyalty. 74 Pham Thi Lan Huong et al / Journal of Economic Development 23(3) 73-88 1. Problem statement Under the harsh pressure from fierce competition, to gain competitiveness, firms not only aim to advance their technologies to improve the quality and lower the product prices but also focus on research and marketing activities. Particularly, changes in marketing perception that allow for experiences that fit the market trend, along with increasing marketing funding, arouse great concern from managers. A marketing strategy that stimulates .