Brand, Identity and Reputation: Exploring, Creating New Realities ...

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Validation of Brand Experience Instrument to measure Young Consumers Experience with Fashion Brands Ahmed Rageh, Fayoum University, Egypt T C Melewar, Brunel University, U.K. Marc Fetscherin, Rollins College, USA Abstract Brand experience is a relatively new concept in the marketing literature. It has been considered and important element in understanding consumer behaviour. This study, through primary data collection and analysis, validates and extends a brand experience scale initially proposed by Brakus et al (2009) to the fashion industry. The results show that the scale should be modified to be relevant in the evaluation of fashion brands choices. The emerging fashion brand experience scale is the first step towards the conceptualisation of fashion brand experience and may be useful for practitioners when profiling purchasing customers. Keywords: Brand experience, measurement, constructs validity, fashion brands. Introduction Pine and Gilmore (1999) describe the existing economy as ‗the new experience economy‘ highlighting an increasing tendency towards delivering a configuration of unique, rewarding, and fulfilling (URF) experience to gain a competitive advantage. A careful review of the extant marketing literature revealed that there have been few attempts to define the concept of customer experience and its dimensions. In other words, the concept is poorly defined (Caru and Cova, 2003). A recent attempt by Brakus et al., (2009) has conceptualized brand experience as subjective, internal consumer responses (sensations, feelings, and cognitions) and behavioural responses evoked by brand-related stimuli that are part of a brand‘s design and identity, packaging, communications, and environments. To date no empirical studies have validated the brand experience scale proposed by Brakus et al (2009) and this work aims to fill such gap. Dimensions of Brand Experience The ‗multi-aspect‘ conceptualization of experience can be traced back to Holbrook and Hirschman (1982) when they conceptualized the consumption experience under the heading of ―Fantasies, feelings and fun‖. The experience dimensions are evoked by brand-related stimuli (e.g., colours, shapes, typefaces, designs, slogans, mascots, brand characters). There is no one-to-one correspondence, such that a certain stimulus type would trigger a certain experience dimension and only that dimension. For example, although colours, shapes, typefaces, and designs usually result in sensory experience, they may also result in emotions (e.g., red for Coca-Cola) or intellectual experiences (e.g., when designs use complex patterns). (Barakus et al., 2009, p.53) The pioneers of the experience economy Pine and Gilmore (1999) claimed that experience consists of four dimensions: aesthetic, educational, entertaining, and escapist experiences. Additionally, Schmitt (1999) proposes five experiences: sense, feel, think, act, and relate. On the basis of the above literature, Brakus et al., (2009) developed a brand experience scale that captures the dimensions of brand experience. They employed a series of exploratory and confirmatory factor analyses for item reduction and confirmation of dimensions. the authors came up with four dimensions: sensory, affective, behavioural, and intellectual factors. They generated items for scale development along the five experience dimensions that were used in the current study. This research is based on the observation that when consumers complete brand experience scales, some of the scales‘ items are not usually relevant, and that will depend on the brand being assessed. Additionally, it may be relevant to extend the current brand experience scale so as to encompass determinant factors that are specific of the product or of the industry under assessment. Methods Given the effort employed by fashion managers to develop fashion brads as to evoke a customer experience, this study has selected fashion brands as the application domain to ascertain the validation of the brad experience scale developed by Brakus et al (2009) Moreover, this study selected young consumers for the validation of the brand experience scale due to their interest in identifying themselves with the experience that the fashion brands they purchase can generate, rather than simply the clothes. Brand experience scale developed by Brakus et al., (2009) is used in this study to assess consumer experience with their brands through four dimensions: sensory, affective, behavioural and intellectual. There are three items in each dimension; every item uses a 7-point Likert scale for measurement ranging from ―1=strongly disagree to 7=strongly agree‖. The data collection was conducted in London among undergraduate students at Brunel University. Selfadministered questionnaires were distributed among university students. A sample of 75 students was selected with ages between 16 and 22 years old. Respondents with age less than 16 years represent 1.3%, students with ages between 16 and less than 22 represents 74.7% and student with ages more than 22 represents 24% of the total sample. Students were from both genders (33.3% male and 66.7% female). 212
Analysis and results We assessed the internal reliability of the four dimensions of brand experience by calculating a Chronbach‘s alpha for each dimension using the 12-item scale. De Vaus (2002) and Nunnally (1978) mentioned that the value of alpha equal to 0.70 or above indicates that the items make a reliable set. Reliability analysis was first used to remove items with low item-total correlations (
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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