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

Affective
0.69
Brand
experience
Behaviour Intellectual
BE04 BE06 BE07 BE08 BE10 BE12
0.80
Fig. 2: The second-order measurement model Chi-square = 7.66; df = 6; P-value = 0.26437; CFI = 0.99; RMSEA =
0.061.
CR = 0.64 and VE = 0.52
Discussion
The purpose of this research was to validate the brand experience scale in the context of fashion. Brand experiences
arise in a variety of settings when consumers search for, shop for, and consume brands. In the current study brand
experience was conceptualized as subjective consumer responses that are evoked by fashion brand experiential
attributes. Following the application of internal reliability and external validity tests onto the data collected, the
resulting brand experience scale in the fashion industry results simplified. In the framework proposed here, the
dimension of sensorial experience was eliminated and the results of the study demonstrated that fashion brand
experience consisted of three dimensions (affective, intellectual, and behavioural). This pattern of findings suggests that
while brand experience scale proposed by Brakus et al., (2009) taps four underlying dimensions of experience, the
domain specific fashion brand experience taps only three factors. The validated scale will be useful not only in
academic research but also in marketing practice. As marketers engage in projects to understand and improve the
experience their brands provide for their customers, they can use the scale for assessment, planning, and tracking
purposes.
Conclusion & recommendations
The result shows that the data fit the three-factor first-order model well, showing that the scale has a good construct
validity. It means that the consumer assess their experience with fashion brands according to three basic dimensions of
affective, behavioural and intellectual and the three dimensions are unified as a higher order factor brand experience.
The scale can be used in measuring brand experience within consumer behaviour research. The validated brand
experience scale in the current study serves a descriptive and diagnostic purpose for fashion brand marketers to better
understand their brand experiences from the young consumer‘s perspective and offers ways to improve customer
experiences with their brands. First, intellectual dimension captures the intellectual experience with the brand. This
information can be used to determine whether the brand stimulate thinking and creativity or not. Behavioural dimension
of brand experience also specify whether the consumer will engage himself in some actions during wearing this brand.
The brand experience scale can also serve as a segmentation tool that can categorise consumers according to their
experiential needs allowing the profiling of consumers clusters according to the category they prioritise when shopping
for fashion brands.
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