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Publication Detailed Description
Exploring drivers and outcomes of brand centrality experience: the role of partner quality as moderator
Journal Title
International Journal of Fashion Design, Technology and Education
Year (definitive publication)
2020
Language
English
Country
United Kingdom
More Information
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Abstract
The research aimed to (i) explore brand experience and brand love as antecedents of brand centrality experience, (ii) analyse brand engagement and overall brand image as consequences of brand centrality experience, (iii) analyse the moderator effect of partner quality in the relationship between brand love and brand centrality experience. Mall intercept field survey methodology was utilised to collect data. Data from a survey of 250 consumers were used to analyse the proposed model. Given the sample surveyed and the results found, it was demonstrated that brand love is more effective in influencing brand centrality experience than brand experience. Brand image and particularly customer engagement are consequences of brand centrality experience. Partner quality moderates the relationship between brand love and brand centrality experience.
Acknowledgements
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Keywords
Brand centrality experience,Customer engagement,Overall brand image,Partner quality,Fast fashion
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência-IUL. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
