The impact of brand experiences on brand resonance in multi-channel fashion retailing

Purpose – The purpose of this paper is to examine how sensory, cognitive, affective experiences affect relational brand experience in regards to different channels (i.e. online vs store), how relational brand experience influences brand awareness and brand loyalty. Design/methodology/approach – By employing self-administered questionnaires, the data on 393 respondents were collected from students enrolled at a major southwestern university in the USA. The moderation regression analysis was conducted to test the hypotheses and propositions. Findings – The study supports most of the hypotheses and propositions regarding the impacts of brand experiences on brand resonance in multi-channel retailing. The moderating effects of channel type are founded in relationships between sensory experience, affective experience and relational experience. Further, relational experience impacts on brand awareness and loyalty in any channel. Research limitations/implications – Given the exploratory nature of this approach, there are methodological limitations in generalizing research findings. However, the study solidifies the branding theory by understanding the multi-dimensional brand experience, and moderating effects of channel type enrich brand experience managements in the multi-channel retailing for fashion brands. Practical implications – This study implies that relational experience through sensory, affective and cognitive brand experiences in multiple-channel setting has a huge business potential to concrete consumer and brand value. Originality/value – This study substantiates the robust effects of brand experiences on brand resonance and the causal structure of multi-dimensional aspects of brand experiences in conjunction with the moderating effect of channel type.