Artikel
The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands
The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity, considering the rising relevance of new luxury fashion brand authenticity and its advantages for practitioners. We used a self-administrative questionnaire, and the number of participants was 411 customers of new luxury fashion brands. Partial-least squares structural equation modeling (SmartPLS software, version 4) is used to evaluate the proposed model. The findings indicate that, with the exception of affective experience, all brand experience dimensions have a direct and indirect impact on brand equity dimensions, considering that brand authenticity is a fully mediating factor. The research results provide valuable advice to help brand managers engage more in practices that enhance brand equity by building memorable and pleasant brand experiences, leading to improved brand authenticity.
- Language
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Englisch
- Bibliographic citation
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Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 10 ; Year: 2023 ; Issue: 3 ; Pages: 1-22
- Classification
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Management
- Subject
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attribution theory
brand authenticity
brand equity
brand experience
new luxury fashion brands
- Event
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Geistige Schöpfung
- (who)
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Amer, Sally Mohamed
Elshimy, Amany Ahmed
Ezz, Moataz El Sayed Mohamed Abo El
- Event
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Veröffentlichung
- (who)
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Taylor & Francis
- (where)
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Abingdon
- (when)
-
2023
- DOI
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doi:10.1080/23311975.2023.2285026
- Last update
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10.03.2025, 11:45 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Amer, Sally Mohamed
- Elshimy, Amany Ahmed
- Ezz, Moataz El Sayed Mohamed Abo El
- Taylor & Francis
Time of origin
- 2023
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