The dimensionality of fashion-brand experience: Aligning consumer-based brand equity approach

Purpose ‐ This study aims to understand the multifaceted fashion-brand experience. By identifying the constructs and conceptualizing the building process of fashion-brand experience, this study also aims to demonstrate the cognitive, affective, and behavioral brand experience dimensions in accordance with the customer-based brand equity hierarchy. In addition, by comparing two rivaling fashion brands, this study seeks to empirically depict the exclusivity of the Korean apparel market. Design/methodology/approach ‐ Based on three studies conducted in South Korea, the fashion-brand experience scale was validated. Confirmatory factor analysis and structural equation modeling revealed that the scale consisted of brand awareness, brand performance, brand imagery, customer judgments, customer feelings, and customer-brand resonance according to cognitive, affective and, behavioral brand experience dimensions. Additionally, the brand effect was controlled by comparing the composition of the two brands. Findings ‐ Fashion-brand experience highlights the robust affective dimension that is created via the relational extension of brand imagery, customer feelings, and customer-brand resonance. In addition, as a condition necessary for affective experience, the cognitive brand judgment is created by a credible opinion related to brand performance. On a comparison of the disparity of hypothetical relationships between brands, it may be inferred that Polo proffers both cognitive judgments and affective feelings prior to the resonance experience, while Giordano augments the affective experience by engaging exclusive customer feelings. Research limitations/implications ‐ Structural relationships among six dimensions of brand experience may vary when different product categories and brands are compared. To improve the generalization of empirical findings, varied consumer samples should be employed, and other control effects, such as personal and cultural factors, should be considered. Originality/value ‐ To provide insight into the transition of a fashion-brand experience toward the global consumer experience archetype, this study underscores the unique nature and dimensional structure of fashion-brand experience by theorizing a customer-based brand equity approach.