The Purchase Intention of Fashion Brand Retailers. A Journey through Consumer Engagement and Happiness
The objective of this paper is to define an SEM model that examines how fashion consumers expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, we will develop the components of CBE and Consumer Hap...
| Autores: | , , , |
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| Tipo de documento: | artigo |
| Data de publicação: | 2023 |
| País: | España |
| Recursos: | Universidad de Alcalá (UAH) |
| Repositório: | e_Buah Biblioteca Digital Universidad de Alcalá |
| Idioma: | inglês |
| OAI Identifier: | oai:ebuah.uah.es:10017/60561 |
| Acesso em linha: | http://hdl.handle.net/10017/60561 https://dx.doi.org/10.1108/MD-04-2023-0541 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Purchase Intention Consumer Brand Engagement Fashion SEM model Consumer happiness Empresa Management science |
| Resumo: | The objective of this paper is to define an SEM model that examines how fashion consumers expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, we will develop the components of CBE and Consumer Happiness variables, whose relevance in the literature has increased considerably. For this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares (PLS_SEM). The results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established. The current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers. CUST_SOCIAL_IMPLICATIONS_(LIMIT_100_WORDS) :No data available. One of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE |
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