Consumption of apparel is very large in India by volume and the apparel retail segment is one of the largest segments after food and groceries in India. Indian retail market stands as the fifteenth largest among developing countries as per GRDI 2015. Indian markets have witnessed a dramatic change in consumer attitude and buying behavior. Increased purchasing power, cultural shifts and demographic changes have shaped the purchase decision-making. Previously scholars have studied brand experience, shopping styles and purchase decision involvement as constructs in isolation. These aspects have never been studied aggregately, especially in emerging markets like India, where retail growth has been rampant. This study aims to simultaneously understand and analyze the impact of Brand Experience (BE) and Shopping Styles (SS) on Purchase Decision Involvement (PDI) in Indian apparel retail context. Respondents in seven tier-1 cities of India were approached with structured questionnaire, located across the sub-continent. Confirmatory Factor Analysis (CFA) was performed to substantiate the reliability and validity of constructs. Hierarchical Structural Equation Modeling (SEM) was also used to ascertain the causal effect of BE and SS on PDI. The results reveals that antecedents namely BE and SS positively influences the PDI while buying an apparel brand. The findings will benefit the apparel retail firms to design their promotional strategies so as to enhance customer patronage towards their brand.
| Published in | International Journal of Business and Economics Research (Volume 11, Issue 3) |
| DOI | 10.11648/j.ijber.20221103.21 |
| Page(s) | 187-195 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2022. Published by Science Publishing Group |
Brand Experience, Shopping Styles, Purchase Decision Involvement, Structural Equation Modeling (SEM)
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APA Style
Preshth Bhardwaj, Rahul Kumar, Patanjal Kumar. (2022). Linkages Between Brand Experience, Shopping Styles and Purchase Decision Involvement: An Empirical Investigation in Retail Indian Apparel. International Journal of Business and Economics Research, 11(3), 187-195. https://doi.org/10.11648/j.ijber.20221103.21
ACS Style
Preshth Bhardwaj; Rahul Kumar; Patanjal Kumar. Linkages Between Brand Experience, Shopping Styles and Purchase Decision Involvement: An Empirical Investigation in Retail Indian Apparel. Int. J. Bus. Econ. Res. 2022, 11(3), 187-195. doi: 10.11648/j.ijber.20221103.21
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Download@article{10.11648/j.ijber.20221103.21,
author = {Preshth Bhardwaj and Rahul Kumar and Patanjal Kumar},
title = {Linkages Between Brand Experience, Shopping Styles and Purchase Decision Involvement: An Empirical Investigation in Retail Indian Apparel},
journal = {International Journal of Business and Economics Research},
volume = {11},
number = {3},
pages = {187-195},
doi = {10.11648/j.ijber.20221103.21},
url = {https://doi.org/10.11648/j.ijber.20221103.21},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20221103.21},
abstract = {Consumption of apparel is very large in India by volume and the apparel retail segment is one of the largest segments after food and groceries in India. Indian retail market stands as the fifteenth largest among developing countries as per GRDI 2015. Indian markets have witnessed a dramatic change in consumer attitude and buying behavior. Increased purchasing power, cultural shifts and demographic changes have shaped the purchase decision-making. Previously scholars have studied brand experience, shopping styles and purchase decision involvement as constructs in isolation. These aspects have never been studied aggregately, especially in emerging markets like India, where retail growth has been rampant. This study aims to simultaneously understand and analyze the impact of Brand Experience (BE) and Shopping Styles (SS) on Purchase Decision Involvement (PDI) in Indian apparel retail context. Respondents in seven tier-1 cities of India were approached with structured questionnaire, located across the sub-continent. Confirmatory Factor Analysis (CFA) was performed to substantiate the reliability and validity of constructs. Hierarchical Structural Equation Modeling (SEM) was also used to ascertain the causal effect of BE and SS on PDI. The results reveals that antecedents namely BE and SS positively influences the PDI while buying an apparel brand. The findings will benefit the apparel retail firms to design their promotional strategies so as to enhance customer patronage towards their brand.},
year = {2022}
}
TY - JOUR T1 - Linkages Between Brand Experience, Shopping Styles and Purchase Decision Involvement: An Empirical Investigation in Retail Indian Apparel AU - Preshth Bhardwaj AU - Rahul Kumar AU - Patanjal Kumar Y1 - 2022/06/30 PY - 2022 N1 - https://doi.org/10.11648/j.ijber.20221103.21 DO - 10.11648/j.ijber.20221103.21 T2 - International Journal of Business and Economics Research JF - International Journal of Business and Economics Research JO - International Journal of Business and Economics Research SP - 187 EP - 195 PB - Science Publishing Group SN - 2328-756X UR - https://doi.org/10.11648/j.ijber.20221103.21 AB - Consumption of apparel is very large in India by volume and the apparel retail segment is one of the largest segments after food and groceries in India. Indian retail market stands as the fifteenth largest among developing countries as per GRDI 2015. Indian markets have witnessed a dramatic change in consumer attitude and buying behavior. Increased purchasing power, cultural shifts and demographic changes have shaped the purchase decision-making. Previously scholars have studied brand experience, shopping styles and purchase decision involvement as constructs in isolation. These aspects have never been studied aggregately, especially in emerging markets like India, where retail growth has been rampant. This study aims to simultaneously understand and analyze the impact of Brand Experience (BE) and Shopping Styles (SS) on Purchase Decision Involvement (PDI) in Indian apparel retail context. Respondents in seven tier-1 cities of India were approached with structured questionnaire, located across the sub-continent. Confirmatory Factor Analysis (CFA) was performed to substantiate the reliability and validity of constructs. Hierarchical Structural Equation Modeling (SEM) was also used to ascertain the causal effect of BE and SS on PDI. The results reveals that antecedents namely BE and SS positively influences the PDI while buying an apparel brand. The findings will benefit the apparel retail firms to design their promotional strategies so as to enhance customer patronage towards their brand. VL - 11 IS - 3 ER -
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