Abstract

LIN, Fan-Lu  and  KU, Te-Hsing. Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty. SAJBM [online]. 2023, vol.54, n.1, pp.1-8. ISSN 2078-5976.  https://doi.org/10.4102/sajbm.v54i1.3583.

PURPOSE: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences. This paper aims to examine how digital brand experiences on social media influence perceptions of brand authenticity, attachment and loyalty for luxury fashion brands DESIGN/METHODOLOGY/APPROACH: This study adopts a quantitative analysis by collecting data with a survey-based approach of 112 respondents who are luxury brand Instagram followers. The empirical testing and estimation of the proposed model were carried out using the partial least squares structural equation modelling (PLS-SEM FINDING/RESULTS: Results of this study showed that digital brand experiences determine the audiences' positive attitudes towards brand authenticity, attachment and loyalty. Brand authenticity and attachment were found to partially mediate the digital brand experiences and brand loyalty PRACTICAL IMPLICATIONS: Brand authenticity can be understood as an important key to a brand's social media presence, and authenticity will significantly enhance attachment in consumers' minds. Physical experience should be integrated with the digital brand experience. In conclusion, audiences equivalate digital brand experiences as authentic feelings, generating attachment and loyalty to a luxury fashion brand ORIGINALITY/VALUE: This research presents insights about digital brand experiences and related essential constructs in the context of the luxury fashion brand; moreover, this study offers valuable implications in practical terms for the operation of social media platforms

Keywords : Instagram; digital brand experience; brand authenticity; brand attachment; brand loyalty.

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