Impact of Apparel Retail Brand Experience on Consumer Behavior in Pakistan

Abstract

For the purpose of attracting customers to their stores and positively influence their behavioral outcomes, retailers have started focusing on providing a good shopping experience to customers apart from just focusing on the services' or product's quality. This paper investigates the individual impact of the constructs of apparel retail brand experience namely, Brand Name Influence, Mass Media Impressions, Ambiance, Point-of-sales Assistance, Customer Billing, Recommendations by Sales Person, Brand Story Connectedness, and Emotional Event Experience on the purchase intentions of consumers. The survey method has been used in the study and a sample of 300 responses have been collected from female customers of apparel retail brands in the twin cities (Rawalpindi and Islamabad) using a structured questionnaire adopted from previous studies. The results show positive association of all the constructs of retail brand experience with the purchase intention of the female customers. Our study, overall, contributes to branding literature, retailing literature in the context of apparel retail brands and the literature of consumer behavior. Our study also provides practical recommendations to apparel retail brand owners and marketers on how to enhance the shopping experience of their customers and increase their purchase intention. Finally, our study provides future research directions