Proceedings of the 9th International Conference on Modern Research in Management, Economics and Accounting
Year: 2018| Page No:29-38
The relationship between online brand engagement and repeat online purchases and brand image mediation effect –fashion industry
Michaela Elram , Orna Lavie Steiner.
Purpose: Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later become the ‘guideline’ for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to switch to another brand).
As competition with emerging fashion e-tail brands (ASOS) increases, there is a clear need for local fashion companies to improve brand image marketing strategies in order to achieve higher market performance.
While Brick and Mortar retailers are trying to determine whether sales are directly linked to social media campaigns, the fact is that companies with higher levels of engagement tend to grow their online sales faster than their less informed rivals, completely revolutionizing the fashion industry, which traditionally focused on image
The research examines three hypotheses:
H1: Online fashion brand engagement has a positive effect on online repurchase intentions.
H2: Online fashion brand engagement has a positive effect on brand image
H3: The higher the online fashion brand engagement the lower the impact of fashion brand image
H4: The stronger the brand image of fashion retailer, the higher the repurchase intention
The data was compiled through an online survey of 154 part-time business students at a major college. Although this is a convenience sample with considerable demographic homogeneity, the part-time students are members of the target segment that purchases fashion brands and products, are well-experienced with purchasing their own clothing and represent both current on line and offline fashion brands
This paper contributes to existing brand engagement literature by providing insights into how engagement influences one central performance outcome.
We showed what managers can expect from engagement activity and the interaction effect between engagement activity and brand image, which can give managers an idea on how to facilitate their offline and online marketing budget decisions.
Keywords:Brand Image, Brand Engagement, Online shopping behaviour; Fashion Brands.