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Cited by 35

Do experience and engagement matter to millennial consumers?

Khan, Imran, Fatma, Mobin, Kumar, Vikas, Amoroso, Sara·2021·Marketing Intelligence & Planning
DOI 10.1108/mip-01-2020-0033
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Abstract

Purpose: The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement. Design/methodology/approach: Data were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis. Findings: Results showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement. Practical implications: This study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry. Originality/value: Examining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing.

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Crossref · 10.1108/mip-01-2020-0033

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  • Several factors influence the consumer's journey during the purchasing process, including perceptions of the physical environment, product assortment, and emotional and cognitive value.

    “Several factors influence the consumer's journey during the purchasing process, including perceptions of the physical environment, product assortment, and emotional and cognitive value -key attributes that shape the brand-customer relationship (Khan et al., 2020).”

    From Exploring the influence of flagship store experience and consumer interactions on purchase behaviour (2025) · cites this paper as Khan et al., 2020

  • The impact of consumer experience on store atmosphere plays a key role in shaping new consumer behaviors and purchasing patterns.

    “The impact of consumer experience on store atmosphere plays a key role in shaping new consumer behaviors and purchasing patterns (Khan et al., 2020).”

    From Exploring the influence of flagship store experience and consumer interactions on purchase behaviour (2025) · cites this paper as Khan et al., 2020

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Authors
Khan, I., Fatma, M., Kumar, V., & Amoroso, S.
ORCID
Khan, Imran
Venue
Marketing Intelligence & Planning
Publisher
Emerald
Published
2020-08-12
Volume
39
Issue
2
Pages
329-341
ISSN
0263-4503
DOI
10.1108/mip-01-2020-0033
Cited by
35
References
6
Language
en
Licence
www.emerald.com/insight/site-policies (tdm)

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