Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/294756 
Year of Publication: 
2023
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 10 [Issue:] 3 [Article No.:] 2285026 [Year:] 2023 [Pages:] 1-22
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity, considering the rising relevance of new luxury fashion brand authenticity and its advantages for practitioners. We used a self-administrative questionnaire, and the number of participants was 411 customers of new luxury fashion brands. Partial-least squares structural equation modeling (SmartPLS software, version 4) is used to evaluate the proposed model. The findings indicate that, with the exception of affective experience, all brand experience dimensions have a direct and indirect impact on brand equity dimensions, considering that brand authenticity is a fully mediating factor. The research results provide valuable advice to help brand managers engage more in practices that enhance brand equity by building memorable and pleasant brand experiences, leading to improved brand authenticity.
Subjects: 
attribution theory
brand authenticity
brand equity
brand experience
new luxury fashion brands
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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