The Role of Brand Experience in Formulating Brand Loyalty for Lingerie Buying Consumers of India

Abstract

In contrast to external apparel, experiential aspects of lingerie, have received scant attention despite it being a product of high involvement by consumers with significant symbolic importance for women. This article investigates how brand experience influences Indian consumers of lingerie in their purchasing decisions, and whether this experience results in increased brand loyalty. This study employs the usage of a non-probability, quota sampling technique and is based on a questionnaire administered to 1,392 Indian women aged 18-44 and educated to at least the 12th grade. It calculates consumers’ consolidated brand experience score, based on sensory, affective, intellectual and behavioral dimensions. Data has been analyzed using Chi square tests to establish that brand experience indeed leads to brand loyalty for women consumers. This research can help lingerie brand manufacturers, retailers and marketers improve their consumers’ brand experience to influences consumer purchase motivation and brand loyalty. Keywords: Brand experience, Fashion marketing, Brand loyalty, Experiential marketing, Consumer behavior.