Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience

Rohail Jibran,Sadia Shaheen,Muhammad Ahmad Ur Rehman

doi:10.54784/1990-6587.1062

Abstract

Pakistan's fashion and apparel market has shown comprehensive growth during the last decade. This paper aims to investigate the impact of design perception on consumer based brand equity and examines the mediating role of experiential value and moderating role of openness to experience. Data was collected from 210 consumers of textile apparel brands in Pakistan. Findings of the study reveal that there is a significant relationship between design perception and consumer based brand equity, experiential value mediates the relationship between design perception and consumer based brand equity. Furthermore, results reveal that the personality trait of openness to experience plays a moderating role between the relationship of design perception and experiential value. This framework will encourage marketers and managers to adopt design thinking strategy, that will help to generate greater pleasure and social experiential value from product usage.

Highlights

Apparel industry is characterized by stiff competition, to strengthen the consumer-brand relationship, brands have focused on providing a thrilling experience to customers through design (Brakus et al 2014)
This study is conducted in the textile apparel industry to see how design perception increases or decreases the consumer-brand relationship through pleasure and social consumption experience which is known as experiential value
We find that positive design perception generates meaningful consumption experience for the user which increases experiential value and leads towards a strengthened consumer-brand relationship which is known as consumer-based brand equity

Summary

Introduction

Apparel industry is characterized by stiff competition, to strengthen the consumer-brand relationship, brands have focused on providing a thrilling experience to customers through design (Brakus et al 2014). Many product development characteristics have been studied in marketing literature but product design has received only fragmented attention (Kumar and Noble 2016).

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Methods

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Conclusion