An Exploratory Study on Identification of Age/Occupation Wise Brand Experience Factors for Lingerie Buying Consumers

다국어 초록 (Multilingual Abstract)

The concept of brand experience was first put into a measurable scale by Brakus, Schmitt, and Zarantonello who proved in their article “Brand experience: What is it? How is it measured? Does it affect loyalty?” that brand experience factors are further divided as sensory, affective, intellectual and behavioral and positively affect consumer satisfaction and loyalty. Several studies have been done on the subject with lingerie as an exception despite it being a deeply personalized experience for women, affecting their external appearance as well as their self-image, confidence and sexuality. Hence the objective of this research is to identify the age/occupation wise factors imparting positive brand experience to lingerie buying consumers in India based on the brand experience scale propounded by Brakus, Schmitt, and Zarantonello. About 109 Indian women were interviewed in order to identify the factors which impart positive brand experience to them, and results significantly varied between different ages and occupation, proving that lingerie brands have to alter their products offering accordingly in order to enhance repeat purchase and foster brand loyalty.

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