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Do experience and engagement matter to millennial consumers?

Imran Khan (Department of Marketing, College of Business Administration, Prince Sultan University , Riyadh, Saudi Arabia)
Mobin Fatma (Department of Marketing, College of Business Administration, Prince Sultan University , Riyadh, Saudi Arabia)
Vikas Kumar (Department of Marketing, Indian Institute of Management Sirmaur , Paonta Sahib, India)
Sara Amoroso (Department of Management and Law, University of Rome Tor Vergata , Rome, Italy)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 12 August 2020

Issue publication date: 8 March 2021

Downloads
1085

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.

Keywords

Citation

Khan, I., Fatma, M., Kumar, V. and Amoroso, S. (2021), "Do experience and engagement matter to millennial consumers?", Marketing Intelligence & Planning, Vol. 39 No. 2, pp. 329-341. https://doi.org/10.1108/MIP-01-2020-0033

Publisher

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Emerald Publishing Limited

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