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<p>Since the competition in the fashion industry is getting deep, brands must offer customers with uniqueness of products and environment. Creating a positive multi-sensory brand experience on love marks and brand image becomes critical in strengthening a fashion brand’s competitive position. The present research empirically develops a theoretical framework and used quantitative research design to validate the conceptual framework and test the hypotheses. Data was collected from 11 fashion brands viz. Adidas, Nike, Mango, Zara, Mac Cosmetics, H&amp;M, Armani, Levis, FCUK and G-Star with 4 constructs (multi- sensory brand experience, brand image, brand love, brand respect), 48 variables and a sample size of 456 respondents. Structural equation modelling was used to empirically validate the theoretical framework and investigate the effect of multi-sensory brand experience on love marks and brand image. The findings of the research reveal positive relationship amongst multi-sensory brand experience, brand image and love marks (brand love and brand respect) with ‘partial mediating’ role of brand image between the relationship of multi-sensory brand experience and love marks. The study is pioneer in emphasizing the role of brand respect in enhancing brand image and creating love marks thus advancing Robert’s love marks theory in the context of fashion brands. The study offers a novel contribution by integrating these constructs into a unified model. It emphasises the frequently neglected significance of brand respect and recognises brand image as a vital cognitive mediator. There will be a multiplier effect for future studies across contexts due to this integrated strategy, which enhances sensory and emotional branding research.</p>

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Interplay of Multisensory Brand Experience, Love Marks and Brand Image for Consumer Fashion Brands

  • 期刊论文

  • 发表日期：

    2025年10月1日

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  • Jahanvi Jahanvi,
  • Meenakshi Sharma

摘要

Since the competition in the fashion industry is getting deep, brands must offer customers with uniqueness of products and environment. Creating a positive multi-sensory brand experience on love marks and brand image becomes critical in strengthening a fashion brand’s competitive position. The present research empirically develops a theoretical framework and used quantitative research design to validate the conceptual framework and test the hypotheses. Data was collected from 11 fashion brands viz. Adidas, Nike, Mango, Zara, Mac Cosmetics, H&M, Armani, Levis, FCUK and G-Star with 4 constructs (multi- sensory brand experience, brand image, brand love, brand respect), 48 variables and a sample size of 456 respondents. Structural equation modelling was used to empirically validate the theoretical framework and investigate the effect of multi-sensory brand experience on love marks and brand image. The findings of the research reveal positive relationship amongst multi-sensory brand experience, brand image and love marks (brand love and brand respect) with ‘partial mediating’ role of brand image between the relationship of multi-sensory brand experience and love marks. The study is pioneer in emphasizing the role of brand respect in enhancing brand image and creating love marks thus advancing Robert’s love marks theory in the context of fashion brands. The study offers a novel contribution by integrating these constructs into a unified model. It emphasises the frequently neglected significance of brand respect and recognises brand image as a vital cognitive mediator. There will be a multiplier effect for future studies across contexts due to this integrated strategy, which enhances sensory and emotional branding research.