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The effects of brand experience and consumer perception on marketing strategies within the multi-channeled fashion industry in the Netherlands.

Weijde, J.N. van der (2020) The effects of brand experience and consumer perception on marketing strategies within the multi-channeled fashion industry in the Netherlands.

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Abstract:In order to develop an optimal mix of online and offline services for fashion related products, marketeers must determine which attributes are perceived as key attributes by the target market to be delivered better within the online and offline fashion retail channels. In-depth interviews were conducted to assess how brand experience influences the choice of consumers preferring to shop online or offline within the fashion industry in the Netherlands. A Dutch student sample group was asked about their likelihood of shopping online or offline, and according to several brand experience dimension they were asked which attributes within the specific dimension impacts their choice to shop through this this specific retail channel, either online or offline. The weights assigned to each attribute by this sample group favoring online or offline shopping, were used as key predictors of the observed differences in preference of shopping channel.
Item Type:Essay (Bachelor)
Clients:
Unknown organization, Enschede, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/81377
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