Consumer Behavior

Effect of Brand Familiarity and Brand Loyalty on Imagery Elaboration in Online Apparel Shopping

Authors: Ui-Jeen Yu (Illinois State Univesity) , Hyun-Hwa Lee (Inha University)

Abstract

Imagery elaboration is defined as "the activation of store information in the production of mental images beyond what is provided by the stimulus" (Babin & Burns, 1998, p. 266). When consumers virtually experience or evaluate apparel products, imagery elaboration could be evoked through various features provided by online retailers. Previous studies examined te positive effect of evoked imagery elaboration on attitudinal reponses toward the brand and toward the ad in advertisements (Babin & Burns, 1998; Ellen & Bone, 1991). Due to the limitatin of virtual product experience may play an important role to help consumers imagine or evaluate features, fnctions, or usages of apparel products.

Keywords: brand loyalty, Imagery elaboration, brand familiarity

How to Cite: Yu, U. & Lee, H. (2013) “Effect of Brand Familiarity and Brand Loyalty on Imagery Elaboration in Online Apparel Shopping”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).