RT journal article
T1 Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness
A1 Gutiérrez-Rodríguez, Pablo
A1 Cuesta-Valiño, Pedro
A1 Ravina Ripoll, Rafael
A1 García-Henche, Blanca
A2 Organización de Empresas
K1 Purchase intention
K1 Consumer brand engagement
K1 Fashion
K1 Consumer happiness
K1 SEM model
AB Purpose – The objective of this paper is to define a structural equation model (SEM) that examines howfashion consumers’ expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.Design/methodology/approach – For this purpose, a cross-sectional descriptive study was carried out bymeans of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.Findings – The results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.Research limitations/implications – The current research does not allow a longitudinal analysis of theconsumption of fashion retailers. The findings of this scientific study provide awealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.Originality/value – One of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.
PB Emerald
SN 0025-1747
YR 2023
FD 2023-11-10
LK http://hdl.handle.net/10498/31279
UL http://hdl.handle.net/10498/31279
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 09-nov-2026