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

Date
2013-01-01
Authors
Yu, Ui-Jeen
Lee, Hyun-Hwa
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Altmetrics
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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.

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