Effect of Brand Familiarity and Brand Loyalty on Imagery Elaboration in Online Apparel Shopping
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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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.