The impact of brand sensuality and brand experience on consumers’ fashion product purchases: the moderating role of religiosity

Drawing on the environmental psychology theory, this study aims to fill a gap in retailing and branding studies regarding the effect of consumer religiosity on brand sensuality, brand experience and repurchase intention of consumers. Even though the extensive contributions of the past literature have shown the effect of sensorial cues on individuals’ emotional and behavioral intentions, the factors that affect individuals’ reactions to sensorial cues and, in turn, which affect their behavioral responses, such as personality traits, as well as cultural and socio-cultural influences, have attracted very little attention from previous studies. In sensory marketing, understanding the interplay of individual factors which may affect their cognitive, affective, and behavioral patterns, as well as the sensorial aspects of products or services, is important because individual factors may have an impact on shaping individuals’ experiences, interactions, and perceptions through brands in different ways. The research addresses three questions: (1) what is the main impact of consumer religiosity on the relationship between brand sensuality and brand experience, (2) what are the main factors that influence brand experience and (2) what are the main impacts of consumers’ repurchase intention. The Istanbul, Turkey is selected as the empirical context. This research employs a positivist paradigm (i.e. a quantitative method) to examine the causal relationships between the proposed hypotheses and scale confirmation (De Vellis, 2003). To test the hypotheses and model, an IBM SPSS AMOS 21 confirmatory factor analysis (CFI) and structural equation model (SEM) will be used