Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach

providing a pleasant shopping experience for consumers is vital in the apparel retail industry. A comprehensive multi-dimensional scale to measure “retail brand experience” (RBE) was recently introduced; however, this scale lacks application. Hence, the purpose of this study is to examine a conceptual model that shows the associations between RBE and customer behavioural outcomes (willingness to pay more, word of mouth communication, and continuous purchase intention) in the retail apparel industry using the multi-dimensional scale operationalisation of RBE. The present study also attempts to uncover the moderating role of brand love in the proposed model. Using the survey method, 416 usable responses were collected. The findings indicate that all the direct effects are statistically supported. The study also shows non-linear relationships between word of mouth communication and willingness to pay more, and word of mouth communication and continuous purchase intention. With respect to the moderating role of brand love, it enhances the influence of both RBE and word of mouth communication on willingness to pay more. Overall, the present study contributes to the retailing literature, particularly in the apparel-retailing context, branding literature, and customer behaviour literature. Practically, this study provides several recommendations to enhance customer willingness to pay more, their continuous purchase intentions, and word of mouth communication by providing better retail brand experience.