Title: Demographics and fashion brand experience: emerging economy perspective

Authors: William Kwesi Senayah; Agnes Odamea Larbi; Vivian Biney-Aidoo

Addresses: Department of Fashion Design and Textiles, Accra Technical University, Ghana ' Department of Fashion, Blue Crest University College, Ghana ' Department of Fashion Design and Textiles, Accra Technical University, Ghana

Abstract: Brand experience is critical in consumer behaviour; however, the impact of demographic factors and their effect on emerging brands has been overlooked in consumer studies regarding garment brands from developing countries. The aim of this study is to examine demographic characteristics and brand experiences based on sensorial, affective, behavioural, and intellectual brand perspectives. A quantitative approach was used where 289 participants were conveniently sampled. A non-parametric statistic, the Mann-Whitney U test, was used to analyse the data. The research provides important insights into the impact of demography on brand experience, which is crucial in market segmentation, targeting and positioning of fashion brands. Given the changing population dynamics of most countries, the results offer managerial implications by providing retailers with consumers' behaviour towards garment brands based on their experiences with those brands. This paper fills a gap by presenting the predictive effect of demographic characteristics on brand experience. It departs from previous research by examining the impact of collective demography (age, gender and education) on multi-dimensional brand experiences (sensory, affective, intellectual and behavioural).

Keywords: branding; brand experience; demographic characteristics; fashion.

DOI: 10.1504/IJSTM.2024.145226

International Journal of Services Technology and Management, 2024 Vol.29 No.2/3/4, pp.218 - 239

Received: 04 Jan 2024
Accepted: 15 Apr 2024
Published online: 28 Mar 2025 *