Novelty, Emotions and Brand Association: A Study of Select Apparel Brands

Abstract

Brand is a valuable asset which plays a key role in the success of an organisation and also influences the customers’ buying decision process. Brand association adds an important attribute to a product and dramatically enhances the market share of a product. Brand association is important for marketers for achieving many business objectives. Amongst the many factors influencing brand association are novelty and emotions. Literature is deficient with respect to studies these three variables in unison. Thus, this research has studied the influence of novelty and emotions on brand association in relation to select apparel brands. The analysis was carried out using SEM (structural equation modelling).