How luxury brands build customer-based brand equity through phygital experience

Abstract

Digitization has significantly impacted the purchasing behavior of luxury consumers. Now, luxury brands are trying to maximize consumers' experiential value through 'phygital' marketing. Considering this trend, it is crucial to analyze how luxury brand websites are structured and perceived by consumers. Accordingly, this study investigates how the attributes of luxury brands' websites build customer-based brand equity (CBBE), satisfaction, and repurchase intention. To examine the relationship, an online survey was conducted with 422 consumers in the United States who had previously visited luxury brand official websites and had previous online shopping experiences. The results show that emotional appeal, web design, and customer service have a positive effect on CBBE, which positively influences satisfaction and repurchase intention. For luxury brands, it is important to not only increase sales but also to improve brand equity. In this context, this research verifies the effect of the website attributes of luxury brands on CBBE.