Influence of aesthetics attributes of brand Web pages on customer brand engagement

Purpose This paper aims to empirically explore the influence of website aesthetic attributes (classical and expressive) on customer brand engagement (CBE) intention. Design/methodology/approach This research develops a framework and a few research hypothesis based on available literature on the concept of aesthetics, aesthetic attribute of websites and CBE, as well as other reliable resources, relevant theories, wherever required and tested it on the data collected from 400 respondents of the Y generation (Gen Y) of India by means of structural equations modelling using SPSS AMOS 21. Findings The findings indicate that expressive aesthetics of the brand Web pages of the beauty products is positively associated with drawing attention. Expressive aesthetics and classical aesthetics together explained 16% of the variance in attention. This indicates that aesthetic attributes indeed play a role in drawing the attention of the customer. However, mere attention is not sufficient to form the behavioural intention in the customer to engage with that particular brand unless the customer does get fully absorbed with aesthetic attributes of the brand Web pages. Research limitations/implications The outcome of this research is based on the view of only 400 Gen Y individuals from the city of Indore in India. This limits its generalizability across India and other country context. This study makes important contribution to brand website aesthetic and CBE literature by empirically investigating the concept of brand website aesthetics as important in interactive marketing approach to initiate CBE intention formation. It further argues that cognitive engagement is the first and foremost engagement dimension and underscores aesthetic attributes as important in forming the customer first perception based on which subsequent CBE behavioural intention develops. Originality/value This research adds novel insight in the relationship of the brand website aesthetic attributes and CBE by studying the impact of the aesthetic attribute of brand Web pages on the two cognitive elements, namely, attention and absorption and further its effect on brand behavioural intention taking as sample of Gen Y of India.

Analysis of the consumer preferences of attributes of Rajini Modest Fashion Products

The market growth of modest fashion products is increasing. Rajini uses this opportunity by developing modest fashion products. The purpose of this study was to discover and analyze which attributes most affect the purchase of modest fashion products by consumers. The results were used by Rajini to be more effective in developing modest fashion products. The study was conducted with 100 respondents using purposive sampling. Data collected were analyzed using conjoint analysis with the SPSS 25 programs. The preferred attributes in choosing modest fashion products included “neutral color”, “classic style”, “lightweight fabric” and “normal fit”. The most important decision criterion when purchasing modest fashion products was the aesthetic attribute “style”, followed by “color”, and then the functional attribute “fit”. The “fabric” attribute was perceived as least important. In order to better compete, Rajini needs to adjust consumer preferences in Surabaya according to the results of this study. Keywords: modest fashion, consumer preferences, conjoint analysis, color, style, fabric, fit