Determinants of Value and Satisfaction with the Consumption of a Young Fashion Brand

Abstract

This study aimed to identify the key determinants of value creation and satisfaction for a retail fashion brand. The existing research indicated three underlying value dimensions (utilitarian value, hedonic value, and escapism) and three factors (brand, product, and store aspects) affecting value creation and satisfaction. Based on this framework, a structural model was adjusted and tested with data collected from a survey with 213 brand consumers. Findings indicate that satisfaction is mediated by two value dimensions: hedonism and escapism.  The brand and store aspects are determinants of hedonic value and the product aspects are associated with escapism.  

DOI: 10.5585/remark.v12i1.2476