Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping

Ui Jeen Yu, Eunjoo Cho, Kim K.P. Johnson

Research output: Contribution to journalArticlepeer-review

19 Scopus citations


Consumers tend to imagine product features, functions, or usage that they have learned from previous exposure to and experiences with brands, especially when they engage in online apparel shopping. Prior brand-related factors, such as brand familiarity and brand loyalty, may influence imagery elaboration–the activation of stored information in the production of mental images beyond that provided by the stimulus–evoked through virtual product experience tools with online apparel websites. Thus, the purpose of this study was to empirically examine how brand familiarity and brand loyalty impact imagery elaboration at online apparel websites and consequently influence attitudinal and behavioral intention relative to the brand. Utilizing MacInnis and Joworski’s model of brand attitude formation, a conceptual model was developed. Using an Internet-based survey, data was collected from 403 undergraduates at a Midwestern university in the US. Results indicated participants familiar with, and loyal to, a brand engaged in greater imagery elaboration as evoked through virtual product experiences, resulting in positive brand attitudes and online purchase intention. Managerial implications are discussed to highlight the important roles of brand familiarity and brand loyalty on imagery elaboration, brand attitudes, and online purchase intentions.

Original languageEnglish (US)
Pages (from-to)193-206
Number of pages14
JournalJournal of Global Fashion Marketing
Issue number3
StatePublished - Jul 3 2017
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2017 Korean Scholars of Marketing Science.


  • Brand familiarity
  • brand attitude
  • brand loyalty
  • imagery elaboration
  • purchase intention


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