An appraisal of interactive brand experiences on customer loyalty: A case study of a fashion label in Kano, Nigeria.
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- NGN 5000
Background of the study
Interactive brand experiences have become pivotal in fostering customer loyalty, particularly within the competitive fashion industry. In Kano, fashion labels are employing interactive experiences—such as pop-up events, virtual try-ons, and personalized styling sessions—to create memorable engagements that resonate with consumers. These experiences enable customers to connect with the brand on a personal level, fostering a sense of belonging and loyalty (Aminu, 2023). By incorporating digital technologies and interactive elements into their marketing strategies, fashion labels can provide tailored experiences that enhance customer satisfaction. The immersive nature of these interactions not only increases consumer trust but also promotes repeat business through positive emotional associations and social sharing. Research suggests that when consumers actively participate in interactive brand experiences, their loyalty to the brand strengthens significantly (Okoro, 2024). This study appraises the effect of interactive brand experiences on customer loyalty for a fashion label in Kano, evaluating the elements of interactivity that most effectively drive long-term consumer retention and brand advocacy.
Statement of the problem
Despite the recognized benefits of interactive brand experiences, there is limited empirical evidence on their direct impact on customer loyalty within the fashion industry in Kano. Fashion labels often implement interactive initiatives without clear metrics to gauge their long-term effect on consumer retention (Aminu, 2023). Variability in experience quality, technological limitations, and inconsistent consumer engagement can undermine loyalty outcomes. This study seeks to address these issues by investigating the relationship between interactive brand experiences and customer loyalty, identifying the key interactive elements that drive consumer retention, and exploring challenges that may hinder the effectiveness of these experiences (Okoro, 2024).
Objectives of the study:
To evaluate the impact of interactive brand experiences on customer loyalty.
To identify key interactive elements that foster long-term retention.
To propose recommendations for optimizing interactive strategies in fashion marketing.
Research questions:
How do interactive brand experiences affect customer loyalty?
Which interactive elements most effectively drive repeat purchases?
What challenges impede the effectiveness of interactive brand initiatives?
Significance of the study
This study is significant as it offers empirical insights into the role of interactive brand experiences in enhancing customer loyalty for fashion labels. The findings will assist marketers in Kano to refine their interactive strategies, leading to improved customer retention and stronger brand advocacy. By linking interactive elements with loyalty outcomes, the research provides actionable recommendations for boosting long-term consumer relationships (Aminu, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Interactive Brand Experiences: Immersive engagements designed to foster consumer-brand interaction.
Customer Loyalty: The propensity of consumers to continue purchasing from a brand.
Fashion Label: A brand that designs and markets clothing and accessories.
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