Does Technology Affect Customer-Brand Relationships? A Study of Premium Fashion Consumers

  • Vedika Dugar
  • Marta BlazquezEmail author
  • Claudia E. Henninger


The introduction of innovative technologies in physical stores is producing changes in the retail landscape and in the nature of consumers’ shopping behaviour (Verhoef, P., Kannan, P., & Inman, J., Journal of Retailing 91, 174–181, 2015). This research explores the role of in-store technologies and their effects on customer-brand relationship within premium fashion retail stores. Through the use of multi-method qualitative methods for data collection—focus group and semi-structured interviews—this study tries to better understand the customer perspective on the implementation of in-store technologies and their effect on their relationship with retailers. The research develops a conceptual framework based on the Technology Adoption Model (TAM) and customer-brand relationship dimensions—brand satisfaction, brand trust and brand loyalty—in the premium fashion retail context. It offers beneficial practical insights and recommendations for premium fashion retailers on the usage and implementation of in-store technologies to enhance their relationship with customers.


In-store technology Customer brand relationship Premium fashion customers Brand trust Brand satisfaction Brand loyalty 


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Vedika Dugar
    • 1
  • Marta Blazquez
    • 2
    Email author
  • Claudia E. Henninger
    • 2
  1. 1.University of the ArtsLondonUK
  2. 2.University of ManchesterManchesterUK

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