PHYGITAL EXPERIENCES TO LEVERAGE BRANDING AND CONSUMER ENGAGEMENT IN APPAREL INDUSTRY

Abstract

In the rapidly evolving landscape of marketing, the integration of physical and digital experiences termed "phygital" has emerged as a transformative strategy for strong brand identity, brand trust and customer loyalty. This paper explores the implications of phygital experiences on marketing analytics, focusing on how data-driven insights can enhance consumer interaction, brand identity, brand trust, and customer loyalty. This is a survey study in which questionnaires were floated. PROCESS is applied for data analysis using SPSS statistical software. Hypotheses are assessed to confirm existing theories in the context of Apparel Industry. The empirical results revealed the effectiveness of combining physical touchpoints with digital channels to optimize consumer experiences. The challenges and opportunities presented by this integration are discussed, including data privacy concerns, technological advancements, and the need for a cohesive strategy. Ultimately, the findings underscore the necessity for marketers to adopt a phygital approach, leveraging analytics to create seamless, personalized experiences that resonate with today's consumers leading towards strong brand identity, brand trust, and customer loyalty. Moderation effects of generation group are also found significant. The research framework clarifies the intricate interaction pattern of physical touchpoints and digital channels with the brand identity, brand trust and customer loyalty. It highlights how generation factor moderates the consumer experience.

Keywords: Phygital Experience, Physical Touchpoints, Digital Channels, Marketing Analytics, Brand Identity, Brand Loyalty.