Document Type

Article

Publication Date

9-2019

DOI

10.3390/socsci8090256

Publication Title

Social Sciences

Volume

8

Issue

9

Pages

256 (1-14 pp.)

Abstract

A large numbers of studies have supported the crucial role of brand love in consumer–brand relationships; however, research that examines fashion brand love and its relationship with cognitive aspects and self-concept congruency remains limited. Therefore, the purpose of this study was to identify important factors that are associated with fashion brand love. A questionnaire in which participants provided self-reported responses was created to measure the constructs and structural equation modeling (SEM) and independent sample t-tests were conducted to test the hypothesized relationships. Our results indicated that consumers who know more about fashion brands are more likely to have stronger emotional attachment to their favorite fashion brand and brand love, in turn, has a significant effect on performing brand-loyal behaviors. Furthermore, our results demonstrated that fashion brand love is strongly associated with actual and ideal self-congruity. These findings suggest that it is important for fashion brands to focus on developing affective relationships with consumers to gain brand loyalty and one way to achieve this goal is to enhance brand awareness or knowledge among consumers. Fashion brands also need to invest in activities that aim to deliver a brand image congruent with actual and ideal self-concepts of the target market

Comments

© 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).

Original Publication Citation

Han, T.-I., & Choi, D. (2019). Fashion brand love: Application of a cognition–affect–conation model. Social Sciences, 8(9), Article 256. https://doi.org/10.3390/socsci8090256

ORCID

0000-0002-4620-6712 (Choi)

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