International Textile and Apparel Association Annual Conference Proceedings
International Textile and Apparel Association Annual Conference: Risk and Reward, October 25-29, 2019, Las Vegas, Nevada
Understanding the attributes that build consumer loyalty is particularly critical to fashion companies due to the prevalence of alternatives in the market with low switching costs. The significance of this study is extending the knowledge on the role of brand love using the hierarchy of effects model in the context of fashion consumer behaviors. A questionnaire in which participants provided self-reported responses was created to measure the constructs. A two-step approach, a measurement and a structural model was used for the statistical analysis. The results indicated that consumers who know more about the 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. In addition, the findings suggested that consumers perceive greater brand love when the brand has similar image to their actual and ideal self-images.
Published under a Creative Commons Attribution 4.0 International (CC BY 4.0) License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Original Publication Citation
Choi, D. & Han, T. (2019) The role of brand love: Application of the hierarchy of effects model, International Textile and Apparel Association Annual Conference Proceedings 76(1), 1-3. https://doi.org/10.31274/itaa.8430
Choi, Dooyoung and Han, Tae-Im, "The Role of Brand Love: Application of the Hierarchy of Effects Model" (2019). STEMPS Faculty Publications. 247.