Fashion Brand Love: Application of a Cognition–Affect–Conation Model

Tae-Im Han and Dooyoung Choi
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Tae-Im Han: Department of STEM Education and Professional Studies, Old Dominion University, Norfolk, VA 23529, USA
Dooyoung Choi: Department of STEM Education and Professional Studies, Old Dominion University, Norfolk, VA 23529, USA

Social Sciences, 2019, vol. 8, issue 9, 1-14

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.

Keywords: brand love; fashion brand expertise; brand loyal behaviors; cognition-affect-conation model (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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