Lovemarks Drivers Effect on Luxury Fashion Brands Emotional Attachment

Fatma Ali and Hala M. Labib Enaba

Business and Management Studies, 2023, vol. 9, issue 2, 35

Abstract: This research endeavors to investigate the effect of lovemarks on luxury fashion consumer decision-making in Egypt, examining its implications on the international competitive posture of Egyptian luxury firms. It seeks to bridge a significant research gap in the understanding of luxury consumer behavior in Egypt, particularly against the backdrop of global luxury market transformations. The study's objectives encompass the analysis of critical lovemarks drivers effecting luxury purchases and the exploration of the interplay between love and respect in the emotional attachment between consumers and brands. Employing a positivist epistemological approach, this research utilizes a deductive methodology within a cross-sectional framework, underpinned by quantitative data analysis from 440 luxury brand consumers. A five-point Likert scale questionnaire, informed by non-probability judgmental sampling based on socio-economic and lifestyle criteria, elucidates consumer perspectives. Structural Equation Modeling (SEM) identifies intimacy, sensuality, and mystery as pivotal in nurturing brand love, while trust, performance, and reputation predominantly foster brand respect. Notably, intimacy emerges as the most influential factor in developing brand love, underscoring the value of personal brand-consumer connections. From an academic standpoint, this study contributes to the scholarly dialogue on luxury consumer behavior, with a special focus on the Egyptian milieu. In practical terms, it provides luxury brands with strategic insights for intensifying marketing approaches through emotional engagement and narrative construction. These insights are crucial for stakeholders in luxury brands, offering a strategic framework to enhance investment decision-making and bolster consumer loyalty in a culturally varied market.

Date: 2023
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