Fashion Consciousness and Muslim Modest Brand Advocacy: The mediating role of brand love, and loyalty

Andriani Kusumawati, Farida Akbarina, Edriana Pangestuti and Umar Nimran

Journal of Global Fashion Marketing, 2022, vol. 13, issue 4, 380-393

Abstract: This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different.

Date: 2022
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DOI: 10.1080/20932685.2022.2090983

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