Series Info:Journal of Fashion Marketing and Management;Vol. 16 No. 4, pp. 386-398
Type:Article
Keywords:October University for Modern Sciences and Arts
,
University for Modern Sciences and Arts
,
MSA University
,
جامعة أكتوبر للعلوم الحديثة والآداب
,
Brand Love
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Brand Image
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Brand Personality
,
Word of Mouth
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Fashion Brands
,
Brand Identity
Abstract:
Purpose – Fashion brand love is a central concept in the consumer-brand relationship domain. Brand
managers tend to create more lovable brands, e.g. McDonald’s “I’m lovin it”. However, the importance
of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand
personality and brand image on brand love has not been investigated in any empirical research. This
paper aims to address this gap by developing a causal model incorporating brand love, brand
personality, brand image and word of mouth (WOM) to investigate the relationships among them.
Design/methodology/approach – Data were collected using a survey method and usable
questionnaires were completed by 250 undergraduate students. Path analysis was used to test the
hypotheses using AMOS 16.0.
Findings – Results revealed that only brand image is considered as a determinant of brand love that
affects WOM along with brand personality.
Practical implications – Results provide detailed implications and a platform on which future
research can be built
Rageh Ismail, Ahmed; Melewar, T.C.(Academy of Marketing Science, 2015)
This study seeks to test a research framework designed to explain the direct effects of brand love, image
and personality upon word of mouth in different two contexts. Using data collected from two different
countries ...
Eldegwy A.; Elsharnouby T.H.; Kortam W.(Emerald Group Publishing Ltd., 2018)
Purpose: The purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters brand equity. Design/methodology/approach: ...
Rageh Ismail, Ahmed(Asia Pacific Journal of Marketing and Logistics, 2017)
Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on
brand loyalty, value consciousness and brand consciousness.
Design/methodology/approach – A self-administered ...