Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers
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Date
2012
Journal Title
Journal ISSN
Volume Title
Type
Article
Publisher
Emerald Group Publishing Limited
Series Info
Journal of Fashion Marketing and Management;Vol. 16 No. 4, pp. 386-398
Scientific Journal Rankings
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
Description
MSA Google Scholar
Keywords
October University for Modern Sciences and Arts, University for Modern Sciences and Arts, MSA University, جامعة أكتوبر للعلوم الحديثة والآداب, Brand Love, Brand Image, Brand Personality, Word of Mouth, Fashion Brands, Brand Identity
Citation
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