Rageh Ismail, AhmedSpinelli, Gabriella2020-01-182020-01-182012Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York, NY. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY. Aaker, J.L. (1997), “Dimensions of brand personality”, Journal of Marketing, Vol. 34 No. 3, pp. 47-56. Aaker, J. (1999), “The malleable self: the role of self-expression in persuasion”, Journal of Marketing Research, Vol. 36 No. 1, pp. 45-57. Aaker, J., Fournier, S. and Brasel, A. (2004), “When good brands do bad”, Journal of Consumer Research, Vol. 31 No. 1, pp. 1-16. Aaker, J.L., Benet-Martinez, V. and Garolera, J. (2001), “Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs”, Journal of Personality and Social Psychology, Vol. 81 No. 3, pp. 492-508. Ahuvia, A.C. (2005), “Beyond the extended self: love objects and consumer’s identity narratives”, Journal of Consumer Research, Vol. 32 No. 1, pp. 171-84. Albert, N., Merunka, D. and Vallette-Florence, P. (2008), “When consumers love their brands: exploring the concept and its dimensions”, Journal of Business Research, Vol. 61 No. 10, pp. 1062-75. Aron, A. and Aron, E.N. (1986), Love and the Expansion of Self: Understanding Attraction and Satisfaction, Hemisphere, Washington, DC. Bagozzi, R.P. (1994), Principles of Marketing Research, Blackwell Publishers, Cambridge, MA. Birtwistle, G. and Freathy, P. (1998), “More than just a name above the shop: a comparison of the branding strategies of two UK fashion retailers”, International Journal of Retail & Distribution Management, Vol. 26 No. 8, pp. 318-23. Brown, T.J., Barry, T.E., Dacin, P.A. and Gunst, R.F. (2005), “Spreading the word: antecedents of consumers’ positive word-of-mouth intentions and behaviours in a retailing context”, Journal of Academy of Marketing Science, Vol. 33 No. 2, pp. 123-38. Burt, S. and Sparks, L. (2002), “Corporate branding, retailing and retail internationalisation”, Corporate Reputation Review, Vol. 5 Nos 2/3, pp. 194-212. Carroll, B.A. and Ahuvia, A. (2006), “Some antecedents and outcomes of brand love”, Marketing Letters, Vol. 17 No. 2, pp. 79-89. Dobni, D. and Zinkhan, G.M. (1990), “In search of brand image: a foundation analysis”, in Goldberg, M.E., Gorn, G. and Pollay, R.W. (Eds), Advances in Consumer Research, Vol. 17, Association of Consumer Research, New Orleans, LA, pp. 110-18.Fehr, B. (1988), “Prototype analysis of the concepts of love and commitment”, Journal of Personality and Social Psychology, Vol. 55 No. 4, pp. 557-79. Fionda, A. and Moore, C. (2009), “The anatomy of the luxury fashion brand”, Journal of Brand Management, Vol. 16 Nos 5-6, p. 347. Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement errors”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50. Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Research, Vol. 24 No. 4, pp. 343-73. Graeff, T.R. (1997), “Consumption situations and the effects of brand image on consumers’ brand evaluations”, Psychology and Marketing, Vol. 14 No. 1, pp. 49-70. Gremler, D.D. and Gwinner, K.P. (2000), “Customer-employee rapport in service relationships”, Journal of Service Research, Vol. 3 No. 1, pp. 82-104. Hair, J.F. Jr, Anderson, R.E., Tatham, R.L. and Black, W.C. (2006), Multivariate Data Analysis, Prentice Hall, Upper Saddle River, NJ. Hankinson, G. (2004), “The brand images of tourism destinations: a study of the saliency of organic images”, Journal of Product and Brand Management, Vol. 13 No. 1, pp. 6-14. Harman, H.H. (1967), Modern Factor Analysis, University of Chicago Press, Chicago, IL. Harrison-Walker, L.J. (2001), “E-complaining: a content analysis of an internet complaint forums”, Journal of Service Marketing, Vol. 15 No. 5, pp. 397-412. Hatfield, E. and Sprecher, S. (1985), “Measuring passionate love in intimate relations”, unpublished manuscript, University of Hawaii at Manoa, Honolulu, HI. Hatfield, E. and Sprecher, S. (1986), “Measuring passionate love in intimate relationships”, Journal of Adolescence, Vol. 9 No. 4, pp. 383-410. Hawkins, D.I., Best, R. and Coney, K.A. (2004), Consumer Behavior: Building Marketing Strategy, 9th ed., McGraw-Hill, Boston, MA. Herzog, H. (1963), “Behavioral science concepts for analyzing the consumer”, Marketing and the Behavioral Sciences, in Bliss, P. (Ed.), Allyn and Bacon Inc, Boston, MA, pp. 76-86. Hu, L. and Bentler, P.M. (1999), “Cutoff criteria for fit indices in covariance structure analysis: conventional criteria versus new alternatives”, Structural Equation Modeling, Vol. 6 No. 1, pp. 1-55. Kapferer, J.N. (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, 2nd ed., Kogan Page Limited, London. Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1-22. Keller, K.L., Heckler, S.E. and Houston, M.J. (1998), “The effects of brand name suggestiveness on advertising recall”, Journal of Marketing, Vol. 62 No. 1, pp. 48-57. Koubaa, Y. (2008), “Country of origin, brand image perception, and brand image structure”, Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 2, pp. 139-55. Lee, J.A. (1977), “A typology of styles of loving”, Personality and Social Psychology Bulletin, Vol. 3 No. 2, pp. 73-182. Lewis, B.R. and Hawksley, A.W. (1990), “Gaining a competitive advantage in fashion retailing”, International Journal of Retail & Distribution Management, Vol. 18 No. 4, pp. 21-32. Liu, S.C. and Choi, T.M. (2009), “Consumer attitude towards brand extensions of designer-labels and mass-market labels in Hong Kong”, Journal of Fashion Marketing and Management, Vol. 13 No. 4, pp. 527-40. Low, G.S. and Lamb, C.W. (2000), “The measurement and dimensionality of brand association”, Journal of Product and Brand Management, Vol. 9 No. 6, pp. 350-68.McColl, J. and Moore, C. (2011), “An exploration of fashion retailer own brand strategies”, Journal of Fashion Marketing and Management, Vol. 15 No. 1, pp. 91-107. Moore, C. (1995), “From rags to riches: creating and benefiting from the fashion own-brand”, International Journal of Retail & Distribution Management, Vol. 23 No. 9, pp. 19-27. Moore, C. and Doyle, S. (2010), “The evolution of a luxury brand: the case of Prada”, International Journal of Retail & Distribution Management, Vol. 38 Nos 11/12, pp. 915-27. Moore, C.M. and Birtwistle, G. (2005), “The nature of parenting advantage in luxury fashion retailing: the case of Gucci group NV”, International Journal of Retail & Distribution Management, Vol. 33 No. 4, pp. 256-70. Patterson, M. (1999), “Re-appraising the concept of brand image”, Journal of Brand Management, Vol. 6 No. 6, pp. 409-26. Podsakoff, P.M., Todor, W.D., Grover, R.A. and Huber, V.L. (1984), “Situational moderators of leader reward and punishment behaviors: fact or fiction?”, Organizational Behavior and Human Performance, Vol. 34 No. 1, pp. 21-63. Rubin, Z. (1973), Liking and Loving: An Invitation to Social Psychology, Holt, Rinehart & Winston, New York, NY. Sheth, J.N. and Parvatiyar, A. (1995), “Relationship marketing in consumer markets: antecedents and consequences”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 255-71. Shimp, T.A. and Madden, T.J. (1988), “Consumer-object relations: a conceptual framework based analogously on Sternberg’s triangular theory of love”, Advances in Consumer Research, Vol. 15 No. 1, pp. 163-8. Sternberg, R.J. (1986), “A triangular theory of love”, Psychological Review, Vol. 93 No. 2, pp. 119-35. Taraban, C.B. and Hendrick, C. (1995), “Personality perceptions associated with six styles of love”, Journal of Social & Personal Relationships, Vol. 12 No. 3, pp. 453-61. Upshaw, L. (1995), Building Brand Identity: A Strategy for Success in a Hostile Market Place, John Wiley and Sons, New York, NY. Veloutsou, C., Gioulistanis, E. and Moutinho, L. (2004), “Own labels choice and perceived characteristics in Greece and Scotland: factors influencing the willingness to buy”, Journal of Product and Brand Management, Vol. 13 No. 4, pp. 228-41. Verhoef, P.C., Franses, P. and Hoekstra, J.C. (2002), “The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: does age of relationship matter?”, Journal of Academy of Marketing Science, Vol. 30 No. 3, pp. 202-12. Wigley, S.M. (2011), “Market-facing strategic alliances in the fashion sector”, Journal of Fashion Marketing and Management, Vol. 15 No. 2, pp. 141-62. Wigley, S.M., Moore, C.M. and Birtwistle, G. (2005), “Product and brand: critical success factors in the internationalisation of a fashion retailer”, International Journal of Retail & Distribution Management, Vol. 33 No. 7, pp. 531-44. Yavas, U. and Shemwell, D.J. (1996), “Competing for patients and profit”, Journal of Health Care Marketing, Vol. 16 No. 2, pp. 30-7.Berscheid, E. and Walster, E.H. (1974), “A little bit about love”, in Huston, T.L. (Ed.), Foundations of Interpersonal Attraction, Academic Press, New York, NY, pp. 157-215. Bowlby, J. (1969), Attachment and Loss: Vol. 1. Attachment, Basic Books, New York, NY. 397 Effects of brand love on WOM Hazan, C. and Shaver, P.R. (1994), “Attachment as an organizational framework for research on close relationships”, Psychological Inquiry, Vol. 5 No. 1, pp. 1-22. Hendrick, C. and Hendrick, S. (1986), “A theory and method of love”, Journal of Personality & Social Psychology, Vol. 50 No. 2, pp. 392-402. Rubin, Z. (1970), “Measurement of romantic love”, Journal of Personality and Social Psychology, Vol. 16 No. 2, pp. 265-73. Shaver, P., Hazan, C. and Bradshaw, D. (1988), “Love as attachment: the integration of three behavioral systems”, in Sternberg, R.J. and Barnes, M.L. (Eds), The Psychology of Love, Yale University Press, New Haven, CT, pp. 68-99.1361-2026https://doi.org/10.1108/13612021211265791https://t.ly/eMyX3MSA Google ScholarPurpose – 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 builtenOctober University for Modern Sciences and ArtsUniversity for Modern Sciences and ArtsMSA Universityجامعة أكتوبر للعلوم الحديثة والآدابBrand LoveBrand ImageBrand PersonalityWord of MouthFashion BrandsBrand IdentityArticlehttps://doi.org/10.1108/13612021211265791