Antecedents and Consequences of Brand Love for Fast Fashions

패스트 패션 브랜드 사랑의 선행변수와 결과변수

  • 박혜정 (한국산업기술대학교 지식융합학부)
  • Received : 2015.05.07
  • Accepted : 2015.09.08
  • Published : 2015.10.31


Brand love contributes to consumers' positive post-purchase behavior; therefore, fast fashion brand marketers should make more efforts to develop marketing strategies to promote brand love in the increasingly competitive fast fashion industry. This study identified the antecedents and consequences of fast fashion brand love to provide insights into brand love. Brand-related variables (affective brand experience, self-expressive brand, and hedonic brand attitude) were considered as antecedents, and post-purchase behavior variables (loyalty and positive word of mouth) were considered as consequences. It was hypothesized that affective brand experience, self-expressive brand, and hedonic brand attitude directly and indirectly influence brand loyalty and positive word of mouth through brand love. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred and eighty-six questionnaires were used in the statistical analysis. Factor analysis revealed that all variables were uni-dimensional. Tests of the hypothesized path showed that affective brand experience and self-expressive brand indirectly influenced brand loyalty and positive word of mouth through brand love versus the direct influence of hedonic brand attitude. The results suggest some implications for fast fashion brand marketers.



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