Fashion Brand Love: Application of a Cognition–Affect–Conation Model
Abstract
1. Introduction
2. Literature Review and Hypotheses Development
2.1. Cognition–Affect–Conation Model
2.1.1. Effect of Fashion Brand Expertise on Brand Love
2.1.2. Effect of Brand Love on Brand Loyal Behaviors
2.2. Self-Congruity and Brand Love
3. Methods
3.1. Data Collection Procedures
3.2. Measurements
3.3. Sample
3.4. Data Analysis
4. Results
5. Discussion
6. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
- Ahuvia, Aaron C. 2005. Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research 32: 171–84. [Google Scholar] [CrossRef]
- Albert, Noel, and Dwight Merunka. 2013. The role of brand love in consumer-brand relationships. Journal of Consumer Marketing 30: 258–66. [Google Scholar] [CrossRef]
- Alnawas, Ibrahim, and Shadi Alrarifi. 2015. Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing 22: 111–28. [Google Scholar] [CrossRef]
- Anderson, James C., and David W. Gerbing. 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin 103: 411. [Google Scholar] [CrossRef]
- Bagozzi, Richard P., Rajeev Batra, and Aaron Ahuvia. 2017. Brand love: Development and validation of a practical scale. Marketing Letters 28: 1–14. [Google Scholar] [CrossRef]
- Bairrada, Cristela Maia, Filipe Coelho, and Arnaldo Coelho. 2018. Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing 52: 656–85. [Google Scholar] [CrossRef]
- Bairrada, Cristela Maia, Arnaldo Coelho, and Viktoriya Lizanets. 2019. The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management: An International Journal 23: 30–47. [Google Scholar] [CrossRef]
- Bassiouni, Dina H., and Chris Hackley. 2014. ‘Generation Z’ children’s adaptation to digital consumer culture: A critical literature review. Journal of Customer Behaviour 13: 113–33. [Google Scholar] [CrossRef]
- Batra, Rajeev, Aaron Ahuvia, and Richard P. Bagozzi. 2012. Brand love. Journal of Marketing 76: 1–16. [Google Scholar] [CrossRef]
- Belk, Russell W. 1988. Possessions and the extended self. Journal of Consumer Research 15: 139–68. [Google Scholar] [CrossRef]
- Bettman, James R., and C. Whan Park. 1980. Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. Journal of Consumer Research 7: 234–48. [Google Scholar] [CrossRef]
- Bıçakcıoğlu, Nilay, İlayda İpek, and Gül Bayraktaroğlu. 2018. Antecedents and outcomes of brand love: The mediating role of brand loyalty. Journal of Marketing Communications 24: 863–77. [Google Scholar] [CrossRef]
- Brucks, Merrie. 1985. The effects of product class knowledge on information search behavior. Journal of Consumer Research 12: 1–16. [Google Scholar] [CrossRef]
- Bush, Alan J., Craig A. Martin, and Victoria D. Bush. 2004. Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research 44: 108–18. [Google Scholar] [CrossRef]
- Carroll, Barbara A., and Aaron C. Ahuvia. 2006. Some antecedents and outcomes of brand love. Marketing Letters 17: 79–89. [Google Scholar] [CrossRef]
- Castaneda, J. Alberto, Miguel A. Rodríguez, and Teodoro Luque. 2009. Attitudes’ hierarchy of effects in online user behaviour. Online Information Review 33: 7–21. [Google Scholar] [CrossRef]
- Cheng, Ranis, Tony Hines, and Ian Grime. 2008. Desired and perceived identities of fashion retailers. European Journal of Marketing 42: 682–701. [Google Scholar] [CrossRef]
- Chiou, Jyh-Shen, and Cornelia Droge. 2006. Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science 34: 613–27. [Google Scholar] [CrossRef]
- Cho, Siwon, and Jane E. Workman. 2014. Influences of gender, need for affect, and tolerance for risk-taking on use of information sources. Journal of Fashion Marketing and Management 18: 465–82. [Google Scholar] [CrossRef]
- Ditto, Peter H., and David F. Lopez. 1992. Motivated skepticism: Use of differential decision criteria for preferred and nonpreferred conclusions. Journal of Personality and Social Psychology 63: 568. [Google Scholar] [CrossRef]
- Dolich, Ira J. 1969. Congruence relationships between self images and product brands. Journal of Marketing Research 6: 80–84. [Google Scholar] [CrossRef]
- Drennan, Judy, Constanza Bianchi, Silvia Cacho-Elizondo, Sandra Louriero, Nathalie Guibert, and William Proud. 2015. Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management 49: 47–55. [Google Scholar] [CrossRef]
- Escalas, Jennifer Edson, and James R. Bettman. 2003. You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology 13: 339–48. [Google Scholar] [CrossRef]
- Feick, Lawrence F., and Linda L. Price. 1987. The market maven: A diffuser of marketplace information. Journal of Marketing 51: 83–97. [Google Scholar] [CrossRef]
- Festinger, Leon. 1957. Atheory of Cognitive Dissonance. Stanford: Stanford University Press. [Google Scholar]
- Fetscherin, Marc. 2014. What type of relationship do we have with loved brands? Journal of Consumer Marketing 31: 430–40. [Google Scholar] [CrossRef]
- Fornell, Claes, and David F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18: 39–50. [Google Scholar] [CrossRef]
- Fournier, Susan. 1998. Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research 24: 343–73. [Google Scholar] [CrossRef]
- Goldsmith, Ronald E., Ronald A. Clark, and Elizabeth B. Goldsmith. 2006. Extending the psychological profile of market mavenism. Journal of Consumer Behaviour: An International Research Review 5: 411–19. [Google Scholar] [CrossRef]
- Grubb, Edward L., and Harrison L. Grathwohl. 1967. Consumer self-concept, symbolism and market behavior: A theoretical approach. Journal of Marketing 31: 22–27. [Google Scholar] [CrossRef]
- Hair, Joseph F., Wiiliam C. Black, Barry J. Babin, and Rolph E. Anderson Anderson. 2010. Multivariate Data Analysi, 7th ed.Upper Saddle River: Pearson Prentice-Hall. [Google Scholar]
- Hazel, Desiree, and Jiyun Kang. 2018. The contributions of perceived CSR information substantiality toward consumers’ cognitive, affective, and conative responses. Clothing and Textiles Research Journal 36: 62–77. [Google Scholar] [CrossRef]
- Hegner, Sabrina M., Anna Fenko, and Annemiek Teravest. 2017. Using the theory of planned behaviour to understand brand love. Journal of Product and Brand Management 26: 26–41. [Google Scholar] [CrossRef]
- Hosany, Sameer, and Drew Martin. 2012. Self-image congruence in consumer behavior. Journal of Business Research 65: 685–91. [Google Scholar] [CrossRef]
- Hoyer, Wayne D., and Steven P. Brown. 1990. Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research 17: 141–48. [Google Scholar] [CrossRef]
- Huang, Chao-Chin. 2017. The impacts of brand experiences on brand loyalty: Mediators of brand love and trust. Management Decision 55: 915–34. [Google Scholar] [CrossRef]
- Huber, Frank, Kai Vollhardt, Isabel Matthes, and Johannes Vogel. 2010. Brand misconduct: Consequences on consumer–brand relationships. Journal of Business Research 63: 1113–20. [Google Scholar] [CrossRef]
- Hwang, Jiyoung, and Jay Kandampully. 2012. The role of emotional aspects in younger consumer-brand relationships. Journal of Product and Brand Management 21: 98–108. [Google Scholar] [CrossRef]
- Johar, Jotindar S., and M. Joseph Sirgy. 1991. Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising 20: 23–33. [Google Scholar] [CrossRef]
- Jones, Thomas O., and W. Earl Sasser. 1995. Why satisfied customers defect. Harvard Business Review 73: 88–99. [Google Scholar] [CrossRef]
- Jung, Na Young, and Yoo-Kyoung Seock. 2016. The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles 3: 20. [Google Scholar] [CrossRef]
- Kapusy, Kata, and Emma Lógó. 2017. Values derived from virtual reality shopping experience among generation Z. Paper presented at the 8th IEEE International Conference on Cognitive Infocommunications (CogInfoCom), Debrecen, Hungary, 11–14 September. [Google Scholar]
- Karjaluoto, Heikki, Juha Munnukka, and Katrine Kiuru. 2016. Brand love and positive word of mouth: The moderating effects of experience and price. Journal of Product and Brand Management 25: 527–37. [Google Scholar] [CrossRef]
- Kassarjian, Harold H., and Mary Jane Sheffet. 1991. Personality and consumer behavior: An update. Perspectives in Consumer Behavior 4: 281–303. [Google Scholar]
- Kim, Hye-Yong, Youn-Kyung Kim, Laura Jolly, and Ann Fairhurst. 2008. Satisfied customers’ love toward retailers: A cross-product exploration. Advances in Consumer Research 35: 507–15. [Google Scholar]
- Kressmann, Frank, M. Joseph Sirgy, Andreas Herrmann, Frank Huber, Stephanie Huber, and Dong-Jin Lee. 2006. Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research 59: 955–64. [Google Scholar] [CrossRef]
- Langner, Tobias, Jennifer Schmidt, and Alexander Fischer. 2015. Is it really love? A comparative investigation of the emotional nature of brand and interpersonal love. Psychology and Marketing 32: 624–34. [Google Scholar] [CrossRef]
- Lavidge, Robert J., and Gary A. Steiner. 1961. A model for predictive measurements of advertising effectiveness. Journal of Marketing 25: 59–62. [Google Scholar] [CrossRef]
- Leary, Mark R., and Robin M. Kowalski. 1990. Impression management: A literature review and two-component model. Psychological Bulletin 107: 34–47. [Google Scholar] [CrossRef]
- Lee, Seung-Hee, Jane E. Workman, and Kwangho Jung. 2014. Brand relationships and risk: Influence of risk avoidance and gender on brand consumption. Journal of Open Innovation: Technology, Market, and Complexity 2: 1–15. [Google Scholar] [CrossRef]
- Lee, Young-A, Rui Li, and Changhyun Nam. 2016. Consumers’ acceptance of sustainable apparel products made of bacterial cellulose materials. Paper presented at International Textile and Apparel Association (ITAA) Annual Conference, Vancouver, Canada, 8 November. [Google Scholar]
- Malär, Lucia, Harley Krohmer, Wayne D. Hoyer, and Bettina Nyffenegger. 2011. Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing 75: 35–52. [Google Scholar] [CrossRef]
- Mihart, Camelia. 2012. Modelling the influence of integrated marketing communication on consumer behaviour: An approach based on hierarchy of effects concept. Procedia-Social and Behavioral Sciences 62: 975–80. [Google Scholar] [CrossRef][Green Version]
- Muncy, James Alonzo. 1983. An Investigation of the Two-Dimensional Conceptualization of Brand Loyalty. Ph.D. dissertation, Texas Tech University, Lubbock, TX, USA, December. [Google Scholar]
- Newman, Joseph W. 1957. Motivation Research and Marketing Management. Master’s thesis, Harvard University, Boston, MA, USA. [Google Scholar]
- Nikhashemi, S. R., Charles Jebarajakirthy, and Khaldoon Nusair. 2019. Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach. Journal of Retailing and Consumer Services 48: 122–35. [Google Scholar] [CrossRef]
- Nunnally, Jum C. 1967. Psychometric Theory. New York: McGraw-Hill. [Google Scholar]
- O’Cass, Aron. 2004. Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. European Journal of Marketing 38: 869–82. [Google Scholar] [CrossRef]
- O‘Neal, Gwendolyn S., and Mary Lapitsky. 1991. Effects of clothing as nonverbal communication on credibility of the message source. Clothing and Textiles Research Journal 9: 28–34. [Google Scholar] [CrossRef]
- Oliver, Richard L. 1999. Whence consumer loyalty? Journal of Marketing 63: 33–44. [Google Scholar] [CrossRef]
- Pandowo, Aditya. 2016. How to create brand love in private lable: The role of satisfaction as intervening variable. Journal of Marketing Management 4: 81–91. [Google Scholar] [CrossRef]
- Park, Jihye, Leslie Stoel, and Sharron J. Lennon. 2008. Cognitive, affective and conative responses to visual simulation: The effects of rotation in online product presentation. Journal of Consumer Behavior 7: 72–87. [Google Scholar] [CrossRef]
- Pawle, John, and Peter Cooper. 2006. Measuring emotion—Lovemarks, the future beyond brands. Journal of Advertising Research 46: 38–48. [Google Scholar] [CrossRef]
- Pritchard, Mark P., Mark E. Havitz, and Dennis R. Howard. 1999. Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science 27: 333–48. [Google Scholar] [CrossRef]
- Reed, Julia Ann. 1973. Clothing as a Symbolic Indicator of the Self. Ph.D. dissertation, Purdue University, West Lafayette, IN, USA. [Google Scholar]
- Reichheld, Frederick F., and Thomas Teal. 1996. The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Boston: Harvard Business School Press. [Google Scholar]
- Riivits-Arkonsuo, Iivi, and Anu Leppiman. 2015. Young consumers and their brand love. International Journal of Business and Social Research 5: 33–44. [Google Scholar]
- Rosch, Eleanor, Carolyn B. Mervis, Wayne D. Gray, David M. Johnson, and Penny Boyes-Braem. 1976. Basic objects in natural categories. Cognitive Psychology 8: 382–439. [Google Scholar] [CrossRef]
- Rosenberg, Morris. 1979. Conceiving the self. New York: Basic Books. [Google Scholar]
- Sarkar, Abhigyan, Juhi Gahlot Sarkar, and Gaurav Bhatt. 2019. Store love in single brand retailing: The roles of relevant moderators. Marketing Intelligence and Planning 37: 168–81. [Google Scholar] [CrossRef]
- Schmitt, Bernd. 1999. Experiential Marketing: How to Get Customer to Sense, Feel, Think, Act, Relate to Your Company and Brand. New York: The Free Press. [Google Scholar]
- Selin, Steven W, Dennis R. Howard, Edward Udd, and Ted T. Cable. 1988. An analysis of consumer loyalty to municipal recreation programs. Leisure Sciences 10: 217–23. [Google Scholar] [CrossRef]
- Sinh, Nguyễn Hoàng. 2013. The hierarchy model of advertising effects: A debate. Tạp chí Phát triển và Hội nhập 8: 92–96. [Google Scholar]
- Sirgy, M. Jospeph. 1982. Self-concept in consumer behavior: A critical review. Journal of Consumer Research 9: 287–300. [Google Scholar] [CrossRef]
- Sirgy, M. Joseph. 1985. Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research 13: 195–206. [Google Scholar] [CrossRef]
- Sirgy, M. Joseph, Dhruv Grewal, Tamara F. Mangleburg, Jae-ok Park, Kye-Sung Chon, C. Berkman Claiborne, Jotindar S. Johar, and Harold Berkman. 1997. Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science 25: 229. [Google Scholar] [CrossRef]
- Sontag, M. Suzanne, and Jongnam Lee. 2004. Proximity of clothing to self scale. Clothing and Textiles Research Journal 22: 161–77. [Google Scholar] [CrossRef]
- Sujan, Mita. 1985. Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research 12: 31–46. [Google Scholar] [CrossRef]
- Swann, William B., Jr. 1983. Self-verification: Bringing social reality into harmony with the self. Psychological Perspectives on the Self 2: 33–66. [Google Scholar]
- Thomson, Matthew, Deborah J. MacInnis, and C. Whan Park. 2005. The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology 15: 77–91. [Google Scholar] [CrossRef]
- Wallace, Elaine, Isabel Buil, and Leslie de Chernatony. 2014. Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product and Brand Management 23: 33–42. [Google Scholar] [CrossRef]
- Wijaya, Bambang Sukma. 2015. The development of hierarchy of effects model in advertising. International Research Journal of Business Studies 5: 73–85. [Google Scholar] [CrossRef]
- Willems, Kim, Gilbert Swinnen, Wim Janssens, and Malaika Brengman. 2011. Fashion store personality: Scale development and relation to self-congruity theory. Journal of Global Fashion Marketing 2: 55–65. [Google Scholar] [CrossRef]
- Workman, Jane E., and Siwon Cho. 2012. Gender, fashion consumer groups, and shopping orientation. Family and Consumer Sciences Research Journal 40: 267–83. [Google Scholar] [CrossRef]
- Yoo, Chan Yun, Kihan Kim, and Patricia A. Stout. 2004. Assessing the effects of animation in online banner advertising: Hierarchy of effects model. Journal of Interactive Advertising 4: 49–60. [Google Scholar] [CrossRef]
- Yusof, Jamaliah Mohd, and Shahira Ariffin. 2016. The influence of self-congruity, functional image, and emotional attachment on loyalty. Procedia Economics and Finance 37: 350–57. [Google Scholar] [CrossRef]
Variable | Frequency | % |
---|---|---|
Race | ||
Caucasian | 95 | 86.36 |
African American | 2 | 1.82 |
Hispanic | 2 | 1.82 |
Asian | 10 | 9.09 |
Other | 1 | 0.91 |
Annual personal income | ||
Under $20,000 | 64 | 58.18 |
$20,000–$29,999 | 4 | 3.64 |
$30,000–$39,999 | 5 | 4.55 |
$40,000–$49,999 | 2 | 1.82 |
$50,000–$59,999 | 4 | 3.64 |
$60,000–$69,999 | 2 | 1.82 |
$70,000–$79,999 | 4 | 3.64 |
$80,000–$89,999 | 3 | 2.73 |
$90,000–$99,999 | 1 | 0.91 |
Over $100,000 | 19 | 17.27 |
No response | 2 | 1.82 |
Education | ||
High school or less | 7 | 6.36 |
Vocational/Technical school (2-year) | 1 | 0.91 |
Some college | 92 | 83.64 |
Bachelor’s degree | 10 | 9.09 |
Age | M = 21.31 | SD = 4.12 |
Construct | Items | Factor Loadings | α | CR | AVE |
---|---|---|---|---|---|
Fashion Expertise | 0.92 | 0.92 | 0.75 | ||
Compared to average people, I know fashion brands well. | 0.88 | ||||
Compared to average people, I thoroughly understand how to purchase fashion brands. | 0.92 | ||||
I know all kinds of new information regarding fashion brands. | 0.83 | ||||
I know fashion brands thoroughly. | 0.82 | ||||
Brand Love | 0.90 | 0.91 | 0.72 | ||
This brand is a wonderful brand. | 0.69 | ||||
This brand makes me feel good. | 0.93 | ||||
This brand is totally awesome. | 0.85 | ||||
I love this brand! | 0.89 | ||||
Brand Loyal Behaviors | 0.78 | 0.80 | 0.57 | ||
I consider myself a loyal patron of this brand. | 0.79 | ||||
If I had to do it over again, I would choose this brand. | 0.71 | ||||
I try to use this brand because it is the best choice for me. | 0.76 |
1 | 2 | 3 | |
---|---|---|---|
1. Fashion brand expertise | 0.75 | 0.10 | 0.14 |
2. Brand love | 0.31 | 0.72 | 0.20 |
3. Brand loyal behaviors | 0.38 | 0.45 | 0.57 |
Independent Variable | Dependent Variable | Total Effect | Direct Effect | Indirect Effect |
---|---|---|---|---|
Fashion brand expertise | Brand loyal behaviors | 0.30 | 0.21 | 0.09 (95% CI: 0.01–0.20) |
Means (Standard Deviation) | t-Test | ||
---|---|---|---|
Low Brand Love | High Brand Love | ||
Actual self-congruity | 3.53 (0.53) | 4.01 (0.67) | 4.18 *** |
Ideal self-congruity | 3.43 (0.80) | 3.90 (0.76) | 3.10 ** |
© 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Share and Cite
Han, T.-I.; Choi, D. Fashion Brand Love: Application of a Cognition–Affect–Conation Model. Soc. Sci. 2019, 8, 256. https://doi.org/10.3390/socsci8090256
Han T-I, Choi D. Fashion Brand Love: Application of a Cognition–Affect–Conation Model. Social Sciences. 2019; 8(9):256. https://doi.org/10.3390/socsci8090256
Chicago/Turabian StyleHan, Tae-Im, and Dooyoung Choi. 2019. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model" Social Sciences 8, no. 9: 256. https://doi.org/10.3390/socsci8090256
APA StyleHan, T.-I., & Choi, D. (2019). Fashion Brand Love: Application of a Cognition–Affect–Conation Model. Social Sciences, 8(9), 256. https://doi.org/10.3390/socsci8090256