Ismail, A.R. and G. Spinelli. 2012. Effects of Brand Love, Personality and Image on Word of Mouth: The Case of Fashion Brands among Young Consumers

Ismail, Ahmed Rageh and Gabriella Spinelli. 2012. “Effects of Brand Love, Personality and Image on Word of Mouth: The Case of Fashion Brands among Young Consumers.” Journal of Fashion Marketing and Management 16(4):386-398.

“Brand love” as central to consumer-brand relationship – word of mouth critical in developing this relationship. Branding strategies contribute to competitive advantage (Lewis and Hawksey 1990) and increasing likelihood of buying within brands, particularly luxury brands (Moore and Birtwistle 2005). Emotional association with brands as profitable, developing of repeat purchases and expansion to new consumers. Passion associated with consumer love of brands, captures popularity and style – contribution to and identification with “brand personality”. “Fashion brands convey their personalities directly through the clothing items themselves, or indirectly through advertising, store design, shopping malls, etc.” (389). Cohesion between consumer identity and brand personality leads to positive evaluations by consumer, as well as helping the consumer communicate something about self (Aaker 1999; Keller 1993). Brand image as “a set of perception as reflected by the brand associations held in the consumers’ memory” (Herzog 1963 here 389). Associations of information and emotions that help the consumer interact with the product.

CITES:

Aaker, J. (1999), “The malleable self: the role of self-expression in persuasion”, Journal of Marketing Research, Vol. 36 No. 1, pp. 45-57

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

Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing , Vol. 57 No. 1, pp. 1-22.

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

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

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