Fashion Brand Love: Application of a Cognition–Affect–Conation Model

Abstract

A large numbers of studies have supported the crucial role of brand love in consumer–brand relationships; however, research that examines fashion brand love and its relationship with cognitive aspects and self-concept congruency remains limited. Therefore, the purpose of this study was to identify important factors that are associated with fashion brand love. A questionnaire in which participants provided self-reported responses was created to measure the constructs and structural equation modeling (SEM) and independent sample t-tests were conducted to test the hypothesized relationships. Our results indicated that consumers who know more about fashion brands are more likely to have stronger emotional attachment to their favorite fashion brand and brand love, in turn, has a significant effect on performing brand-loyal behaviors. Furthermore, our results demonstrated that fashion brand love is strongly associated with actual and ideal self-congruity. These findings suggest that it is important for fashion brands to focus on developing affective relationships with consumers to gain brand loyalty and one way to achieve this goal is to enhance brand awareness or knowledge among consumers. Fashion brands also need to invest in activities that aim to deliver a brand image congruent with actual and ideal self-concepts of the target market.

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Linking self-congruity, perceived quality and satisfaction to brand loyalty in a tourism destination: the moderating role of visit frequency

“…A cognitive response affects emotional responses (Quoquab et al, 2020;Han and Choi, 2019). Affect toward a destination develops through cognitive evaluation (Woodside and Lysonski, 1989).…”

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“…When robust affective experience or satisfaction becomes the basis of a customer’s strong relative attitudes toward an offer, they may gravitate toward spreading a positive word-of-mouth in addition to repeat sponsoring ( Westbrook, 1987 ). In a study on cognition-affection-cognitive model of a fashion brand conducted among 300 American graduates by Han and Choi (2019) with the application of SEM (structural equation modeling), it’s found that consumers who know more about fashion brands have stronger affective attachment to brand, in which such affective attachment will directly affect their attitude toward the brand, so that they will build the loyalty to the brand for repurchase. The biggest difference between housing rental and general commodities lies in its long-term and regional restrictions, which are all affected by the attitude of the tenant.…”