IntroductionBranding in fashion research hasgainedincreasing attention around the world.Loving fashion brand is an importantaspect of research.4
Introduction5To develop a model including brand love,brand personality, brand image and word ofmouth (WOM) and explore the relationshipbetween these constructs
Introduction61. Will brand personality and brand imagemake consumers love their brand?2. Is there any relationship between WOM,brand image, and brand personality?
Brand love is defined as the degree ofpassionate emotional attachment that aperson has for a particular trade name. It involves an integration of the brand intothe consumer’s sense of identity.(Carroll, Barbara, & Aaron,2006)7
8A brand has a personality which enables it toform a relationship with the consumer. Thebrand personality scale (BPS) consists offive dimensions: Sincerity, excitement,competence, sophistication andruggedness.(Hankinson, 2004)
Brand image is an essential part ofpowerfulbrands which enable brands to differentiatetheir products from their competitors.(Aaker, 1996)9
Word of mouth (WOM) is a process thatallows consumers to share information andopinions that direct buyers toward andaway from specific products.(Hankinson, 2004)10
Conceptual Framework11H1: Excitement dimension of brand personality will have apositive impact on brand love.H2: Excitement dimension of brand personality will have apositive impact on brand image.H3: Brand love will have a positive impact on WOM.H4: Brand image will have a positive impact on WOM.H5: Brand image will have a positive impact on brand love.H6: Excitement dimension of brand personality will have apositive impact on WOM.