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Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding

Jing Theng So (Monash University, Melbourne, Australia)
Andrew Grant Parsons (Department of Marketing, Advertising, Retailing, and Sales, Auckland University of Technology, Auckland, Australia)
Sheau‐Fen Yap (Department of Marketing, Advertising, Retailing, and Sales, Auckland University of Technology, Auckland, Australia)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 13 September 2013

47888

Abstract

Purpose

The purpose of this study is to develop and empirically test a theoretical framework that captures the impact of corporate branding on customer emotional attachment and brand loyalty in the luxury fashion market.

Design/methodology/approach

Cross‐sectional data were collected from 282 customers who purchased luxury brands. Structural equation modelling was used to test the hypotheses of the framework developed for the study.

Findings

Findings found limited effect of corporate branding on customer emotional attachment and brand loyalty. Among the six corporate branding dimensions examined, only corporate association, functional benefits, and symbolic benefits were found to have a significant impact on emotional attachment. Further, the impact of corporate branding on brand loyalty was only evident through functional benefits and corporate associations.

Practical implications

This study offers new empirical support for the proposition that corporate branding efforts have a role, thought limited, in building customer emotional attachment and loyalty towards luxury brands. As such, findings from this study can provide managers with a guide to managing their branding strategies so that customer emotional attachment and brand loyalty can be built in the most cost‐effective manner.

Originality/value

This is the first study to examine the relationship between corporate branding, emotional attachment, and brand loyalty in the luxury fashion context. The examination of the differential effects of corporate branding dimensions on emotional attachment and loyalty has contributed to a better understanding of the mechanism that underlies the operation of an effective corporate branding strategy.

Keywords

Citation

Theng So, J., Grant Parsons, A. and Yap, S. (2013), "Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding", Journal of Fashion Marketing and Management, Vol. 17 No. 4, pp. 403-423. https://doi.org/10.1108/JFMM-03-2013-0032

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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