Drivers and outcomes of brand engagement in self-concept for luxury fashion brands
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 3 April 2020
Issue publication date: 26 October 2020
Abstract
Purpose
To understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.
Design/methodology/approach
A descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).
Findings
The findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.
Originality/value
The recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.
Keywords
Acknowledgements
The authors are very thankful to the Editor and two Reviewers of this journal for their invaluable and constructive insights that greatly improved the study in terms of both quality and its contribution to research and practice.
Citation
Nyadzayo, M.W., Johnson, L.W. and Rossi, M. (2020), "Drivers and outcomes of brand engagement in self-concept for luxury fashion brands", Journal of Fashion Marketing and Management, Vol. 24 No. 4, pp. 589-609. https://doi.org/10.1108/JFMM-05-2018-0070
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited