Antecedents and Consequences of Brand Love for Fast Fashions

Abstract Brand love contributes to consumersu0027 positive post-purchase behavior; therefore, fast fashion brand mar-keters should make more efforts to develop marketing strategies to promote brand love in the increasinglycompetitive fast fashion industry. This study identified the antecedents and consequences of fast fashionbrand love to provide insights into brand love. Brand-related variables (affective brand experience, self-exp-ressive brand, and hedonic brand attitude) were considered as antecedents, and post-purchase behavior vari-ables (loyalty and positive word of mouth) were considered as consequences. It was hypothesized that affec-tive brand experience, self-expressive brand, and hedonic brand attitude directly and indirectly influencebrand loyalty and positive word of mouth through brand love. Data were gathered by surveying universitystudents in Seoul, using convenience sampling. Two hundred and eighty-six questionnaires were used in thestatistical analysis. Factor analysis revealed that all variables were uni-dimensional. Tests of the hypothesi-zed path showed that affective brand experience and self-expressive brand indirectly influenced brand loy-alty and positive word of mouth through brand love versus the direct influence of hedonic brand attitude.The results suggest some implications for fast fashion brand marketers.Key words: Brand love, Affective brand experience, Self-expressive brand, Hedonic brand attitude; 브랜드 사랑, 감성적 브랜드 경험, 자아표현적 브랜드, 쾌락적 브랜드 태도