Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

Authors

Munyaradzi W. Nyadzayo, University of WollongongFollow
Lester Johnson
Monica Rossi

RIS ID

142691

Publication Details

Nyadzayo, M., Johnson, L. & Rossi, M. 2020, 'Drivers and outcomes of brand engagement in self-concept for luxury fashion brands', Journal of Fashion Marketing and Management,

Abstract

2019, Emerald Publishing Limited. 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.