Brand Love Among Female Consumers for Fashion Clothing
The purpose of this study is to investigate the association of brand anthropomorphism with anticipated separation distress through mediation of brand love among female consumers for fashion clothing brands. The conceptual research framework was empirically tested and data were collected through the...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
UUM Press
2020
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/29282/1/IJMS%2027%2001%202020%201-19.pdf |
| _version_ | 1825805956887347200 |
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| author | Rajput, Amer Batool, Saba Ahmad Khan, Faheem |
| author_facet | Rajput, Amer Batool, Saba Ahmad Khan, Faheem |
| author_sort | Rajput, Amer |
| collection | UUM |
| description | The purpose of this study is to investigate the association of brand anthropomorphism with anticipated separation distress through mediation of brand love among female consumers for fashion clothing brands. The conceptual research framework was empirically tested and data were collected through the questionnaire survey of 302 female consumers of fashion clothing brands in Pakistan. The structural equation modelling with partial least squares (SEM-PLS) is used to analyse the conceptual research framework. An explicit description is presented about the positive association of brand anthropomorphism with the anticipated separation distress through the mediation of brand love for fashion clothing among female. This study has empirically proven the positive association of brand anthropomorphism with the anticipated separation distress of brand love among female consumers for fashion clothing. Additionally, this study enhances the knowledge of brand love in the context of female consumers and managers of clothing brands. |
| first_indexed | 2024-07-04T06:40:51Z |
| format | Article |
| id | uum-29282 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:40:51Z |
| publishDate | 2020 |
| publisher | UUM Press |
| record_format | eprints |
| spelling | uum-292822023-03-16T07:49:08Z https://repo.uum.edu.my/id/eprint/29282/ Brand Love Among Female Consumers for Fashion Clothing Rajput, Amer Batool, Saba Ahmad Khan, Faheem HF Commerce The purpose of this study is to investigate the association of brand anthropomorphism with anticipated separation distress through mediation of brand love among female consumers for fashion clothing brands. The conceptual research framework was empirically tested and data were collected through the questionnaire survey of 302 female consumers of fashion clothing brands in Pakistan. The structural equation modelling with partial least squares (SEM-PLS) is used to analyse the conceptual research framework. An explicit description is presented about the positive association of brand anthropomorphism with the anticipated separation distress through the mediation of brand love for fashion clothing among female. This study has empirically proven the positive association of brand anthropomorphism with the anticipated separation distress of brand love among female consumers for fashion clothing. Additionally, this study enhances the knowledge of brand love in the context of female consumers and managers of clothing brands. UUM Press 2020 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/29282/1/IJMS%2027%2001%202020%201-19.pdf Rajput, Amer and Batool, Saba and Ahmad Khan, Faheem (2020) Brand Love Among Female Consumers for Fashion Clothing. International Journal of Management Studies (IJMS), 27 (1). pp. 1-19. ISSN 2180-2467 https://doi.org/10.32890/ijms.27.1.2020.7379 |
| spellingShingle | HF Commerce Rajput, Amer Batool, Saba Ahmad Khan, Faheem Brand Love Among Female Consumers for Fashion Clothing |
| title | Brand Love Among Female Consumers for Fashion Clothing |
| title_full | Brand Love Among Female Consumers for Fashion Clothing |
| title_fullStr | Brand Love Among Female Consumers for Fashion Clothing |
| title_full_unstemmed | Brand Love Among Female Consumers for Fashion Clothing |
| title_short | Brand Love Among Female Consumers for Fashion Clothing |
| title_sort | brand love among female consumers for fashion clothing |
| topic | HF Commerce |
| url | https://repo.uum.edu.my/id/eprint/29282/1/IJMS%2027%2001%202020%201-19.pdf |
| work_keys_str_mv | AT rajputamer brandloveamongfemaleconsumersforfashionclothing AT batoolsaba brandloveamongfemaleconsumersforfashionclothing AT ahmadkhanfaheem brandloveamongfemaleconsumersforfashionclothing |