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

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Abstract

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.

Item Type:	Article
Uncontrolled Keywords:	Anticipated separation distress, brand anthropomorphism, brand love, fashion clothing
Subjects:	H Social Sciences > HF Commerce
Divisions:	College of Business
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	16 Mar 2023 07:49
Last Modified:	16 Mar 2023 07:49
URI:	https://repo.uum.edu.my/id/eprint/29282

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