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Consumer Behavior

Consumer-Brand Relationships: Fashion Trendsetting, Brand Charisma, and Brand Love

Authors
  • Seung-Hee Lee (Southern Illinois University)
  • Jane E. Workman (Southern Illinois University)

Abstract

This study explored how fashion trendsetters and individuals with high brand love differ in assessing brand charisma, luxury brand purchase history, and future purchase intent. Four brand charisma factors—symbolic, psychological, experiential, and functional—were examined alongside purchase behaviors. The study involved 269 university students (mean age = 21.96) from diverse demographics, who completed surveys on fashion trendsetting, brand love, brand charisma, luxury purchases, and intent. Participants identified a favorite long-connected fashion brand, which guided their responses. Data were analyzed using MANOVA and post-hoc tests. Participants were grouped into four trendsetting categories: trendsetters, early adopters, late adopters, and reluctant adopters. Brand love was divided into high and low groups. Results revealed significant differences in brand charisma across both trendsetting and brand love groups, with trendsetters and high-brand-love participants scoring higher on all four factors. The findings highlight the strong relationship between trendsetting and brand charisma.

Keywords: Consumer-brand relationship, Fashion trendsetting, Brand Charisma, Brand love

How to Cite:

Lee, S. & Workman, J. E., (2025) “Consumer-Brand Relationships: Fashion Trendsetting, Brand Charisma, and Brand Love”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18809

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Published on
2025-01-18

Peer Reviewed