Consumer Behavior

The Role of Brand Love: Application of the Hierarchy of Effects Model

  • Dooyoung Choi (Old Dominion University)
  • Tae-Im Han (The Ohio State University)


Understanding the attributes that build consumer loyalty is particularly critical to fashion companies due to the prevalence of alternatives in the market with low switching costs. The significance of this study is extending the knowledge on the role of brand love using the hierarchy of effects model in the context of fashion consumer behaviors. A questionnaire in which participants provided self-reported responses was created to measure the constructs. A two-step approach, a measurement and a structural model was used for the statistical analysis. The results indicated that consumers who know more about the fashion brands are more likely to have stronger emotional attachment to their favorite fashion brand and brand love, in turn, has a significant effect on performing brand loyal behaviors. In addition, the findings suggested that consumers perceive greater brand love when the brand has similar image to their actual and ideal self-images.

Keywords: fashion expertise, hierarchy of effects model, Brand love, loyalty

How to Cite:

Choi, D. & Han, T., (2019) “The Role of Brand Love: Application of the Hierarchy of Effects Model”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi:

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Published on
15 Dec 2019