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.
Highlights
Consumers are becoming fashion conscious and they keep themselves updated about the latest fashion trends of clothing brands
This study has empirically proven that brand anthropomorphism is positively associated with the anticipated separation distress of female consumers for fashion clothing brands and this finding is in line with the previous findings
This study explains the relationship of brand anthropomorphism and brand love
Summary
Consumers are becoming fashion conscious and they keep themselves updated about the latest fashion trends of clothing brands. Female consumers are keen to know the latest trends of fashion clothing because they want to dress elegantly. Female consumers love fashion clothing brands passionately (McNeill & Venter, 2019). The consumer brand relationship contains brand trust, commitment, perceived value, brand intimacy, and brand uniqueness (Carroll & Ahuvia, 2006; Fournier, 1998). Firms engage in such marketing activities to improve the firms’ performance (Nouri, Sanayei, Fathi, Kazemi, & Soltani, 2016)
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