Impact of Self Expressive Brands and Brand Attachment on Brand Advocacy: The Mediating Role of Brand Love

Abstract

The main objective of this study was to examine the impact of self expressive brands and brand attachment on brand advocacy with the mediating role of brand love. Findings are revealed on the survey of people who get involved with the Clothing Brand and become brand advocates. Hypotheses were tested with a sample of 275 respondents and the regression analysis was conducted to test the hypotheses. The results of the study show the partial mediating impact of brand love on the relationship between self expressive brands and brand advocacy, while full mediation impact of brand love on brand attachment and brand advocacy relationship has been observed. This research project highlights that brand love needs to be created along with brand attachment in customers mind so as to make them brand advocates. The findings of this research will help the marketer for implementing better marketing techniques to make their brand more strong and recognizable among customers. Key words: Self Expressive Brands, Brand Attachment, Brand Love, Brand Advocacy, Clothing Brand