Effects of Brand Love, Personality and Image on Word of Mouth: The Case of Fashion Brands Among Young Consumers

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Abstract: Fashion brand love is a central concept in the consumer?brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald’s “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them.