The Role of Fashion Innovativeness, Brand Image, and Lovemarks in Enhancing Loyalty towards Fashion-Related Brands

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2015-11-11
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Cho, Eunjoo
Yu, Ui-Jeen
Fiore, Ann
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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Consumers who have high innovativeness are likely the first to buy new brands and tend to switch brands (Cho & Workman, 2014; Steenkamp, ter Hofstede, & Wedel, 1999). These consumers influence the purchase of new products by later buyers (Goldsmith, Flynn, & Goldsmith, 2003), which contributes to the successful launch of a new fashion brand. Moreover, those high in fashion innovativeness are frequently opinion leaders (Cho & Workman, 2014), which supports the importance of building their brand loyalty, thus affecting loyalty of others. Yet, little research has examined factors leading to fashion brand loyalty for those with high innovativeness. Thus, the present study examines factors affecting loyalty towards fashion-related brands among those with high levels of innovativeness.

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