Who Are Fashion Brand Fans? An Investigation of Antecedents and Outcomes of Brand
Strong emotional bonds between consumers and brands lead consumers to be involved, committed, and dedicated to brands (Fournier, 1998). These involved and committed consumers exhibit an intense level of loyalty behavior that remains regardless of the brand’s performance and/or situational influences (Oliver, 1999). Thus, manufacturers and retailers that provide consumers with self-reflective branded products (e.g., apparel, accessories) that enable consumers to develop affective bonds may garner more emotional loyalty than retailers and manufacturers that provide branded commodities (e.g., gasoline, bleach).