The Influence of Fast Fashion Brand Engagement and Brand Identification on Word Of Mouth — The Mediation of Brand Commitment and Brand Love

Autor: LIN, YU-HO, 林育禾
Rok vydání: 2019
Druh dokumentu: 學位論文 ; thesis
Popis: 107
Fast Fashion brands have always been loved by the consumers in Taiwan. In recent years, these brands have evolved from physical to online stores, combining the popular topics of online red, fashion bloggers and fashion designers, to attract consumers to use brand apps. In order to enhance competitiveness, Fast Fashion brands also increase the interaction opportunities between consumers and brands and the identification of brands through different ways. This study refers to the discussion of Fast Fashion industry, with Consumer Brand Engagement and Brand Identification as a pre-factor, and Brand Commitment and Brand Love as mediator variables to explore behaviors that influence Word of Mouth. This study adopts a convenient sampling method. The consumers who have purchased Fast Fashion brands are used as research objects. Total of 390 samples are obtained by the online questionnaire method. Structural Equation Modeling (SEM) was used to test the research hypotheses. The findings are summarized as follows: 1. Consumer Brand Engagement and Brand Identification are important pre-factors. For Brand Love, Brand Identification has the greatest impact; for Brand Commitment, Consumer Brand Engagement has the greatest impact. 2. Consumer Brand Engagement and Brand Identification will influence Word of Mouth through the mediation of Brand Love and Brand Commitment. 3. In the Fast Fashion industry, Brand Love has the greatest impact on Word of Mouth; Consumer Brand Engagement and Brand Identification have the same influence on Brand Love; Consumer Brand Engagement has both direct and indirect effects on Brand Commitment; Brand Identification only has indirect effect on Brand Commitment through Brand Love. Keywords: Consumer Brand Engagement、Brand Identification、Brand Commitment、Brand Love、Word of Mouth
Databáze: Networked Digital Library of Theses & Dissertations
Externí odkaz: