Investigating Factors Affecting Luxury Brand Advocacy in Clothing Industry

Document Type : Research Paper

Authors

1 Assistant Professor, Department of management, Shahid Bahonar University of Kerman, Kerman, Iran

2 Department of management, Faculty of management and economics. Shahid Bahonar University of Kerman, Kerman, Iran.

3 Department of Management, Faculty of Management and Economy, Shahid Bahonar University of Kerman, Kerman, Iran

Abstract

Present study has conducted in order to investigate the factors affecting luxury brand advocacy in the clothing industry. Based on the purpose, this study is an applied research and based on the data collecting method, this is a correlation research. The statistical population of the present study includes all the consumers of Iran clothing industry's luxury brands which have a page on social media. 386 electronic questionnaires distributed and collected among consumers of Hacoupian, Pierre Cardin, Firs, Jovani, ADL, Zara, Armani, Mango and Polo through probability-stratified sampling. The data extracted from the questionnaires were analyzed using descriptive and inferential statistics and structural equation modeling using AMOS and SPSS software. Based on the results, it turned out that in the clothing industry, luxury brand loyalty has positive and significant impact on luxury brand advocacy. Consumer- luxury brand identification affects luxury brand loyalty in a positive and significant way and it is also impacted by luxury brand prestige positively and significantly.

Keywords

References

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Quarterly Journal of Brand Management
Volume 9, Issue 3 - Serial Number 31
October 2022
Pages 179-220

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