All you need is Brand Love? A research into the Antecedents of Brand Love and the moderating effect of Compulsive Buying
In the relatively new topic on brand love, this study aims to gain more knowledge about the factors leading to brand love. This thesis researches three antecedents on brand love; brand identification, sense of brand community and positive evaluation of the quality of the brand. Past research showed that all three antecedents have a positive effect on brand love. This study, however, examines the relationship between the antecedents and brand love in the clothing industry. In addition to this, this thesis also examines another interesting concept; namely compulsive buying. This study uses qualitative research, using a large sample (N = 800) to test if compulsive buying has a moderating effect on the relationship between the antecedents and brand love. Results show that brand identification, sense of brand community and positive evaluation of the quality of the brand have a positive and significant effect on brand love in the clothing industry. The analysis failed to find a significant moderating effect of compulsive buying on the relationship between the antecedents and brand love. This thesis, however, offers interesting insights in the concepts of brand love and compulsive buying and offers theoretical and managerial implications.
Faculteit der Managementwetenschappen