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Millennial’s engagement with fashion brands: A moderated-mediation model of brand engagement with self-concept, involvement and knowledge

Nagaraj Samala (University of Hyderabad, Hyderabad, India)
Sapna Singh (University of Hyderabad, Hyderabad, India)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 7 August 2018

Issue publication date: 28 February 2019

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3361

Abstract

Purpose

Millennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their favorite fashion brands. The study also tests the moderating role of millennials’ involvement and knowledge.

Design/methodology/approach

Data are collected from 621 graduate student millennials of a university. Hayes process macros is used to test the moderated-mediation model.

Findings

The study confirms the complementary mediating role of BESC and enhances the moderating role of involvement and knowledge. Millennials with high involvement and knowledge enhance the positive relationship between brand love, BESC and brand advocacy.

Originality/value

The study contributes to the existing literature of self-concept theory and provides useful insights for fashion marketers about millennials.

Keywords

Citation

Samala, N. and Singh, S. (2019), "Millennial’s engagement with fashion brands: A moderated-mediation model of brand engagement with self-concept, involvement and knowledge", Journal of Fashion Marketing and Management, Vol. 23 No. 1, pp. 2-16. https://doi.org/10.1108/JFMM-04-2018-0045

Publisher

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Emerald Publishing Limited

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