Brand community and its impact on brand love and repurchase intention in the fashion industry context Online publication date: Mon, 25-Apr-2022
by Mohammad Hamdi Alkhasawneh; Dana Eid; Farah Safi; Farah Al Sharaideh; Halley Abdelkhaleq; Leen Abu Qwaider
International Journal of Technology Marketing (IJTMKT), Vol. 16, No. 1/2, 2022
Abstract: The concept of brand love and its initiators has a significant importance to previous studies. Regardless, this area is underdeveloped in that it does not cover certain aspects in brand love. Hence, the objective of this study is to understand the impact of various variables on brand love and how it affects repurchase intention within the online and offline brand communities' context in the Jordanian culture. A comprehensive theoretical model is extended and developed to include the following independent variables (inner self, social self, emotional attachment and sense of community) and two dependent variables (brand love and repurchase intention). A judgmental sampling approach is approached through an online survey with a sample size of an average of 389 Jordanian respondents. The study findings show that three out of four variables have a significant positive impact on brand love, whereas, one variable has no impact on brand love.
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