Title: Brand community and its impact on brand love and repurchase intention in the fashion industry context

Authors: Mohammad Hamdi Alkhasawneh; Dana Eid; Farah Safi; Farah Al Sharaideh; Halley Abdelkhaleq; Leen Abu Qwaider

Addresses: Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan

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.

Keywords: brand community; brand love; repurchase intention; inner self; social self; emotional attachment.

DOI: 10.1504/IJTMKT.2022.122458

International Journal of Technology Marketing, 2022 Vol.16 No.1/2, pp.88 - 110

Received: 03 Feb 2021
Accepted: 10 Aug 2021

Published online: 25 Apr 2022 *

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