Exploring brand Emotional Components in Consumer-brand Relationships: The Moderating Effect of Brand Image and the Mediating Role of Brand Commitment

Purpose: This paper aims to explore the effects of affective antecedents that influence brand engagement, a key variable reflecting the relationship between fashion brands and consumers, and to analyze the relationships among these elements. To achieve this, the study examined the direct effects of self-congruity on brand attachment and brand love, the mediating effects of brand commitment on the impact of brand attachment and brand love on brand engagement, and the moderating effects of brand image. Research design, data, and methodology: The hypotheses were tested using structural equation modeling (SEM) with SPSS 27.0 and AMOS 26.0, utilizing data collected through convenience sampling. Results: The results show that self-congruity has a positive relationship with brand attachment and love, and these affective elements increase brand engagement through brand commitment. Specifically, the influence of brand love on brand engagement is partially mediated by brand commitment, while the effect of brand attachment is fully mediated. Additionally, brand image has been found to enhance the relationship between self-congruity and brand love through its moderating effect, but the moderating effect between brand attachment and brand engagement was rejected, indicating that the positive associative effects of the brand are significant only in the context of brand love. Implications: This study provides insights into how an approach centered on the affective elements of customer relationships with brands can enhance brand engagement and loyalty in the implementation of marketing strategies for fashion brands. Along with recognizing its limitations, future research should include variables of more diverse dimensions and address the limitations of the research sample.