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EMAC 2020 Annual Conference


Communal consumer-fashion brand relationship norms among Indian consumers
(A2020-62414)

Published: May 27, 2020

AUTHORS

Juhi Sarkar, Assistant Professor; Abhigyan Sarkar, Institute of Management Technology Ghaziabad; Sreejesh S., Indian Institute of Management Kozhikode

KEYWORDS

Communal relationship; attachment style; brand love

ABSTRACT

Communal consumer-fashion brand relationship norms among Indian consumers Abstract The aim of this research is to empirically investigate how consumer-fashion brand relationship, re-patronage intention and commitment are influenced by prevailing consumer-brand relationship norms. The brand relationship norms are structurally analogous to communal relationship norms existing in case of interpersonal relationships. Data was collected by conducting survey among university students. Data was analyzed using MANOVA and Preacher and Hayes (2008) techniques. The study results show that relationship norms predict attachment styles, and attachment styles in turn lead to brand relationship outcomes through the mediation of brand love. Key words: Communal relationship; attachment style; brand love. Track: Consumer Behavior