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The Antecedents of Brand Love in the Clothing Industry

Pirot, Charlotte
(2016)

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PIROTCharlotte_87741100_2016.pdf
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PIROTCharlotte_87741100_2016_Annexe1.pdf
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Details

Supervisors
Bartier, Anne-Laure ; Warlop, Luk
Faculty
Louvain School of Management
Degree label
Master [120] en Ingénieur de gestion
Abstract
The main aim of this Master's Thesis is to investigate the antecedents of the brand love construct in the clothing industry. More specifically, three brands assumed to have different characteristics are analyzed: Adidas, Zara and C&A. Results showed that three variables have a positive effect on brand love: the inner self, the social self and the sense of community. For brands perceived as more fashionable (Zara and Adidas) the inner self is relatively more important, while for less fashionable brands (C&A) the social aspect is more important in inducing love.