How can brands become central in the consumers’ life?
How can brands become central in the consumers’ life?
Purpose: brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry.
Design/methodology/approach: a survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data.
Findings: the study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality.
Originality/value: this study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.
Behavioral driver, Brand centrality, Fast fashion, Psychological driver, Relationship quality
39-59
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Loureiro, Sandra Maria Correia
f251a29d-fcbd-43cc-b5f3-5f1cb507f3d0
Wang, Shasha
af9a2f24-bbb1-4b64-93d5-4d7acfa10ae3
Primanti, Haryani
0cd3a771-510a-44f2-8147-c7b757321633
19 April 2023
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Loureiro, Sandra Maria Correia
f251a29d-fcbd-43cc-b5f3-5f1cb507f3d0
Wang, Shasha
af9a2f24-bbb1-4b64-93d5-4d7acfa10ae3
Primanti, Haryani
0cd3a771-510a-44f2-8147-c7b757321633
Japutra, Arnold, Loureiro, Sandra Maria Correia, Wang, Shasha and Primanti, Haryani
(2023)
How can brands become central in the consumers’ life?
Spanish Journal of Marketing - ESIC, 27 (1), .
(doi:10.1108/SJME-05-2022-0094).
Abstract
Purpose: brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry.
Design/methodology/approach: a survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data.
Findings: the study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality.
Originality/value: this study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.
Text
10-1108_sjme-05-2022-0094
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More information
e-pub ahead of print date: 1 February 2023
Published date: 19 April 2023
Keywords:
Behavioral driver, Brand centrality, Fast fashion, Psychological driver, Relationship quality
Identifiers
Local EPrints ID: 500438
URI: http://eprints.soton.ac.uk/id/eprint/500438
ISSN: 2444-9695
PURE UUID: 54449629-c931-4c4d-9d8a-3dee20c2a828
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Date deposited: 29 Apr 2025 16:52
Last modified: 22 Aug 2025 02:49
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Contributors
Author:
Arnold Japutra
Author:
Sandra Maria Correia Loureiro
Author:
Shasha Wang
Author:
Haryani Primanti
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