The effects of consumer clothes design engagement on brand love and loyalty

This study aims to investigate the effect of consumer engagement in the clothing industry on brand love and brand loyalty. Besides social peer influence was added to the model as an independent variable affecting loyalty and consumer engagement. In line with the research purpose, a model was developed that demonstrates the effect of consumer engagement on brand loyalty and brand love. Data were obtained from 399 consumers through a questionnaire designed to test the developed model. The variables in the established model were tested with confirmatory factor analysis. Hypotheses were tested with path analysis in the AMOS structural equation model. Consumer engagement in the design of clothes has positive effects on attitudinal loyalty and behavioural loyalty. No conclusion that consumer engagement leads to brand love. According to the results, behavioural loyalty leads to brand love. However, this feeling of consumers who show attitudinal loyalty is not effective on their brand loves. The variable that triggers consumers to engage in product design is the social peer effect.