چکیده:
Present study has conducted in order to investigate the factors affecting luxury brand advocacy in the clothing industry. Based on the purpose, this study is an applied research and based on the data collecting method, this is a correlation research. The statistical population of the present study includes all the consumers of Iran clothing industry's luxury brands which have a page on social media. 386 electronic questionnaires distributed and collected among consumers of Hacoupian, Pierre Cardin, Firs, Jovani, ADL, Zara, Armani, Mango and Polo through probability-stratified sampling. The data extracted from the questionnaires were analyzed using descriptive and inferential statistics and structural equation modeling using AMOS and SPSS software. Based on the results, it turned out that in the clothing industry, luxury brand loyalty has positive and significant impact on luxury brand advocacy. Consumer- luxury brand identification affects luxury brand loyalty in a positive and significant way and it is also impacted by luxury brand prestige positively and significantly.
خلاصه ماشینی:
Luxury brands are "high-quality products and services, 10 Hassan et al 20 Kumar and Kaushik 30 Nousiainen 0 Coelho et al 00 Shimul and Phau expensive and unnecessary, which appear to be rare, unique, prestigious, and reliable, offering a high level of symbolic, emotional, and hedonic values through customer experiences.
Brand loyalty is recognized as the most important source of information for consumers (Correia Ferreira, 2019); especially for luxury brands, for which academic and industry experts emphasize the need for interaction with a strong consumer for success in a market that is increasingly competitive and interactive, noting that consumers who think of buying expensive, exclusive, and status-symbol brands rely more on opinion leaders, reference groups, and recommendations from friends and colleagues (Shimmol and Faw, 2018), have tendencies to seek higher levels of information and also consider longer options compared to non-luxury items (Parrot et al 1, 2015).
In this regard, the present study aims to provide a comprehensive conceptual model in the field of luxury brands in the clothing industry, in which the relationships between brand credibility and prestige, consumer identification with the brand, and brand loyalty and how they affect brand advocacy are identified, and the aforementioned gap in this area is addressed.
The research findings showed that consumer identity identification with a luxury brand has a positive and significant effect on luxury brand loyalty.
The research results showed that consumer identity identification with a luxury brand does not have a positive and significant effect on luxury brand advocacy.
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