The Role of Brand Love in Driving Consumer Engagement and Purchasing Behavior in the Luxury Fashion Market

Gaurav Shukla, Satish Kumar Sahu, Niket Shukla

2025

Abstract

The luxury fashion industry has experienced significant transformations driven by evolving consumer preferences, digitalization, and emotional branding strategies. This study explores the influence of Brand Love on key consumer behaviors, including willingness to pay a premium, impulse buying, emotional connection, brand engagement, and positive word-of-mouth (WOM). Using a structured quantitative approach, data was collected from 400 college students across four Indian states through a five-point Likert scale questionnaire. The findings reveal a strong positive correlation between Brand Love and both willingness to pay a premium (R² = 0.798, β = 0.792, p < 0.01) and impulse buying (R² = 0.727, β = 0.714, p < 0.01), reinforcing the idea that emotional brand attachment significantly influences purchasing decisions. Interestingly, the study found a negative correlation between Brand Love and both emotional connection (R² = 0.289, β = -0.277, p < 0.01) and brand engagement (R² = 0.342, β = -0.308, p = 0.038), suggesting that strong brand affinity does not always lead to increased interaction. However, the research reaffirms the role of Brand Love in driving positive WOM (R² = 0.761, β = 0.7459, p < 0.01), indicating that emotionally invested consumers are more likely to advocate for luxury brands. These insights offer valuable implications for brand managers looking to refine emotional branding strategies to strengthen consumer loyalty, justify premium pricing, and enhance engagement in the luxury fashion market.

Paper Citation

in Harvard Style

Shukla G., Sahu S. and Shukla N. (2025). The Role of Brand Love in Driving Consumer Engagement and Purchasing Behavior in the Luxury Fashion Market. In Proceedings of the 1st International Conference on Research and Development in Information, Communication, and Computing Technologies - ICRDICCT`25; ISBN 978-989-758-777-1, SciTePress, pages 666-675. DOI: 10.5220/0013918500004919

in Bibtex Style

@conference{icrdicct`2525,
author={Gaurav Shukla and Satish Kumar Sahu and Niket Shukla},
title={The Role of Brand Love in Driving Consumer Engagement and Purchasing Behavior in the Luxury Fashion Market},
booktitle={Proceedings of the 1st International Conference on Research and Development in Information, Communication, and Computing Technologies - ICRDICCT`25},
year={2025},
pages={666-675},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013918500004919},
isbn={978-989-758-777-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Research and Development in Information, Communication, and Computing Technologies - ICRDICCT`25
TI - The Role of Brand Love in Driving Consumer Engagement and Purchasing Behavior in the Luxury Fashion Market
SN - 978-989-758-777-1
AU - Shukla G.
AU - Sahu S.
AU - Shukla N.
PY - 2025
SP - 666
EP - 675
DO - 10.5220/0013918500004919
PB - SciTePress