This study investigates the effect of self-expressiveness and hedonic brand aspect on brand jealousy through brand love … sampling. It is empirically proven that self-expressiveness and hedonic brand aspect are positively related with brand love and … indirectly associated with brand jealousy for female fashion clothing brands. Brand love in association with brand jealousy …

Brand love is an interesting and important concept that required further research in brand management. This study … tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand … anthropomorphization and subjective norms have a significant impact on brand love. Brand love positively influences brand forgiveness and …