Self-expressiveness and hedonic brand affect brand love through brand jealousy

This study investigates the effect of self-expressiveness and hedonic brand aspect on brand jealousy through brand love of female fashion clothing brands. Conceptualized research framework is empirically tested through utilization of Smart PLS. Data are collected through questionnaire survey from 313 female consumers of fashion clothing brand with convenience 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 enhances knowledge in the context of female fashion clothing brands.