Consumer Behavior

“Are You Enough for Me?”: The Effects of Variety Seeking and Product Attachment on the Brand Investment Model

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Abstract

For fashion related purchases, consumers' need for variety and their emotional bond with the product category significantly informs their shopping behavior. Consumers are often left with the question of whether to buy fashion products from their favorite brands or search for new brands. The purpose of this study is to develop and test a model that investigates the impact of variety seeking and product attachment on attractiveness of alternatives, satisfaction, and investment of resources. By integrating the two fundamental consumer motivations within the investment model, this study further expands the literature and offers insight into consumer tendencies to be brand loyal and invest in fashion brand. Data was collected from 242 female participants and structural equation modeling was used to test a hypothesized model.

Keywords: variety, investment, product attachment

How to Cite:

Kim, H. & Cho, E., (2022) ““Are You Enough for Me?”: The Effects of Variety Seeking and Product Attachment on the Brand Investment Model”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13563