Olivia Melisa Hermanto


This opens up opportunities for foreign fashion businesses to enter Indonesia. In the world of fashion industry its products are made to express themselves. There is also an emotional side to using the product. These two things are important to build a love for these fashion products. This study intend to analyze the influence of hedonic factors and self-expression on the love of fashion brands. Zara was taken as the context of this study because the enthusiasm and love of its consumers is still stable despite the emergence of other brands.


Hedonic Product, Self – Expressive Brand, Brand Love, Willingness to Pay a Premium.

Full Text:




Aaker, J. (2009). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.

Aaker, D.A. (1996). Measuring brand equity across product and markets.


Management Review,

(3), 102-120

Aron, A., & Aron, E.N. (1985). Love and the Expansion of Self: Understanding Attraction and Satisfaction. Washington: Hemisphere Publishing.

Aron, A., Paris, M., & Aron, E.N. (1995). Falling in love: prospective Studies of Self-Concept Change. Journal of Personality and Social Psychology, 69, 1102–1112.

Ahuvia, A.C. (1993), “I Love It! Towards a Unifying Theory of Love Across Diverse Love Objects,” doctoral dissertation, University of Michigan.

Ahuvia, A.C. (2005), “Beyond the extended self: loved objects and consumers’ identity narratives”, Journal of Consumer Research, Vol. 32 No. 1, pp. 171-184.

Ahuvia, A.C. (2005b). The love prototype revisited:Aqualitative exploration of contemporary folk psychology. Working paper.

Batra, Rajeev, A. Ahuvia, and R. P. Bagozzi (2011) Brand Love. Journal of Marketing: March 2012, Vol. 76, No. 2, pp. 1-16.

Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139–168.

Carroll, Barbara A. and Aaron C. Ahuvia (2006), “Some Antecedents and Outcomes of Brand Love,” Marketing Letters, 17 (2), 79–90

Chandon, P., Wansink, B., Laurent, G., 2000. A benefit congruency framework of sales promotion effectiveness. Journal of Marketing 64 (4), 65-81.

Chaudhuri, A. and Holbrook, M.B. (2001), “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, Journal of Marketing, Vol. 65 No. 2, pp. 81-93.

F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2),106-121

Fornell, C., & Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1),39.

Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Research, Vol. 24 No. 4, pp. 343-353.

Fournier, S., & Mick, D.G. (1999). Rediscovering satisfaction. Journal of Marketing, 63, 5–23. The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4, 60–75.

Hirschman, E.C. and Holbrook, M.B. (1982), “Hedonic consumption: emerging concepts, methods and propositions”, Journal of Marketing, Vol. 46 No. 3, pp. 92-101.

Hopkinson, G.C., dan Pujari D., (1999) A Factor Analytic Study of Thesources of Meaning in Hedonic Consumption, European Journal of Marketing, Vol. 33 No. 3/4

Huber, F., Meyer, F. and Schmid, D.A. (2015), “Brand love in progress–the interdependence of brand love antecedents in consideration of relationship duration”, Journal of Product & Brand Management, Vol. 24 No. 6, pp. 567-579.

Jawa Pos, 22 Mei 2018. Industri fashion asing meningkat.

Jogiyanto, H. M., & Abdillah, W. (2009). Konsep dan aplikasi pls untuk penelitian empiris. Yogyakarta: BPFE-UGM.

Kamat, Vikram and Ajit Arun Parulekar (2007), “BrandLove–

The Precursor to Loyalty,” paper presented at the Advertising and Consumer Pscyhology Conference, New Frontiers in Branding: Attitudes, Attachments, and Relationships, Santa Monica, CA, June 7-9, 2007.

Karen W. Miller, Michael K. Mills (2011), “Contributing clarity by examining brand luxury in the fashion market”.

Karjaluoto, H., Munnukka, F., dan Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product and Brand Management, 25 (6): 527-537.

Keh, Hean Tat, Jun Pang and Siqing Peng (2007), “Understanding and Measuring Brand Love,” paper presented at the Advertising and Consumer Pscyhology Conference, New Frontiers in Branding: Attitudes, Attachments, and Relationships

Keller, Kevin L. (1993). “Conseptualizing, Measuring, and Managing Customer-Based Brand Equity.” Journal of Marketing, 57 (January), 1-22.

Netemeyer, R.G., Bearden, W.O., & Sharma, S. (2003). Scaling procedures: Issues and applications. London: Sage publications.

Park, C. Whan, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisengerich, and Dawn Iacabucci (2010), “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differcentiation of Two Critical Brand Equity Drivers,” Journal of Marketing, 74 (November), 1–17.

Richins, Marsha L. (1994), “Valuing Things: The Public and Private Meanings of Possessions,” Journal of Consumer Research, 21 (December), 504–21.

Sugiyono. 2003. Metode Penelitian. Bandung: Alfabeta.

Thomson, M., MacInnis, D.J. and Park, C.W. (2005), “The ties that bind: measuring the strength of consumers’ emotional attachments to brands”, Journal of Consumer Psychology, Vol. 15 No. 1, pp. 77-91.

Zarantonello, L. And Luomala, H.T. (2011), “Dear MrChocolate: constructing a typology of contextualized chocolate consumption experiences through qualitativediary research", Qualitative Market Research: An International Journal, Vol. 14 No. 1, pp. 55-82


  • There are currently no refbacks.