The Role of Fashion Innovativeness, Brand Image, and Lovemarks in Enhancing Loyalty towards Fashion-Related Brands

Consumers who have high innovativeness are likely the first to buy new brands and tend to switch brands (Cho & Workman, 2014; Steenkamp, ter Hofstede, & Wedel, 1999). These consumers influence the purchase of new products by later buyers (Goldsmith, Flynn, & Goldsmith, 2003), which contributes to the successful launch of a new fashion brand. Moreover, those high in fashion innovativeness are frequently opinion leaders (Cho & Workman, 2014), which supports the importance of building their brand loyalty, thus affecting loyalty of others. Yet, little research has examined factors leading to fashion brand loyalty for those with high innovativeness. Thus, the present study examines factors affecting loyalty towards fashion-related brands among those with high levels of innovativeness