Handmade clothing consumption as a means of self-expression
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Date
Authors
Van der Westhuizen, Liezl-Marie
Kuhn, Stefanie Wilhelmina
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald
Abstract
PURPOSE – This study examines handmade clothing consumption as a means of self-expression by
exploring the interrelationships between consumers’ self-expression, brand love and word of mouth.
DESIGN/METHODOLOGY/APPROACH – Using a descriptive research design, data were collected from 295
respondents in South Africa who posted about fashion on social media and who had bought handmade
clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the
interrelationships between consumers’ self-expression, brand love and word of mouth.
FINDINGS – Brand love intervenes between consumers’ self-brand connections and word of mouth
about handmade clothing. More specifically, brand love strengthens positive word of mouth online
and mitigates negative word-of-mouth intentions following a handmade clothing product failure
scenario.
RESEARCH LIMITATIONS/IMPLICATIONS – The study enlightens scholarly understanding of consumers’ selfexpression
motivations for using ready-made handmade clothing that results in brand love and positive
word of mouth.
PRACTICAL IMPLICATIONS – Handmade clothing marketers who tap into consumers’ self-expression and who
can establish brand love among consumers can similarly create beneficial consumer–brand relationships.
ORIGINALITY/VALUE – Consumers often use handmade clothing for the purpose of self-expression, which
provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective
self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as
a mechanism to explain the linkage of consumers’ self-brand connections to word of mouth about handmade
clothing.
Description
Keywords
Self-expression, Brand love, Word of mouth, Objective self-awareness, Handmade clothing
Sustainable Development Goals
SDG-08:Decent work and economic growth
Citation
Van der Westhuizen, L.-M. and Kuhn, S.W. (2024), "Handmade clothing consumption as a means of self-expression", Journal of Fashion Marketing and Management, Vol. 28 No. 4, pp. 759-774. https://doi.org/10.1108/JFMM-07-2021-0175.