Millennial's engagement with fashion brands A moderated-mediation model of brand engagement with self-concept, involvement and knowledge

Purpose Millennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their favorite fashion brands. The study also tests the moderating role of millennials' involvement and knowledge. Design/methodology/approach Data are collected from 621 graduate student millennials of a university. Hayes process macros is used to test the moderated-mediation model. Findings The study confirms the complementary mediating role of BESC and enhances the moderating role of involvement and knowledge. Millennials with high involvement and knowledge enhance the positive relationship between brand love, BESC and brand advocacy. Originality/value The study contributes to the existing literature of self-concept theory and provides useful insights for fashion marketers about millennials.