Perceived Attractiveness and Hedonic Fashion Content as Drivers of Undergraduate Students’ Brand Attachment

Abstract

This study explores the effects of Perceived Hedonic Content (PHC) and Perceived Attractiveness (PA) on Brand Attachment (BA) among students at Ignatius Ajuru University in Port Harcourt, Nigeria. A stratified sampling approach was utilized across the university’s fifty departments, resulting in a high response rate with 327 completed questionnaires out of 330 distributed. The study's instrument underwent rigorous validity testing through expert reviews and factor analysis respectively which ensured that the constructs aligned with the survey items. Data analysis was conducted using multiple regression techniques via SPSS. It revealed the existence of a significant positive correlation between PHC and BA (R = 0.859; R² = 0.738), demonstrating that emotionally resonant content enhances consumer attachment. Likewise, PA showed a robust correlation with BA (R = 0.947; R² = 0.897). It indicated that influencers perceived as attractive significantly enhance brand attachment. Based on these findings, the study recommends that brands develop relatable stories and content that reflect consumer values and collaborate with influencers whose images align with their brand identity to strengthen stronger emotional connections with their audiences.