Handmade clothing consumption as a means of self-expression

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 mouth. Design/methodology/approach Using descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media had bought 6 months prior to collection. Structural equation modelling was used examine Findings Brand intervenes self-brand connections mouth clothing. More specifically, strengthens positive online mitigates negative word-of-mouth intentions following product failure scenario. Research limitations/implications The enlightens scholarly understanding motivations for using ready-made that results Practical implications Handmade marketers tap into can establish among consumers similarly create beneficial consumer–brand relationships. Originality/value Consumers often use purpose which provides subsequent spin-offs brands form Objective self-awareness theory parsimonious lens reveal important role plays mechanism explain linkage