الفهرس 
INTRODUCTIONOnly 14 pages are availabe for public view
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Abstract
This study aims to investigate directly, and indirectly, the relationships between brand love, brand resonance, and electronic word of mouth (eWOM) with the moderating role of hedonic shopping value, utilitarian shopping value, age, and gender.A quantitative method with a deductive approach was chosen in this study. A questionnaire was designed to collect data from consumers of luxury fashion brands in Egypt. The number of valid questionnaires is 348. A partial least square structural equation modeling was used to investigate the direct and indirect relationships between the latent variables.The results showed that brand love has a significant positive effect on brand resonance. Furthermore, there is no relationship between brand resonance and electronic word of mouth (eWOM). Moreover, brand love has a significant positive effect on eWOM.The results also showed that brand resonance does not mediate the relationship between brand love and eWOM. Furthermore, hedonic shopping value and utilitarian shopping value partially moderate the relationships between brand love, brand resonance, and eWOM. Finally, age partially moderates the relationships between brand love, brand resonance, and eWOM, and gender is fully rejected. Some theoretical and managerial implications of these findings are discussed.