The Role of Emotional Aspects to Built Up Positive Word of Mouth Fashion Products

This study aims to find out This study aims to determine the role of emotional aspects to built up a positive word of mouh on fashion products. The sample used was 125 respondents by using purposive sampling technique. Data analysis techniques used are Paramal Least Square (PLS) Structural Equation Modeling (SEM) analysis techniques, and IBM SPSS Statistics 22. The result of the research shows that (1) value congruity has positive and significant effect on brand image, (2) brand image has positive significant effect on brand love, (3) value congruity has positive significant effect on brand commitment, (4) brand image has positive effect (5) brand love have a significant positive effect on word of mouth and (7) brand commitment have significant positive effect on word of mouth.