This study examines individual attributes and brand related attributes effect and how does being a fan affect the commitment antecedents and outcomes. The study is based on the dissertation of Ju (2012). The research objective were to discover if the attributes of the individual and the brand were related to a fan’s commitment and whether the commitment to a fashion brand was related to outcomes of behavior.The research methodology employed is Internet survey and has obtained a sample of 484 participants, of which 372 were considered valid for analysis. The statistical tool was to employ regression analysis in order to examine the suggested hypotheses and to determine casuality and the effect of the variables on brand commitment.Participants who indicated a strong need to belong also have been found to be materialistic and brand conscious, however their need to belong is not related to brand engagement in self-concept. On the other hand highly materialistic individuals were found to be conscious of fashion brands and also agreed that the fashion brand is a reflection of their sense of self. Moreover, brand conscious participants also pointed out that a fashion brand is a critical part of their self-concept, not only that but they have also invested resources to maintain this relationship with the brand. In addition to that, participants also invested significant amount of resources in order to keep a relationship with their brand especially when the brand is a reflection of themselves.Investing resources in a fashion brand leads to being highly committed to it as explained from the analysis of the participants. It was established that commitment to a brand yields a positive relationship with behavioral outcomes investigated in this study: behavioral loyalty, the will to pay higher price for a brand, advocacy intention, and personal obligation.