Journal articles: 'Fashion loyalty'

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Safrika, Safrika. "PENGARUH KUALITAS INFORMASI DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA PADA LOYALITAS KONSUMEN DALAM BERBELANJA FASHION ONLINE DI BANDA ACEH." Jurnal Sains Riset 8, no. 2 (March 18, 2019): 20–27. http://dx.doi.org/10.47647/jsr.v8i2.37.

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This research aims to effects the influence of the quality of information and ease of discounted rates on consumer satisfaction and its impact on customer loyalty in shopping online fashion products in Banda Aceh. Research samples as much as 120 people of Banda Aceh which is consumers who never shop online. The collection of data using questionnaires and then analyzed with data using statistics structural equition equipment models (SEM) with this method of Partial Square (PLS). Studies have found that the quality of information and ease of discounted rates affect customer satisfaction and loyalty in shopping fashion online in Banda Aceh. Consumer satisfaction affect customer loyalty. Quality of information and ease of discounted rates affect customer loyalty in shopping fashion online in Banda Aceh through consumer satisfaction. The influence of the direct effect) both variables to customer loyalty was considered significant. Then the influence of the direct effect of consumer satisfaction toward consumer loyality is also significant. Thus it can be concluded that consumer satisfaction can serve as an intermediary variable (intervening variables) between consumer satisfaction in one side with the quality of information and ease of discounted rates on the other side Key Words : Loyalits Consumers, consumer satisfaction, quality of information and ease of transaction.

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Bailey, Lauren R., and Yoo‐Kyoung Seock. "The relationships of fashion leadership, fashion magazine content and loyalty tendency." Journal of Fashion Marketing and Management: An International Journal 14, no. 1 (March 2, 2010): 39–57. http://dx.doi.org/10.1108/13612021011025429.

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PurposeThe purpose of this study is to examine the influence of fashion magazine content on consumer loyalty behavior and to analyze the differences in fashion magazine content preference and loyalty tendency toward fashion magazines among the identified fashion consumer groups according to their level of fashion innovativeness and opinion leadership.Design/methodology/approachA structured questionnaire was developed to collect data on the variables in the study. The data analysis consisted of exploratory factor analysis, multiple regression, multivariate analysis of variance (MANOVA), analysis of variance (ANOVA), and descriptive statistics including means, frequencies, and percentiles.FindingsSix fashion magazine content dimensions were identified. The results revealed that fashion magazine content was significantly related to loyalty tendency toward a fashion magazine. In addition, respondents' preference for fashion magazine content and their loyalty tendency varied according to fashion consumer group and their level of fashion innovativeness and opinion leadership.Research limitations/implicationsThe study has practical implications for fashion magazine editors and marketers regarding how to incorporate fashion magazine readers' wants and needs in relation to the magazine's content, how to position their magazines for targeting different groups of shoppers, and how to allocate the features of fashion magazines in order to promote readership and loyalty toward the fashion magazine.Originality/valueDespite the importance of fashion magazines as an information source, little research has been conducted to analyze fashion magazine content and its influence on loyalty tendency.

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Su, Jin, and Aihwa Chang. "Factors affecting college students’ brand loyalty toward fast fashion." International Journal of Retail & Distribution Management 46, no. 1 (January 8, 2018): 90–107. http://dx.doi.org/10.1108/ijrdm-01-2016-0015.

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Purpose The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion. Design/methodology/approach Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students’ brand loyalty toward fast fashion. Findings Results reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer’s loyalty toward fast fashion brands. Originality/value Due to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers’ perceptions of fast fashion brands and the factors’ contributions to their brand loyalty.

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Kim, Jiyeon, Joohyung Park, and Paige L. Glovinsky. "Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers." Journal of Fashion Marketing and Management: An International Journal 22, no. 3 (July 9, 2018): 301–16. http://dx.doi.org/10.1108/jfmm-03-2017-0027.

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Purpose The purpose of this paper is to investigate how customer involvement in product development creates an emotional connection, satisfaction, and subsequent loyalty toward fast-fashion retailers across high vs low fashion-conscious consumers. Design/methodology/approach Both qualitative and quantitative methods were used to gain understandings of the impacts of customer involvement. To explore customers’ general perceptions of fast-fashion retailers, a focus group interview with 11 US students was conducted. Data for a hypothesis test were obtained from 306 US female consumers and analyzed through structural equational modeling. Findings The findings underscored the relational benefits of involving customers in product development and the substantial moderating impact of female customers’ fashion consciousness. Practical implications The study’s findings support that the customer-brand relationship can be solidified by proactively involving customers in product development. This is beyond benefits derived from leveraging customers’ operant resources in product innovation. Thus, apparel retailers should take such interactive opportunities to build relationships with customers. Also, involving customers in product development can be a critical way for fast-fashion retailers to establish an emotional bond with and loyalty from consumers with a low level of fashion consciousness. Thus, any digital opinion platform designed to foster customer involvement should be managed with the customer-brand relationship in mind. Originality/value This study contributes to the emerging body of literature on customer involvement in product development in fast-paced retailing by elucidating the psychological process through which their participation strengthens the customer-brand relationship manifested in emotional, evaluative, and behavioral responses to the brand, and by identifying a consumer attribute that fortifies this process.

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Savić, Milena, and Dragana Frfulanović-Šomođi. "Generation Y and loyalty to fashion brands." Tekstilna industrija 67, no. 3 (2019): 39–44. http://dx.doi.org/10.5937/tekstind1903039s.

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Ju, Seong-Rae, and Myung-Iee Yoo. "A Study on Loyalty Program for Building Customer Loyalty of Fashion Firm." Journal of the Korean Society of Clothing and Textiles 33, no. 2 (February 28, 2009): 331–42. http://dx.doi.org/10.5850/jksct.2009.33.2.331.

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Sukarman, Titi Murtiningsih. "Titi INFLUENCES OF BRAND EXPERIENCE, BRAND TRUST, AND BRAND LOVE TOWARD PURCHASE INTENTION BY WORD OF MOUTH AND BRAND LOYALTY AS INTERVENING VARIABLES IN FASHION BRANDED IN EAST SURABAYA." Archives of Business Research 7, no. 9 (September 10, 2019): 106–20. http://dx.doi.org/10.14738/abr.79.6833.

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The fashion industrial growth is seen from many and many retail shops and modern shopping centers that emerge, especially Surabaya city. Brand has special emotional bond created between consumers and company, so consumer love toward some brand will give positive impacts. This research aims to know influences of brand experience, brand trust, and brand love toward purchase intention by word of mouth and brand loyalty as intervening variables in fashion branded in East Surabaya. The approach used is quantitative method by causal research type. The research samples are fashion branded users of Nike brand in East Surabaya as 190 respondents. The instruments used are questionnaires by using Likert scale. The analysis technique chosen for analyzing data and testing hypothesis in this research The Structural Equation Model (SEM). The research results show that Brand Experience and Brand Trust influence toward Word of Mouth in Fashion Branded in East Surabaya. Brand Experience does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Experience influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Trust influences toward Purchase Intention in Fashion Branded in East Surabaya. Brand Trust does not influence significantly but it has positive influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Word of Mouth in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Love does not influence toward Brand Loyalty. Word of Mouth and Brand Loyalty influence toward Purchase Intention in Fashion Branded in East Surabaya.

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Möslein-Tröppner, Bodo, Michael Stros, and David Říha. "Customer Loyalty-Related Marketing Measures in Fashion Markets." Central European Business Review 9, no. 1 (March 31, 2020): 43–55. http://dx.doi.org/10.18267/j.cebr.228.

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Sanchez Torres, Javier A., and Francisco-Javier Arroyo-Cañada. "Building brand loyalty in e-commerce of fashion lingerie." Journal of Fashion Marketing and Management: An International Journal 21, no. 1 (March 13, 2017): 103–14. http://dx.doi.org/10.1108/jfmm-05-2016-0047.

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Purpose The purpose of this paper is to know if the loyalty of online purchasing is determined by the final perceptions of product quality and brand reputation in the online community of lingerie customers. Design/methodology/approach The authors used an exploratory model which aspects in previous studies have evaluated satisfaction, loyalty and trust in electronic shopping, in order to examine whether the customer’s perception of the quality and innovation of the final product sold through e-commerce and reputation in the examined was made “Virtual Community” are key factors in creating loyalty. The sample was obtained from a lingerie company which sells its products in Europe in the website leonisa.com, the data were analysed with the software SmartPLS, validating the proposed relationships between customer perceptions on the purchased product and loyalty to the brand. Findings The results demonstrate theoretical conceptions regarding product characteristics (Quality, Innovation and Satisfaction), and constructs brand (Virtual Community, Reputation and Trust). Research limitations/implications This paper presents a case study for a specific brand as exploratory research in the lingerie industry, this must be validated with this type of product for other companies. Practical implications This research has elements of support for management, companies will turn attention to the satisfaction of consumers and to maintain goods levels of reputation in the virtual community. Social implications This research shows a real case of the correct implementation of brand strategy, detailing how customers are valued and therefore provides valuable information for customers and companies. Originality/value This exploratory study provides a new analysis of product quality factors that were not directly related to the loyalty of electronic purchasing, also, it allows the fashion industry to have elements of support for management and quality control, and that hypotheses relating to the product quality and loyalty in the electronic shopping is confirmed.

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Karangutkar, Sarita, Prashant Chaudhary, and Siddhant Shah. "A Study to Understand the Factors that Play Major Role in Influencing the Loyalty Behaviour of Shoppers towards Department Based Brick-and-Mortar Fashion Retailers with Special Reference to Pune City, India." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 5, no. 1 (November 10, 2016): 159. http://dx.doi.org/10.21013/jmss.v5.n1.p16.

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<div>The major objective of this study is to understanding the factors that influence the loyalty behaviour of customers towards brick-and-mortar departmental fashion retailers in Pune city. The study has been conducted by keeping one of the leading departmental stores in reference, but the findings of the study are generalized and can be applied to other fashion retailers of similar or non-similar formats. Fashion is one of the fastest growing categories and continues to grow at exponential growth rate due to increased fashion awareness and aspirations. Today we can see that fashion products account for a substantial percentage of the products sold across a broad range of merchandise categories. Research on fashion retailing has been based on varying conceptual definitions of the construct and has focused primarily on in-store retailing. A number of researchers have made important contributions to understanding of loyalty behaviour of shoppers towards fashion retailers. Therefore, the consumer behaviour of an important sector of the millennials is worth to be researched. Here the researchers are trying to understand the variables that influence shoppers' loyalty behaviour which is nothing but the “preferential” behaviour of the shoppers towards a specific retailer’s stores. During this research the researchers found that, some of the major influencing factors are shopping atmosphere-ambience, fashion image of the retailer (retailer as a brand), fashion image of the Private Labels, and the effectiveness of the loyalty programme offered by the retailer.</div>

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Savitri, Aidha, and Usep Suhud. "Investigasi Niat Belanja Ulang Ke Toko Pakaian: Peran CRM, Kepuasan Dan Loyalitas Pelanggan." LONTAR: Jurnal Ilmu Komunikasi 6, no. 2 (December 26, 2018): 76. http://dx.doi.org/10.30656/lontar.v6i2.947.

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In this era of globalization the fashion industry in Indonesia is growing rapidly because public awareness for personal appearance is increasing. From many fashion brands, companies must have a strategy to stay afloat in business. Companies from various fashion industries must stay in touch with customers, through CRM or Customer Relationship Management in order to increase customer satisfaction that will make loyal customers that can affect repurchase intention. This study was conducted to find information from Customer Relationship Management to customer satisfaction and customer loyalty and how it impacts repurchase intention in a clothing store. This research was conducted by spreading questionnaires to 200 respondents using nonprobability sampling, convenience sampling. This research uses Exploratory Factor Analysis to test its validity and cronbach alpha to test the reliability. This research also uses a Structural Equation Model to test the hypothesis by using AMOS. From 5 hypotheses, in this research, 4 hypotheses have a positive and significant influence.Keywords: customer relationship management, customer satisfaction, customer loyalty, repurchase intention.

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LISANIN, MARIJA TOMASEVIC, and ANDREA RAZUM. "FASHION BRANDS LOYALTY IN THE TIMES OF ECONOMIC CRISIS." International Journal of Management Cases 12, no. 2 (January 1, 2010): 473–83. http://dx.doi.org/10.5848/apbj.2010.00083.

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Widiyanti, Wiwik. "Analisis Brand equity Produk Fashion Hijab Merek Elzatta." Jurnal Perspektif 19, no. 1 (February 14, 2021): 73–82. http://dx.doi.org/10.31294/jp.v19i1.9824.

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Brand equity in reality illustrates the value of a brand from consumer perceptions and experiences of the brand. There are four main categories that make up brand equity, namely brand awareness, brand association, perceived quality, and brand loyalty. Brand equity is used to determine the marketing strategy that a company will carry out. Therefore research is needed to collect data and analyze it. This research on Brand equity in Elzatta's hijab fashion product aims to analyze the elements of Brand equity so that it is expected to contribute data to create a marketing strategy for the brand. The results showed that brand awareness was really at the top of mind. Meanwhile, the three impressions of the Elzatta brand association are quality fabric, good design / design and providing comfort to the wearer. The brand quality felt by Elzatta shows that most of the attributes of Elzatta's hijab fashion products have achieved high performance. Only for the attributes of the thickness of the material and the price it is necessary to increase and improve its performance. On brand loyalty, Elzatta obtained data on consumers who buy because the price is more than consumers who buy out of habit. This is an accident that consumers will switch brands from rising prices. As for consumers who buy because satisfaction is the most, this of course will affect consumer loyalty

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Pham Thi Lan, Huong, Hong Ngo Thi, and Khai Tran Trieu. "Effects of Brand Experience on Brand Loyalty in Fashion Retail Business." Journal of Asian Business and Economic Studies 23, no. 03 (July 1, 2016): 73–88. http://dx.doi.org/10.24311/jabes/2016.23.3.07.

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In the retail environment where fierce competition pressure can be perceived, the role of brand experience becomes increasingly important. This study addresses the theory of brand experience and verifies its relationship with brand loyalty as well as its scales and model in the fashion retail industry. With the data collected from direct personal interviews with 285 consumers aged between 18–35 of such two fashion brands as Ninomax and Blue Exchange in Danang City, the findings suggest positive effects of the constructs of brand experience concerning sense, emotion, cognition, and relation on the two concepts of shopping experience and product experience, both of which, in turn, have positive effects on brand personality, brand trust, brand satisfaction, and brand loyalty. Particularly, brand trust is found to have no effect on brand loyalty.

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Harahap, Isnaini, Yenni Samri Juliati Nasution, and Chairina Chairina. "Analysis of Muslim Customer Loyalty Shopping for Fashion in the Traditional Inpres I Market in Kisaran." Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences 4, no. 1 (January 14, 2021): 28–38. http://dx.doi.org/10.33258/birci.v4i1.1533.

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Customer loyalty is the customer's commitment to a brand, store, or supplier and is reflected in consistent repeat purchases. This customer loyalty can be influenced by product, price, service, and purchasing decisions. The purpose of this study was to determine the direct and indirect influence between product variables, prices, services, and purchasing decisions on the loyalty of Muslim customers shopping for fashion in the traditional Inpres I Market in Kisaran. Method This study uses a quantitative approach with path analysis and a sample of 100 respondents. The results of this study indicate that product, price, and service variables influence purchasing decisions by 66.6% and the remaining 33.4% are influenced by other variables. Whereas product, price, service, and purchasing decision variables affect Muslim customer loyalty in fashion shopping at Traditional Inpres I Market in Kisaran with AA contribution of 70.9% and the remaining 29.1% is influenced by other variables. From the results of the significance test of the indirect effect it was found that there was a significant indirect effect of product, price, and service variables on the loyalty of Muslim customers shopping for fashion through purchasing decisions as an intervening variable in the traditional Inpes I Market in the Range with a 95% confidence level or error rate 5%.

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Giovannini, Sarah, Yingjiao Xu, and Jane Thomas. "Luxury fashion consumption and Generation Y consumers." Journal of Fashion Marketing and Management 19, no. 1 (March 9, 2015): 22–40. http://dx.doi.org/10.1108/jfmm-08-2013-0096.

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Purpose – The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA. Specifically, this study is designed to investigate Generation Y consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty. Design/methodology/approach – A conceptual model was developed to represent the proposed relationships among the related variables. An online survey was conducted and 305 valid surveys were collected. The proposed hypotheses were tested using structural equation modelling (SEM) analyses. Findings – From the perspective of self-concept, this research shed some light on the luxury fashion consumption behaviour of Generation Y consumers. Public self-consciousness and self-esteem were both found having significant influence on Generation Y consumers’ brand consciousness and in turn their luxury consumption motivations and brand loyalty. Research limitations/implications – Limitations for this study mainly come from the representativeness of the sample, which was recruited from a panel of a third party research group. Implications for luxury fashion brand managers and retailers focus on strategies that influence the social and self-motivation for luxury consumption and level of brand consciousness. Originality/value – This research is unique because it focuses on luxury fashion consumption of Generation Y consumers, an emerging segment in the luxury market. Generation Y consumers’ behaviour towards luxury fashion was examined in terms of their self-related personality traits, brand consciousness, motivation, and brand loyalty.

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Yang, Su Jin, and Yuri Lee. "Mid- to low-end fashion brand personality affects consumers' perceived quality, commitment, and loyalty." Social Behavior and Personality: an international journal 47, no. 7 (July 18, 2019): 1–14. http://dx.doi.org/10.2224/sbp.7680.

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To gain insight into fashion brands that are newly entered in the market of a country with emerging economies, we compared Chinese versus Korean consumers' perception of Western (European) versus Eastern (Korean) mid- to low-end brands. We identified sincerity, competence, and excitement as brand personality dimensions, and used brand commitment and perceived quality as mediating variables, with the brand personality dimensions as independent variables, to predict affective loyalty. Results showed that competence and sincerity significantly predicted affective loyalty toward both Western and Eastern brands, and excitement played an essential role in loyalty to Eastern brands. Perceived quality mediated the impact of each brand personality dimension on affective loyalty, but for the Western brands the mediating effects of commitment were significant for sincerity and excitement only, and for the Eastern brands commitment was a significant mediator of the effects of competence and excitement only. These results increase understanding of how consumers perceive Western versus Eastern fashion brands, by providing empirical evidence of the critical role of brand personality in the formation of affective loyalty.

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Devi Selvarajah, Dilashenyi. "The Factor Influencing Brand Loyalty in Fashion Industry among Generation Y in Malaysia." International Journal of Business and Management 13, no. 4 (March 19, 2018): 201. http://dx.doi.org/10.5539/ijbm.v13n4p201.

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Brand loyalty has place at the middle of the both marketing theory and the practice since it is the origin of the revenue. The revenue usually get it from the customer feedback, price premiums, increased in sales, higher balance, and the cut operating costs. The reason or gap to study this research is to analyze the factors that influence brand loyalty to fashion industry. The finding of this study not only improving the understanding of the different factors in increase the brand loyalty for the brand, but also help in market segment and formulate appropriate customer retention policies that are more cost-effective than others. The main objective of this research is to investigate the factors that influence brand loyalty in fashion industry in Malaysia. The purpose existence, it will provide certain procedures or else guidelines to the researcher to resolve the problematic that get up in the issue deliberated. These results might be a proof for future researchers or the surveyor.

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Stathopoulou, Anastasia, and George Balabanis. "ARE LOYALTY PROGRAMS EFFECTIVE IN HIGH-END FASHION RETAILERS? A COMPARISON OF PERCEIVED LOYALTY PROGRAM BENEFITS BETWEEN HIGH- AND LOW-END FASHION RETAILERS." Global Fashion Management Conference 1, no. 4 (June 30, 2015): 69–70. http://dx.doi.org/10.15444/gfmc2015.01.04.01.

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Wiludjeng Sunu Purwaningdyah, Sri, Mohd Haizam Mohd Saudi, Yenny Maya Dora, and Dwinto Martri. "The Quality of Service Affect Loyalty Through Customer Satisfaction as Intervening Variables in Indonesian Zalora." International Journal of Engineering & Technology 7, no. 4.34 (December 13, 2018): 299. http://dx.doi.org/10.14419/ijet.v7i4.34.25299.

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Zalora Indonesia is one of the biggest fashion online shopping centers in Indonesia that provides men's and women's fashion needs. The company strives to satisfy its customers by improving service quality, but there are still complaints experienced by Zalora Indonesia customers. This makes the authors interested in examining the ability of service quality to influence consumer loyalty through satisfaction as an intervening variable in Zalora Indonesia consumers (Online Business Studies in Zalora Indonesia). The purpose of the study was to determine the influence of service quality on customer satisfaction and consumer loyalty. The samples taken were Zalora consumers using accidental sampling techniques. The tools used are simple regression and hierarchical regression. The results showed that service quality influences customer satisfaction positively and significantly, satisfaction was also influences loyalty significantly, and service quality was able to influence loyalty, but was not mediated by satisfaction (Z) as an intervening variable in Zalora Indonesia.

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Bui, Huong Thi Lan. "Fast Fashion Store Image, Customer Satisfaction and Loyalty on the Young Vietnamese Perspective." International Journal of Systems and Service-Oriented Engineering 9, no. 1 (January 2019): 1–19. http://dx.doi.org/10.4018/ijssoe.2019010101.

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Fast fashion has become a trend in emerging markets in Asia such as China, India, Malaysia, and Vietnam for over a decade. During the last few years, Vietnam has become the hub for global fast fashion retailers creating fierce competition in the Vietnamese clothing market. Most of past research on fast fashion brands focuses on the global supply chain whereas its interest on the consumer behavior of their target markets is quite limited. This research work explores the store image of fast fashion stores specifically perceived by the Vietnamese target customers as store image has long been considered a key marketing differentiator for retailers over competitors to lure shopper patronage. It further investigates the inter-relationship among each component of the fast fashion store image with store satisfaction and loyalty with the structural equation modeling analysis. The author's findings indicate that the commercial and corporate image components positively influence store loyalty via customer satisfaction as a mediator.

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Yoon, Nam-Hee, and Eun-Young Rhee. "Relationship between Brand Attitude and Brand Loyalty in Fashion Products." Journal of the Korean Society of Clothing and Textiles 31, no. 7 (July 31, 2007): 1030–41. http://dx.doi.org/10.5850/jksct.2007.31.7.1030.

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Su, Jin. "AN EXAMINATION OF FAST FASHION BRAND EQUITY AND BRAND LOYALTY." Global Fashion Management Conference 3, no. 1 (June 30, 2015): 307–9. http://dx.doi.org/10.15444/gfmc2015.03.01.03.

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Novotová, Jitka. "Exploring customer loyalty to fashion brands on facebook fan pages." E+M Ekonomie a Management 21, no. 1 (March 29, 2018): 206–23. http://dx.doi.org/10.15240/tul/001/2018-1-014.

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Yu Sum, Cheng, and Chi Leung Hui. "Salespersons' service quality and customer loyalty in fashion chain stores." Journal of Fashion Marketing and Management: An International Journal 13, no. 1 (February 27, 2009): 98–108. http://dx.doi.org/10.1108/13612020910939905.

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Jung, Jaesuk, Sang Jin Kim, and Kyung Hoon Kim. "Sustainable marketing activities of traditional fashion market and brand loyalty." Journal of Business Research 120 (November 2020): 294–301. http://dx.doi.org/10.1016/j.jbusres.2020.04.019.

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Octavia, Ade, Husni Hasbullah, and Yayuk Sriayudha. "DEVELOPMENT MODEL OF SOCIAL MEDIA MARKETING – CONSUMER LOYALTY MEDIATED BY BRAND EQUITY AND CONSUMER RESPONSE TO FASHION BRANDED PRODUCTS." Dinasti International Journal of Digital Business Management 2, no. 1 (December 10, 2020): 20–29. http://dx.doi.org/10.31933/dijdbm.v2i1.633.

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Cunsumer loyalty is determined by a positive response to the perceived experience. The use of social media in marketing products can improve the quality of marketing. The purposes of this research are to: (1). Explain the relationship between social media marketing and consumer loyalty with brand equity as a mediation variable. (2). Explain the relationship between social media marketing and consumer loyalty with consumer response as a mediation variable (3). Develop a model of social media marketing and consumer loyalty relationships. The design of the research was done quantitatively to analyze the model of the relationship between social media marketing and consumer loyalty. To interpret quantitative results used focus Group discusion (FGD) methods and literature studies. The research sample numbered 200 respondents with consumer criteria of users of branded fashion products. Analysis tools using SEM with PLS Software. The results showed a positive and significant relationship between social media marketing to the consumer loyalty of fashion products both before and after mediated by brand equity and consumer response. The priority of the research to be conducted lies in how digital development in marketing contributes thought to the business world, government and how this study strengthens the theory for similar research

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Nyadzayo, Munyaradzi W., Lester W. Johnson, and Monica Rossi. "Drivers and outcomes of brand engagement in self-concept for luxury fashion brands." Journal of Fashion Marketing and Management: An International Journal 24, no. 4 (April 2, 2020): 589–609. http://dx.doi.org/10.1108/jfmm-05-2018-0070.

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PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

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Širola, Davor. "Exploring the consumer-based brand equity relations on Croatian youth fashion market." Zbornik Veleučilišta u Rijeci 9, no. 1 (2021): 155–68. http://dx.doi.org/10.31784/zvr.9.1.10.

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Brand equity is considered a precious marketing concept for practitioners and scholars. This study is focused on the perceptual consumer-based brand equity approach and widely adopted Aaker’s (1991) conceptualization with four primary dimensions: brand awareness, brand associations, perceived quality, and brand loyalty. These components represent the salient dimensions of a multidimensional brand equity index. The research followed the original 14-item Yoo and Donthu (2001) consumer-based brand equity measurement scale. The research hypotheses were successfully corroborated within the Croatian fashion youth market on a sample of college students (167). The results pointed out the associative relationships among all brand equity components, with the exemption of causal relation between brand associations and brand loyalty. The same exemption (brand associations) emanated from the investigation of causal relationships between brand awareness, brand associations, perceived quality, brand loyalty and the overall brand equity index. This study contributes to the previously assumed hierarchy order between consumer-based brand equity components and points out the marketing activities which precedes particular component enhancement.

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Jung Jung, Hye, Yuri Lee, HaeJung Kim, and Heesoon Yang. "Impacts of country images on luxury fashion brand: facilitating with the brand resonance model." Journal of Fashion Marketing and Management 18, no. 2 (May 6, 2014): 187–205. http://dx.doi.org/10.1108/jfmm-10-2013-0113.

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Purpose – This paper aims to identify the dimensionality of country image (CI) for luxury fashion brand and examine the multi-faceted impacts of CI on brand awareness, perceived quality, and brand loyalty in accordance with the brand resonance model. By identifying the constructs and conceptualizing and comparing the luxury fashion-brand resonance model between countries, this study demonstrates the pertinent CI impacts on luxury fashion-brand resonance in addition to exposing the cultural discrepancies between the Korean and the US samples. Design/methodology/approach – Based on three studies conducted in South Korea and the USA, the Luxury Fashion Brand Resonance scale was validated. Confirmatory factor analysis and structural equation modeling revealed the 18 scales consisting of CI, brand awareness, perceived quality, and brand loyalty dimensions. Additionally, the country effect was controlled by comparing the composition of structural models between the Korean and US samples. Findings – Analysis of online data (n=466) collected from the USA and Korea identifies the underlying dimensions of the CIs including cultural assets, fashion equity, and technology advancement. Findings also support all hypothesized relationships among CI, brand awareness, perceived quality, and brand loyalty. Upon a comparison of the country disparities, it is evident that technology advancement is the determinant of the increase in luxury fashion brand awareness for the Korean group, while cultural asset and fashion equity are pertinent to the enhancement of luxury fashion brand awareness for the US group. Research limitations/implications – The structural relationships among the six dimensions of brand resonance may vary when different countries and brands are compared. To improve the generalizability of empirical findings, varied consumer samples should be employed, and other control effects, such as price and product categories, should be considered. Originality/value – To provide insight into the transition toward a global consumer market, this study provides a theoretical orientation to account for multi-dimensional CI effects on the luxury fashion-brand resonance model and an empirical validation of the theoretical orientation which is useful for developing competitive global luxury branding strategies.

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Kim, Jieun, and Jae-Eun Kim. "Making customer engagement fun." Journal of Fashion Marketing and Management 18, no. 2 (May 6, 2014): 133–44. http://dx.doi.org/10.1108/jfmm-04-2013-0050.

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Purpose – The purpose of this paper is to investigate what values luxury customers may seek to fulfill during their interaction with salespersons and how perceived value fulfillment may impact salesperson loyalty and store loyalty. The paper also examines the moderating effect of the degree of friendship with a salesperson. Design/methodology/approach – The authors conducted a survey using a close-ended questionnaire. In total, 22 luxury fashion brand stores located in eight of the largest department stores in Seoul, Korea, were selected as the luxury fashion retail context for the research. A total of 220 questionnaires were used for data analysis. Findings – Fulfillment of self-oriented values had a significant positive influence on store loyalty and fulfillment of stimulation had a significant positive influence on salesperson loyalty. There was significant interaction effect between stimulation and degree of friendship on salesperson loyalty. Research limitations/implications – The results of this study provide practical implications in the management of customer relationship. An emphasis on qualities of luxury products that are linked to the fulfillment of self-oriented and/or personal values such as superior quality or ability to gain emotional benefits should be warranted for success as a luxury brand or a luxury retailer. Originality/value – This research is important as it can inform luxury salesperson on how to better meet customer's psychological needs in the context of a selling situation; ultimately contribute to their salesperson loyalty and loyalty to the brand.

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Setyaningsih, Oktania. "PENGARUH PERSEPSI KUALITAS PELAYANAN E-COMMERCE TERHADAP KEPUASAN PELANGGAN, KEPERCAYAAN DAN LOYALITAS PADA PRODUK FASHION." Jurnal Bisnis dan Manajemen 14, no. 2 (January 10, 2017): 67. http://dx.doi.org/10.20961/jbm.v14i2.4126.

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The specifics goal of study are namely to explain the influence of (1) Quality of Service Satisfaction, (2) Service Quality of the Trust, (3) Service Quality to Loyalty (4) Satisfaction to Loyalty, and (5) of the Loyalty Trust. The population in this study are all consumers who had conducted the transaction in Saqina.com. The number of respondents was used a sample of 250 respondents.The population in this study are all consumers who had conducted the transaction in Saqina.com. The number of respondents was used a sample of 250 respondents. The results showed a significant effect of interaction between variables in the four effects, namely: (1) Quality of Service Satisfaction (CR = 5578), (2) Quality of Service Trust (CR = 5164), (3) Satisfaction to Loyalty (CR = 2009 ), (4) of the Loyalty Trust (CR = 2144), whereas no significant effect of the Service Quality to Loyalty (CR = -1766), calculation results also showed that the total effect of Trust is a mediating variable between Service Quality to Loyalty.As for the stimulus to do the marketing, among others, are (1) maintain a COD service to increase customer trust, (2) optimize customer satisfaction through improved service, the information presented better organized so that consumers more easily and comfortably in the transaction, (3) Provide a stage 'order tracking' for customers, so customers can monitor the extent to which the development of product orders. For future studies are expected to (1) Develop more variables studied, (2) Perform the comparison e-commerce both in Indonesia and internationally.

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Wang, Yong, Shamim Chowdhury Ahmed, Shejun Deng, and Haizhong Wang. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market." Sustainability 11, no. 13 (June 29, 2019): 3596. http://dx.doi.org/10.3390/su11133596.

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This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, and brand loyalty) toward online consumers, which in turn may lead to buying commitment. In total, 564 Bangladeshi consumers were surveyed to monitor their responsiveness toward social media-aided motivations. We selected the online buying environment in Bangladesh, which is an emerging market established less than one decade ago. We specifically choose the entire local fashion industry as our target market, excluding the websites of international fashion brands operated overseas. We used the holistic concept of the five aspects of SMM, namely, interaction, entertainment, customization, electronic word of mouth (eWOM), and trendiness. Moreover, we statistically calculated the performance of social media through the consequences of five measures, namely, brand loyalty, brand preference, brand attachment, brand association, and buying commitment. We used regular linear multiple regression, correlation, and descriptive statistics to obtain statistical results. The study found strong evidence that SMM efforts (SMMEs) of the local Bangladeshi fashion industry are successful in establishing consumer attachment and preference. However, they fail to secure committed buyers when the measurement scale is below 50%. In line with the results of previous studies on consumer loyalty, our results demonstrate that SMMEs fail to create committed buyers. Lack of loyalty and association drive consumers to become uncommitted buyers.

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Lee, Seung-Hee, and Yoon-Kyung Chang. "The Effects of Fashion Luxury Brand Loyalty on Attitudes toward Counterfeits." Journal of the Korean Society of Clothing and Textiles 31, no. 3 (March 31, 2007): 475–85. http://dx.doi.org/10.5850/jksct.2007.31.3.475.

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Lee, Eun-Jung. "Psychological Effect of Personalized Services on Customer's Website Loyalty in Fashion." Journal of the Korean society of clothing and textiles 39, no. 3 (June 30, 2015): 394. http://dx.doi.org/10.5850/jksct.2015.39.3.394.

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Simionescu, M., and W. Strielkowski. "Brand loyalty and fashion marketing: a case study of Romanian youth." Marketing and Management of Innovations, no. 1 (2017): 25–31. http://dx.doi.org/10.21272/mmi.2017.1-02.

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KHAI, TRAN TRIEU, NGO THI HONG, and PHAM THI LAN HUONG. "Effects of Brand Experience on Brand Loyalty in Fashion Retail Business." Journal of Economics Development 23, no. 3 (July 1, 2016): 73–88. http://dx.doi.org/10.24311/jed/2016.23.3.07.

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Zainudin, Muhamad Izzuddin, Faridah Haji Hasan, and Abdul Kadir Othman. "Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia." Journal of Islamic Marketing 11, no. 6 (August 8, 2019): 1277–93. http://dx.doi.org/10.1108/jima-10-2018-0187.

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Purpose The growing competition in Malaysia’s modest fashion industry has proven to be the main challenge for the business to stay relevant in the market. Based on this reason, it is vital for marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but is also a common strategy used by marketers to create competitive advantage for their business. Although brand personality has been studied on various product brands, limited research has been done on Muslim products, especially modest fashion apparel. Because modest fashion is considered as Muslim products in Malaysia, this paper aims to examine the relationship between Halal brand personality and brand loyalty with the aim of providing a better understanding of the Islamic marketing concept. Design/methodology/approach Descriptive survey design was conducted to measure consumer behavior, attitude and perception within a specific period. A total of 400 respondents were identified for the study. Purposive sampling was chosen for this study because the respondents are expected to have same set of characteristics and perceptions toward the phenomena. Five-point Likert scale was used to assess consumers’ perception of the relationship between Halal brand personality and brand loyalty. Last but not least, SPSS software (Version 22.0) was used to analyze the data through multiple regression analysis. Findings The result indicated that only three out of five Halal brand personality dimensions have a significant relationship with brand loyalty. The three significant dimensions are excitement, sophistication and righteousness. It can be concluded that modest fashion brands need to include all of the three dimensions in their branding strategy. Research limitations/implications Two main limitations in this study is that it was conducted only in a stipulated period and it focused only on one generational cohort, which is millennial consumers. Practical implications This study provides new recommendations to the knowledge gap of brand personality introduced by Aaker (1997). It helps the marketers and researchers to understand the importance of emphasizing religious values in marketing Halal products to their consumers. This study further recognizes the relationship between Halal brand personality and brand loyalty, particularly with regard to millennial’s modest fashion consumption. Originality/value Brand personality has received levels of attention from academics and practitioners alike; however, there is a lack of research on Halal brand personality in marketing field, particularly on its relationship with brand loyalty. To the best of the authors’ knowledge, this study presents the first empirical test of the direct effect of Halal brand personality and how it drives millennial consumers’ brand loyalty.

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Ferreira, Pedro, Paula Rodrigues, and Pedro Rodrigues. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand." Management & Marketing. Challenges for the Knowledge Society 14, no. 3 (September 1, 2019): 278–91. http://dx.doi.org/10.2478/mmcks-2019-0020.

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Abstract Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.

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Kohli, Harpuneet Singh, Sujata Khandai, Renu Yadav, and Sonia Kataria. "Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty." Journal of International Commerce, Economics and Policy 12, no. 02 (March 12, 2021): 2150007. http://dx.doi.org/10.1142/s1793993321500071.

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Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

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Han, Tae-Im, and Dooyoung Choi. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model." Social Sciences 8, no. 9 (September 6, 2019): 256. http://dx.doi.org/10.3390/socsci8090256.

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A large numbers of studies have supported the crucial role of brand love in consumer–brand relationships; however, research that examines fashion brand love and its relationship with cognitive aspects and self-concept congruency remains limited. Therefore, the purpose of this study was to identify important factors that are associated with fashion brand love. A questionnaire in which participants provided self-reported responses was created to measure the constructs and structural equation modeling (SEM) and independent sample t-tests were conducted to test the hypothesized relationships. Our results indicated that consumers who know more about fashion brands are more likely to have stronger emotional attachment to their favorite fashion brand and brand love, in turn, has a significant effect on performing brand-loyal behaviors. Furthermore, our results demonstrated that fashion brand love is strongly associated with actual and ideal self-congruity. These findings suggest that it is important for fashion brands to focus on developing affective relationships with consumers to gain brand loyalty and one way to achieve this goal is to enhance brand awareness or knowledge among consumers. Fashion brands also need to invest in activities that aim to deliver a brand image congruent with actual and ideal self-concepts of the target market.

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Hui, S. L., and Rachel W. Y. Yee. "Relationship among Interpersonal Relationship, Customer Satisfaction and Brand Loyalty in Fashion Retailing Industry." Research Journal of Textile and Apparel 19, no. 1 (February 1, 2015): 65–72. http://dx.doi.org/10.1108/rjta-19-01-2015-b007.

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Due to the recent emergence of numerous retail options, the fashion market has become more competitive. Consumers are offered more products choices for their purchase. This has created significant challenges to fashion retailers in attracting new and retaining existing customers. This research proposes that an interpersonal relationship between employees and customers is an effective means for companies to influence the purchase decisions and experiences of customers. We have conducted an empirical study to investigate the impact of interpersonal relationships on customer satisfaction and brand loyalty in the casual wear market. Our findings show that trust in an interpersonal relationship between customer-contact employees and customers has a positive effect on customer satisfaction, which in turn, leads to brand loyalty. We suggest that fashion retailers provide training programs to equip frontline employees with professional skills that deal with issues involved in interpersonal relationships. This is an effective means that help customer-contact employees master the necessary skills to satisfy customer needs and retain customers.

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Puiu, Ionela-Andreea. "THE EFFECT OF THE CONSUMER DECISION-MAKING PROCESS ON THE PERCEIVED VALUE TOWARD SLOW FASHION." Three Seas Economic Journal 2, no. 1 (April 26, 2021): 1–7. http://dx.doi.org/10.30525/2661-5150/2021-1-1.

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Slow fashion designates a new paradigm in the clothing industry that promotes the importance of fashion goods realized with natural and durable products, empowering consumers to use the purchased clothes for a longer time, decreasing, in this case, the environmental and societal impact of fashion pieces. Even if it designates the opposite of fast fashion production, the slow fashion notoriety is not remarkably high among consumers. This study proposed to examine the effect of the consumers' decision-making process on the noticed value toward slow fashion. In this regard, we considered multiple decision-making constructs and tested their impact on consumers’ perceived value toward slow fashion. Also, we examined if there are discrepancies in the perceived value toward slow fashion based on gender. A survey was designed and administrated in Romania to a sample of 330 consumers aged between 18-25. We applied to the collected data exploratory analysis to identify the distribution of manifest variables into factors, followed by confirmatory factor analysis to test the performance of the obtained factors. Finally, we tested the proposed hypotheses using the structural equation model procedure. Were identified seven dimensions that compose the decision-making process of the consumers, namely, recreational shopping, perfectionism, brand knowledge, over choice confusion, fashion awareness, impulsive buying, and brand loyalty. Also, were found three dimensions that constitute the consumers' perceived value toward slow fashion, namely, emotional, social, and financial dimensions. The results showed that over choice confusion exhibits a positive effect on the emotional and financial value; fashion awareness manifests a positive effect on the social value, while brand loyalty manifests a positive impact on the financial value. In the case of gender impact on the emotional value, it was identified that, if a respondent is a female, the influence is positive and statistically significant.

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Stathopoulou, Anastasia, and George Balabanis. "The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers." Journal of Business Research 69, no. 12 (December 2016): 5801–8. http://dx.doi.org/10.1016/j.jbusres.2016.04.177.

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Yudha Parwati, Kardina, Fatchur Rohman, and Astrid Puspaningrum. "THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES." Jurnal Aplikasi Manajemen 19, no. 1 (March 1, 2021): 156–65. http://dx.doi.org/10.21776/ub.jam.2021.019.01.14.

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This research is conducted to analyze the effect of cognition and affection factors on consumer loyalty, the object used in this research is the consumer of local fashion product Cotton Ink. The main purpose of this research is to analyze and describe the relationship between self-congruity, celebrity endorsement, brand attitude, and brand loyalty. Besides, this research analyzes the role of brand attitude as the mediating variable of the relationship between self-congruity and celebrity endorsement toward brand loyalty. This research contribution is giving additional insight into the relationship between variables on the Cognition-Affect-Behavior Paradigms.

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Seo, Yea-Jin, and Jin-Sook Hwang. "The Effects of Fashion Involvement and Experiential Elements of Luxury Fashion Brands on Brand Value and Brand Loyalty." Korea International Trade Research Institute 17, no. 2 (April 30, 2021): 417–38. http://dx.doi.org/10.16980/jitc.17.2.202104.417.

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Puiu, Andreea-Ionela, Anca Monica Ardeleanu, Camelia Cojocaru, and Anca Bratu. "Exploring the Effect of Status Quo, Innovativeness, and Involvement Tendencies on Luxury Fashion Innovations: The Mediation Role of Status Consumption." Mathematics 9, no. 9 (May 7, 2021): 1051. http://dx.doi.org/10.3390/math9091051.

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The article explores the mechanisms that affect consumers’ interest in luxury clothing innovations. The actual research aims to investigate the effect of status quo and clothing involvement on consumer brand loyalty. More, it was intended to quantify the influence of the level of engagement concerning clothing acquisition and the status quo tendency on the consumers’ level of interest toward innovative luxury fashion products. The models were analyzed through the partial-least square-path modeling method. The results revealed that status quo bias and consumers’ involvement in fashion influence their loyalty to brands and level of innovativeness. The novelty of the present research comes from the analysis of the impact of the status quo manifest variables on consumers’ innovative tendencies. Moreover, it was found that status consumption fully mediates the relationships among the investigated predictors and considered outcome variables. The mediator manifests the highest effect size of all investigated predictors. The actual paper advances research in a direction that was not sufficiently addressed in the past, introducing the status quo construct as the main predictor of peoples’ inclination to be loyal to a brand or to manifest a tendency toward innovativeness. Moreover, the article emphasizes the essential role manifested by social status in foreseeing a behavioral response.

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Ju, Seong-Rae, and Myung-Sun Chung. "The Effects of College Students' Perceived Value of and Satisfaction with Loyalty Programs on Customer Loyalty in Fashion Firms." Research Journal of the Costume Culture 20, no. 3 (June 30, 2012): 378–91. http://dx.doi.org/10.7741/rjcc.2012.20.3.378.

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주성래 and ChungMyungSun. "The Effects of College Students' Perceived Value of and Satisfaction with Loyalty Programs on Customer Loyalty in Fashion Firms." Research Journal of the Costume Culture 20, no. 3 (June 2012): 378–91. http://dx.doi.org/10.29049/rjcc.2012.20.3.378.

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Esmaeilpour, Fariba. "The role of functional and symbolic brand associations on brand loyalty." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 467–84. http://dx.doi.org/10.1108/jfmm-02-2015-0011.

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Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands. Design/methodology/approach – A structural equation modeling method is employed in this research based on data collected from 450 individuals born between 1977 and 1994 in Iran. Watches and sunglasses are two luxury product categories chosen in this study. Findings – The findings of the study reveal that perceived quality is the better predictor of brand attitude and brand loyalty. Personality congruence (mediated by perceived brand quality), brand prestige (mediated by perceived brand quality and brand attitude) and brand tribalism (mediated by brand attitude) have an indirect positive effect on brand loyalty. Research limitations/implications – Due to the historical delay in the entrance and publicity of modern information and communication technologies in Iran compared with the western societies, the studied generation in this paper might not be completely conformed to the mentioned characteristics of Generation Y in terms of using media. Originality/value – This study combines consumer-based and community approaches of creation and management of brand to examine loyalty towards luxury fashion brands in Generation Y’s consumers as an attractive segment for luxury brands.

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Journal articles on the topic 'Fashion loyalty'

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