Tesis: "Fashion loyalty"

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Lan, Tingsong, Pettersson Jonathan Klawitter y Chu Kai Wan. "Brand loyalty inom fast fashion marknaden : Konsumentens perspektiv". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-969.

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Med en allt mer mode och trend inriktad marknad där kortare ledtider efterfrågas för att kunna tillgodose sina konsumenter med mode inriktade och trend riktiga plagg i rätt tid och på rätt plats så har dagens klädmarknad utvecklats till en allt mer dynamisk affärsmiljö med ett snabbare affärsklimat. Denna marknad kan idag refereras som ”fast fashion” marknaden. Samtidigt som brand loyalty och återkommande konsumenter blir allt viktigare och viktigare i dagens affärsklimat så blir det i den allt mer dynamiska fast fashion marknaden allt svårare att upprätthålla lojaliteten bland konsumenterna. Mot denna bakgrund undersökte denna studie hur konsumenterna inom fast fashion marknaden agerar utifrån brand loyalty konceptet. För att genomföra denn ställdes följande forskningsfråga för att besvaras: Hur framstår konsumenters brand loyalty genom deras agerande och köpbeteende inom fast fashion marknaden?Studien använde sig av Aaker och hans modell rörande brand loyalty som teoretisk utgångspunkt för genomförandet av analysen av studiens empiriska material. Studiens metod utfördes med fem stycken semi strukturerande intervjuer med utvalda personer där alla respondenter var aktiva konsumenter inom fast fashion marknaden. Studiens slutsats fann att ett flertal konsumenter inom fast fashion marknaden var mindre lojala på grund utav att konsumenterna var benägna till att byta till ett annat varumärke om priset hade en bättre relevans till plaggets design och kvalité.
With an increasingly fashion and trend-oriented market, where short lead times are demanded to be able meet consumer’s expectations and demands of fashion oriented and trendy garments at the right time and in the right place. Today's clothing market has evolved increasingly towards a more dynamic business environment with a fast changing business climate. This market can today be referred to as the "fast fashion" market. While brand loyalty and recurring consumers are becoming more and more important in today's business environment, the dynamic fast fashion market have difficulties retaining the loyalty among their consumers. Based on this background, this study examines how consumers in the fast fashion market act based on the concept of brand loyalty. To carry out the study, the following research question have been answered:" What emerges consumers' behavior regarding brand loyalty within the fast fashion market?"The study used Aaker and his model on brand loyalty as a theoretical basis for the implementation of the analysis to the study's empirical material. The study's methodology is claiming five semi structuring interviews with selected persons where all respondents were active consumers in the fast fashion market. The conclusion of the study are that the majority of consumers in the fast fashion market were less loyal because consumers tend to switch brands if the price where relevant to the garments design and quality.

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Hansen, Ellinor y Erika Jonsson. "E-loyalty in fashion e-commerce : an investigation in how to create e-loyalty". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26205.

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The e-commerce is growing among customers and also the companies are more active online. One industry that focuses on customer experience is the online fashion industry. In Sweden, the half of the population has at some time shopped clothes and footwear online. However, for companies to compete against others and to survive in this crowded market, it is important to create e-loyalty. Thereby, the purpose for this study was to evaluate the antecedents of e-loyalty in the online fashion industry. E-loyalty is according to famous researchers one important ingredient to succeed online and stay profitable. Other important ingredients for e-loyalty are e-satisfaction, e-trust and e-service quality. All of these factors have been investigated and evaluate in which degree they affect e-loyalty. In this master thesis, assessed 212 respondents included in the population. The findings have been tested by following statistical analysis; reliability test, exploratory factor analysis, correlation analysis and regression analysis. The result showed that e-satisfaction is the main driver for e-loyalty in the online fashion industry. Thereby, a manager should put main focus in what affect e-satisfaction to increase in e-loyalty in this industry. However, the result from the investigation also stressed an interesting factor, namely responsiveness. This factor was shown to have a significant influence on e-loyalty but also on e-satisfaction and e-trust.

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Frühauf, Daniel. "Loajalita v módním průmyslu". Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-192394.

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The aim of this thesis is to analyze customer loyalty and market fashion apparel, identify customer perception and participation in loyalty programs. Evaluate current approaches of using customer loyalty programs by the biggest fashion houses. Based on the research results suggest recommendations for creating loyalty programs on the market with fashion and clothing. The solution was used focus group methods, questionnaire probes, expert interviews, desk research and market testing, which focused on loyalty and loyalty programs in the fashion industry. Fashion market is divided into segments of low-cost, mass, luxury. Access to loyalty from customers and companies side is different in each segment. Contribution of this thesis is the comparison of loyalty programs on the market of fashion and testing of selected forms of programs. Results of research findings represent a starting point for gaining loyal customers in the fashion industry.

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Ghazal, Mohammed Zaki, Miranda Okello y Beatra Berisha. "Antecedents of E-Loyalty in the Context of Online Fashion Retailers". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96092.

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With recent developments in the internet and the rise of e-commerce, the concept of e-loyalty has gained more traction as a result of its growing importance. Due to this, there is a continuous shift away from brick and mortar fashion retailing towards online fashion retailers.As a result, it is evident that future and current fashion retailers must have some form of online presence in order to succeed in today’s landscape. The purpose of this paper was to explain the effect of e-trust, e-satisfaction and e-service quality on e-loyalty in the context of online fashion retailers. In order to fulfil this purpose, a deductive explanatory approach was taken. Firstly, the authors conducted research on the subject of e-loyalty and what factors influence it. Furthermore, a conceptual model applicable to the context of online fashion retailers was developed. Moreover, an operationalization was created which was the basis of a self-completion questionnaire that was designed in order to collect primary data. After the primary data was collected through convenience sampling and partly through expert sampling, it was cleaned and then placed into SPSS in order to be analyzed. Multiple statistical tests were conducted in order to examine the significance of the data and the relationship between the independent variables (e-trust, e-satisfaction and e-service quality) and the dependent variable (e-loyalty). The results from the analysis showed that all the aforementioned independent variables have a positive effect on e-loyalty in the context of online fashion retailers which meant that the hypotheses from this study were found to be accepted. As a result, e-trust, e-satisfaction and e-service quality were all found to have a positive relationship with e-loyalty.

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Hassanzadeh, Ali y Tara Namdar. "MILLENNIALS BRAND LOYALTY IN THE FASHION INDUSTRY & THE ROLE OF BRAND IDENTITY". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70038.

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Brand loyalty has long been an important factor for companies’ sustainability and profitability, as it is less expensive to retain existing customers than acquiring new ones. In correlation to the importance of brand loyalty, there is a new vast generation, called the millennials’ or generation Y coming in to the market that is different than any generation before. This generational cohort has shown tendencies of being very disloyal, yet not all authors agree. Furthermore, some positive evidence has been found that millennials consider brands as a way of expressing their own identity and are driven by a need of having a trendy social image. The role of brand identity has therefore been chosen as an important key factor to examine this generation’s brand loyalty. Due to the poor research and the complexity of understanding millennial’s brand loyalty, the purpose of this study is to acknowledge the role of brand identity and to enhance the knowledge about brand loyalty of millennials when it comes to fashion brands.The research is of a quantitative and deductive nature where the primary data of the study was collected through surveys. 108 people participated in the study and the participants were millennials between an age interval of 18-38 years. The result of the study shows that there is a link between brand identity and brand image and that there is a positive relationship between brand image and brand loyalty. Moreover, comparing the brand image of two companies H&M and Ralph Lauren to the respondents’ brand loyalty towards the fast fashion and luxury fashion industry showed a correlation of equivalent loyalty towards the two industries. However, the respondents that were loyal towards the luxury fashion industry were shown to have a higher general brand loyalty.The findings of this research provide evidence that millennial can be loyal, but their loyalty may differ depending on the industry. Therefore, millennials display equal loyalty to the fast fashion and to the luxury fashion industry, but overall loyalty of luxury fashion followers is higher in general.

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Sekerková, Adéla. "Srovnání B2C loajalitních programů retailových řetězců v segmentu fashion and sport v ČR". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149846.

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The goal of the graduate thesis is the analysis and comparison of loyal programs in the segment fashion and sport in the Czech Republic. Today's consumer is very informed and makes decisions about purchase according to many criteria. The consumer becomes loyal to the brand in case he is satisfied with it and in addition it brings him various benefits especially the emotional ones. The theoretical part is dedicated to a brand, consumer behaviour, his purchasing process, loyalty, loyal programs and the impact of trends and new technologies on consumer behaviour. This thesis was submitted by the brand O'Neill therefore the practical part introduces the company and the comparison of loyal programs of its competitors. The main section is the evaluation of questionnaire and recommendations for the brand O'Neill.

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Ward, Gustavsson Julia y Maximilian Wollbeck. "Feminist Statements in Fashion Marketing : and Their Affect on Brand Image". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10140.

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Sweden is moving towards a society where not being a feminist is considered unmodern and conservative. People are fighting for women's rights and equality between the sexes. This feminist movement in Sweden is starting to show in more and more businesses. The fashion business has recently adapted the same movement and feminism has been used in different types of marketing, such as gender neutral merchandising or statement advertisements. The focus of this thesis is statements on products and the purpose is to investigate how Swedish consumers’ brand image of a high end fashion brand is affected by the brand using symbols of feminist statements on their products. The theoretical framework has been separated into three categories; Brand Image, Consumer Behaviour and Politics in Fashion, which sums up in a conceptual model. The model is tested in the empirical findings that were discovered through two focus groups. Consumers critical minds and high awareness of companies advertising techniques results in the conclusion that consumers demand more political effort in order to trust and accept the statement, apparently an important factor when it comes to change of brand image.

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Wiberg, Anna. "Seeking loyalty on social media : A quantitative study examining the effects of brand information regarding sustainability efforts on brand loyalty and its antecedents in the fast-fashion industry". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75320.

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Background: Customers are becoming increasingly conscious about sustainability, for instance when choosing a fast-fashion brand. Brand loyal customers are in direct relation with the success of a brand and promoting brand information of sustainability efforts on social media platforms could positively influence customers brand loyalty, brand satisfaction, brand trust and brand engagement. Purpose: The purpose of this study is to examine the relationship between brand information regarding sustainability efforts of fast-fashion brands and brand loyalty, brand satisfaction, brand trust as well as brand engagement. Further, this study examines whether brand trust and brand engagement work as antecedents to brand satisfaction, respectively brand satisfaction to brand loyalty. Research questions: How does brand information of sustainability efforts from fast-fashion brands on social media affect brand loyalty? How does brand information of sustainability efforts from fast-fashion brands on social media affect brand satisfaction and its antecedents brand trust and brand engagement? How do brand engagement and brand trust affect brand satisfaction respectively brand loyalty? Methodology: This research follows a quantitative and deductive research approach. The data was collected through an online survey and the sampling method was a non- probability and a snowball sample. The data collection reached a total of 160 answers which were analyzed through SPSS. Validity and reliability were ensured before testing the hypotheses. Findings: The findings from this research revealed that there is a positive relationship between brand information regarding sustainability efforts and brand loyalty, brand satisfaction, brand trust, and brand engagement. Further, the results indicated that the hypothesized antecedents brand trust and brand engagement were also accepted. Implications: This study contributes with its results to today’s increased interest in sustainability, and it delivers significant insights which could be used by fast- fashion brands strategic decisions regarding the content of social media channels. Further, it adds valuable information to current academic literature in a few different ways. Originality: This paper brings focus to the importance of brand loyalty and how closely it is related to brand information regarding sustainability efforts of fast-fashion brands.

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Mirzajee, Mohammad y Alen Rashid. "Information or Communication channel? : A qualitative study of how fast-fashion brands in Sweden use social media". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104034.

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With the constant development of marketing strategies, it has become more vital to continuously communicate online with consumers. As Generation Z is born with digital devices and increased social media channels, customers demand fashion brands being present online. The empirical findings in this study were obtained using a qualitative research method through semi-structured interviews. The interviews were conducted with five fast-fashion brands in Sweden that target Generation Z. The authors have used a deductive approach in this thesis. The conclusion of this thesis shows several factors that fashion brands use to create brand loyalty with Generation Z. Findings indicated that social media should be a communication channel. Furthermore, this research is from a retailer’s perspective. Finally, loyalty is something that is earned by creating relationships.

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Haniková, Alžběta. "Budování věrnostního systému firmy". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75179.

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The thesis discusses the importance of loyal customers, and loyalty system as a tool for building loyalty. It defines loyalty and customer satisfaction, it deals with the issue of customer retention. It describes the history and types of loyalty programs, important factors for deciding on their implementation and problems associated with them. The practical part is concerned with the clothing market, Orsay company and its Orsay Club loyalty systeme. The work also includes a survey of the loyalty programs on the market with clothes, with a focus on Orsay and Orsay club.

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Granov, Anida. "Customer loyalty, return and churn prediction through machine learning methods : for a Swedish fashion and e-commerce company". Thesis, Umeå universitet, Institutionen för matematik och matematisk statistik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-184709.

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The analysis of gaining, retaining and maintaining customer trust is a highly topical issue in the e-commerce industry to mitigate the challenges of increased competition and volatile customer relationships as an effect of the increasing use of the internet to purchase goods. This study is conducted at the Swedish online fashion retailer NA-KD with the aim of gaining better insight into customer behavior that determines purchases, returns and churn. Therefore, the objectives for this study are to identify the group of loyal customers as well as construct models to predict customer loyalty, frequent returns and customer churn. Two separate approaches are used for solving the problem where a clustering model is constructed to divide the data into different customer segments that can explain customer behaviour. Then a classification model is constructed to classify the customers into the classes of churners, returners and loyal customers based on the exploratory data analysis and previous insights and knowledge from the company. By using the unsupervised machine learning method K-prototypes clustering for mixed data, six clusters are identified and defined as churned, potential, loyal customers and Brand Champions, indecisive shoppers, and high-risky churners. The supervised classification method of bias reduced binary Logistic Regression is used to classify customers into the classes of loyal customers, customers of frequent returns and churners. The final models had an accuracy of 0.68, 0.75 and 0.98 for the three separate binary classification models classifying Churners, Returners and Loyalists respectively.

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Hatami, Arina y Sofia Chowdhury. "Handlingar talar starkare än ord : En kvalitativ undersökning om konsumenters attityd och beteende inom Fast Fashion". Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38714.

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Syfte: Syftet med denna studie är att söka djupare förståelse för Gen-Z konsumenters lojalitet i form av hur deras attityder och beteende skiljer sig mot Fast Fashion handel och hur sambandet mellan dem kan se ut. Vidare syftar denna studie att identifiera konsekvenserna av de olika uppfattningarna i form Word of Mouth. Forskningsfrågor:

What does consumers brand image look like when it comes to a Fast Fashion brand and what does it depend on? What are the differences between consumers attitudes and behaviour towards a Fast Fashion brand? What does consumers loyalty look like in its whole to a Fast Fashion brand based off attitudinal and behavioural factors? Method: This study is based on a qualitative approach and the data has been collected through semi-structured interviews. Both focus groups and individual interviews have been conducted. Theoretical framework: The theories that have been applied are Brand Image, Brand Attitude, Brand Loyalty, Loyalty Model and Loyalty Classification by Dick & Basu (1994), Loyaltypyramid (Aaker 1991) and finally Word of Mouth. Conclusions: The conclusions are that the respondents has got a negative image of H&M as a brand. A contradiction was also identified between the respondents attitudes and behaviour considering they were very different. The loyalty towards the brand was not very strong. The negative attitudes of the respondents had an significant influence on the brands Word of Mouth.

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HELLER, JOHANNA y NATALIE ENGELKE. "How to keep your customers loyal within today's online business". Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20157.

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For fashion online stores loyal customers are as important as they are for traditional retail stores. Through a high amount of loyal customers a company can reduce operational costs and increase its overall profitability. Finally a company can gain more benefits from retaining existing customers instead of acquiring new ones. Therefore it has become more important to win customer share than market share. To figure out how loyalty can be created a company needs to occupy itself intensively with the concept of Customer Relationship Management. There exist different types of loyalty and not every customer can be turned into a loyal customer. The company has to enter into a relationship with its customers that has to grow like the courtship. At best case the bond will end up in a satisfied win-win relationship that contains benefits for both the customer and the company. The longer the relationship will last, the higher the customer value will get and the more the company can profit from it. The same rules and principles also count for the online business. Because of higher costs for attracting new customers, high competition in the market and highly demanding customers treating your existing customers well and turning them into loyal customers is the key to success. E-Loyalty drivers give the company an indicator about what generates e-loyalty for company’s website. Why does a customer return to a website and why does he stick to a certain online shop? One of the most crucial factors to create loyalty in an online business is trust. Only when a customer trusts the vendor he will hand out his personal data, will return to the vendor and will recommend the online shop to others. When it was taken a further look at how online shops tackle the question of loyalty it became clear that the customer is put in the centre. The online shops heavily attempt to keep up with the latest ecommerce trends in order to win over customers. Through Social Commerce the companies have totally new possibilities to interact with the customers and to gain customer insight. In this way it has become much easier to understand the customer and to respond to his individual needs and preferences in order to build up a relationship with him.
Program: Magisterutbildning i fashion management med inriktning modemarknadsföring

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Le, Bon Caroline. "Le capital de mode : un nouveau concept pour comprendre et expliquer le comportement du consommateur de produits de mode". Thesis, Aix-Marseille 3, 2011. http://www.theses.fr/2011AIX32026.

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La mode est partout et recouvre de nombreux secteurs, produits, et concerne de près ou de loin de nombreux individus. La fidélité aux produits de mode soulève différentes interrogations concernant ce qui incite le consommateur à les choisir, à rester fidèle à la mode et ceci malgré les changements incessants propres à celle-ci. Cependant nous n’avons pas relevé d’approche se rapportant à une explication de cette fidélité basée sur les valeurs apportées par la mode au niveau du produit et indépendamment des caractéristiques physiques et/ou des fonctionnalités de ce dernier. Au cours de cette recherche notre intérêt portera donc sur la compréhension des raisons poussant l’individu à s’associer à la mode. L’analogie par rapport au capital de marque (Keller, 1993), nous incite à penser que de manière similaire à la marque, la mode apporte de la valeur ajoutée au produit en comparaison à ceux jugés non mode. Nous introduirons le concept de capital de mode afin d’appréhender cette valeur ajoutée que la mode apporte aux produits. L’analyse qualitative menée confirme les valeurs ajoutées par la mode au produit que nous avons identifiées. De plus, les résultats de l’étude empirique menée auprès de suiveurs montrent, comme cela était supposé, que l’attachement joue un rôle médiateur dans la relation liant le capital de mode à la fidélité au niveau du vêtement et du téléphone mobile. Les valeurs ajoutées par la mode contribuent donc au développement d’un attachement et d’une fidélité de la part de l’individu à l’égard de ce qui est mode dans les catégories de produits étudiés. Notre recherche propose ainsi une explication de la fidélité à la mode grâce au capital de mode
Fashion transcends domains, applies to almost any kind of product and concerns many people. The loyalty towards fashion products raises questions about why and how products appeal to consumers, despite their constantly varying attributes. Furthermore, little is known about how fashion trends may induce people to stay loyal to fashion products. We are not aware of any other approach that explains consumer behavior on the basis of fashion value per se, that is, that a fashion product is of interest because it is explicitly perceived as a fashion item. We propose a new explanation for consumers’ interest in and loyalty to fashion products. Extending the concept of consumer-based brand equity (Keller, 1993), we propose that consumer-based fashion equity may account for the role that fashion plays, in determining consumers’ loyalty—similar to the way brand equity explains why high equity brands appeal more to consumers than do low equity ones. We introduce the concept of fashion equity to account for the value that fashion adds to products. The exploratory study conducted with followers confirms the values added by fashion to product and the results of our analysis demonstrates that attachment is a mediator in the relationships fashion equity-attachment-loyalty for fashion clothe and mobile phone. Therefore, these values contribute to the development of fashion attachment and fashion loyalty. Our research suggests an explanation of loyalty towards fashion thanks to fashion equity

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Aristi, Zoeger Valeria. "Brand Equity en la decisión de compra de los consumidores1 de Lima Metropolitana en las empresas de moda sostenible". Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652773.

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En el presente trabajo de investigación, tiene como propósito de medir la relación de las dimensiones del Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) con la decisión de compra en empresas de moda sostenible en Lima Metropolitana. Ello responde a la aparición de una nueva corriente, donde los consumidores están optando por organizaciones de moda que se enfocan en el bienestar del medio ambiente. Con respecto a la metodología de investigación, fue de carácter mixto, donde se hizo uso de herramientas tanto cualitativas como cuantitativas. Por un lado, en el estudio cualitativo, se realizaron cuatro entrevistas a expertos en el sector de moda sostenible, seis entrevistas al público objetivo y, por último, un grupo focal. Por otro lado, con la finalidad de contrastar la información brindada por los expertos, se hizo uso de la investigación cuantitativa para darle profundidad y representatividad a la data recolectada. Para ello, se empleó una muestra de 293 usuarias de prendas de vestir de moda sostenible seleccionadas por un muestreo no probabilístico, a las cuales fueron encuestadas por un cuestionario de 37 preguntas. Con todo lo mencionado, se logró concluir que las dimensiones Brand Loyalty y Brand Associations tienen una mayor significancia con respecto a la decisión de compra.
The purpose of this research is to measure the relationship between the dimensions of Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) with the purchase decision in sustainable fashion companies in Lima. This responds to the emergence of a new trend, where consumers are opting for fashion organizations that focus on the well-being of the environment. Regarding the research methodology, which was a mixed nature, where both qualitative and quantitative tools were used. In one hand, the qualitative study, four interviews were conducted with experts in the sustainable fashion sector, six interviews of the target audience and, finally, one focus group. On the other hand, in order to contrast the information provided by the experts, quantitative research was used to give a deeper and representative view on the collected data. For this, we took a sample of 293 users of sustainable fashion clothing selected by a non-probability sample, and they were surveyed by forum of 37 questions. We concluded that the dimensions of brand loyalty and brand associations are have greater importance with respect of the purchase decision.
Trabajo de investigación

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Lönnevik, Helena y Fiorella Piedra. "Luxury Customer Relationship Management : Customer loyalty through a luxury perspective". Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-72857.

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Bakgrund och problemdiskussion: Lyxvarumärkesföretag har börjat undersöka implementering av en strategi som erbjuder livslångt kundvärde. De har även visat intresse som tyder på att de vill tillämpa CRM-policys men är osäkra till hur stor del den går att tillämpa inom lyxindustrin. Vi har med inspiration från artikeln ”Is CRM for Luxury brands?” Cailleux, Mignot & Kapferer (2009) konstaterat att det existerar ett problem med den traditionella CRM som inte förstår ”luxury management” och de exakta implikationerna. Då begreppet CRM anses vara otillräcklig samt bristande vid tillämpning på lyxvarumärken anser vi att CRM inte är en optimal affärsstrategi för den sortens företag. Syfte: Vårt syfte med studien är att förstärka och komplettera CRM ur ett lyxperspektiv. Ambitionen är att utveckla existerande teori samt skapa en modell som är anpassad för lyxvarumärkesföretag. Vidare vill vi även tydliggöra de skillnader som existerar mellan klassisk CRM och LCRM. Metod: Uppsatsen har en teoretisk utgångspunkt och behandlas ur en kvalitativ metod tillsammans med respondenter från fallföretaget som besitter gedigen erfarenhet och ansvarspositioner inom lyxindustrin. Slutsats: CRM är inte en tillräcklig strategi att applicera mot lyxvarumärkesföretag då den inte är justerad för att tillgodose lyxvarumärkesföretagens plattform. Den utvecklade teorin LCRM har testats genom en empirisk studie och verifierats till att vara en lämplig strategi för lyxvarumärkesföretag. Genom en tillämpning av LCRM kan lyxvarumärkesföretag nå en ökad kundlojalitet ur ett långsiktigt perspektiv.
Background and problem discussion: Luxury brands have begun to explore the benefits of an approach to create lifelong customer value. They have also shown interest in implementing CRM policies but are unsure how suitable it is for their market. The article “Is CRM for luxury brands?” Cailleux, Mignot & Kapferer (2009) has been used as an inspiration in this study as the article has found that the existing traditional CRM does not understand "luxury management" and the precise implications, i.e., how luxury brands want to expand while maintaining their prestige. Since the concept of CRM is considered to be insufficient and inadequate for the purposes of luxury brands, we believe that CRM is not an optimal business strategy for the type of business. Purpose: The purpose with this study is to enhance and supplement the strategy CRM to meet the luxury industry needs. The ambition is to develop existing theory and create a model that is suitable for luxury brands. Further, the purpose is to clarify the differences between CRM and LCRM. Method: The paper is theoretically based with a qualitative approach with respondents in leader positions and extensive experience within the luxury industry. Conclusion: CRM is an insufficient strategy to apply for businesses within the luxury industry because it does not understand the platform of a luxury brand. The developed theory LCRM has been tested through an empiric study and has been verified as a suitable strategy to apply for luxury brands. Through an implementation of LCRM luxury brands can achieve a higher customer loyalty in the long run.

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Hinzmann, Celina y Rebecca Stark-Nässlin. "Sustainability in the Fast Fashion Industry. A quantitative Study on Consumers’ Brand Attitude towards Green Brand Extensions andits Effects on Brand Loyalty". Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-173282.

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Only a few industries face challenges regarding sustainability to the same extent as the fashion industry being one of the largest consumer industries and the second most polluting industry in the world. These challenges are encouraged by the fast fashion business model, which is dominant in the sector and relies on the quick responsiveness to latest fashion trends while maintaining low prices, encouraging more consumption and shorter product life cycles. On the other side, a consumer shift towards more environmental consciousness can be observed leading to most fast fashion brands integrating sustainability in various forms into their products and services. A path that many fast fashion brands take in order to become more sustainable is the strategy of green branding through green brand extensions. Green brand extensions (GBEs) involve the application of an established brand name to new and greener products due to environmental considerations of the brand and can be divided into green line extensions (GLEs) and green category extensions (GCEs). Due to identified research gaps concerning how green brand extensions change consumer attitudes as well as the relationship between brand loyalty and the green image of brands, the following research question got developed to gain in-depth in consumer behavior in the fast fashion industry related to green brand extensions: RQ: How do green brand extensions of fast fashion brands affect the consumers’ parent brand attitude and brand loyalty? This primary study that aims to answer the research question was conducted following a deductive research approach and adopting a quantitative research design through collecting data by means of a web questionnaire. Thereby, the brand attitude of fashion consumers on green line and green category extensions as well as the relationship to brand loyalty got investigated focusing on Generation Y and Z as largest consumer groups of fast fashion. The main results of the study are that the introduction of a GLE by a fast fashion brand generally leads to a more positive brand attitude and a slightly improved brand loyalty of consumers towards the parent brand. However, when introducing a GCE, the launch has rarely a positive effect on the brand attitude and brand loyalty of consumers towards the parent brand. The relationship of GLEs and brand attitude is thereby moderated by the environmental concern of consumers as well as their friends and by the initial brand attitude towards the fast fashion brand. The relationship of GLEs and brand loyalty on the other hand is only moderated by environmental concern of consumers and the initial brand attitude. Looking at GCEs and their relationship with brand attitude as well as brand loyalty, it is influenced and moderated by the age of consumers, the environmental concern of their friends as well as consumers’ initial brand loyalty towards the parent brand.

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Fernández, Hidalgo Cristina, Larry Mikano y Tom Vermeersch. "The Effect of Co-Branding on the Fashion Luxury Consumer’s Brand Equity : Comparison between the Generations Y and X". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54086.

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The co-branding strategies are gaining attention from research due to the special difficulties of implementing a collaborative strategy. Hence, this paper evaluates the effect of the co-branding strategy between a luxury brand and a high-street retailer on the luxury consumers’ brand equity of the luxury brand post-co-branding. Additionally, this study aims to find differences between the generation Y and X cohorts in terms of brand equity impact from co-branding. This effect was evaluated from three brand equity dimensions: perceived quality, brand image and brand loyalty. To conduct this research the data was collected at the department store Harvey Nichols in London where luxury fashion brands are sold. Later the data was analyzed with a regression, analysis and t-test. The consumers showed differences in terms of their attitude towards the co-branding strategies between a luxury fashion brand and a high-street retailer. In addition, this research found that all the brand equity dimensions suffer a direct influence from the attitude towards co-branding for all the consumers in the study. Direct influence means that the co-branding strategies may cause positive or negative spillover effects. Moreover, the results conclude that there is only a difference in the brand equity dimension of brand loyalty between the generation cohorts Y and X.

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Saavedra, Daisy Barata. "Antecedentes da lealdade do consumidor na indústria fast fashion : o papel da imagem de marca". Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17196.

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Mestrado em Marketing
Num cenário cada vez mais competitivo como o da indústria da moda, nomeadamente o segmento fast fashion, massificado por marcas, os consumidores têm vindo a tornar-se substancialmente mais exigentes. É, cada vez mais, necessário elaborar estratégias que visam a criação de perceções positivas, de forma a incrementar a imagem de marca e a sua influência na lealdade do consumidor. Assim, torna-se relevante estudar que variáveis influenciam indiretamente a lealdade através das diferentes dimensões da imagem de marca. Esta dissertação teve uma abordagem quantitativa, com base na aplicação de um inquérito por questionário a uma amostra não probabilística por conveniência de 326 inquiridos. Em conformidade com os objetivos propostos, utilizou-se o modelo de Equações Estruturais com estimação PLS (Partial Least Squares) e foi possível confirmar a importância da Responsabilidade Social Corporativa e a Perecibilidade na lealdade do consumidor através da imagem funcional da marca. Concluiu-se à posteriori que estas perceções diferem mediante o sexo do consumidor. Deste modo, salienta-se que as marcas fast fashion devem investir na Responsabilidade Social e na Perecibilidade e focarem-se particularmente na Imagem Funcional, dado que foi a dimensão que influenciou significativamente a Lealdade do consumidor, atendendo aos diferentes segmentos.
In an increasingly competitive scenario such as the fashion industry, namely the fast fashion segment, massified by brands, consumers have become substantially more demanding. It is frequently necessary to devise strategies aimed at creating positive perceptions to increase the brand image, and its influence on consumer loyalty. Thus, it becomes relevant to study which variables indirectly influence loyalty, through the different dimensions of the brand image. This dissertation had a quantitative approach, based on the application of a questionnaire survey to a non-probabilistic sample for the convenience of 326 respondents. Under the proposed objectives, we used the model of Structural Equations with PLS (Partial Least Squares) estimation, and it was possible to confirm the importance of Corporate Social Responsibility and the Perishability in the loyalty of the consumer, through the functional image of the brand. It has also been concluded that these perceptions differ according to the gender of the consumer. Therefore, it should be noted that fast fashion brands should invest in Social Responsibility and Perishability and focus on the Functional Image, since it was the dimension that significantly influenced consumer Loyalty, taking care of the different segments.
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Likouris, Arianna P. "Aphosiosi". Kent State University Honors College / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=ksuhonors1494198472667557.

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Kim, Hyejeong. "The impact of body image self-discrepancy on body dissatisfaction, fashion involvement, concerns with fit and size of garments, and loyalty intentions in online apparel shopping". [Ames, Iowa : Iowa State University], 2008.

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Topičová, Kristýna. "Loajalitní program obchodu s oděvy". Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359900.

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At present, a theme of loyalty programs is very popular. The valuable loyalty programs can be considered as some kind of competitive advantage that helps company to grow. However, business organization has to do its activities with regard to its customers. This Master thesis attempts to create a complex concept of loyalty program for clothing shops according to customers wishes. The results indicate that customers want loyalty program of clothing shops based on permanent discounts. The findings also suggest that even though people do not want to share personal data they are willing to exchange those data with companies for rewards when loyalty program benefits seems to be attractive to them. These finding have major implementation for marketing managers who want to build successful loyalty programs.

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Urbina, Heredia Valeria. "E-loyalty, e-trust, e-satisfaction y website quality en relación a la intención de compra en la moda deportiva". Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/656044.

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Con el incremento de las compras por internet, la categoría de ropa deportiva ha decidido utilizar este canal para mantener la relación consumidor-marca. Debido a ello, las marcas de esta categoría necesitan saber cuáles son las variables que deben considerar al momento de desarrollar estrategias que les permitan preservar dicha relación. El objetivo del presente estudio es examinar la relación entre el e-loyalty, e-trust, e-satisfaction y website quality en la intención de compra del consumidor peruano en la moda deportiva. Las marcas de esta categoría deben comprender las expectativas de los clientes respecto a las compras en línea para atraer nuevos clientes y retener a sus clientes existentes.
With the increase in online purchases, the sportswear category has decided to use this channel to maintain the consumer-brand relationship. In consequence, brands in this category need to know which variables they should consider when developing strategies that allow them to preserve this relationship. The objective of this study is to examine the relationship between e-loyalty, e-trust, e-satisfaction and website quality in the purchase intention of the Peruvian consumer in the sportswear category. Brands in this category must understand customer expectations regarding online shopping to attract new customers and retain existing customers.
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Gladowska, Monica, Linda Kennethsson y Dandan Liang. "All you need is... customer relationships : En studie om hur modebranschen kan skapa konkurrensfördelar mot e-handeln". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76612.

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Problemformulering: E-handeln har vuxit sig allt starkare på den svenska marknaden, vilket lägger ett större fokus på den fysiska detaljhandeln inom modebranschen. Vi undersöker ur ett företagsperspektiv hur den fysiska modebranschen hanterar denna förändring. Syfte: Syftet med studien är att undersöka vilka verktyg fysiska handeln inom modebranschen kan nyttja för att skapa konkurrensfördelar mot e-handeln. Forskningsfrågor: 1. Hur skapar fysiska butiker inom modebranschen kundrelationer?2. Hur kan fysiska butiker inom modebranschen skapa lojala kunder av befintliga kundrelationer?3. Hur använder fysiska butiker omnikanaler för att skapa kundrelationer inom modebranschen?4. Hur kan fysiska butiker inom modebranschen arbeta med varumärke och image för att skapa kundrelationer? Metod: Studien är baserad på en kvalitativ forskningsmetod med en induktiv ansats. Vidare vid insamling av det empiriska materialet har semistrukturerade intervjuer genomförts med elva respondenter som har en ledande befattning, av den orsak att individerna anses besitta relevant information för den här undersökningen. Slutsats: Studien resulterade i att det inte finns en tydlig mall för hur kundrelationer skapas i den fysiska handeln inom modebranschen. Vidare visade resultatet att företagen tillämpar olika tillvägagångssätt inom ramen för nyckelbegreppen för att slutligen skapa kundrelationer. Avslutningsvis framför undersökningen att kundrelationer är en viktig beståndsdel som detaljhandeln inom modebranschen anser utgöra konkurrensfördelar mot e-handeln. Nyckelord: Kundrelationer, lojala kunder, omnikanaler, varumärke och image, modebranschen, konkurrensfördelar.
Problem definition: The presence of E-commerce on the Swedish market has evolved, which sheds a larger focus on the physical retail trade within the fashion industry. We study how the fashion industry handles this shift from a business perspective. Purpose: The purpose of this study is to examine which tools physical commerce within the fashion industry can utilize in order to create competitive advantage against e-commerce. Research questions: 1. How can physical stores within the fashion industry create customer relationships?2. How can physical stores within the fashion industry create loyal customers out of existing customer relationships?3. How does physical stores utilize omnichannels as a means to create customer relationships within the fashion industry?4. How can physical stores within the fashion industry labor branding and image as a means to create customer relationships? Method: The study is based on a qualitative method with an inductive research approach. Furthermore, the gathering of empirical data consisted of eleven semi-structured interviews with respondents within a leading business position. Conclusion: The result of this study indicated that there is no clear template on how customer relationships are created in physical commerce within the fashion industry. Furthermore, the results revealed that the interviewees practice different approaches within the frame of the mentioned keywords to create customer relationships. Lastly, the study argues that customer relationships are an essential element as a means for the retail trade within the fashion industry to establish competitive advantages against e-commerce. Keywords: Customer relationship, customer loyalty, omnichannel, branding and image, fashion industry, competitive advantage.

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Reis, Beatriz Veríssimo Brandão Pinto. "O papel dos influenciadores digitais de moda no desenvolvimento do relacionamento entre o consumidor e a marca". Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20804.

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Mestrado em Marketing
A forte capacidade de persuasão dos instagrammers de moda junto dos consumidores, torna imperativo a compreensão por parte deste setor de como a utilização dos mesmos pode contribuir para o estabelecimento de uma relação entre o consumidor e a marca, concretamente para o desenvolvimento da imagem da marca e da lealdade à marca. Na presente dissertação procedeu-se à realização de um estudo qualitativo aplicado especificamente à marca Tezenis com recurso a uma amostra não probabilística por conveniência. No total foram realizados três focus groups com seis participantes cada, do género feminino com idades entre os 18 e os 24 anos. Os resultados obtidos evidenciam o poder persuasivo percebido dos instagrammers de moda nas atitudes e comportamentos dos consumidores. Conclui-se que a utilização de instagrammers de moda como ferramenta de comunicação das marcas está positivamente associada às três dimensões do construto da imagem da marca: mistério, intimidade e sensualidade. Posteriormente, verifica-se que os instagrammers de moda estão positivamente associados a três das quatro dimensões do construto da lealdade à marca: lealdade afetiva, conativa e de ação. Para além disso, conclui-se que a ausência de uma forte ligação emocional à marca publicitada, identificada na dimensão intimidade da imagem da marca e, a não preferência pela mesma não condiciona o comportamento de compra do consumidor. Por fim, comprova-se que tanto a imagem da marca desenvolvida através de instagrammers de moda como através de um conjunto de experiências diretas e indiretas com a marca estão positivamente associadas ao desenvolvimento de lealdade à marca.
The strong ability of fashion instagrammers to persuade consumers, makes it imperative for this sector to understand how the use of digital fashion influencers in the social network instagram can contribute to the development of the relationship between the consumer and the brand, specifically for the development of the brand image and brand loyalty. In this dissertation, a qualitative study was carried out specifically applied to the Tezenis brand using a non-probabilistic and convenience sample. In total, three focus groups were held with six female participants each, aged 18 to 24. The results obtained show the persuasive power perceived by fashion instagrammers in the attitudes and behaviors of consumers. Subsequently, it is concluded that the use of fashion instagrammers as a brand communication tool is positively associated with the three dimensions of the brand image construct: mystery, intimacy and sensuality. In addition to that, fashion instagrammers are positively associated with three of the four dimensions of the brand loyalty construct: affective, conactive and action loyalty. It is concluded that the absence of a strong emotional connection to the advertised brand, identified in the intimacy dimension of the brand image, and the lack of preference for it does not affect the consumer's buying behavior. Finally, it is proven that both the brand image developed through fashion instagrammers and through a set of direct and indirect experiences with the brand are positively associated with the development of brand loyalty, both at an attitudinal and behavioral level.
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SÖDERLUND, ANNA-MARIA y FANNY IVARSSON. "Mobilapplikationer : Framtidens väg till kundlojalitet?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20698.

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Utvecklingen på den teknologiska marknaden har kommit att påverka företag i en allt större utsträckning då marknadsföring på Internet blivit allt viktigare. Den ökade använd-ningen av smartphones har bidragit till att fler och fler människor ständigt är uppkopp-lade vilket i sin tur har öppnat upp för nya sätt för företag att skapa relationer och att inte-ragera med sina kunder. En bidragande faktor är sociala medier som har öppnat upp för interaktion där företag och kunder kan kommunicera med varandra. De har även öppnat upp för kommunikation kunder emellan, vilket både skapar positiv och negativ word of mouth. I takt med utvecklingen av den nya telefonin, har mobilapplikationer kommit att få en allt större betydelse som marknadsföringskanal. Genom att företaget finns tillgäng-ligt i kundernas telefoner kan närhet och tillänglighet skapas vilket öppnar upp för relat-ionsskapande.Relationsmarknadsföring på Internet har blivit viktigare i takt med att konkurrensen hårdnat, vilket är särskilt aktuellt inom modebranschen där företagen har antagit ett större kundfokus för att överleva. Mobilapplikationer kan ses som en ny marknadsföringskanal, ett sätt att stärka relationerna till kunderna och bidra till en ökad försäljning. Uppsatsens fokus ligger i fast fashion-segmentet inom modebranschen och belyses genom fallföreta-get Gina Tricot. Utgångspunkten är en relationsmarknadsföringsstrategi där de underlig-gande faktorerna utgörs av lojalitet, kundvärde, interaktion, word of mouth och image. Uppsatsen syftar till att undersöka hur mobilapplikationer kan skapa kundlojalitet genom ökad interaktion och word of mouth för att därigenom stärka företags image. En kvalita-tiv studie har genomförts där det empiriska materialet samlats in genom fyra fokusgrup-per. Den teoretiska referensramen baseras på teorier om de fem faktorerna som sedan analyserats med hjälp av det empiriska materialet.Litteraturen visar på att de fem faktorerna, lojalitet, kundvärde, interaktion, word of mouth och image, är avgörande vid implementeringen av en mobilapplikation. Resultatet stöds även av respondenterna i studien som betonar att interaktion, word of mouth och kundvärde påverkar kundlojaliteten och därigenom företagets image. Uppsatsens resultat har genererat ledorden förnyelse, värde och enkelhet, vilka företag bör ta hänsyn till i utvecklandet av en mobilapplikation.Developments in the technology market have come to influence the company in greater extent where Internet marketing has become increasingly important. The increased use of smartphones has contributed to that more and more people are constantly connected, which in turn has opened up new ways for companies to build relationships and to inter-act with their customers. A contributing factor is social media that has opened up for in-teraction with companies and customers where they can communicate with each other. This creates both positive and negative word of mouth. With the development of new telephony, mobile applications have come to acquire increasing importance as a market-ing channel. By that it is available in the customers' phones which create closeness and accessibility, opening up possibilities for relationship-building.Relationship marketing on the Internet has become more important as the competition intensified, which is particularly topical in the fashion industry where companies have adopted a more customer focused strategy in order to survive. Mobile applications can be viewed as a new marketing channel, a way to strengthen relationships with customers and contribute to increased sales. This paper focuses in the fast fashion industry and is illus-trated by a case study of the company Gina Tricot. The starting point is a relationship marketing strategy in which the underlying factors are loyalty, customer value, interac-tion, word of mouth and image. This essay aims to examine how mobile applications can create customer loyalty through increased interaction and word of mouth in order to strengthen the company's image. A qualitative study was performed in which the empiri-cal evidence was collected through four focus groups. The theoretical framework is based on theories of the five factors which are then analyzed using the empirical evidence.The literature shows that the five factors, loyalty, customer value, interaction, word of mouth and image, are crucial in implementing a mobile application. The result is also supported by respondents in the study that emphasizes how interaction, word of mouth and customer value affects customer loyalty and hence the company's image. Renewal, value and simplicity are key words that companies should consider when developing a mobile application.
Program: Textilekonomutbildningen

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Axdal, Klara, Nora Odqvist y Emma Rydlinger. "Kommunikationsstrategier under kris för att upprätthålla kundlojalitet : En kvalitativ innehållsanalys av organisationsdokument för att undersöka hur e-handelsföretag i modeindustrin anpassar sin kommunikation under kris". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23466.

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Denna studie undersöker kommunikationsstrategier hos tre online multibrand retailers (Matches Fashion, Moda Operandi och Mytheresa) verksamma inom lyxsegmentet i modeindustrin under en global pandemi. Krisen har påverkat modeindustrin omfattande och bidragit till ekonomisk instabilitet. Modeindustrin är vidare extra utsatt då den består av globala försörjningskedjor. Givet krisen blir en lojal kundbas för företag viktig för att upprätthålla lönsamheten. Detta med anledning av av den höga kostnaden som förvärv av nya kunder innebär, vilket blir särskilt kritiskt under en lågkonjunktur. Forskningsfrågorna vilka studien ämnar besvara är (i) Hur förändras företags kommunikation till kund under en kris? och (ii) Hur försöker företag upprätthålla kundlojalitet med hjälp av kommunikationsstrategier under en kris? De tre företagens kriskommunikation som återfinns i deras nyhetsbrev analyserades genom att använda det teoretiska ramverket: Situational Crisis Communication Theory (SCCT), utformat av Coombs (2007). En kvalitativ innehållsanalys genomfördes med hjälp av ett strukturerat observationsschema på urvalet om 432 nyhetsbrev. I enlighet med SCCT-teorin (Coombs 2007) påvisade resultatet att de strategier för utformning av kriskommunikation som var mest förekommande antingen var att förminska eller kompensera för krisen. Vidare kunde det utläsas från resultatet att företag genom kommunikationsstrategier försökte upprätthålla kundlojalitet med hjälp av rabattkoder, realisationer, kundservice samt redaktionellt innehåll, vilka är kategorier som framkommit ur operationalisering av kundlojalitet.
This bachelor thesis explores communication strategies of three online multi brand retailers in the luxury segment in the fashion industry; Matches Fashion, Moda Operandi and Mytheresa, during an external crisis, generated by a pandemic disease. Thus leaving the global fashion industry and supply chains with severe repercussions, contributing to a fragile financial environment for companies. Hence, retaining loyal customers is vital for sustaining profitability due to the high cost of acquiring new customers, which becomes critical during an economic recession. The research questions being examined are (i) how companies’ communication towards their customers changes during a crisis and (ii) how they try to maintain customer loyalty through communication strategies during the crisis. By using the theoretical framework Situational Crisis Communication Theory (SCCT), presented by Coombs (2007), each company’s communication through their newsletters was evaluated and analyzed. A qualitative content analysis was conducted on a sample of 432 newsletters using a structured observation schedule with predetermined categories. In accordance with the SCCT-theory (Coombs 2007), the findings showed that the most common strategies for crisis communication were to either diminish or rebuild. Attempts to maintain customer loyalty were communicated through discount codes, sales periods, customer service and editorial content which are categories generated from the operationalization. The thesis is written in Swedish.

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Bailey, Lauren Renée. "The relationships of fashion magazine content, loyalty tendency, and fashion magazine usage an analysis of fashion consumer groups /". 2008. http://purl.galileo.usg.edu/uga%5Fetd/bailey%5Flauren%5Fr%5F200805%5Fms.

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CHEN, HUI JU y 陳慧如. "A Study of Fast Fashion Consumption Behavior and Brand Loyalty". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/99275219665689930740.

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碩士
逢甲大學
國際經營管理碩士學位學程
102
Even during the economic downturn, consumers do not forget to buy nice clothes, that why we often say”Women&;#39;s wardrobe is aways lack a piece of clothing.” This phenomenon also happened in fast fasion industry. Not only cheap but also deeper reason makes this phenomenon. That is symbolic and hodonic consumer behavior effect the decision-making behavior. This study is about how symbolic and hodonic effect in fast fasion industry. Luxury brands have higher degree of symbolic compare with fast fasion brands. Althoung fast fasion brand emphasize their high Capability/Price, but they still have symbolic and this factor effect buying behavior. In this study, we separate fast fasion to two groups,one is ”fast needs” ,another is “fast supply”. The basic data from UNIQLO is ”fast needs” ,this group have lawer symbolic,but pay attention in hodonic and have repeat purchase behavior. The basic data from ZARA ets is“fast supply”.Because of the similarity from luxury brands,this group have higher symbolic,and makes the ”Women&;#39;s wardrobe is aways lack a piece of clothing.” Phenomenon. We all know the fast fasion’s power. UNIQLO’s president Yanai Tadashi ,his capital assets over then Japan&;#39;s richest man in 2009. H&;M’s president Stefan Persson also became the Sweden’s richest man in 2011. ZARA’s growth rate was 10.9% over than Burberry’s 7.7% in a research report of Morgan Stanley in 2014.We know fast fasion has an important place in fasion industry.

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Hung, Serena y 洪紹凡. "Building Consumer Loyalty in the Cyber Space --Fashion & Apparel Industry--". Thesis, 2001. http://ndltd.ncl.edu.tw/handle/90639419433408323071.

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碩士
國立臺灣大學
商學研究所
89
Have you been to a mall lately where the parking lot is packed and you literally have to spend a vacation day in line to pay for a shirt? Have you been annoyed by the salesperson peering over your shoulder making unwanted recommendations? Buying apparels online is emerging as a trend thanks to the drawback from physical stores. The popular belief is that simple and standardized merchandise such as CDs and books, whose key attributes could be communicated easily by pictures and words and do not require touch and feel can sell great on the net. Now the question is, can soft goods such as clothing whose attributes are more complex and harder to communicate be sold online? To answer this question, the concept of brand and brand loyalty comes up. In the traditional apparel industry, brand is the key to success because customers are not simply buying a piece of cloth but the symbolism of status and style behind it. Consumers will stick with certain brands that best express themselves, and brand loyalty is eventually the key to sustaining profit. In fact, the power of brand loyalty is not only limited in the apparel industry. When all the leading journals focus on pricing, advertising and speed to market, brand loyalty is actually the key to success of any types of e-companies. The aim of this paper is to examine customer loyalty online with a focus on the realm of apparel. The paper first appraises the importance of brand and brand loyalty in both traditional and online world. Next, general loyalty-building techniques applying to any types of business on the Internet are discussed. Finally, the study employed a type of observation research methodology called content analysis in which loyalty-building success and failures of e-apparel merchants in the United States are observed and analyzed to see whether fashion industry can survive online with regards to brand loyalty. The research results based upon the literature review, observation, findings, and discussions are as followed: 1) Now that retail e-commerce is leaving the realm of novelty and moving fully into the mainstream economy, customer loyalty stands as a lingering hurdle between e-tailers and profits. 2) On-line shopping does not differ much from the fundamentals of retailing. Consumers still weigh the same factors when determining where to shop: scope of product assortment, brand, trust, price, value, convenience, service, and ambiance. The Internet has simply changed the importance and priorities of these factors. 3) Early success will come to those that sell a wide range of products and sell them cheap. Specialty concepts that lure shoppers with strong brands and guide them through more complex product categories with advice and an edited selection of merchandise are certain to become more appealing. 4) Key factors driving loyalty within online apparel industry markets are not price or advertisement but branding, trust and customer service. As catalog companies have known for years, customers do not necessarily need "touch and feel" to buy apparel. Coming to the market with a known brand name is as important, or more so, than getting to the market first. 5) E-tailing sites associated with brick-and-mortar stores are best positioned to handle the economics of online retailing and delivering better overall customer satisfaction than pure online players because consumers know what to expect in terms of quality and fit. 6) Among offline players, low to medium-end apparel sites, whether it be boutiques or department stores, are better off than luxury sites. 7) Luxury sites are better off using the web as a media, a tool for information on product features and availability. If luxury stores want to use Internet as a business platform, department store is probably better than boutiques or it capitalize on the unique advantages of the web--wide assortments and one stop shopping. In addition, sustaining luxury sites often limit their inventory to watches, perfume, accessories or novelty items that cannot be purchased offline. 8) The success for online pure players is not affected by whether it is high-end or low-end. The only consistency across loyalty sustaining sites is aggregation. Discount stores, department stores or boutiques can work equally as well as long as they carry a bunch of designers and brand varieties. The outlook of pure online portals linking consumers to other apparel sites or function as a media is dismal because of the weak customer relationships. 9) Online and offline synergies will assert dominance in the future e-apparel industry. The emerging trend in e-apparel will be multichannel retailing with an emphasis on personalized customer service.

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31

LIN, FAN-LU y 林芳如. "Effects of Digital Brand Experience on Luxury Fashion Brands' Authenticity, Attachment, and Loyalty". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/6svz4x.

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碩士
輔仁大學
品牌與時尚經營管理碩士學位學程
107
Luxury global consumers are active on social media platforms, and the feature of visual storytelling for Instagram provides luxury fashion brands' an appropriate platform to enhance online presence and identity so that building a greater connection with their audiences. Therefore, brand experience for luxury fashion brands is no longer focusing on physical experience only but should integrate with the digital brand experience. This paper aims to study how digital brand experience on Instagram influence on brand authenticity, attachment, and loyalty for luxury fashion brands. By an empirical research method, the effects of digital brand experience on brand authenticity, attachment, and loyalty are tested using partial least squares (PLS) approach to structural equation modeling. Differences in degree are tested by compare means analysis by SPSS. According to the study results, the digital brand experience is important to determine the audiences' positive attitudes on authenticity, attachment, and loyalty. Besides, the audiences' love and passion for luxury fashion brands would help enhance positive thoughts. Digital brand experience significantly influences brand attachment, authenticity, and loyalty. Furthermore, authenticity should be concerned because audiences evaluate the experience on Instagram then generate attachment and loyalty to particular luxury fashion brands. Moreover, comparing to digital brand experience directly effects brand attachment, through the aspect from authenticity will enhance more significant attachment.

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32

Metelo-Liquito, Antonio Daniel. "A loyalty segmentation model for the South African men's retail credit fashion industry". Diss., 2000. http://hdl.handle.net/10500/955.

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This study proposes a loyalty segmentation model for the South African men's retail credit fashion industry. Retailers operate in a highly competitive market where competitors strive for share-of-wallet of the same customer. The likely victor in this battle is the retailer who best understands customer needs, purchase behaviour and utilises this information to influence customer's spending patterns. The research method comprised a postal survey to randomly selected customers. The process included the construct of the loyalty model which comprised four input models, namely the Competitiveness, Brand experience, Referral and Credit appeal models as well as a number of customer demographics. The Desert scenario, where extreme conditions exist, is used as the analogy for the Segmentation model, with four macro segments (Desert, Oasis, Sand Storm, Rain clouds) being used to categorise respondents along two criteria, namely that of value and relative risk. Segment characteristics are used to segment the retailer's database.
Business Management
MCom (Business Management)

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33

Peng, Chih-I. y 彭之逸. "The Study on Relationship among Symbolical Consumption Behavior, Hedonism and Brand Loyalty for Affordable Fashion Garments - with Fashion Attention as a Moderator". Thesis, 2016. http://ndltd.ncl.edu.tw/handle/2f3ksr.

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碩士
中原大學
企業管理研究所
104
Following the international trend, companies in the globally popular best price fashion garments industry are entering the Taiwan market sequentially, which has changed the aspects of rivalry among market competitors and consumer behavior . In the past the related researches focused on investigating the purchasing factors of boutiques garments. There are few research papers probing on the consumption of best price garments. This research initiates from brand loyalty of best price garments, then take the relationship between symbolical consumption, hedonism and brand royalty; and to look into the impact to the brand loyalty after separately adding a moderator – fashion attention - to symbolical consumption and hedonism. Internet sampling targets are consumers in Taiwan who with buying experience or preference for best price fashion products. Empirical results indicate: Empirical results indicate: (1)Significant positive impact of symbolic consumption on brand royalty, (2) significant positive impact of symbolic consumption on hedonism, (3) significant positive impact of hedonism on brand loyalty, (4) hedonism as the mediator between symbolic consumption and brand royalty, (5) fashion attention involvement as the moderator between symbolic consumption and brand royalty.

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34

Barly, Lindbo Simon, Yara Galouk y Stefan Susa. "What implications does an omnichannel strategy have on customer loyalty for fashion retailers in Sweden?" Thesis, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39979.

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This paper is about the omnichannel marketing strategy, defined by Levy, M., Weitz, B., and Grewal, D. (2013) as, “a coordinated multichannel offering that provides a seamless experience when using all of the retailer’s shopping channels”. This is an evolution of the multichannel marketing strategy and a topic that remains underexplored in the academic world. The aim of the omnichannel strategy is to expand the available touch points and combine the advantages of the interactive aspect of a physical store with the information-rich experience aspect of online shopping (Frazer & Stiehler, 2014). This paper is focused on the fashion retail industry in Sweden, an industry worth 206 billion Swedish SEK turnover in 2011 (Volante Research, 2015), which has seen a steady growth in the use of online shopping services. The purpose of this paper is to explore what implications an omnichannel strategy may have on customer loyalty in the fashion industry in Sweden. The method used to assess the potential implications involved five focus group sessions with a total of twenty-five millennial participants. The primary and secondary information gathered was broken down and analysed using a conceptual model, inspired by existing theories, developed specifically for this paper. This analysis lead to the conclusion that, although the omnichannel strategy can provide benefits for customers and ease the shopping experience, customers do not see the strategy as being a make or break factor in their satisfaction and loyalty development.

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35

Nunes, Rita Mourato Catela. "The dynamics of brand loyalty across a consumer’s lifetime: an application to the Portuguese fashion market". Master's thesis, 2014. http://hdl.handle.net/10362/13903.

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This project studies the Portuguese female fashion market. We intend to determine patterns of consumer brand loyalty across brands and ages. By interviewing 8 young adults and surveying 125 teens and 87 adults, we found that brands’ segmentation by usage per age segment is related with differentiation in brand loyalty and peer pressure. We also found that teens have higher attitudinal brand loyalty while adults have higher behavioral loyalty. Moreover, brand loyalty in teens is more susceptible to peer pressure. The results imply that customer relationship management strategies should be differentiated according to age segment. We also derive marketing implications with a focus on each brand’s loyalty profile.
NSBE-UNL

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36

Chun-Wei, Chen y 陳俊維. "The Effect of Brand Association of Sub-brand on Consumer’s Brand Loyalty in Fashion Design Industry". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/42591036923800440724.

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碩士
大葉大學
事業經營研究所
95
In the market, in order to get more customers, many fashion brands create their own sub-brands which are different original brand. Is it really always success for using the sub-brand strategy?As a result of using sub-brand strategy are more familiar in fashion design industry and the treats of brand extension strategy affect brand loyalty are still few until today. In addition, is brand extension strategy give customers positive feelings and associations then whether affect the degree of brand loyalty farther This study will test the “Brand loyalty” would affected by “Fit” and “Brand associations” or not and find the relations between “Fit” and “Brand associations” and relationship be-tween “Brand associations” and “Brand loyalty”. The study objects are the students in designing college of Da-Yeh University and the public who shopping in department stores at north, middle and south areas of Tai-wan. The way of investigate is the questionnaire, 305 copies are resumed availability. This study would use statistical software-SPSS to analysis these data. The result as follows:. 1.Fit affects Brand association is signally, the degree of Fit would affect the degree of Brand signally. 2.Brand association affect Brand loyalty is signally, the degree of Brand association would affect the degree of Brand loyalty signally. 3.Fit affect Brand loyalty is signally, the degree of Fit would affect the degree of Brand loyalty signally.

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37

Hong, Ja-Si y 洪瑞禧. "Hairdressing industry service quality and loyalty of research in Milan fashion hairstyle chain as an example". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/cx3ypq.

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碩士
朝陽科技大學
休閒生活美學產業碩士專班
103
This study aimed to understand the beauty salon services and the current status of consumer behavior, and to explore the different backgrounds of customers provided by the beauty industry's service quality, and customer satisfaction,and customer loyalty with three dimensions of this surface Discussion on the correlation between. It conducted by distributing a random sampling of questionnaires in Tainan. A total number of 500 and 494 questionnaires were distributed and returned. Results found a positive impact of the beauty industry's service quality on satisfaction and loyalty. Key word: The beauty salon services、Service quality、 Satisfaction、Loyalty

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38

CHUNG, YI-HSUAN y 鍾怡萱. "The Effects of Corporate Social Responsibility on Corporate Image and Customer Loyalty for Fast Fashion Brands". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/v34e4n.

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碩士
國立高雄第一科技大學
國際管理碩士學位學程
105
As fast fashion sprang up in recent year, customers gradually change their consuming habits of buying clothes. Fast fashion brands launch new products rapidly and provide trendy clothing at affordable price for customers. However, these advantages also caused serious damages to environment. To make environmental sustainability, many international fast fashion brands have implemented corporate social responsibility (CSR) to minimize the damage they caused to environment. Hence, this research explores the impact of fast fashion brands implementing CSR on corporate image, customer perception and customer loyalty. Using web-based survey questionnaires and then obtains a total of 383 valid samples. The finding of this research show that: (1) customers would have higher level of corporate image, perceived price fairness, perceived value and customer loyalty towards fast fashion brands with the implementation of environmental sustainability related CSR approaches; (2) customers prefer the approach of tangible CSR to intangible CSR environmental sustainability related; (3) CSR implementation influences perceived price fairness, perceived value and customer loyalty via corporate image; (4) perceived price fairness influences customer loyalty indirectly via perceived value.

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39

Chen, Pei Jung y 陳霈蓉. "Exploring the Relationships among Flow, Information Sharing and Customer Loyalty- A Case of Fashion &; Beauty Websites". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/dmhxt2.

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碩士
長庚大學
工商管理學系
102
This thesis tries investigate the relationship between flow theory, information sharing and customer loyalty of users for fashion &; beauty websites. Paper-based and web-based questionnaire surveys were taken for information gathering. In total, 330 copies of questionnaires were distributed, and 292 valid questionnaires were returned, with a valid return rate of 90.61%. Based on the purpose and assumption of the study, SPSS was adopted to analyze data. Statistical methods used in this study include factor analysis and structural equation modeling analysis. After the analysis of the data and the validation of the assumptions, the conclusions are as follows. First, flow, information sharing and customer loyalty has positive direct influence on each other. Next, flow has the most significant effects on information sharing. The empirical results show that both the fashion &; beauty websites not only have content-rich givers, but also actively enhance the communication and interpersonal relationship between their own and users. Therefore, operating social networking sites such as the page on fans of Facebook is a good way to work out. It makes users addict to the website, generating a sense of dependence, thus enhance customer loyalty. Those suggestions can be used as reference when promotion strategy is to be established.

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40

LEE, CHIA-FAN y 李佳芳. "The Effect of Fashion Leadership, Brand Preception and Brand Involvement of Brand Loyalty-An Example of Sports Brand". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3jf42k.

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碩士
輔仁大學
織品服裝學系碩士在職專班
107
In recent decades, consumer living standards have increased significantly and the trend of sport developed vigorously and thrived gradually in the past few years . Consumers of sportswear brand also began to pay attention to the circumstance. Therefore, the purpose of this study is to explore the effect of fashion leadership, brand perception and brand involvement on sports brand loyalty. This study adopts a questionnaire survey method for consumers aged 18 to 58 years old. The results show that consumers with higher fashion leadership characteristics will be more intense on sport brand perception than those who are lower. At the same time, consumers with lower fashion leadership characteristics will be higher in sports brand involvement. The results of the study found that, the higher fashion leadership characteristics, the lower sport brand loyalty. Finally, according to the research results and recommendations, we can use them as a management practice and follow-up research direction.

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41

Pinto, Marta de Bragança Barahona Mendes. "Chic by Choice - customer loyalty programme". Master's thesis, 2016. http://hdl.handle.net/10071/14031.

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In a competitive era, where competitors are at a distance of a click, consumers are more informed and demanding than ever, loyalty is becoming, more than ever, a very important issue. The challenge of maintaining a customer can not only reduce costs for the company but also enhance the knowledge on their clients. Chic by Choice is an innovative online company whose core business is the rental of luxury dresses. The company was founded in 2014, is now two years old and has reached a point where building a loyalty plan, that responds to repeated buying behaviour of the customers, is considered a priority. This project aims to optimize the customer identification tools available in order to enable categorization of customers, immediate viewing of this categorization across the platforms used within the company and create a loyalty programme that meets the needs and expectations of customers. The value proposition is based on the creation, planning and execution of automated actions, customized to each client, in order to increase the number of clients with repeated purchases, increase the number of purchases per customer and, identify and recover customers who may have stopped buying. All actions proposed are built following the best practices identified by literature review and with the support of the company marketing and management team.
Numa era cada vez mais competitiva, com a concorrência à distância de um clique, consumidores informados e exigentes, a lealdade é um tema que ganha relevância. O desafio de manter um cliente, pode não só diminuir custos para a empresa como também reforçar o conhecimento da mesma sobre os seus clientes. A Chic by Choice é uma empresa inovadora, cujo o core business é o aluguer de vestidos online. A empresa tem 2 anos e a necessidade de construir um plano de fidelização, que dê resposta ao comportamento de compra repetido dos clientes é considerada uma prioridade. Este projeto tem como objetivos, otimizar a ferramenta de identificação de clientes disponível, de maneira a possibilitar a categorização de clientes e a visualização imediata desta categorização por toda a empresa e a criação um programa de fidelização que responda às necessidades e expectativas dos clientes. A proposta de valor assenta na criação, planificação e execução de ações automatizadas e personalizadas com vista a aumentar o número de clientes com compras repetidas, aumentar o número de compras por cliente e recuperar e identificar clientes que possam ter deixado de comprar. Todas as ações propostas são construídas seguindo as melhores práticas apontadas pela revisão de literatura e por profissionais da área e da empresa.

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42

CHANG, YA-HAN y 張雅涵. "The Impact of Corporate Social Responsibility on Customer Satisfaction, Customer Company Identification, and Customer Loyalty for Fast Fashion Brands". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/jfe74e.

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碩士
國立高雄科技大學
行銷與流通管理系
107
The emergence of fast fashion industry has generated the phenomenon of “fast fashion,” which means the phenomenon encourages consumers to continuously purchase cheap clothes, satisfy their desire of consumption, and speed up the cycle of clothing elimination. It causes serious problems to the environment. With the development and progress of society, people pay attention to corporate social responsibility (CSR) to see whether enterprises do any contribution to society. Therefore, fast fashion brands have invested in CSR, striving to improve clothes recycling rate, and reducing clothing waste and environmental pollution. They hope with conducting CSR can highlight their sense of environmental awareness, social conscience and economic responsibility. This research used experimental design to see whether consumers can perceive different types of CSR activities, and explored the impact of fast fashion brands implementing CSR on customer satisfaction, customer company identification, and customer loyalty. Using web-based survey questionnaires, we collect 433 valid samples. The findings of this research show that: (1) customers will have higher level of customer satisfaction, customer company identification, and customer loyalty towards fast fashion brands with the implementation of CSR approaches; (2) customers prefer the approach of environmental CSR compared to philanthropic CSR; (3) CSR indirectly affects customer loyalty through customer satisfaction and customer company identification. Finally, the study proposes implication, suggestions, future research recommendations based on the results of the study.

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43

CHIEN, HSUAN-KUANG y 簡宣廣. "Superdry with You, Fashion with You – Service Quality and Customer Satisfaction Affecting on Brand Loyalty: The Moderating Effect of Brand Image". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/3c5xm8.

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碩士
朝陽科技大學
應用英語系
105
The objective of this study was to assess the psychological and physiological dimensions of service quality, customer satisfaction, and brand loyalty of the Taiwanese Superdry, and to find out whether brand image has a positive moderating effect between service quality and brand loyalty. Data was collected with a sample of 345 respondents from online-surveys, with 271 respondents considered valid. Hypotheses were conducted with reliability, validity, factor, and regression analysis in SPSS, and the findings from the study confirmed that service quality has a positive direct effect on customer satisfaction, as well as customer satisfaction to brand loyalty and service quality to brand loyalty no matter in both psychological and physiological dimension. Moreover, brand image has a positively moderating effect between service quality and brand loyalty. Key Words: Service quality, Customer satisfaction, Brand loyalty, Brand image, Psychological dimension, Physiological dimension

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44

Tsai, Shu-Line y 蔡淑玲. "An examination of the relationship among Participating Motivation, Involvement, Service Quality, Customer Satisfaction and Customer Loyalty— An Empirical Study of Fashion Market". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/85169735611024229984.

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碩士
國立屏東商業技術學院
行銷與流通管理系
97
In recent years, the fashion market get much more attention in Taiwan. Along with the fashion market development, product homogeneity is actually getting higher and higher, and creativity were more and more less, causes fashion market possibly to end. The goal of this research is to examine the relationship among participating motivation, involvement, service quality, customer satisfaction and customer loyalty, and analyzes different population statistic variable whether difference on each construction. By analysis result, provides designer some suggestions to increase participation rate, enable the fashion market develop to continue forever. This research collects 350 samples from Kaohsiung cultural center’s fashion market by convenience sampling and conducts the research by the questionnaire survey. Analyzing by descriptive analysis, structural equation model, t-test and One-way ANOVA.The findings discovered that most of the fashion market consumers are unmarried female and the young student. They have the university school record. They have income under 18,000 every month and average consumption in fashion market amount also under 500. There home is almost the same with the fashion market area. There results of the study were as follows: participating motivation to customer satisfaction, involvement to customer loyalty, service quality to customer satisfaction, customer satisfaction to customer loyalty both have significantly positively affects. In addition, population statistic variable including different age background were different in involvement,customer satisfaction and customer loyalty; population statistic variables among different sex background were different in involvement; population statistic variables among different inhabited area background were different in customer satisfaction and customer loyalty; population statistic variable including different average consumption background were different in participating motivation,involvement, service quality, customer satisfaction and customer loyalty.

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45

Wei-TingHsu y 徐瑋婷. "The Relationship among Brand Image, Perceived Value, Customer Satisfaction and Brand Loyalty of the Women Fashion Magazine－A Case of VIVI Chinese Edition". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/25619682592566471750.

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碩士
國立成功大學
經營管理碩士學位學程
100
Popular position and brand style of Japanese female fashion magazines are well received by readers in Taiwan, even during economic downturns. The sales ranking of Japanese female magazines have a good performance. “ViVi International Chinese version” is the biggest-selling and popular female magazine in recent years. Questionnaires and interviews will be used in this study to explore the reader’s brand image, perceived value on customer satisfaction and brand loyalty. This study will examine the business model and provide marketing strategies for popular women magazines in the publishing industry. The development of digital technology in recent years has brought convenience in people's lives, but has also brought new challenges to the publishing industry. The empirical findings show the ViVi brand image is unique and competitive, but there is a need to explore the Korean upsurge, economic downturn, digitalization, changes in reader habits, the brand loyalty of young readers in brand image and the perceived value of brand loyalty show a significant correlation in this study. This study suggests that the core value of a magazine is the brand and quality content. In the development of digital publishing, there are still many issues to overcome besides the cover, contents and marketing, but how to create the desired content for the reader’s lifestyle and reading habits to extend the brand influence. Furthermore, creating a social network for the magazine in order to create more opportunities and enhance the diversity of the business model, such as brand interaction through integrated marketing. The suggestions above may improve the competitiveness and influence of the “ViVi” brand and establish a profitable business model.

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46

Chen, Yi-wen y 陳義文. "Study on the Effect of Community Cohesion and Online Word-of-Mouth on Brand Identification, Consumer Perceived Value, and Loyalty: The Fashion Industry as a Case Study". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/9jw344.

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碩士
國立高雄第一科技大學
運籌管理系企業管理碩士班
102
Against the backdrop of the vigorous development of online communities in recent years, a large number of fashion brands have established brand communities online in quick succession in the hope of harnessing the power of communities to achieve the effect of marketing their own brands. However, since the purpose of brand communities is the marketing of the brand, the optimization of the effect of brand communities represents a major task. This study therefore explores the community cohesion and online word-of-mouth level of fashion brand communities. The questionnaire employed for this study consists of two different scenarios. Finally, the collected data are analyzed with the statistical software packages SPSS20 and AMOS21. The verified research results indicate that community cohesion exhibits a significant positive effect on brand identification and online word-of-mouth level also has a significant positive impact on brand identification. In addition, this study also found that online word-of-mouth has a stronger effect on brand identification than community cohesion does. A large majority of consumers are affected by online word-of-mouth level and develop different perceived values. This indicates that the higher the perceived level of online word-of-mouth, the higher is the identification with the brand. This in turn increases consumer perceived value and the loyalty of the consumer towards the brand.

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47

Pereira, Inês Ventura Nunes. "Greenwashing and third-party certifications in the fashion context : examining the moderating role of third-party certifications between well-known brands’ involvement in greenwashing schemes and consumers’ brand valuations". Master's thesis, 2021. http://hdl.handle.net/10400.14/35155.

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From doing irreversible damage to the planet and its resources, to failing to comply with the workers’ rights, the excessive production and consumption of fashion products has brought worrying environmental and social complications. In the light of these events, while some companies have developed Corporate Social Responsibility policies in order to be more ethical, others decided to engage in greenwashing practices, misleading consumers and circumventing their desire for ethical products. Greenwashing has in turn created a consumer scepticism about the brands’ ethicality. In an attempt to overcome this issue, brands have been increasingly interested in obtaining third-party certifications to safeguard the ethical characteristics of their products and their business. Based on prior academic literature, an experimental study was conducted to examine the impact of well-known brands’ involvement in greenwashing schemes on consumers’ brand valuations and the moderating role of third-party certifications in mitigating those impacts. Results show that brands’ greenwashing practices have a negative impact on consumers’ brand valuations. Namely, on perceived ethicality, trust, brand loyalty, perceived quality, purchase intentions and willingness to pay. Additionally, findings show that third-party certifications are able to partially mitigate the negative impacts of greenwashing. This dissertation provides important theoretical and managerial contributions highlighting the ethical role of brands in the fashion industry. Also, it provides important implications for marketers and brands wanting to understand more about the negative effects of greenwashing and, simultaneously, the tactical implications in restoring consumers’ confidence after such scandals.
Desde causar danos irreversíveis no planeta e nos seus recursos ao incumprimento dos direitos dos trabalhadores, a produção e consumo excessivos de produtos de moda tem trazido preocupantes complicações ambientais e sociais. Dado estes factos, enquanto algumas empresas desenvolveram políticas de Responsabilidade Social para serem mais éticas, outras envolveram-se em práticas de greenwashing, para “enganar” os consumidores e contornar o seu desejo por produtos éticos. Estes atos criaram um ceticismo nos consumidores quanto à ética das marcas. Numa tentativa de ultrapassar este problema, as marcas procuram cada vez mais obter certificações de terceiros para salvaguardar as características éticas dos seus produtos e negócios. Baseado em literatura académica prévia, foi conduzido um estudo experimental para examinar o impacto do envolvimento de marcas conhecidas em esquemas de greenwashing na avaliação das marcas por parte dos consumidores, assim como o efeito moderador das certificações de terceiros na mitigação desses impactos. Os resultados demostram que o greenwashing tem um impacto negativo nas avaliações das marcas por parte dos consumidores. Nomeadamente, na perceção de ética, confiança, lealdade à marca, perceção de qualidade, intenções de compra e vontade de pagar. Os resultados mostram também que as certificações de terceiros mitigam parcialmente os impactos negativos do greenwashing. Esta dissertação fornece importantes contribuições teóricas e de gestão que realçam o papel ético das marcas na indústria da moda. Adicionalmente, fornece importantes implicações para marketers e marcas que desejem compreender melhor os efeitos negativos do greenwashing e, simultaneamente, implicações táticas na restauração da confiança dos consumidores após esses escândalos.

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48

Jun-WeiLin y 林駿衛. "The Impact of Brand Experience, Customer Brand Engagement and Brand Affect on Brand Loyalty:A Case of the Fast Fashion Industry". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/3vm383.

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