دانلود رایگان مقاله انگلیسی عوامل موثر در وفاداری نسبت به برند در میان دانشجویان در عرصه ی تغییر سریع مد - امرالد 2018

Abstract

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

Conclusions

Inspired by Burt and Davies (2010)’s work which justified a holistic approach to retail branding, in this study, we examined the relationships between young consumers’ attitudes toward fast fashion brands and their brand loyalty using a CBBE approach. The successful global fast fashion retailers have developed a strategic proposition not only with unique concepts and brand power but also unique capabilities to achieve a sustainable competitive advantage (Park and Sternquist, 2008). Fast fashion was able to create an extremely powerful brand based on its business model of fashion and quality at the best possible price (Ilonen et al., 2011). Findings from the study show that different brand equity dimensions contribute to consumer brand loyalty in different ways. More specifically, this study shows that for the US college students, not all brand equity dimensions have the same influence in generating consumer loyalty toward a brand. Brand awareness, perceived value, brand uniqueness, and organizational associations are the contributing dimensions of brand equity to building consumer brand loyalty. The results obtained in this research point out the interesting implications for managers. Some brand equity dimensions are more efficient than others; therefore, it is important that managers understand the differences of the effects of brand equity dimensions and implement appropriate retail marketing mix strategies accordingly. Since brand managers and marketing practitioners often have limited resources to implement marketing/ branding strategies, these findings can help them prioritize and allocate their resources across the dimensions accordingly. Fast fashion marketing and branding managers should consider the relative importance of different brand equity dimensions and should concentrate their effort on building brand loyalty and enhancing the consumer perceptions that lead to consumer loyalty.