Building loyalty in the fast fashion market: The key role of customer brand identification
This research proposes a novel conceptual model based on the Social Identity Theory (SIT) to identify the customers path to brand loyalty in the fast fashion industry. For this purpose, the following constructs are considered: customer brand identification (CBI), customer brand satisfaction (CBS), a...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2024 |
| País: | España |
| Institución: | Universidad de Castilla-La Mancha |
| Repositorio: | RUIdeRA. Repositorio Institucional de la UCLM |
| OAI Identifier: | oai:ruidera.uclm.es:10578/40121 |
| Acceso en línea: | https://doi.org/10.1080/20932685.2024.2396620 https://www.tandfonline.com/doi/abs/10.1080/20932685.2024.2396620 https://hdl.handle.net/10578/40121 |
| Access Level: | acceso abierto |
| Palabra clave: | Attitudinal active loyalty Attitudinal passive loyalty Behavioural loyalty Brand identification Fast fashion industry |
| Sumario: | This research proposes a novel conceptual model based on the Social Identity Theory (SIT) to identify the customers path to brand loyalty in the fast fashion industry. For this purpose, the following constructs are considered: customer brand identification (CBI), customer brand satisfaction (CBS), active brand word of mouth (ABWOM), passive brand word of mouth (PBWOM) and behavioural brand loyalty (BBL). To accomplish this research goal, a sample of 368 customer surveys was collected in Spain, and the data were analysed using descriptive statistics and Structural Equation Modelling (SEM). The results show that the main influences are, in this order: CBI on PBWOM, CBS on ABWOM and CBI on CBS. This study represents a pioneering effort in delving into the unexplored path leading from CBI to BBL in the dynamic fast fashion landscape. What is more, this research also introduces a highly novel perspective by differentiating between the active and passive components of customer word of mouth, a perspective that has thus far been under-researched. Several management guidelines are offered to improve the brand management strategies of operatorsin the industry through a deeper understanding of consumer behaviour. |
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