Journal
GLOBAL BUSINESS REVIEW
Volume 22, Issue 3, Pages 650-673Publisher
SAGE PUBLICATIONS LTD
DOI: 10.1177/0972150919830863
Keywords
Brand loyalty; social network marketing; brand love; fast fashion
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This study examines the antecedents of brand loyalty in the fast fashion industry in Malaysia, with a focus on the impact of social media marketing on value consciousness, brand love, and brand consciousness. The results show that social media marketing significantly affects brand consciousness and brand love, indirectly influencing different stages of brand loyalty.
The main purpose of this study is to examine the antecedents of brand loyalty in the context of fast fashion industry. This study also highlights the role of social media (SM) marketing on value consciousness (VC), brand love (BL) and brand consciousness (BC). A self-structured questionnaire survey method was employed to collect data from 240 customers in Malaysia. Statistical analysis is performed based on the PLS-SEM approach to analyze the data. The results reveal that SM marketing has a significant effect on BC and BL in the fast fashion industry. The result demonstrates that SM has indirect positive impact on different stages of brand loyalty through BL and BC. This study is the first that investigates the impacts of social network marketing activities, VC, BL and BC on stages of brand loyalty. The findings can help marketers develop effective marketing strategies in order to build brand loyalty especially in the fast fashion industry.
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