%0 Journal Article 
%A Cuesta Valiño, Pedro
%A Gutiérrez Rodríguez, Pablo
%A Núñez Barriopedro, Estela
%T The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion.
%D 2022
%@ 1472-0701
%U http://hdl.handle.net/10017/55407
%X Purpose: The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to define a SEM model,in which brand image and its dimensions, as well as consumer satisfaction and consumer happiness asmediators, are explained as antecedents to loyalty. Design/methodology/approach: A transversal descriptive study based on primary data were,therefore, carried out using a survey with a sample of 2,515 consumers representing the Spanishpopulation. The Partial Least Square method was applied to test the hypotheses. Findings: The results of this research tell us which variables have a positive influence on consumer loyalty tofashion brands,where brand image, satisfaction and consumer happiness are the determining variables of loyalty. Research limitations/implications: This model has important implications and contributes both to theliterature and to the choice of differentiation and brand positioning strategies for marketing to a globaland highly competitive market.
Originality/value: One of the novelties of this study is the fact that it considers the consumer happinessvariable as an antecedent to loyalty in the fashion consumer sector.
%K Satisfaction
%K Brand image
%K Brand loyalty
%K Fashion
%K Consumer happiness
%K SEM model
%K Empresa
%K Management science
%~ Biblioteca Universidad de Alcala