The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion.
Identifiers
Permanent link (URI): http://hdl.handle.net/10017/55407DOI: 10.1108/CG-03-2021-0099
ISSN: 1472-0701
Date
2022-05-06Bibliographic citation
Corporate Governance, 2022, v. 22, n. 3, p. 458-473
Keywords
Satisfaction
Brand image
Brand loyalty
Fashion
Consumer happiness
SEM model
Document type
info:eu-repo/semantics/article
Version
info:eu-repo/semantics/publishedVersion
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Access rights
info:eu-repo/semantics/openAccess
Abstract
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.
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Role_consumer_CG_2022.pdf | 472.4Kb |
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Role_consumer_CG_2022.pdf | 472.4Kb |
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