dc.contributor.author | Cuesta Valiño, Pedro | |
dc.contributor.author | Gutiérrez Rodríguez, Pablo | |
dc.contributor.author | Núñez Barriopedro, Estela | |
dc.date.accessioned | 2023-01-31T12:43:47Z | |
dc.date.available | 2023-01-31T12:43:47Z | |
dc.date.issued | 2022-05-06 | |
dc.identifier.bibliographicCitation | Corporate Governance, 2022, v. 22, n. 3, p. 458-473 | en |
dc.identifier.issn | 1472-0701 | |
dc.identifier.uri | http://hdl.handle.net/10017/55407 | en |
dc.description.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. | en |
dc.format.mimetype | application/pdf | en |
dc.language.iso | eng | en |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) | en |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | en |
dc.subject | Satisfaction | en |
dc.subject | Brand image | en |
dc.subject | Brand loyalty | en |
dc.subject | Fashion | en |
dc.subject | Consumer happiness | en |
dc.subject | SEM model | en |
dc.title | The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion. | en |
dc.type | info:eu-repo/semantics/article | en |
dc.subject.eciencia | Empresa | es_ES |
dc.subject.eciencia | Management science | en |
dc.contributor.affiliation | Universidad de Alcalá. Departamento de Economía y Dirección de Empresas | es_ES |
dc.date.updated | 2023-01-31T12:41:01Z | |
dc.type.version | info:eu-repo/semantics/publishedVersion | en |
dc.identifier.doi | 10.1108/CG-03-2021-0099 | |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | en |
dc.identifier.uxxi | AR/0000038223 | |
dc.identifier.publicationtitle | Corporate Governance | en |
dc.identifier.publicationvolume | 22 | |
dc.identifier.publicationlastpage | 473 | |
dc.identifier.publicationissue | 3 | |
dc.identifier.publicationfirstpage | 458 | |