RT info:eu-repo/semantics/article
T1 The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion.
A1 Cuesta Valiño, Pedro
A1 Gutiérrez Rodríguez, Pablo
A1 Núñez Barriopedro, Estela
K1 Satisfaction
K1 Brand image
K1 Brand loyalty
K1 Fashion
K1 Consumer happiness
K1 SEM model
K1 Empresa
K1 Management science
AB 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.
SN 1472-0701
YR 2022
FD 2022-05-06
LK http://hdl.handle.net/10017/55407
UL http://hdl.handle.net/10017/55407
LA eng
DS MINDS@UW
RD 01-may-2024