Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands

This work investigates the relationship between Brand love and Brand Experience with Brand Loyalty in fast fashion consumers in the ZMG. A quantitative instrument was built from whose answers it is intended to know if there is a positive relationship between the concepts of Love and Brand Experience...

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Detalles Bibliográficos
Autores: Ana Rocío Valenzuela Quintero, Luis Alberto Bellon Álvarez
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2023
País:México
Institución:Universidad de Guadalajara
Repositorio:Redalyc-UDG
OAI Identifier:oai:redalyc.org:571875824005
Acceso en línea:https://www.redalyc.org/articulo.oa?id=571875824005
https://www.redalyc.org/journal/5718/571875824005/
https://www.redalyc.org/journal/5718/571875824005/html/
https://www.redalyc.org/journal/5718/571875824005/571875824005.epub
https://www.redalyc.org/journal/5718/571875824005/movil
https://doi.org/10.32870/myn.vi50.7698
Access Level:acceso abierto
Palabra clave:Multidisciplinarias (Ciencias Sociales)
Brand love
Brand loyalty
Brand experience
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spelling Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion BrandsAna Rocío Valenzuela QuinteroLuis Alberto Bellon ÁlvarezMultidisciplinarias (Ciencias Sociales)Brand loveBrand loyaltyBrand experienceThis work investigates the relationship between Brand love and Brand Experience with Brand Loyalty in fast fashion consumers in the ZMG. A quantitative instrument was built from whose answers it is intended to know if there is a positive relationship between the concepts of Love and Brand Experience and Brand Loyalty. From the results obtained, it sought to know the characteristics of the market, as well as the purchasing behavior and which of the brands studied is a favorite. The ANOVA was used to check whether the hypotheses were approved or rejected and to know the most critical consumer dimensions when developing loyalty to a fast fashion brand. The results reveal a positive relationship between the Brand Loyalty and Brand Experience and Brand Love scales. Therefore, the 2 Hypotheses presented for this study were accepted.Universidad de Guadalajara2023info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdf1665-7039https://www.redalyc.org/articulo.oa?id=571875824005https://www.redalyc.org/journal/5718/571875824005/https://www.redalyc.org/journal/5718/571875824005/html/https://www.redalyc.org/journal/5718/571875824005/571875824005.epubhttps://www.redalyc.org/journal/5718/571875824005/movilhttps://doi.org/10.32870/myn.vi50.7698Mercados y Negocios (México) Num.50reponame:Redalyc-UDGinstname:Universidad de Guadalajarainstacron:UDGenhttp://www.redalyc.org/revista.oa?id=5718Mercados y Negociosinfo:eu-repo/semantics/openAccessoai:redalyc.org:5718758240052026-01-29T04:45:41Z
dc.title.none.fl_str_mv Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
title Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
spellingShingle Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
Ana Rocío Valenzuela Quintero
Multidisciplinarias (Ciencias Sociales)
Brand love
Brand loyalty
Brand experience
title_short Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
title_full Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
title_fullStr Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
title_full_unstemmed Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
title_sort Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
dc.creator.none.fl_str_mv Ana Rocío Valenzuela Quintero
Luis Alberto Bellon Álvarez
author Ana Rocío Valenzuela Quintero
author_facet Ana Rocío Valenzuela Quintero
Luis Alberto Bellon Álvarez
author_role author
author2 Luis Alberto Bellon Álvarez
author2_role author
dc.subject.none.fl_str_mv Multidisciplinarias (Ciencias Sociales)
Brand love
Brand loyalty
Brand experience
topic Multidisciplinarias (Ciencias Sociales)
Brand love
Brand loyalty
Brand experience
description This work investigates the relationship between Brand love and Brand Experience with Brand Loyalty in fast fashion consumers in the ZMG. A quantitative instrument was built from whose answers it is intended to know if there is a positive relationship between the concepts of Love and Brand Experience and Brand Loyalty. From the results obtained, it sought to know the characteristics of the market, as well as the purchasing behavior and which of the brands studied is a favorite. The ANOVA was used to check whether the hypotheses were approved or rejected and to know the most critical consumer dimensions when developing loyalty to a fast fashion brand. The results reveal a positive relationship between the Brand Loyalty and Brand Experience and Brand Love scales. Therefore, the 2 Hypotheses presented for this study were accepted.
publishDate 2023
dc.date.none.fl_str_mv 2023
dc.type.none.fl_str_mv info:eu-repo/semantics/publishedVersion
info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv 1665-7039
https://www.redalyc.org/articulo.oa?id=571875824005
https://www.redalyc.org/journal/5718/571875824005/
https://www.redalyc.org/journal/5718/571875824005/html/
https://www.redalyc.org/journal/5718/571875824005/571875824005.epub
https://www.redalyc.org/journal/5718/571875824005/movil
https://doi.org/10.32870/myn.vi50.7698
identifier_str_mv 1665-7039
url https://www.redalyc.org/articulo.oa?id=571875824005
https://www.redalyc.org/journal/5718/571875824005/
https://www.redalyc.org/journal/5718/571875824005/html/
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https://www.redalyc.org/journal/5718/571875824005/movil
https://doi.org/10.32870/myn.vi50.7698
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dc.relation.none.fl_str_mv http://www.redalyc.org/revista.oa?id=5718
dc.rights.none.fl_str_mv Mercados y Negocios
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Mercados y Negocios
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad de Guadalajara
publisher.none.fl_str_mv Universidad de Guadalajara
dc.source.none.fl_str_mv Mercados y Negocios (México) Num.50
reponame:Redalyc-UDG
instname:Universidad de Guadalajara
instacron:UDG
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instacron_str UDG
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