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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Detalhes bibliográficos
Autores: Valenzuela Quintero, Ana Rocío, Bellon Álvarez, Luis Alberto
Tipo de documento: artigo
Estado:Versão publicada
Data de publicação:2023
País:México
Recursos:UNIVERSIDAD DE GUADALAJARA
Repositório:Mercados y Negocios
Idioma:inglês
OAI Identifier:oai:ojs.148.202.248.171:article/7698
Acesso em linha:http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698
Access Level:Acceso aberto
Palavra-chave:Palabras clave: Amor de marca; Experiencia de marca; Lealtad de marca.
Brand love
Brand experience
Brand loyalty
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spelling Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion BrandsTrademark influence and Brand Experience on consumer's loyalty to Fast Fashion BrandsValenzuela Quintero, Ana RocíoBellon Álvarez, Luis AlbertoPalabras clave: Amor de marca; Experiencia de marca; Lealtad de marca.Brand loveBrand experienceBrand loyaltyBrand loveBrand experienceBrand loyaltyThis 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.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.Universidad de Guadalajara2023-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/xmltext/htmlhttp://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/769810.32870/myn.vi50.7698Mercados y Negocios ; No. 50 (24): Mercados y Negocios (September- December, 2023); 71-94Mercados y Negocios ; Núm. 50 (24): Mercados y Negocios (September- December, 2023); 71-942594-016310.32870/myn.vi50reponame:Mercados y Negociosinstname:UNIVERSIDAD DE GUADALAJARAinstacron:UDGenghttp://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698/6800http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698/6819http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698/6820Copyright (c) 2023 Ana Rocío Valenzuela Quintero, Luis Alberto Bellon Álvarezhttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessoai:ojs.148.202.248.171:article/76982024-08-16T20:38:54Z
dc.title.none.fl_str_mv Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands
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
Valenzuela Quintero, Ana Rocío
Palabras clave: Amor de marca; Experiencia de marca; Lealtad de marca.
Brand love
Brand experience
Brand loyalty
Brand love
Brand experience
Brand loyalty
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 Valenzuela Quintero, Ana Rocío
Bellon Álvarez, Luis Alberto
author Valenzuela Quintero, Ana Rocío
author_facet Valenzuela Quintero, Ana Rocío
Bellon Álvarez, Luis Alberto
author_role author
author2 Bellon Álvarez, Luis Alberto
author2_role author
dc.subject.none.fl_str_mv Palabras clave: Amor de marca; Experiencia de marca; Lealtad de marca.
Brand love
Brand experience
Brand loyalty
Brand love
Brand experience
Brand loyalty
topic Palabras clave: Amor de marca; Experiencia de marca; Lealtad de marca.
Brand love
Brand experience
Brand loyalty
Brand love
Brand experience
Brand loyalty
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 2023-09-01
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698
10.32870/myn.vi50.7698
url http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698
identifier_str_mv 10.32870/myn.vi50.7698
dc.language.none.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698/6800
http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698/6819
http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7698/6820
dc.rights.none.fl_str_mv Copyright (c) 2023 Ana Rocío Valenzuela Quintero, Luis Alberto Bellon Álvarez
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Ana Rocío Valenzuela Quintero, Luis Alberto Bellon Álvarez
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/xml
text/html
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 ; No. 50 (24): Mercados y Negocios (September- December, 2023); 71-94
Mercados y Negocios ; Núm. 50 (24): Mercados y Negocios (September- December, 2023); 71-94
2594-0163
10.32870/myn.vi50
reponame:Mercados y Negocios
instname:UNIVERSIDAD DE GUADALAJARA
instacron:UDG
instname_str UNIVERSIDAD DE GUADALAJARA
instacron_str UDG
institution UDG
reponame_str Mercados y Negocios
collection Mercados y Negocios
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.812455

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