Examining factors influencing brand loyalty towards fast fashion brand in Dhaka, Bangladesh

au.link.externalLink [Full Text] (http://www.assumptionjournal.au.edu/index.php/icesde/article/view/5044/3097)
dc.contributor.author Antara Chowdhury
dc.contributor.author Sirion Chaipoopirutana
dc.date.accessioned 2021-07-06T06:54:00Z
dc.date.available 2021-07-06T06:54:00Z
dc.date.issued 2020
dc.description.abstract Today’s fashion market is highly competitive and the constant need to ‘refresh’ product ranges gives consumers endless options to choose from which is why brand loyalty plays an important role for business’s to retain their consumers. The purpose of this study is to examine factors influencing brand loyalty towards a fast fashion brand in Dhaka, Bangladesh. 400 respondents were applied in order to investigate the statistical treatment of the data. Data were collected by using survey questionnaires and both simple linear and multiple linear regression analysis were used to test the hypotheses. The results indicate that there is a relationship between each variable for brand loyalty. Among them, social media marketing in term of responsiveness has the strongest influence on value consciousness followed by brand consciousness. Also, brand personality has the strongest influence on brand loyalty followed by social media marketing and brand uniqueness. The findings of this research will be beneficial to not only Aarong but also for other fast fashion brands. It can support data which may help the fast fashion industry to modify and improve more effective and proficient marketing tools and business model based on the knowledge of the influences of the factors in this research in order to create brand loyalty and accomplish the ultimate goals of the organization. en_US
dc.format.extent 8 pages en_US
dc.format.mimetype application/pdf en_US
dc.identifier.citation AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era Vol. 1 No. 1 (2020), 521-528 en_US
dc.identifier.uri https://repository.au.edu/handle/6623004553/24909
dc.language.iso eng en_US
dc.publisher Assumption University Press en_US
dc.rights This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner. en_US
dc.rights.holder Assumption University en_US
dc.subject Brand loyalty en_US
dc.subject Social media marketing en_US
dc.subject Brand consciousness en_US
dc.subject Value consciousness en_US
dc.subject Perceived quality en_US
dc.subject Organizational associations en_US
dc.subject Perceived value en_US
dc.subject Brand personality en_US
dc.subject Brand uniqueness en_US
dc.subject.other AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era en_US
dc.subject.other AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era -- 2020 en_US
dc.title Examining factors influencing brand loyalty towards fast fashion brand in Dhaka, Bangladesh en_US
dc.type Text en_US
mods.genre Journal Article en_US
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