Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018)

Consumer Brand Loyalty of Fast Fashion Brands of Young Consumers in Indonesia

Authors
Azzahra Sabina Tohir
Corresponding Author
Azzahra Sabina Tohir
Available Online November 2018.
DOI
https://doi.org/10.2991/icobest-18.2018.97How to use a DOI?
Keywords
Fast fashion, brand loyalty, perception, fashion, Indonesia.
Abstract
The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining Indonesian college students’ perceptions and loyalty toward Fast Fashion Brands. The research model describes relationships between Consumer Based Brand Equity Dimensions towards Brand Loyalty. The hypothesis to this research was that consumer’s perceptions of Fast Fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the results of 139 Indonesian college students in the Greater Area of Jakarta, using structural equation modeling, this study found that for Indonesian College Students, Brand Awareness, Perceived Value, Organizational Associations and Brand Uniqueness were factors that influenced their Brand Loyalty towards Fast Fashion Brands.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Azzahra Sabina Tohir
PY  - 2018/11
DA  - 2018/11
TI  - Consumer Brand Loyalty of Fast Fashion Brands of Young Consumers in Indonesia
BT  - Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018)
PB  - Atlantis Press
SP  - 441
EP  - 445
SN  - 2352-5398
UR  - https://doi.org/10.2991/icobest-18.2018.97
DO  - https://doi.org/10.2991/icobest-18.2018.97
ID  - SabinaTohir2018/11
ER  -