Consumer Brand Loyalty of Fast Fashion Brands of Young Consumers in Indonesia
- DOI
- 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.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
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 - 10.2991/icobest-18.2018.97 ID - SabinaTohir2018/11 ER -