Abstract:

The purpose of this paper is to identify the impacts of brand consciousness and brand love on various components of brand loyalty in the context of fast fashion industry. Using a self-structured questionnaire, 300 usable responses are considered for data analysis by applying the structural equation modelling method. The results reveal that all hypotheses on the relationships between brand consciousness, brand love, and stages of brand loyalty are supported except for the relationship between brand consciousness and affective loyalty as well as conative loyalty, whereby brand consciousness indirectly have impacts on affective loyalty and conative loyalty via brand love. This study is the first to investigates the influence of brand consciousness and brand love on each stage of brand loyalty within the fast fashion industry’s context. The findings can help marketers design an effective brand positioning and marketing strategies in order to stay competitive.