Identification of Factors Affecting Brand Loyalty of College Going Students Towards Fast Fashion Brand Zara: A Customer-based Brand Equity Analysis

Authors

  • Sakshi Nigam Analyst in the Financial Engineering Department at Morgan Stanley Capital International, Inc.
  • Neetu Singh Symbiosis International (deemed) University,

Abstract

The study provides empirical support to the framework of consumer-based brand equity (CBBE)elements resulting in brand loyalty for Indian college going students for the fast fashion brand Zara. Using brand equity elements such as brand awareness, consumer’s quality perceptions, value perceptions, brand associations, brand personality and brand uniqueness the study has tried to identify the dimensions influencing young consumer’s perceptions and resultant brand loyalty for the fast fashion brand Zara. The results support the hypothesis that perceived brand awareness, perceived value, perceived quality, brand personality and organizational associations have a positive influence on the consumers brand loyalty while brand uniqueness is found to be non-significant for the Indian college going students. The findings suggest that in order to gain foothold in fast growing Asian markets, a fast fashion brand has to ensure building the right CBBE elements by devising business practices which would influence the fast fashion buying motivation of the young generation Z consumers and foster brand loyalty in return.

Author Biographies

  • Sakshi Nigam, Analyst in the Financial Engineering Department at Morgan Stanley Capital International, Inc.
    MSCI, Inc. 12th Floor & 13th Floor, Nesco IT building No. 3, Nesco IT Park, Nesco Complex, Goregaon East, Mumbai, Maharashtra 400063
  • Neetu Singh, Symbiosis International (deemed) University,
    Assistant Professor, Symbiosis Institute of design, Symbiosis International (deemed) university, Lavale, Mulshi, Pune, Maharashtra 412115

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Published

2023-08-07

Issue

Vol. 12 No. 4 (2023)

Section

Peer Reviewed Article

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