How do social proof, scarcity, state of emotions and consumer engagement influence brand loyalty among 18-50 year olds in the fast-fashion industry?

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2024-12-22Author
Toumpas, AndreasPublisher
Πανεπιστήμιο Κύπρου, Σχολή Οικονομικών Επιστημών και Διοίκησης / University of Cyprus, Faculty of Economics and ManagementPlace of publication
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This study explores the key drivers of brand loyalty within the fast-fashion industry, emphasizing the influence of socio-cognitive factors such as social proof, scarcity, state of emotions and consumer engagement on consumer behaviour. Survey data was collected from participants that were aged from 18 to 50 and various quantitative methods, such as regressions, ANOVAs and so on were deployed in the analysis to explore these relationships. Open-ended questions also provided respondents with the opportunity to express their opinions and share their personal stories and ideas. Participants were then divided into three age brackets in order to facilitate a comparative analysis of how the influence of these variables affects brand devotion for each group and how it varies across them. The findings from this study reveal significant insights into the role of social influences and social representations, especially among younger consumers, as well as the impact of pursuing rarity and the desire to stand out in decision-making processes. Furthermore, this research highlights the importance of engaging with consumers to foster brand loyalty and it demonstrates how emotional connections can lead to stronger attachments to brands. Concluding, these results contribute to a deeper understanding of the driving mechanisms in the fast-fashion industry, offering valuable implications for brand strategists and marketers aiming to enhance profitability and operational efficiency.
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