This thesis focuses on clarifying how brand loyalty interplays with brand satisfaction. As most research conducted on this subject have been quantitative, this study takes a qualitative approach as a way to further describe the interplay on an individual level in a specific context, in this case the clothing industry. It has been conducted through semi-structured interviews, using seven heterogeneously brand loyal informants who answered questions concerning their brand satisfaction and brand loyalty towards brands within the clothing industry. The results demonstrates that there are significant differences in the interplay on the individual level, though most of these can be explained through previous research. Furthermore, there is considerable differences between interplay that can be explained by the brand loyalty levels of the informants. The interplay was clear amongst manifestly brand satisfied consumers. Subcategories to mental brand loyalty influenced both brand loyalty and brand satisfaction and the identification-subcategory had a distinct influence on the reasoning of all consumers.

Background: During the last decade, retail businesses have realized the importance of creatinga strong brand to be able to differentiate in a fierce market. However, having a strong brand isno longer enough to survive in the long run and gain a large customers base. Especially in theretail and fashion industry where many products fulfill the same need for the customer, making it important to adapt to changes on the market and stand out in the crowd. This has lead to the wide variety of brands that can be found and an intensified competition. Therefore, the key factor for building a long-term relationship is through customer brand relationship. A literature review showed that the most important variables needed to build this relationship are brandexperience, brand satisfaction and brand trust. Purpose: The purpose of this study is to investigate how brand experience, brand satisfaction and brand trust effect brand loyalty in Växjö, Sweden. Hypotheses:H1: Brand experience has a positive effect on brand loyalty.H2: Brand satisfaction has a positive effect on brand loyalty.H3: Brand trust has a positive effect on brand loyalty. Method: This study was based on a deductive and quantitative research approach withempirical data conducted from 239 respondents to either accept or reject the stated hypotheses. Result and conclusion: According to the empirical data, the stated hypotheses were acceptedand imply that 41.2 percent of brand loyalty can be explained by brand satisfaction, brand trustand brand experience. However, for retail businesses within the fashion industry to ensurebrand loyalty from the customers, brand satisfaction is the main focus.

Background: Customers are becoming increasingly conscious about sustainability, for instance when choosing a fast-fashion brand. Brand loyal customers are in direct relation with the success of a brand and promoting brand information of sustainability efforts on social media platforms could positively influence customers brand loyalty, brand satisfaction, brand trust and brand engagement.  Purpose: The purpose of this study is to examine the relationship between brand information regarding sustainability efforts of fast-fashion brands and brand loyalty, brand satisfaction, brand trust as well as brand engagement. Further, this study examines whether brand trust and brand engagement work as antecedents to brand satisfaction, respectively brand satisfaction to brand loyalty.  Research questions:  How does brand information of sustainability efforts from fast-fashion brands on social media affect brand loyalty? How does brand information of sustainability efforts from fast-fashion brands on social media affect brand satisfaction and its antecedents brand trust and brand engagement? How do brand engagement and brand trust affect brand satisfaction respectively brand loyalty?  Methodology: This research follows a quantitative and deductive research approach. The data was collected through an online survey and the sampling method was a non- probability and a snowball sample. The data collection reached a total of 160 answers which were analyzed through SPSS. Validity and reliability were ensured before testing the hypotheses.  Findings: The findings from this research revealed that there is a positive relationship between brand information regarding sustainability efforts and brand loyalty, brand satisfaction, brand trust, and brand engagement. Further, the results indicated that the hypothesized antecedents brand trust and brand engagement were also accepted.  Implications: This study contributes with its results to today’s increased interest in sustainability, and it delivers significant insights which could be used by fast- fashion brands strategic decisions regarding the content of social media channels. Further, it adds valuable information to current academic literature in a few different ways.  Originality: This paper brings focus to the importance of brand loyalty and how closely it is related to brand information regarding sustainability efforts of fast-fashion brands.