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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-75320 |
| Date | January 2018 |
| Creators | Wiberg, Anna |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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