engleski

Fashion brands loyalty in the times of economic crisis

The over-arching purpose of this research was to explore the issue of the fashion brands loyalty in the context of the decrease of purchasing power resulting from the current economic crisis. Furthermore, the purpose of the research was also to determine the source of the change brand loyalty and to establish the connection between the level of loyalty and the value of fashion brands (high-end, mid-range, low-end). The research was conducted among students of the Faculty of Economics and Business at the University of Zagreb through a self completed e-mail questionnaire. Student population was used as they are prone to express themselves through fashion and are reactive to stylish trends. The findings therefore are limited to the young Croatian population and cannot be generalized to other nationalities or age cohorts. Based on the nature of the quantitative data, the paper provides useful insight into the change of behaviour of young adults while purchasing fashion products in the times of the crisis as opposed to the periods of prosperity. There are implications for practical perspectives of fashion marketing in Croatia aimed at young population. The phenomenon of fashion brand loyalty in Croatia is under-researched academically thus this paper fills the existing gap in the literature and current research. Also, this paper offers insights into the sources of fashion brand loyalty which deserves further research attention.

Fashion; Brand loyalty; Student buying behaviour; Economic crisis

nije evidentirano