Library Dissertation Showcase

Influencing factors on oppositional brand loyalty in fast fashion market

  • Year of Publication:
  • 2019

The present study is conducted with the purpose to understand the antecedents and effect of oppositional brand loyalty, which is a type of loyalty that reflected with consumers’ opposing behaviours to other rival brands. It attempts to help fast fashion brands understand how they could build and manage oppositional brand loyalty to deal with the increasing competitive pressure. The research has its value as oppositional brand loyalty could be identified as a higher level of brand loyalty that not only shows commitment to the chosen brand, but also show opposition behaviour to rival brands. An online questionnaire has been implemented in this research to generate primary data from consumers in the fast fashion market by taking Zara as an example. One hundred forty-four valid questionnaires have been collected for this research.

The research results demonstrate that the current level of oppositional loyalty to Zara among the respondents somewhat relatively high, suggesting that Zara has succeed in building its relative high oppositional brand loyalty among consumers. However, the oppositional brand loyalty is still not particularly high so that there is still room for Zara to improve the level of oppositional brand loyalty further. Focusing on the perspectives of both brand and consumers, the research finds that gender, monthly incomes, monthly expenditure on fast fashion products, frequency of buying from Zara, brand image, and brand experience are all the antecedents of oppositional brand loyalty. In addition, the research finds that oppositional brand loyalty has a significant effect on brand equity.

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