EXPLORING THE IMPACT OF BRAND LOVE, BRAND IMAGE, AND BRAND ATTACHMENT ON BRAND LOYALTY

Abstract

This study aims to investigate the impact of brand love, brand image, and brand attachment on brand loyalty within the context of fashion industry. The research population consisted of 100 respondents who have maintained a consumer relationship with Pull & Bear products for a duration exceeding two years. The methodological framework encompassed a meticulous series of analyses, including tests of data validity and reliability, as well as hypothesis testing. The findings reveal a positive relationship between brand love and the brand loyalty construct. Conversely, there was no positive correlation between brand image and brand loyalty. The results also demonstrate an evident impact of brand attachment on brand loyalty.