Brand DNA's Relationship with Customer Loyalty in the Fast Fashion Market in Egypt | ||
| المجلة العلمية للدراسات والبحوث المالية والتجارية | ||
| Article 8, Volume 6, Issue 1, January 2025, Pages 179-213 PDF (1.27 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/cfdj.2024.307064.2015 | ||
| Author | ||
| Lobna Gamal Hussein Mogahed Mogahed* | ||
| Ph.D. Researcher at Faculty of Commerce, Cairo University Marketing Lecturer Assistant at CIC | ||
| Abstract | ||
| The intensity of competition has made it difficult to maintain the loyalty of current customers to business organizations; thus, brands must pri-oritize developing lasting relationships with customers. Therefore, this study aims to explore the relationship between brand DNA and customer loyalty to a brand. A pre-structured and pre-prepared survey list was used to collect data from Egyptian customers of the most famous fast fashion brands in Egypt (Zara, H&M, Mango, Stradivarius, Pull & Bear, Bershka, LC Waikiki, Max, American Eagle). This was done using a non-probability quota sample with a sample size of 384 individuals. The data were then analyzed using appropriate statistical methods. The study found a statistically significant positive relationship between brand DNA and customer loyalty to a brand. The findings contribute to the development of marketing knowledge in the fast fashion industry, improve marketing practices, and open new horizons for future research in this area. | ||
| Keywords | ||
| Keywords: Brand DNA; Customer loyalty; Fast fashion; Egypt | ||
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