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Publication
Brand Loyalty e Brand Image: influĂȘncias nas escolhas dos consumidores de Fast Fashion
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Abstract(s)
Esta dissertação teve como objetivo investigar o comportamento dos consumidores de Fast Fashion em relação à Brand Loyalty e à Brand Image nas suas decisÔes de compra.
O modelo de negĂłcio de Fast Fashion caracteriza-se por ser bem-sucedido, em parte, devido Ă sua imagem de marca, preços acessĂveis e Ă s rĂĄpidas rotaçÔes das suas coleçÔes, o que capta facilmente a atenção do seu pĂșblico-alvo e incentiva ao consumo excessivo. Esta investigação analisou como Ă© que os processos de Branding podem aumentar o valor percebido de uma marca de Fast Fashion e influenciar as geraçÔes X, Y e Z nas suas escolhas e intenção de compra.
Utilizando uma metodologia mista (quantitativa e qualitativa) os mĂ©todos escolhidos para o desenvolvimento da investigação incluĂram um questionĂĄrio quantitativo com 225 respostas, e 7 entrevistas semiestruturas. Os resultados demostram que, embora a consciĂȘncia ambiental e os valores da marca nĂŁo tenham uma influĂȘncia significativa nas escolhas dos consumidores, o preço Ă© o fator predominante que afeta as suas decisĂ”es. A Brand Image e a Brand Loyalty desempenham um papel crucial na construção da lealdade do consumidor, afetando positivamente a perceção de qualidade e preço dos produtos. Isso sugere que as marcas de Fast Fashion podem beneficiar ao investir na construção de uma imagem de marca sĂłlida para atrair e reter os consumidores. Este estudo contribui para o conhecimento nas ĂĄreas de Branding, Fast Fashion e Comportamento do Consumidor, proporcionando insights valiosos sobre a interseção desses campos.
This dissertation aimed to explore the behavior of Fast Fashion consumers regarding Brand Loyalty and the influence of Brand Image on their purchasing decisions. The Fast Fashion business model is characterized by its success, partly due to its Brand Image, affordable prices, and rapid collection turnovers, easily capturing the attention of its target audience and encouraging excessive consumption. This research examined how Branding processes can enhance the perceived value of a Fast Fashion brand and influence the choices and purchasing intentions of Generation X, Y and Z consumers. Using a mixed methodology (quantitative and qualitative), the research methods included a quantitative questionnaire with 225 responses and 7 semi-structured interviews. The results revealed that while environmental awareness and brand values do not significantly impact consumer choices, price is the predominant factor affecting their decisions. Brand Image and Brand Loyalty play a crucial role in building consumer loyalty, positively influencing the perception of product quality and price. This suggests that Fast Fashion brands can benefit from investing in the development of a strong Brand Image to attract and retain consumers. This study contributes to the knowledge in the fields of Branding, Fast Fashion, and Consumer Behavior, providing valuable insights into the intersection of these areas.
This dissertation aimed to explore the behavior of Fast Fashion consumers regarding Brand Loyalty and the influence of Brand Image on their purchasing decisions. The Fast Fashion business model is characterized by its success, partly due to its Brand Image, affordable prices, and rapid collection turnovers, easily capturing the attention of its target audience and encouraging excessive consumption. This research examined how Branding processes can enhance the perceived value of a Fast Fashion brand and influence the choices and purchasing intentions of Generation X, Y and Z consumers. Using a mixed methodology (quantitative and qualitative), the research methods included a quantitative questionnaire with 225 responses and 7 semi-structured interviews. The results revealed that while environmental awareness and brand values do not significantly impact consumer choices, price is the predominant factor affecting their decisions. Brand Image and Brand Loyalty play a crucial role in building consumer loyalty, positively influencing the perception of product quality and price. This suggests that Fast Fashion brands can benefit from investing in the development of a strong Brand Image to attract and retain consumers. This study contributes to the knowledge in the fields of Branding, Fast Fashion, and Consumer Behavior, providing valuable insights into the intersection of these areas.
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Keywords
Branding Fast Fashion Branding para a Fast Fashion Comportamento do consumidor Economia circular Greenwashing