Purpose
The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion.
Design/methodology/approach
Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students’ brand loyalty toward fast fashion.
Findings
Results reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer’s loyalty toward fast fashion brands.
Originality/value
Due to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers’ perceptions of fast fashion brands and the factors’ contributions to their brand loyalty.
