For certain consumers (i.e. more fashion-conscious, more shopping oriented or less self-esteem), fast fashion brands are central like a religion

The brand centrality is stronger for fashion-conscious consumers with high shopping frequency. However, the average frequency of shopping attenuates the relationship between chronic shopping orientation and brand centrality

Consumers with strong brand centrality tend to have a high relationship quality with the brand

Fast fashion brands should create more opportunities for consumption rituals to engage with fashion-conscious, chronic shopping orientation and low self-esteem consumers

Organizations should be careful in designing and targeting sales promotion programs as frequency of shopping has different impacts on the fashion-conscious consumers and consumers with chronic shopping orientatio