The Relation between Brand Image, Brand Loyalty and Slow Fashion

Abstract

In highly competitive markets, brands expose consumers to a wide range of stimuli to be one step ahead of their competitors. Companies aim to create a brand image by using various symbolic, distinctive cues to differentiate themselves from competitors. At the same time, growing environmental concerns have led to the emergence of slow fashion as an alternative to the fast fashion business model, emphasizing sustainability within the fashion industry. This study aims to examine the effect of brand image on brand loyalty and to investigate the role of slow fashion consumer orientation in this relationship. A quantitative research design was employed, and data were collected from 405 consumers in Turkey. A structural model was tested using structural equation modeling. The findings reveal that brand image has a significant and positive effect on both brand loyalty and slow fashion orientation. The results further indicate that the only conscious consumption dimension of slow fashion orientation has a significant and positive effect whereas the localism and exclusivity dimensions do not show significant effect on brand loyalty. Moreover, mediation analysis demonstrates that conscious consumption plays a mediating role in the relationship between brand image and brand loyalty, whereas no mediating effects are found for localism and exclusivity. This study contributes to the literature by empirically integrating brand image, slow fashion consumer orientation, and brand loyalty within a single structural model, thereby extending existing research beyond purchase intention to loyalty-based behavioral outcomes.