Brand loyalty and fashion marketing: a case study of Romanian youth

Our paper tackles a novel issue of brand loyalty withing the realm of fashion marketing. Fashion marketing represent a very creative, innovative and rapidly growing field with the earnings randing in billions of dollars each year. We analyze the patterns and the choice of brands using the empirical analysis of the attitude and loyalty to a brand of a group of young Romanians aged between 18-30 years. Our sample includes 200 people who took part in the consumer survey. Our results show that the main determinants of selecting certain brands are reason and value as well as the social status. It appears that education has a negative outcome on brand loyalty and the higher personal income increases the probability of going for the brand.