Consumer Behavior

Factors Affecting Taiwanese College Students' Brand Loyalty towards Fast Fashion

Authors: Jin Su (Indiana University of Pennsylvania) , Aihwa Chang (National Chengchi University)

Abstract

This study aims to empirically investigate the factors affecting consumer’s fast fashion brand loyalty from an international perspective by examining Taiwanese college students’ perceptions of and loyalty towards fast fashion.

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How to Cite: Su, J. & Chang, A. (2015) “Factors Affecting Taiwanese College Students' Brand Loyalty towards Fast Fashion”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).