Publicação

Can circular fashion impact brand loyalty? An exploratory research on the pre- and post-purchase behaviour of second-hand fashion consumption in the digital channel

Detalhes bibliográficos
Resumo:	This paper examines the impact of a satisfactory second-hand purchasing experience on the loyalty levels towards the brands purchased. A deep dive into the pre- and post-purchase behaviour of second-hand fashion consumption via second-hand online marketplaces was conducted by a qualitative and quantitative research on second-hand consumers, particularly the Generation Z. The findings from this paper uncover that a positive experience shopping second-hand fashion online influences brand loyalty, especially for brands for which consumers are trying for the first-time second-hand. This loyalty is mainly impacted by an increased confidence towards the quality of the pieces purchased that leads to an enhanced brand image.
Autores principais:	Almirante, Catarina Margarida da Silva
Assunto:	Second-hand fashion Digital Brand loyalty Consumer behaviour
Ano:	2023
País:	Portugal
Tipo de documento:	dissertação de mestrado
Tipo de acesso:	acesso aberto
Instituição associada:	Universidade Nova de Lisboa
Idioma:	inglês
Origem:	Repositório Institucional da UNL

Descrição
Resumo:	This paper examines the impact of a satisfactory second-hand purchasing experience on the loyalty levels towards the brands purchased. A deep dive into the pre- and post-purchase behaviour of second-hand fashion consumption via second-hand online marketplaces was conducted by a qualitative and quantitative research on second-hand consumers, particularly the Generation Z. The findings from this paper uncover that a positive experience shopping second-hand fashion online influences brand loyalty, especially for brands for which consumers are trying for the first-time second-hand. This loyalty is mainly impacted by an increased confidence towards the quality of the pieces purchased that leads to an enhanced brand image.