Exploring customer loyalty to fashion brands on facebook fan pages

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dc.contributor.author Novotová, Jitka
dc.contributor.other Ekonomická fakulta cs
dc.date 2018
dc.date.accessioned 2018-03-29T11:26:12Z
dc.date.available 2018-03-29T11:26:12Z
dc.date.issued 2018-03-29
dc.identifier.issn 1212-3609
dc.identifier.uri https://dspace.tul.cz/handle/15240/22796
dc.description.abstract This article addresses the subject of building fan loyalty to company Facebook pages. Customer loyalty is a key prerequisite for a company's success in today's globalised world. Companies now use Facebook extensively to communicate with existing and potential customers. The aim of this article is to determine whether Facebook can be used to build customer loyalty to fan pages and whether this loyalty has an impact on loyalty to promoted brands. The research focused on the Facebook fan pages of high street fashion brands (e.g. H&M, C&A and Orsay) and their fans. Research of the literature was used to posit a theoretical model of fan loyalty to Facebook fan pages in connection with loyalty to clothing brands. This model was tested with the statistical method known as structural equations modelling (SEM). The research involved 292 respondents over the age of 18 who have liked at least one high street fashion fan page on Facebook. The results confirmed the validity of the proposed model. It was found that loyalty to the fan page is built through trust and satisfaction with the fan page. It was also demonstrated that loyalty to the fan page has a positive impact on loyalty to clothing brands. Both "loyalties" in this model were measured using the second-order method, which includes both behavioural and attitudinal loyalty. It can therefore be said that communication from companies builds a positive relationship with the fan page / clothing brands and also increases the future frequency of page visits and purchases of branded clothes. Hence, Facebook can be deemed an effective tool for building loyalty. en
dc.format text
dc.format.extent 18 stran cs
dc.language.iso en
dc.publisher Technická Univerzita v Liberci cs
dc.publisher Technical university of Liberec, Czech Republic en
dc.relation.ispartof Ekonomie a Management cs
dc.relation.ispartof Economics and Management en
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dc.rights CC BY-NC
dc.subject SEM en
dc.subject attitudinal loyalty en
dc.subject behavioural loyalty en
dc.subject model loyalty en
dc.subject online loyalty en
dc.subject offline loyalty en
dc.subject Facebook en
dc.subject Facebook fan page en
dc.subject.classification M31
dc.title Exploring customer loyalty to fashion brands on facebook fan pages en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2018-1-014
dc.identifier.eissn 2336-5604
local.relation.volume 21
local.relation.issue 1
local.relation.abbreviation E+M cs
local.relation.abbreviation E&M en
local.faculty Faculty of Economics
local.citation.spage 206
local.citation.epage 223
local.access open
local.fulltext yes
local.filename EM_1_2018_14

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