Factors Affecting Taiwanese College Students' Brand Loyalty towards Fast Fashion

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2015-11-11
Authors
Su, Jin
Chang, Aihwa
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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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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