Ying LIU

Supervisor: Mr. Andy TAM

The impact of brand image on brand loyalty in fashion industry: The comparison of UNIQLO and ZARA

Nowadays, in addition to the functional role of clothing, the fashion industry continues to create more discourse and significance for clothing. The choice of clothing for people is more like self-expression. At present, the two styles of clothing market are mainly basic style and trendy style which can be illustrated as UNIQLO and ZARA. While consumers who consumer trendy style brand ZARA may show an undetermined purchase behavior because of the sophisticated trends of clothing. This phenomenon arouses the question that whether the purchase behaviors will be affected because of the choice of different brand styles? How does the Self-brand connection affect the relationship between brand image and brand loyalty in fashion industry?