To identify the antecedents of repurchasing intention toward fast fashion brands, this study was conducted to examine brand authenticity and brand identification as both direct and indirect antecedents of repurchasing intention through fast fashion brand love. Through convenience sampling, 266 university students in Seoul metropolitan area completed a questionnaire survey. Data were analyzed using SPSS for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. Factor analysis revealed the following: for brand authenticity, four dimensions(‘originality,’ ‘reliability,’ ‘continuity,’ and ‘naturalness’) were revealed; for both consumer brand identification and repurchase intention one dimension was revealed; and for brand love two dimensions were revealed(‘passion’ and ‘affection’). Path analysis confirmed that ‘reliability’ and ‘naturalness’in relation to brand authenticity indirectly influenced repurchase intention through ‘passion’(as a factor of brand love) and directly influenced repurchase intention. Further, ‘continuity’ in relation to brand authenticity indirectly influenced repurchase intention through ‘affection’(as a factor of brand love) and directly influenced repurchase intention. Consumer brand identification influenced repurchase intention indirectly through two factors of brand love. These results suggest that fast fashion brand marketers should implement effective strategies that consider consumers’perceptions of brand authenticity, consumer brand identification, and brand love.

We evaluate the loyalty of a tourist destination considering tangible and intangible factors using the city of Porto as a case study. We observed that the main dimensions that the tourists associate with the visit and consequently with the city, in order of importance, were: i) engagement with the city of Porto, ii) identification with city of Porto, iii) Corporate Social Responsibility (CSR) of the city of Porto, iv) experiences in the city of Porto, and v) having visited visiting the city of Porto. Direct interviews were administered in the main tourist’s points in the city during the month of October 2017. The survey was only applied to the respondents who pursued tourism in the city of Porto, with 958 valid questionnaires. The questionnaire included the sociodemographic characteristics of the respondents, the evaluation of level of importance of the eleven factors related to the trip, the level of agreement with the eight statements on the engagement with Porto developed by Sprott et al. (2009) – applied for the first time to a destination - and, in the final part, the evaluation of the intention to return to city of Porto. The eleven statements related to the importance of various factors associated to the trip and the eight statements that evaluate the engagement with the city were subjected to a principal components analysis with varimax rotation in order to identify the main dimensions. A logistic regression was used to explore the determinants of the likelihood to return to Porto considering the respondents’ sociodemographic variables and the main dimensions obtained in the factorial analysis (related to the important factors on the trip and the engagement with the city). Regarding the intention to return, which is the proxy of tourists’ loyalty to the destination, we observed that it is positively influenced by the engagement with the city, the tourist’s perception of CSR, the good experience in the city and having visited the city. These results connect the political, economic and marketing objectives in the tourism sector. The goals need to be aligned and the stakeholders(visitors, local residents and business, public bodies and government) must work together to maintain a solid and unified destination image. Considering that the city of Porto has been in the spotlight at an international level as one of the top cities’ destinations, this kind of information is fundamental for Porto to continue to be an attractive city tourism destination.

This research introduces the construct of perceived brand local connectedness (PBLC) that captures the extent to which a (domestic or foreign) brand is associated with and connected to a consumer’s home culture. Together with perceived brand globalness (PBG), PBLC is linked to purchase intention (PINT) through consumer-brand identification (CBI) and perceived brand quality (QUAL). Across two studies in mature and emergent market settings, findings provide evidence that both constructs matter, although PBLC’s effects are relatively stronger than those of PBG. Results further indicate that global identity moderates the effects of PBG on CBI while consumer ethnocentrism (CET) moderates the corresponding effects of PBLC. Implications of the findings for theory and practice are considered.

The purpose of this research was to identify not only the effect of what consumers want from their brand identification and brand attachment, but also the effect of their perceived brand identification on their perceived brand attachment in the family restaurant setting. This research also investigated the causal relationship between a consumer's perceived brand attachment and brand loyalty. A total of 332 questionnaires were collected from customers who visited one of 4 nationallybranded family restaurants in Daegu. With the consent of the store managers of each family restaurant brand, students of Dongguk University helped respondents fill out questionnaires and collected the data. There were three major findings of this research. First, the benefits that consumers wanted were found to have a significant effect on their perceived brand identification and brand attachment. Second, the perceived brand identification of customers was found to have a significant effect on their perceived brand attachment. And third, the perceived brand attachment of customers was found to have a significant effect on their perceived brand loyalty. Also, consumer's benefits sought affected their perceived brand attachment through their perceived brand identification, and consumer's benefits sought and brand identification respectively influenced their perceived brand loyalty through their perceived brand attachment. Therefore, marketing managers or general managers of family restaurants should identify consumer benefits in order to increase sales and profits.