BECAMEX BUSINESS SCHOOL

KEY ELEMENTS AFFECTING TO UNIVERSITY STUDENTS’

BRAND LOYALTY TOWARD FAST FASHION – A CASE OF
UNIVERSITY STUDENTS IN BINH DUONG

RESEARCH PROPOSAL
FOR FINAL YEAR PROJECT BUS450

Student’s name: Tran Pham Chi Tam

IRN: 1532300037
ADVISOR: Mr. Nguyen Truong Son

Quarter 3 (2019-2020)
 ABSTRACT

Objectives: This study aimed to explore the key elements affecting to university
students’ brand loyalty toward fast fashion, with the case in universities located in Binh
Duong, Vietnam. There are four factors in this study to examine the effect of key elements of
university students’ brand loyalty toward fast fashion, consisting of Perceived quality, Brand
personality, Organizational associations, and Perceived value are independent variables that
have been utilized while Brand loyalty is one dependent variable.

Methodology: Questionnaire designed was built based on previous researches. Data

was collected from students who are studying in 3 main universities located in Binh Duong
province, including EIU, Thu Dau Mot universities, and Binh Duong university. There was a
total of 172 respondents participating in the survey in which 41 respondents participating in
the online survey and 131 respondents participating in the offline survey. However, only 153
respondents gave valid answers. The data collected was measured by Descriptive Statistics,
Test of Reliability, Exploratory Factor Analysis (EFA), Correlation, and Multiple Linear
Regression.

Conclusion: The result is that Brand Personality and Organizational Associations

have positive effects on the brand loyalty of students towards fast fashion, meanwhile,
Perceived Quality and Perceived Value don’t have any influences on the brand loyalty of
university students towards fast fashion.

Keyword: Brand Loyalty, Perceived Quality, Brand Personality, Organizational

Associations, Perceived Value, Fast Fashion, universities, students.

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 ACKNOWLEDGEMENT

My name is Tran Pham Chi Tam and now I’m a final year student at Eastern
International University. Thanks to EIU gives me an opportunity to do this study, and also
fulfill of the requirement for the degree of Bachelor of Business Administration. Moreover, I
would like to thank a lot helps from my advisor – Mr. Son as well as all of answerers that
help me to complete this study.

First of all, I would like to send honestly thanks to Mr. Son who is my advisor. He has
supported me to find out issues in my research, guideline the structure and give me a lot of
recommendations for doing this study effectively. Thank to him, I completed the research
well.

Finally, I would like to thank all of students are studying in universities located in
Binh Duong Province who conducted the survey, gave answers on my survey. Their
contribution helped me to complete the research.

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 Table of Contents
ABSTRACT..............................................................................................................................2

ACKNOWLEDGEMENT.......................................................................................................3

LIST OF FIGURES.................................................................................................................6

LIST OF TABLES...................................................................................................................7

CHAPTER I..............................................................................................................................9

1.1. Background of the study...........................................................................................9

1.2. Research Rationale..................................................................................................10

1.3. Problem statement...................................................................................................11

1.4. Research question....................................................................................................11

1.5. Research objectives.................................................................................................11

1.6. Scope of the study....................................................................................................11

1.7. Structure of the research work..............................................................................12

CHAPTER II..........................................................................................................................13

2.1. Brand Loyalty..........................................................................................................13

2.2. Previous research on factors affecting to university students’ brand loyalty

towards fast fashion...............................................................................................................13

CHAPTER III.........................................................................................................................17

3.1. Research Approach.................................................................................................17

3.2. Sampling Method....................................................................................................17

3.3. Variable Measurement...........................................................................................18

3.4. Questionnaire Desgin..............................................................................................19

3.5. Statistical Model......................................................................................................19

CHAPTER IV.........................................................................................................................21

4.1 Descriptive of the sample........................................................................................21

4.2 Descriptive Statistics...............................................................................................27

4.3 Reliability Test.........................................................................................................32

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4.4 Exploratory factor analysis (EFA).........................................................................36

4.5 Correlation analysis.................................................................................................39

4.6 Multiple regression analysis...................................................................................40

CHAPTER V..........................................................................................................................46

5.1. Finding summary.....................................................................................................46

5.2. Managerial implication...........................................................................................46

5.3. Limitation and Recommendation for futher researches......................................47

References...............................................................................................................................48

APPENDIX.............................................................................................................................54

Appendix 1: Survey Questionnaire – English version:.......................................................54

Appendix 2: Survey Questionnaire – Vietnamese version:................................................59

Appendix 3: Additional Tables:............................................................................................64

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 LIST OF FIGURES

Figure 1: Framework Model....................................................................................................15

Figure 2: Descriptive Sample of Gender.................................................................................20
Figure 3: Descriptive Sample of Age.......................................................................................21
Figure 4: Descriptive Sample of Student-year.........................................................................22
Figure 5: Descriptive Sample of likely shopping at fast fashion brands.................................23
Figure 6: Descriptive Sample of which fast fashion brands are most familiar with................24

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 LIST OF TABLES

Table 1: Variable Measurement...............................................................................................18

Table 2: Descriptive Sample of Gender...................................................................................20
Table 3: Descriptive Sample of Age........................................................................................21
Table 4: Descriptive Sample of Student-year..........................................................................22
Table 5: Descriptive Sample of likely shopping at fast fashion brands...................................23
Table 6: Descriptive Sample of which fast fashion brands are most familiar with.................24
Table 7: Descriptive Statistics of Perceived Quality (PQ).......................................................25
Table 8: Summary Meaning of Perceived Quality (PQ)..........................................................25
Table 9: Descriptive Statistics of Perceived Value (PV).........................................................26
Table 10: Summary Meaning of Perceived Value (PV)..........................................................26
Table 11: Descriptive Statistics of Brand Personality (BP).....................................................27
Table 12: Summary Meaning of Brand Personality (BP)........................................................27
Table 13: Descriptive Statistics of Organizational Association (OA).....................................28
Table 14: Summary Meaning of Organizational Association (OA)........................................28
Table 15: Descriptive Statistics of Brand Loyalty (BL)..........................................................29
Table 16: Summary Meaning of Brand Loyalty (BL).............................................................29
Table 17 - Reliability Test of Perceived Quality (PQ)............................................................30

Table 18 - Reliability Test of Perceived Value (PV)...............................................................31

Table 19 - Reliability Test of Brand Personality (BP).............................................................31

Table 20 - Reliability Test of Brand Personality (BP) after elimination.................................32

Table 21 - Reliability Test of Organizational Associations (OA)...........................................32

Table 22 - Reliability Test of Organizational Associations (OA) after elimination................33

Table 23 - Reliability Test of Brand Loyalty (BL)..................................................................33

Table 24 - KMO and Bartlett's Test of Independent Variables...............................................34

Table 25 - Total Variance Explained of Independent Variables..............................................35

Table 26 - Rotated Component Matrix of Independent Variables...........................................35

Table 27 - KMO and Bartlett's Test of Dependent Variable...................................................36

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Table 28 - Total Variance Explained of Dependent Variable..................................................36

Table 29 - Component Matrix of Dependent Variable............................................................37

Table 30 - Correlation Test......................................................................................................37

Table 31 - Model Summary.....................................................................................................39

Table 32 - ANOVA analysis....................................................................................................39

Table 33 – Coefficients............................................................................................................39

Table 34 - Summary of Hypothesis Testing............................................................................43

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 CHAPTER I

INTRODUCTION

This chapter provides a research background about the current situation of fast
fashion in both domestically and internationally. This chapter includes seven different sub-
sections such as research background, significance of the study, problem statement, research
questions, research objectives, scope of the study, and structure of the research.

1.1. Background of the study

From the beginning the garment industry has always been a low-capital and
labor-intensive industry. The past twenty years has seen the rise of globalization, which
came with the outsourcing of production to developing countries. The fashion industry has
one of the largest if not the largest chains of production and consumption. Fast fashion was
able to emerge because of apparel companies moving production overseas, which allowed for
the cost of apparel to dramatically fall. Fast fashion is a sector of the apparel industry that
was developed in Europe to meet the rapidly changing preferences of primarily young
women who want to follow trends in fashion but at a fraction of the cost [ CITATION
Ros15 \l 1033 ]. In addition, fast fashion can be defined as a business model that combines
three elements are quick response, frequent assortment changes, and fashionable designs at
affordable prices. Note that the first two elements are fundamentally operational and allow
the execution of fast fashion, whereas the last element represents the value proposition that
the operational backend strives to deliver [CITATION Chr04 \l 1033 ]. Fast fashion retailers
can be divided into two categories: while some are retailers, in the true sense of the term,
with no manufacturing competencies of their own (represented by Gap, H&M and Mango),
others (represented by Benetton and Zara) are retailers with factories [ CITATION Ger05 \l
1033 ]. The major players in the fast-fashion market are Zara (Inditex), H&M Group, Fast
Retailing (Uniqlo), Gap, Forever 21, Mango, Esprit, Primark, and New Look. According to
Research and Markets, the global fast fashion market is expected to decline from $35.8
billion in 2019 and to $31.4 billion in 2020 at a compound annual growth rate (CAGR) of
-12.32%. The decline is mainly due to economic slowdown across countries owing to the
COVID-19 outbreak and the measures to contain it. The market is then expected to recover
and reach $38.21 billion in 2023 at CAGR of 6.7% [ CITATION Glo20 \l 1033 ]. Several
studies have examined various aspects of the buyer-supplier relationship with quick or fast

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fashion, such as the apparel design process relative to quick response (Forza and Vinelli
1996), the role of the supplier in fast moving fashion (Doyle, Moore, and Morgan 2006),
buyer behavior (Bruce and Daly 2006), and financial performance (Hayes and Jones 2006).

In Vietnam, with the population is more than 90 million people and Vietnam
are rated as one of the countries with the fastest growth in social networks in the world. The
brands in the Fast fashion market conducted a survey via social media and obtained very
impressive results such as women are always the object of great interest in fashion brands
(85.6%). They are always the object of interest to brands because of changing fashion styles
while men are more interested in casual products such as t-shirts and office clothes, limited to
a certain concern. Currently in the Vietnamese social network market, Zara is the brand that
holds the most advantages when collecting 19,000 discussions while H&M has 14,000
discussions [CITATION Thắnd \l 1033 ]. Moreover, increasing adoption of affordable
clothes by the rising youth population drove the fast fashion market. Youth population are
attracted to unique, trendy and affordable clothes. The apparel manufacturing companies are
therefore focusing on bringing fashion clothes from the most recent fashion trends presented
in fashion week. The growing preference for affordable fast fashion clothes by increasing
youth population boosted the fast fashion market [ CITATION Glo20 \l 1033 ]. Therefore,
determinant factors affecting to university students’ brand loyalty toward fast fashion is very
important to help marketers increasing the marketing strategies to keep customer’s loyalty
with their brands.

1.2. Research Rationale

This study not only is useful to review the brand loyalty of university students
toward fast fashion but also significantly contributes to literature enrichment in the area as
well as future research. This result provides a comprehensive analysis of today’s fashion
consumer, especially in fast fashion fields. Since for fast fashion fields, which should be separately
treated from ordinary fashion field, and also seldom study in consumer behavior involves or pay
attention to this newly growing market as well [ CITATION Hol10 \l 1033 ]. Moreover, the
research contributes to the study of young consumers’ attitude and behavior toward fast fashion,
especially from a university students’ perspective.

1.3. Problem statement

The fast turnover of Fast Fashion products show opportunity for Brands to
increase consumers repurchase intention towards their products. However, the lack of

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knowledge in fast fashion consumer behavior makes the potential new entrances to be faced
with even more disadvantages, indirectly being one of the causes for partly monopoly of fast
fashion market. This is the existing problem that restricts the further development of fast
fashion market in a way [CITATION Cac10 \l 1033 ]. Therefore, topic “Factors affecting to
university students towards fast fashion” is explored to help marketers increasing the
marketing strategies to keep customer’s loyalty with their brands and contribute to the
sustainability development of this potential market.

1.4. Research question

From the following vital objectives of this research, it is essential to establish

the research question to solve the issues as:
- What is the main attendances affecting to university students’ brand loyalty
towards fast fashion in 3 universities such as EIU, Thu Dau Mot University, and Binh Duong
University?
- Which are the most significant factors towards fast fashion in the brand loyalty
of university students?
- How does the utilization of fast fashion contribute to both university students’
brand loyalty and the fashion industry in Vietnam?

1.5. Research objectives

To understand the comprehensive background of fast fashion industry

generally and tendency of brand loyalty individually.

To examine the factors that encourage to the brand loyalty towards fast
fashion in case of university students in 3 main universities in Binh Duong Province such as
EIU, Thu Dau Mot University, and Binh Duong University.

To contribute the better solutions and recommendations to the improvement of

fast fashion sector in Vietnam.

1.6. Scope of the study

This quantitative research is used in this study which is questions designed

under the questionnaire. This study concentrates on people who have the perception of brand
loyalty towards using fast fashion nowadays, with people are in universities. The question
survey is designed based on the effects of 4 factors consisting of Perceived quality, Brand

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personality, Organizational associations, and Perceived value on the university students
toward fast fashion fields.

1.7. Structure of the research work

Chapter 1: Introduction

This chapter provides a research background about the current situation of fast fashion
in both domestically and internationally. This chapter includes seven different sub-sections
such as research background, significance of the study, problem statement, research
questions, research objectives, scope of the study, and structure of the research.

Chapter 2: Literature Review

This study includes the concept of brand loyalty in fast fashion industry, also
previous studies on factors affecting to the students’ brand loyalty in the perception of fast
fashion. Then, formulating hypothesis and conceptual framework of the study.

Chapter 3: Methodology

Indicating what approach and techniques used in the study to analyze data.
This chapter includes 5 distinct sub-sections – research approach, sampling method, variable
measurement, questionnaire design, and statistical model(s).

Chapter 4: Data analysis and discussion

Explaining and discussing the finding of research. This chapter consists of 4

main sub-sections – descriptive of the sample, descriptive statistics, Reliability test,
Exploratory Factor Analysis, Correlation Test, Multiple Linear Regression, and Research
Finding.

Chapter 5: Conclusion

Giving some recommendations to the manufacturers and distributors, how

meaningful the study is and its limitations in the study process.

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 CHAPTER II

LITERATURE REVIEW

This study includes the concept of brand loyalty in fast fashion industry, also
previous studies on factors affecting to the students’ brand loyalty in the perception of fast
fashion. Then, formulating hypothesis and conceptual framework of the study.

2.1. Brand Loyalty

According to Assael (1998), brand loyalty is defined as a favorable attitude of

the customer towards a brand which is a result of consistent purchase of the brand over time.
Another definition by The American Marketing Association is that brand loyalty is the
situation in which a consumer generally buys the same manufacturer-originated product or
service repeatedly over time rather than buying from multiple suppliers within the category
[ CITATION She16 \l 1033 ]. Loyalty could arise from a brand’s perceived quality or
associations but could also occur independent of these dimensions. On the other hand, loyalty
can induce a higher perceived quality, stronger associations, or increase awareness
[ CITATION Khr11 \l 1033 ]. In addition, Duffy (2003) has shown some advantages of
customer brand loyalty, consisting of cost savings, refferrals, complain rather than defect,
channel migration, and unaided awareness. In the previous research, brand loyalty is more
prominent under conditions of more positive emotional mood and affect, therefore brands
that make consumers “happy” or “joyful” or “affectionate” elicit more purchase and
attitudinal loyalty (Chaudhuri and Holbrook, 2001; Park and Sullivan, 2009). Other currently
researches argued that brand loyalty is an outcome of brand equity and confirmed that other
brand equity dimensions influence brand loyalty Buil et al., 2013; Çifci et al., 2016).
Moreover, highly satisfied customers are more likely to be loyal to the brand (Zeithaml et al.,
1996; Royo-Vela and Casamassima, 2011) as they are less susceptible to competitors’
marketing efforts (Fornell et al., 1996). Given that loyalty is the outcome of customer
satisfaction (Carpenter and Fairhurst, 2005), a positive relationship between satisfaction and
brand loyalty is expected.

2.2. Previous research on factors affecting to university students’ brand

loyalty towards fast fashion

2.2.1. Perceived quality

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 Perceived quality is defined as “the consumer's subjective judgment about a
product's overall excellence or superiority” [ CITATION Zei88 \l 1033 ]. Besides that,
customers will have a subjective satisfaction at the comprehensive quality or recognition
level against the product or service offering under such brand which is perceived quality
[ CITATION Ati05 \l 1033 ]. Furthermore, in some research (Zeithaml, Berry &
Parasuraman, 1996), it indicates that there is a positive relationship between perceived quality
and purchase intention, whereas another study (Bou-Llusar, Camison-Zornoza & Escrig-
Tena, 2001). In addition, some previous showed an evidence that perceived quality creates a
basis for brand differentiation and extension (Pappu et al., 2005) and offers a price premium
advantage for firms (Keller, 1993; Netemeyer et al., 2004). Besides that, Jin & Aihwa (2017)
aimed that perceived quality also affects to the college students’ brand loyalty towards fast
fashion, so in this study, the hypothesis is developed as following:

 H1: Perceived quality have a positively influence on the brand loyalty of students
towards fast fashion

2.2.2. Brand personality

Brand Personality is defined in terms of various traits or characteristics that

brands can assume from the perception of consumers [ CITATION Kel93 \l 1033 ]. An
interesting aspect of brand personality is that there is a more dynamic and fluid aspect of its
image compared to the relative stability of human personalities. This is a key distinction for
the fashion industry, since for most fashion brands, success is determined by whether the
brand can change with the customer and create fresh product offerings, often resulting in
changes in impressions [CITATION Tsa13 \l 1033 ]. Mengxia (2007) investigated the
Influence of brand personality on consumers’ brand preference, affection, loyalty and
purchasing intention. The results of his study show that brand personality has a positive
influence on brand preference, affection, loyalty and purchase intention. Also, a study
conducted by Kumar et al. (2006), the result shows that brand personality may influence
consumers’ brand loyalty. [ CITATION Kum06 \l 1033 ]. So, brand personality is proposed
as the following hypothesis in this study:

 H2: Brand personality have a positively influence on the brand loyalty of students
towards fast fashion

2.2.3. Organizational associations

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 Organizational associations or brand associations have been defined as a
series of information neurons linked to the main neuron that contains the meaning of the
brand in memory [ CITATION Kel93 \l 1033 ]. Brand associations have also been defined as
the thoughts that are linked to the brand in a consumer’s memory [ CITATION Aak91 \l 1033
]. What consumers know about a company can influence their beliefs and attitudes toward
their products/brands, which will in turn impact consumer commitment and purchasing
behavior (Brown and Dacin, 1997; Chen, 2001). Moreover, brand association would provide
consumers with a purchasing reason, because most brand associations are related to brand
attributes, the target consumer market, and the benefits that consumers need, so that they
form the foundation of brand loyalty [CITATION Len07 \l 1033 ]. Therefore, this study
supposes that organizational association as the hypothesis as below:

 H3: Organizational associations have a positively influence on the brand loyalty of

students towards fast fashion

2.2.4. Perceived value

Perceived value is defined as the customer’s overall assessment of the utility

of the brand based on perceptions of what is received and what is given relative to other
brands [ CITATION Net04 \l 1033 ]. Some previous studies related to perceived value
showed that perceived value positively influences customer satisfaction in most cases (Cronin
et al., 2000; Eggert & Ulaga, 2002). Other research of Jin & Aihwa is examined the effects of
fast fashion’s perceived value in college students. Besides that, perceived value provides
good monetary value of products with reasonably displayed prices compared to other fashion
brand. The short lived nature of fast fashion appears to be a contributing factor to a higher
perceived value of fast-fashion brands, tempting individuals who feel receiving a good
bargain to reveal hoarding behaviors whereby they tend to collect and buy additional items
from the brands [ CITATION Mon20 \l 1033 ]. Therefore, hypothesis 3 is proposed as below:

 H4: Perceived value have a positively influence on the brand loyalty of students
towards fast fashion

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Based on four hypothesis development above, a conceptual framework in this study is
proposed to demonstrate the independent and dependent variables as follows:

Perceived Quality + (H1)

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 + (H2)
Brand Personality Brand loyalty
+ (H3) (DV)

Organizational associations
+ (H4)

Perceived Value

Figure 1 - Framework Model

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 CHAPTER III

METHODOLOGY

This research indicates what approach and techniques used in the study to
analyze data. This chapter includes 5 distinct sub-sections – research approach, sampling
method, variable measurement, questionnaire design, and statistical model(s).

3.1. Research Approach

Quantitative research is usually recognized as hypothesis-testing research. The

research starts with statement of theory after that an experimental design is created in which
dependent variable will be measured while independent variables are controlled for the
effects. [CITATION Isa98 \l 1041 ]. Quantitative data can be collected in a variety of ways
such as questionnaires, interviewer, self-administered by asking respondents to report
attitudes, experiences, demographics, and so on [ CITATION Stand \l 1033 ]. Therefore, a
quantitative research method deals with quantifying and analysis variables in order to get
results. “It involves the utilization and analysis of numerical data using specific statistical
techniques to answer questions like who, how much, what, where, when, how many, and
how” [ CITATION Lee01 \l 1033 ].In this study, quantitative research methodology is
decided to use for evaluating the relationship between the independent and dependent
variables. In specific, the quantitative method is applied to find out the impact of brand
loyalty towards fast fashion to university students, with a case in 3 universities located in
Binh Duong such as EIU, Thu Dau Mot University, and Binh Duong University. Also, this
study will determine the relationship between independent variables (Perceived Quality,
Brand Persionality, Organzational Association, and Perceived Value) and a dependent
variable (Brand Loyalty).

3.2. Sampling Method

Convenience sampling is applied in this study. Convenience sampling is a

non-probability sampling technique where samples are selected from the population only
because they are conveniently available to the research. This is the most common non-
probability sampling method, also because of its speed, cost-effectiveness, and ease of
availability of the sample [ CITATION Nonnd \l 1033 ].

Based on the method of Hatcher (1994), the sample size should be larger five
times all predictable variables. The sample size for this research will be 5 multiplied by 21

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 items equals 105 respondents [ CITATION Hat94 \l 1033 ]. The formula for calculating the
sampling method as follow:

n= 5 * m = 5 * 21 = 105

Where:
n = sample size
m = the number of questionnaires

However, to avoid unexpected mistake during collecting questionnaires, the

sample size should be over 150 respondents.

3.3. Variable Measurement

This study has four factors are measured by Likert Scale to determine factors
affecting to university students' brand loyalty toward fast fashion. Likert scale is a five point
scale which is used to allow the individual to express how much they agree or disagree with a
particular statement including 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, and
5 = Strongly agree [CITATION Sau19 \l 1033 ].

Noted: X is fashion brand (will be detailed constructed in the questionnaire design)

Measurement Code Scale items Citation(s)

Perceived PQ 1. X offers very good quality products [CITATION Jin17 \l
quality 2. X offers products of consistent quality 1033 ]
3. X offers very reliable products [CITATION Rav06 \l
4. Brand X offers very durable products 1033 ]
Brand BP 1. X products are excitement [CITATION Jin17 \l
personality 2. X products are attractiveness 1033 ]
3. X products are up-to-dateness
4. X products are sophistication
Organizationa OA 1. I trust the company which makes brand X [CITATION Jin17 \l
l associations 2. I like the company which makes brand X 1033 ]
3. The company which makes brand X has credibility [CITATION Rav06 \l
4. I would feel proud to own products from the company 1033 ]
which makes brand X
Perceived PV 1. X is good value for money [ CITATION Jin17 \l
Value 2. All things considered (price, time, and effort), X is a 1033 ]
good buy [ CITATION Hyu13 \l
3. Considering what I pay for X, I feel I get my 1033 ]
money’s worth
4. The price paid for X is very acceptable.

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Brand loyalty BL 1. I consider myself to be loyal to X [CITATION Jin17 \l
2. X would be my first choice when considering fast 1033 ]
fashion [CITATION Bin17 \l
3. I intend to keep purchasing X 1033 ]
4. I would recommend this brand X
5. I would not switch to another brand for the next time
Table 1 - Variable Measurement
3.4. Questionnaire Design

This questionnaire structure will be designed into 3 main parts:

- The first part is required question such as are you a student in universities
located in Binh Duong, and have you ever know about fast fashion.
- The second part is mostly a Demographic Questions part related to gender,
age, student-year, likely to shopping in fast fashion, and the brands they usually buy.
- The third part is the main questions part related to factors mentioning in this
study. Besides that, data will be collected by face-to-face and online survey as well that have
conducted analysis.

3.5. Statistical Model

In this research, the variables include as below:

 Independent Variables (IV): Perceived Quality, Brand

Personality, Organizational Association, Perceived Value
 Dependent Variable (DV): Brand Loyalty

This research uses Statistical Package for the Social Science (SPSS) software
version 20.0 for data analysis. This research uses Descriptive Statistics, Reliability Test,
Exploratory Factor Analysis (EFA), Correlation Test, Multiple Linear Regression for
conduction and measurement.

 Descriptive statistics: is the term given to the analysis of data that

helps describe, show or summarize data in a meaningful way. [ CITATION Desnd \l 1033 ].
It allow us to make conclusion from the data we have analyzed or reach conclusions
regarding any hypothesis we might have made [ CITATION Desnd \l 1033 ].
 Reliability Test: is the degree of consistency of a measure.
[ CITATION Mar09 \l 1033 ]. According to Nunnaly (1978), the scale is between 0 and 1,
also is reliable if Cronbach’s alpha is higher than 0.6 [ CITATION Mar09 \l 1033 ].

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  Exploratory Factor Analysis (EFA): It is used to identify the
structure of the relationship between the variable and the respondent [CITATION Expnd \l
1033 ]. It is used to identify the structure of the relationship between the variable and the
respondent [CITATION Expnd \l 1033 ].
 Correlation Test: Correlation is a bivariate analysis that measures the
strength of association between two variables: independent variables and a dependent
variable ([ CITATION Cornd \l 1033 ].
 Multiple Linear Regression: is used to explain the relationship
between one continuous dependent variable and four independent variables [CITATION
Whand \l 1033 ].

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 CHAPTER IV

DATA ANALYSIS, FINDINGS AND DISCUSSION

Explaining and discussing the finding of research. This chapter consists of 4

main sub-sections – descriptive of the sample, descriptive statistics, Reliability test,
Exploratory Factor Analysis, Correlation Test, Multiple Linear Regression, and Research
Finding.

4.1 Descriptive of the sample

There was a total of 172 respondents participating in the survey in which 41

respondents participating in the online survey and 131 respondents participating in the offline
survey. However, only 153 respondents gave valid answers. This means that the number of
respondents meets the minimum sample size (140 respodents), so the demographic data are
summarized in the below tables:

1.1. Gender

Gender
Frequency Percent Valid Percent Cumulative Percent
Male 62 40.5 40.5 40.5
Valid Female 91 59.5 59.5 100.0
Total 153 100.0 100.0
Table 2 - Descriptive Sample of Gender

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 Figure 2 - Descriptive Sample of Gender
The given table shows there are 153 respondents including 62 males and 91
females. The pie chart illustrates the percentage of female respondents is significantly higher
than the number of male respondents in this survey, at 59.48% for females and 40.52% for
males.

1.2. Age

Age
Frequency Percent Valid Percent Cumulative Percent
18-25 130 85.0 85.0 85.0
Valid 26-38 23 15.0 15.0 100.0
Total 153 100.0 100.0
Table 3- Descriptive Sample of Age

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 Figure 3- Descriptive Sample of Age

In terms of age group, it is clear that the highest percentage among those
respondents is from 18 to 25 years old, which accounts for 84.97%, whereas the group of
respondents who are from 26 to 38 years old is 15.03% left. People who have higher age are
not included in this survey.

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 1.3. What year are you a student?

What year are you a student?

Frequency Percent Valid Percent Cumulative Percent
Year 1 10 6.5 6.5 6.5
Year 2 17 11.1 11.1 17.6
Valid Year 3 39 25.5 25.5 43.1
Year 4 87 56.9 56.9 100.0
Total 153 100.0 100.0
Table 4 - Descriptive Sample of Student-year

Figure 4 - Descriptive Sample of Student-year

In terms of grade year of students, it is clear that the majority of students in
this survey are fourth-year students at 56.86%, followed by the third year at 25.49% and the
rest 11.11% and 6.54% for 2nd and 1st-year students respectively.

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 1.4. Do you like shopping at fast fashion brands?

Do you like shopping at fast fashion brands?

Frequency Percent Valid Percent Cumulative Percent
Yes 119 77.8 77.8 77.8
Valid No 34 22.2 22.2 100.0
Total 153 100.0 100.0
Table 5- Descriptive Sample of likely shopping at fast fashion brands

Figure 5 - Descriptive Sample of likely shopping at fast fashion brands

In the chart above it can be clearly seen that 77.78% of college students like to
shop at fast fashion stores and only a few about 22.22% say they do not like to shop in these
places.

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 1.5. Which of the following fast fashion brands are you most familiar with?

Which of the following fast fashion brands are you most familiar with?
Frequency Percent Valid Percent Cumulative Percent
Zara 73 47.7 47.7 47.7
Uniqlo 20 13.1 13.1 60.8
Valid H&M 33 21.6 21.6 82.4
Others 27 17.6 17.6 100.0
Total 153 100.0 100.0
Table 6 - Descriptive Sample of which fast fashion brands are most familiar with

Figure 6 - Descriptive Sample of which fast fashion brands are most familiar with
When university students were asked about the most familiar fast fashion
brand recognition to them, up to 47.71% said that Zara is the fastest fashion brand they are
most familiar with. The second-ranked brand, H&M, accounts for 21.57% while the
remaining 17.65% of them know other popular brands and 13.07% say that Uniqlo is the
brand they are most familiar with.

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 4.2 Descriptive Statistics

The observed variables are measured by Liker Scale with five levels, as follow:

1 – Strongly Disagree; 2 – Disagree; 3 – Neutral; 4 – Agree; 5 – Strongly Agree.

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
PQ1 153 1 5 3.32 .731
PQ2 153 1 5 3.35 .854
PQ3 153 2 5 3.37 .760
PQ4 153 1 5 3.22 .777
Valid N
153
(listwise)
Table 7 - Descriptive statistics of Perceived Quality (PQ)

Perceived quality Content Questions Mean

PQ1 Brand X offers very good quality products 3.32
PQ2 Brand X provides products of consistent quality 3.35
PQ3 Brand X offers very reliable products 3.37
PQ4 Brand X offers very durable products 3.22
Table 8 - Summary Meaning of Perceived Quality (PQ)

In terms of, Perceived quality, we can easily to see that the mean value of 4
items is from 3.22 to 3.37, and all of them are close to 4. It means that most respondents
agree with the statements in the questionnaire. The highest mean is PQ3 (Brand X offers very
reliable products) which has highest effect on respondent's choice. Meanwhile, PQ1 (Brand X
offers very good quality products), PQ2 (Brand X provides products of consistent quality),
and PQ4 (Brand X offers very durable products) which has the lower effect on respondent's
choice with the respectively figure of 3.32, 3.35 and 3.22. Generally, the standard deviation
of all 4 items ranges from 0.731 to 0.854 and below 1.00 so it indicates consistency in the
respondents’ answers.

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 Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
PV1 153 2 5 3.76 .639
PV2 153 2 5 3.52 .753
PV3 153 2 5 3.47 .735
PV4 153 2 5 3.74 .647
Valid N (listwise) 153
Table 9 - Descriptive Statistics of Perceived Value (PV)

Perceived value Content Questions Mean

PV1 Brand X is worth the money 3.76
Brand X is a good choice that my considerations include
PV2 3.52
(price, time and effort).
In terms of what I pay for brand X, I feel I am getting
PV3 3.47
value back
PV4 The price I paid for the brand X is very satisfactory 3.74
Table 10 - Summary Meaning of Perceived Value (PV)

Generally, the average mean of Perceived value ranges from 3.47 to 3.76 and
all of them close to 4, it means most respondents agree with the statements in the
questionnaire. PV1 (Brand X is worth the money) and PV4 (The price I paid for the brand X
is very satisfactory) are the 2 items that respondents choose the most then are PV2 (Brand X
is a good choice that my considerations include (price, time and effort) and PV3 (In terms of
what I pay for brand X, I feel I am getting value back) with the figure of 3.52 and 3.47
respectively. Overall, the standard deviation of all 4 items ranges from 0.639 to 0.753 and
below 1.00 so it also indicates consistency in the respondents’ answers.

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 Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
BP1 153 1 5 3.67 .865
BP2 153 1 5 3.66 .779
BP3 153 1 5 3.66 .828
BP4 153 1 5 3.50 .844
Valid N (listwise) 153
Table 11 - Descriptive Statistics of Brand Personality (BP)

Brand personality Content Questions Mean

BP1 Brand X brings excitement to me 3.67
BP2 The brand X appeals to me 3.66
BP3 Brand X always updates new trends 3.66
BP4 Brand X is sophisticated 3.50
Table 12 - Summary Meaning of Brand Personality (BP)

The given table above shows that the highest agreedable item with the mean of
3.67 of BP1 (Brand X brings excitement to me) and the second highest mean is 3.66 for both
BP2 (The brand X appeals to me) and BP3 (Brand X always updates new trends) while the
lowest mean is 3.50 of BP4 (Brand X is sophisticated) seems to less choice from the
respondents. Take a quick look, we can see that the standard deviation of all 4 items ranges
from 0.779 to 0.865 and below 1.00 so it also indicates consistency in the respondents’
answers and more accurate.

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 Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
OA1 153 1 5 3.15 .879
OA2 153 1 5 3.32 .915
OA3 153 1 5 3.07 .836
OA4 153 1 5 3.60 .913
Valid N (listwise) 153
Table 13 - Descriptive Statistics of Organizational Association (OA)

Organizationa Content Questions Mean

l associations
OA1 I believe in the company that makes up the
3.15
brand X
OA2 I like the company that makes up the X brand 3.32
OA3 The company that makes up the X brand is
3.07
reputable
OA4 I will feel proud to own products from the
3.60
company that makes the X brand
Table 14 - Summary Meaning of Organizational Association (OA)
The table demonstrates the highest mean value is OA4 (I will feel proud to
own products from the company that makes the X brand) at 3.60, while the lowest mean
value is OA3 (The company that makes up the X brand is reputable) at 3.07 to comparison
with other items. About the standard deviation of Organizational associations all of them are
from 0.836 to 0.915, and below 1 meaning that the data is more accurate. It is seemed that all
factors are similar to each other.

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 Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

BL1 153 1 5 3.53 .803

BL2 153 1 5 3.31 .815

BL3 153 1 5 3.39 .804

BL4 153 1 5 3.62 .786

BL5 153 2 5 3.71 .658

Valid N (listwise) 153

Table 15 - Descriptive Statistics of Brand Loyalty (BL)

Brand loyalty Content Questions Mean

BL1 I value myself as a loyal follower of brand X 3.53
BL2 Brand X would be my first choice when
3.31
thinking about fast fashion
BL3 I plan to continue to purchase brand X 3.39
BL4 I would recommend this brand X to someone
3.62
else
BL5 I will not switch to another brand next time 3.71
Table 16 - Summary Meaning of Brand Loyalty (BL)

Generally, the average mean of Brand loyalty ranges from 3.31 to 3.71. It
means that most respondents agree with the statements in the questionnaire. More
specifically, the highest mean value is BL5 (I will not switch to another brand next time) at
3.71, which is the highest agreeable item in the Brand loyalty component, following by the
3.62 of BL4 (I would recommend this brand X to someone else) and BL1 (I value myself as a
loyal follower of brand X) with the mean value at 3.53. Meanwhile, the lowest mean are BL2
(Brand X would be my first choice when thinking about fast fashion) and BL3 (I plan to
continue to purchase brand X) seemed to less choice from respondents at 3.31 and 3.39
respectively. The standard deviation of all 4 items ranges from 0.658 to 0.815 and below 1.00
so it also indicates consistency in the respondents’ answers and more accurate.

4.3 Reliability Test

The reliability analysis is conducted basing on Cronbach's Alpha value.

Cronbach's alpha will reflect the relationship among observed variables in a factor. The
minimum of Cronbach's alpha value of observed variables must be 0.6 or greater than 0.6
[ CITATION Kei181 \l 1066 ], If Cronbach’s alpha has a high value, which means the

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measurement scale is more reliable. Moreover, there are some standards to assess Cronbach’s
alpha can be seen as below:
- Below 0.60 is unacceptable
- Between 0.60 and 0.70 is questionable
- Between 0.70 and 0.80 is acceptable
- Between 0.80 and 0.90 is very good
- From 0.90 to 0.94 is excellence
- Above 0.94 consider shortening the scale
Besides, to increase Cronbach's Alpha, observed variables is excluded
following two criteria [CITATION Hai98 \l 1066 ]
- “Corrected item-total correlation” is less than 0.3
- The coefficient “Cronbach's alpha if item deleted” is greater than the current
Cronbach's Alpha.

3.1 Perceived quality

Reliability Statistics
Cronbach's Alpha N of Items
.864 4

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item-Total Cronbach's Alpha if Item
Item Deleted Item Deleted Correlation Deleted
PQ1 9.94 4.200 .737 .817
PQ2 9.91 3.663 .780 .797
PQ3 9.89 4.244 .678 .839
PQ4 10.05 4.228 .660 .846
Table 17 - Reliability Test of Perceived Quality (PQ)

The Cronbach ‘s Perceived quality is larger than 0.6 (0.864 > 0.6), and the
corrected item-total correlation of all items including PQ1, PQ2, PQ3 and PQ4 are higher
than 0.3 at 0.737, 0.780, 0.678 and 0.660, respectively. This means that all items are very
good. Therefore, those factors will be analyzed in Exploratory Factor Analysis (EFA)
analysis.

3.2 Perceived value

Reliability Statistics

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 Cronbach's Alpha N of Items
.757 4

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item-Total Cronbach's Alpha if Item
Item Deleted Item Deleted Correlation Deleted
PV1 10.73 2.974 .496 .731
PV2 10.97 2.519 .581 .686
PV3 11.02 2.651 .536 .712
PV4 10.75 2.741 .615 .671
Table 18 - Reliability Test of Perceived Value (PV)

The Cronbach’s Alpha of Perceived value is also larger than 0.6 (0.757 > 0.6),
and the Corrected Item-Total Correlation of four items comprising PV1, PV2, PV3 and PV4
are higher than 0.3 at 0.496, 0.581, 0.536 and 0.615 respectively. That means all of these four
items are also very good.

3.3 Brand personality

Reliability Statistics
Cronbach's Alpha N of Items
.821 4

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item-Total Cronbach's Alpha if
Item Deleted Item Deleted Correlation Item Deleted
BP1 10.82 4.317 .586 .803
BP2 10.84 4.177 .750 .729
BP3 10.84 4.072 .722 .738
BP4 10.99 4.533 .536 .824
Table 19 - Reliability Test of Brand Personality (BP)

The Cronbach ‘s Alpha of Brand personality is larger than 0.6 (0.821 > 0.6),
and the corrected item-total of all items including BP1, BP2, BP3, BP4 are bigger than 0.3 at
0.586, 0.750, 0.722 and 0.536, respectively. However, the Cronbach's Alpha if Item Deleted
of BP4 greater than Cronbach's Alpha (0.824 > 0.821), so this item will be rejected.

After testing the Reliability in the second time for Brand Personality with an
elimination of BP4, we have the result is:

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 Reliability Statistics
Cronbach's Alpha N of Items
.824 3

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha if
Item Deleted Item Deleted Total Correlation Item Deleted
BP1 7.32 2.153 .643 .798
BP2 7.33 2.197 .748 .695
BP3 7.33 2.224 .657 .781
Table 20 - Reliability Test of Brand Personality (BP) after elimination

The Cronbach ‘s Alpha of Brand personality is still larger than 0.6 (0.824 >
0.6), and the corrected item-total of all items including BP1, BP2, and BP3 are still bigger
than 0.3 at 0.643, 0.748, and 0.657, respectively. The “Cronbach's Alpha if Item Deleted” of
all item are lower than current Cronbach’s Alpha, so no items are eliminated. Thus, it reflects
the scale of measurement is reliable.
3.4 Organizational associations

Reliability Statistics
Cronbach's Alpha N of Items
.755 4

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item-Total Cronbach's Alpha if
Item Deleted Item Deleted Correlation Item Deleted
OA1 9.99 4.151 .647 .644
OA2 9.82 4.080 .629 .653
OA3 10.07 4.686 .513 .718
OA4 9.54 4.710 .429 .765
Table 21 - Reliability Test of Organizational Associations (OA)

The Cronbach’s Alpha of Organizational associations is also larger than 0.6

(0.755 > 0.6), and the Corrected Item-Total Correlation of five items including OA1, OA2,
OA3 and OA4 are higher than 0.3 at 0.647, 0.629, 0.513, and 0.429 respectively. However,
the Cronbach's Alpha if Item Deleted of OA4 greater than Cronbach's Alpha (0.765 > 0.755),
so this item will be rejected.
After testing the Reliability in the second time for Brand Personality with an
elimination of OA4, we have the result is:

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 Reliability Statistics
Cronbach's Alpha N of Items
.765 3

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item-Total Cronbach's Alpha if
Item Deleted Item Deleted Correlation Item Deleted
OA1 6.39 2.306 .611 .667
OA2 6.22 2.213 .609 .670
OA3 6.47 2.501 .571 .712
Table 22 - Reliability Test of Organizational Associations (OA) after elimination

The Cronbach ‘s Alpha of Brand personality is still larger than 0.6 (0.765 >
0.6), and the corrected item-total of all items including OA1, OA2, and OA3 are still bigger
than 0.3 at 0.611, 0.609, and 0.571, respectively. Therefore, only OA1, OA2 and OA3 will be
also analyzed in Exploratory Factor Analysis (EFA) analysis.
3.5 Brand loyalty

Reliability Statistics
Cronbach's Alpha N of Items
.816 5

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item-Total Cronbach's Alpha if
Item Deleted Item Deleted Correlation Item Deleted
BL1 14.03 5.618 .628 .773
BL2 14.24 5.514 .648 .767
BL3 14.17 5.589 .637 .770
BL4 13.93 5.654 .638 .770
BL5 13.85 6.602 .480 .813
Table 23 - Reliability Test of Brand Loyalty (BL)

The Cronbach ‘s Alpha of Brand loyalty is also larger than 0.6 (0.816 > 0.6),
and the corrected item-total of all items including BL1, BL2, BL3, BL4, and BL5 are also
higher than 0.3 at 0.628, 0.648, 0.637, 0.638, and 0.480 respectively. This means that all
items are very good. Therefore, those factors will be analyzed in Exploratory Factor Analysis
(EFA) analysis.

After testing the Reliability, so we should keep:

 Perceived quality: PQ1, PQ2, PQ3, PQ4

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  Perceived value: PV1, PV2, PV3, PV4
 Brand personality: BP1, BP2, BP3
 Organizational associations: OA1, OA2, OA3
 Brand loyalty: BL1, BL2, BL3, BL4, BL5

4.4 Exploratory factor analysis (EFA)

This analysis is conducted by KMO and Bartlett’s test.

• The Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) is a statistic that

indicates how an appropriate dataset is for factor analysis. When the KMO value is from 0.8
to 1.0, that indicates that the analyzed factors may be useful. If the value is small than 0.50,
the results of the factor analysis probably will not be very useful [CITATION Cer77 \l 1066 ]
• Bartlett's test indicates whether or not that variable is correlated. The significance
level which less than 0.05 reveals that factor analysis may be useful. [CITATION Cer77 \l
1066 ]
Additionally, the eigenvalues should be significantly greater than 1, if it is lower than 1, it
will be eliminated[CITATION Hai \l 1066 ]. In terms of Total Variance Explained, the value
of this factor should be higher than 50% [ CITATION Nie12 \l 1066 ].
a) Independent Variables

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .793
Approx. Chi-Square 857.445
Bartlett's Test of Sphericity df 91
Sig. .000
Table 24 - KMO and Bartlett's Test of Independent Variables

The table shows that KMO is 0.793 (0.5 < KMO < 1.0) and Sig. for Bartlett ‘s Test was
lower than 0.05 that means these results were satisfied criteria of EFA analysis.

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 Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared Loadings
Loadings
Total % of Cumulativ Total % of Cumulativ Total % of Cumulative %
Variance e% Variance e% Variance
1 3.818 27.269 27.269 3.818 27.269 27.269 2.856 20.397 20.397
2 3.080 22.002 49.271 3.080 22.002 49.271 2.393 17.096 37.493
3 1.546 11.043 60.314 1.546 11.043 60.314 2.363 16.876 54.368
4 1.228 8.774 69.088 1.228 8.774 69.088 2.061 14.719 69.088
5 .715 5.105 74.193
6 .591 4.219 78.412
7 .540 3.859 82.271
8 .453 3.234 85.505
9 .438 3.128 88.633
10 .403 2.878 91.511
11 .362 2.589 94.100
12 .353 2.523 96.622
13 .264 1.886 98.509
14 .209 1.491 100.000
Extraction Method: Principal Component Analysis.
Table 25 - Total Variance Explained of Independent Variables

Rotated Component Matrixa

Component
1 2 3 4
PQ2 .855
PQ1 .838
PQ3 .805
PQ4 .801
BP1 .863
BP2 .828
BP3 .793
PV4 .803
PV2 .771
PV3 .737
PV1 .660
OA3 .837
OA1 .796
OA2 .707
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
Table 26 - Rotated Component Matrix of Independent Variables

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 After running the exploratory factor analysis (EFA), there are four
independent factors were determined from the analysis. The Eigenvalues of all factors is
above 1.0, which indicate each factor explains at least as much variance as one observed
variable. Factors explain 69.088% total variable of observed variables.

Factor loadings of all variable is presented in Rotated component matrix,

Factor loadings score of all the items are above 0.5, most of them is higher 0.7, so there is no
item in variable is rejected. All items are good enough in the next analyses.

The items are categorized into four components and put in the same groups.
The results can be explained:

Component 1: PQ1, PQ2, PQ3, PQ4

Component 2: BP1, BP2, BP3
Component 3: PV1, PV2, PV3, PV4
Component 4: OA1, OA2, OA3

b) Dependent Variable

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .808
Approx. Chi-Square 242.723
Bartlett's Test of
df 10
Sphericity
Sig. .000
Table 27 - KMO and Bartlett's Test of Dependent Variable

The table shows that KMO is 0.808 (0.5 < KMO < 1.0) and Sig. for
Bartlett ‘s Test was lower than 0.05 that means these results were satisfied criteria of EFA
analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.879 57.578 57.578 2.879 57.578 57.578
2 .754 15.087 72.665
3 .526 10.527 83.192
4 .484 9.678 92.870
5 .357 7.130 100.000

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 Extraction Method: Principal Component Analysis.
Table 28 - Total Variance Explained of Dependent Variable

Component Matrixa
Component
1
BL2 .793
BL4 .785
BL3 .785
BL1 .778
BL5 .642
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
Table 29 - Component Matrix of Dependent Variable

According to the table of Total Variance Explained, there is one component

that has the Eigenvalues is greater than 1 (at 2.879). In addition, the total variance explained
is at 57.578% (higher than 50%), this means that the component of Brand loyalty can explain
567.578% of total variance. Moreover, the factor loadings score of all the observed dependent
variable in are above 0.5, satisfies the minimum value. Therefore, BL1, BL2, BL3, BL4, and
BL5 are accepted and used for further steps. The remained items for dependent variable after
this step can be summarized as below:
Component: BL1, BL2, BL3, BL4, and BL5
4.5 Correlation analysis

Correlations
BL PQ PV BP OA
**
Pearson Correlation 1 -.027 -.074 .628 .567**
BL Sig. (2-tailed) .737 .366 .000 .000
N 153 153 153 153 153
Pearson Correlation -.027 1 .399** -.111 -.011
PQ Sig. (2-tailed) .737 .000 .172 .891
N 153 153 153 153 153
Pearson Correlation -.074 .399** 1 -.077 -.025
PV Sig. (2-tailed) .366 .000 .346 .756
N 153 153 153 153 153
Pearson Correlation .628** -.111 -.077 1 .479**
BP Sig. (2-tailed) .000 .172 .346 .000
N 153 153 153 153 153
Pearson Correlation .567** -.011 -.025 .479** 1
OA Sig. (2-tailed) .000 .891 .756 .000
N 153 153 153 153 153
**. Correlation is significant at the 0.01 level (2-tailed).
Table 30 - Correlation Test

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Final year project BUS 450 41
 On this table above, we can clearly be seen that

- The Pearson Correlation of Percieved quality (PQ) and Brand loyalty (BL) is
r = -0.027 and Sig. (2-tailed) level is 0.737 > 0.05. This means there is a negative correlation
between Percieved quality (PQ) and Brand loyalty (BL).

- The Pearson Correlation of Percieved value (PV) and Brand loyalty (BL) is r
= -0.074. and Sig. (2-tailed) level is 0.366 > 0.05. This means there is a negative correlation
between Percieved value (PV) and Brand loyalty (BL).

- The Pearson Correlation of Brand personality (BP) and Brand loyalty (BL) is
r = 0.628 and Sig. (2-tailed) level is 0.000 < 0.05. This means there is a positive correlation
between Brand personality (BP) and Brand loyalty (BL).

- The Pearson Correlation of Organization Associations (OA) and Brand

loyalty (BL) is r = 0.567 and Sig. (2-tailed) level is 0.000 < 0.05. This means there is a
positive correlation between Organization Associations (OA) and Brand loyalty (BL).

With the highest number of Pearson Correlation is r = 0.628 and Sig. (2-tailed)
level is 0.000 < 0.05, Brand personality (BP) shows the strongest correlation with the Brand
loyalty (BL).

4.6 Multiple regression analysis

Multiple regression analysis is a way of predicting an outcome variable from

several predictor variables. According to [ CITATION Fie09 \l 1066 ], the multiple
regression equation is constructed as below: Y = b0 + b1X1 + b2X2 + . . . + bnXn + εi

Y is the outcome variable b0 is the intercept (constant)

b1 is the coefficient of the first predictor (X1)

b2 is the coefficient of the second predictor (X2)

bn is the coefficient of the nth predictor (Xn), and εi is the difference between
the predicted and the observed value of Y for the ith participant.

Moreover, there are 3 tables contained important information that a researcher

should interpret that are Model summary, ANOVA and Coefficients.

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 Model Summaryb
Model R R Square Adjusted R Std. Error of the Durbin-Watson
Square Estimate
1 .699a .488 .475 .42656 1.487
a. Predictors: (Constant), OA, PQ, PV, BP
b. Dependent Variable: BL
Table 31 - Model Summary

The Adjusted R Square shows the influence of the independent variables on

the dependent variable. According to this table, Adjusted R Square is 0.475, meaning that the
two independent variables included in this test affect 47.5% of the change in the dependent
variable, the remaining percentage is due to factors outside the model and random errors

The Durbin-Watson statistic is a test to measure the first-order autocorrelation

in a dataset, the value of test from 1.5 to 2.5 is relatively normal, values outside of this range
(from 1.5 to 2.5) could be cause defect in the model such as autocorrelation[ CITATION
Fie09 \l 1066 ]. Durbin-Watson test is 1.487, which can be assumed that no autocorrelation
presents in the data of research.

ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 25.702 4 6.425 35.313 .000b
1 Residual 26.929 148 .182
Total 52.631 152
a. Dependent Variable: BL
b. Predictors: (Constant), OA, PQ, PV, BP
Table 32 - ANOVA analysis

The significant level of F-test is crucial indicator that need to focus. The value
of F-test is equal 35.313 and highly significant (sig. = 0.000) less than 0.05. That means that
the linear regression model can be accepted.

Coefficientsa
Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics
Coefficients
B Std. Error Beta Tolerance VIF
(Constant) 1.265 .334 3.784 .000
PQ .042 .058 .047 .735 .464 .832 1.202
1 PV -.054 .071 -.048 -.751 .454 .839 1.191
BP .385 .056 .465 6.884 .000 .759 1.318
OA .279 .055 .343 5.117 .000 .769 1.301
a. Dependent Variable: BL
Table 33 - Coefficients

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 Analyzing the Coefficients table, we can see that the regression coefficients of
the independent variables of both Brand personality (BP) and Organization Associations
(OA) are less than 0.05. Therefore, these independent variables have explanatory meaning for
the dependent variable. With the Standardized Coefficients Beta of 0.383 and t-value 6.929,
Brand personality (BP) is the independent variable that has the strongest influence on the
change of the dependent variable, which is Brand Loyalty (BL) in the scope of this study. The
other is the Standardized Coefficients Beta of 0.281 and 5.172 in t-value also shows
Organization Associations (OA) is the independent variable that has also the strongest
influence on the change of the dependent variable.

Meanwhile, the regression coefficients of the independent variables of both

Perceived quality (PQ) and Perceived value (PV) are higher than 0.05. According
to[ CITATION Fie09 \l 1066 ], the Sig. of one predictor is equal or less than 0.05, it has a
significant impact on the dependent variable. Therefore, these independent variables have not
explanatory meaning for the dependent variable, or they have not a positive impact on the
dependent variable.

In terms of the VIF is the value for testing multicollinearity phenomenon. For
research topics with models and questionnaires using the Likert scale, the VIF index of less
than 2 will not occur multicollinearity. [ CITATION Fie09 \l 1066 ] also defined that that
VIF shows a clear linear relationship between a predictor and the other predictors. And, the
value of VIF should be less than 2. Finally, the Tolerance should be at least higher than 0.2
(below 0.2 is consider as too much multicollinearity) [ CITATION Fie09 \l 1066 ]. As shown
in this table, the VIF index and the Tolerance of all independent variables are satisfied the
condition, so no multicollinearity occurs.

Thus, there is enough evidence to conclude that:

 H1 is not supported: Perceived quality have a positively

influence on the brand loyalty of students towards fast fashion (β = 0.042, t =0.735,
Sig value = 0.464 > 0.05)
 H2 is supported: Brand personality have a positively influence
on the brand loyalty of students towards fast fashion (β = 0.385, t =6.884, Sig value =
0.000 < 0.05)

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  H3 is supported: Organizational associations have a positively
influence on the brand loyalty of students towards fast fashion (β = 0.279, t =5.117,
Sig value = 0.000 < 0.05)
 H4 is not supported: Perceived value have a positively
influence on the brand loyalty of students towards fast fashion (β = -0.054, t = -0.751,
Sig value = 0.454 > 0.05).

According to the above results, the regression equation is given as below:

BL = 1.214 + 0.382 * BP + 0.281 * OA

4.7 Research Findings and Discussion

After the statistical analysis, the results conducted some relationship between
independent variables and dependent variable. Particularly, Brand personality and
Organizational associations have a significant and positive correlation with Brand loyalty.

Hypothesis Beta Sig. Result

Perceived quality has a positively influence on the
H1 0.042 0.464 Rejected
brand loyalty of students towards fast fashion
Brand personality has a positively influence on the
H2 0.385 0.000 Accepted
brand loyalty of students towards fast fashion
Organizational associations has a positively
H3 influence on the brand loyalty of students towards 0.279 0.000 Accepted
fast fashion
Perceived value has a positively influence on the
H4 -0.054 0.454 Rejected
brand loyalty of students towards fast fashion
Table 34 - Summary of Hypothesis Testing

The result of the research has some highlights:

The research model can explain 47.5% of the Brand loyalty of students in
Binh Duong towards fast fashion by four dimensions of including Perceived quality, Brand
personality, Organizational associations, and Perceived value. However, Perceived quality
and Perceived quality are removed because they do not satisfy the conditions of Sig. (2-
tailed) level in the Correlation analysis, it means that these independent variables will be
disqualified from the next regression test. It proves that these factors have a negative
influence on the brand loyalty of students towards fast fashion in Binh Duong. This is even
more apparent after running the Multiple regression analysis, they are also satisfy conditions
in this stage. Meanwhile, Brand personality and Organizational associations are the factors
that have a positive influence on the brand loyalty of students towards fast fashion in the case

Final year project BUS 450 45

conducted in Binh Duong. According to the table above also points out that the Brand
personality is the factor which have the strongest influence on the brand loyalty of students
towards fast fashion in Binh Duong with the β value at 0.385.

7.1. The effects of Perceived quality on student’s Brand loyalty towards fast
fashion

The Perceived quality is found to not support the Brand loyalty of students in
Binh Duong. Although in the run of coefficients showed that the Perceived quality satisfy the
condition of VIF (VIF =1.202) is lower than 2 considered not causing multicollinearity.
However, this independent variable has the sig value higher than 0.05. Therefore, it points out
that the relationship between Perceived quality and Brand loyalty is not strongly favored
through this research. Dispite of this research is tested in the different context, this result is
also suppoted by the result in the earlier studies done by [ CITATION Jin17 \l 1066 ]. Jin et
al. (2017) also stated that it is true for many fast fashion businesses since the perceived
quality does not become an important factor of the purchase decision of young customers
when more and more college students seem to pay much more attention to the fashionable
styles and price rather than the quality of the product. It can be seen that the students
surveyed in Binh Duong and the students surveyed according to the Jin et al. (2017), survey
is the same since the Percieved quality are not the factors affecting their Brand loyalty
towards fast fashion.

7.2. The effects of Brand personality on student’s Brand loyalty towards fast
fashion

Obviously, Brand personality has a positive effect on student’s Brand loyalty

towards fast fashion. Interesting, this factor has high correlation value with Brand loyalty in
this paper, Brand personality becomes the strongest to keep the Brand loyalty of students
towards fast fashion. This is even more apparent when the sig value of this independent
variable satisfy the condition and the item with the highest loading factor was BP2 (The
brand X appeals to me). In contrast, the result from Jin et al. (2017) and Azzahra S. (2018)
had showed that the excitement, attractiveness, or fashionable from Brand personality might
not contribute to the brand loyalty of youth customers. In a different context, particularly this
research conducted in Binh Duong indicates that young consumers like students in Binh
Duong who really care about the Brand personality can bring to them excitement,

Final year project BUS 450 46

attractiveness, and fashionable. It is simple to understand that youth customers nowadays
seem to focus on the uniqueness of the Brand that can keep their brand loyalty.

7.3. The effects of Organizational associations on student’s Brand loyalty

towards fast fashion

Organizational associations are another factor that personality has a positive

effect on student’s Brand loyalty towards fast fashion. Unable to argue when this independent
variable has a high correlation value with Brand loyalty in this paper, Organizational
associations also become the strongest to keep the Brand loyalty of students towards fast
fashion. Evidence is both results from running the Correlation analysis and Multiple
regression analysis are satisfied with the condition. This factor is also supported by the result
in the earlier studies done by Jin et al. (2017) and Aaker, D. (1991). The research of Aaker,
D. (1991) also showed that Organizational associations have a significant influence on Brand
loyalty when the liking and trustfulness towards the organization can make a brand add more
value to their customers by improving the positive feelings or attitudes or even the reason
why the customer has to buy the product from that company. In this research also proves that
youth consumers especially in Binh Duong also pay much more attention to the Organization
associations via tracking news from media, internet or maganizes towards fast fashion
busniess. The typical example is that more and more fast fashion businesses collaborate with
many celebrities to rise the trust form customers and increase in sales via a lot of retail
channels. That’s why building the Brand organization plays a vital strategy for many
marketers in different fast fashion businesses to keep the trust from customers and their
loyalty.

7.4. The effects of Perceived value on student’s Brand loyalty towards fast
fashion

Similarly, Perceived value is also found to not support the Brand loyalty of
students in Binh Duong. This is even more apparent after running the Correlation analysis
and Multiple regression analysis when this independent variable do not satisfy for both the
conditions of Sig. (2-tailed) level in those analyses is higher than 0.05. It proves that the
relationship between Perceived value and Brand loyalty is not strongly favored via this
research. However, in the research of Jin et al. (2017) and Azzahra S. (2018), the Perceived
value is one of the effects of fast fashion’s perceived value in college students while this
survey conducted in Binh Duong and it contradicts that result. It proves that students in Binh

Final year project BUS 450 47

Duong seem to less much more attention to the fast fashion apparel can provide them the best
value.

CHAPTER V

CONCLUSION

Giving some recommendations to the manufacturers and distributors, how meaningful

the study is and its limitations in the study process.

5.1. Finding summary

This study is established to determine the factors affecting to the brand loyalty
of university students toward fast fashion field. In addition, this research examines which
factors have the most significant effect according to the university students’ brand loyalty in
the fast fashion field. There was a total of 172 respondents participating in the survey in
which 41 respondents participating in the online survey and 131 respondents participating in
the offline survey. However, only 153 respondents gave valid answers. Thanks to SPSS tool,
after analyzed the statistical analysis, the study found out that Brand Personality and
Organizational Associations have positive effects on the brand loyalty of university students
toward fast fashion, meanwhile, Perceived Quality and Perceived Value are eliminated.
Finally, Brand personality has the most positively influence on the brand loyalty of students
towards fast fashion.

5.2. Managerial implication

Successful fast fashion brands are found to make great effort to get more
involvement. For example, H&M is working a lot on it. The consumers can find “H&M
Magazine” for free in its stores now. It is a new way to attract the potential consumers or fans
to process its products as well as its fashion style idea. Moreover, for fast fashion, there are
some young people are extremely involved, they are spending considerable time and money
for latest style, and have passion to share their experience or their own fashion opinions with
others. So, to take advantage of the opinion leaders to drag more consumers get involvement,
need to naturally involve the opinion leaders as such as possible. The marketers should
identify the opinion leaders, which is also a big work, and then focus on keep touch in them,

Final year project BUS 450 48

by sending subscribed emails of new arrivals, recently discount, or just fashion trend to keep
the brand image in their minds.

Since brand managers and marketing practitioners often have limited

resources to implement marketing/ branding strategies, these findings can help them prioritize
and allocate their resources branding strategies, these findings can help them prioritize and
allocate their resources should consider the relative importance of different brand equity
dimensions and should concentrate their effort on building brand loyalty and enhancing the
consumer perceptions that lead to consumer loyalty.

5.3. Limitation and Recommendation for futher researches

 Limitation

This present study has several limitations to be addressed. Firstly, although we

completed to collect and analyze data from 153 answerers, the sample size is still small.
Moreover, this study is only established in university students located on Binh Duong and the
age group is also limited as well, so it is not reflecting full of meaning instead of surveying in
whole population. Therefore, the results of this study maybe not accurate one hundred
percent in some cases.

 Recommendation for further researches

Future study could explore the development and application of traditional

branding theory to retailer branding, specifically including store image dimensions. In
addition, focusing on the very nature of retailing, presenting consumers with a combination
of products, services and experiences, arising from business processes. Finally, future studies
could investigate retail brand equity by including retail store physical environment and
service quality dimensions in the luxury fashion retail context.

Final year project BUS 450 49

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 APPENDIX

Appendix 1: Survey Questionnaire – English version:

QUESTIONAIRE

Hello guys,

My name's Tran Pham Chi Tam, I'm a senior at Eastern International University (EIU). I'm
currently working on a survey project on "KEY ELEMENTS AFFECTING TO
UNIVERSITY STUDENTS’ BRAND LOYALTY TOWARD FAST FASHION". For
this purpose, I invite you to participate in this survey by answering the questionnaires given
below. Your feedback will help me have a better understanding of students' brand loyalty to
fast fashion via the research results, I also look forward to sharing it with fast-fashion brands
to help them understand more about the needs and wants of young consumers and enhancing
the quality to meet the needs of shopping.

** "Fast fashion segment - cheap price", also known as "Fast fashion" - is a model of mass
production, in a short time to sell trend-catching products at low prices. Famous fast fashion
brands such as: Zara, H&M, Mango, Uniqlo, Canifa ...

I. REQUIRED QUESTION
1. Are you studying at colleges or universities in Binh Duong province?
Yes, I am
No, I am not (If you select "No, I am not" please skip this survey)

2. Have you ever known the fast segment - cheap fashion brands?
Yes, I have
No, I haven’t (If you select "No, I haven’t" please skip this survey)

II. PART II: PERSONAL INFORMATION

1. What is your gender?

Male
Female

2. What age are you?

18-25

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 26-38

3. What year are you a student?

First-year student
Second-year student
Third-year student
Final-year student

4. Do you like shopping at fast fashion brands?

Yes, I do
No, I don’t

5. Which of the following fast fashion brands are you most familiar with?

Zara
Uniqlo
H&M
Others

3. Key elements affecting to university student’s brand loyalty towards fast fashion

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  Please indicate the extent of your agreement and disagreement with each
statement below by ticking X from 1 to 5

(X represents the fast fashion brands: Zara, H&M, Mango, ASOS, GAP, NEW LOOK,
Forever 21…)

Factors 1 2 3 4 5

(Strongly (Disagree) (Neutral) (Agree) (Strongly

Disagree) Agree)

Perceived quality

PQ1 Brand X offers very good quality products

PQ2 Brand X provides products of consistent quality

PQ3 Brand X offers very reliable products

PQ4 Brand X offers very durable products

Perceived value

PV1 Brand X is worth the money

PV2 Brand X is a good choice that my considerations

include (price, time and effort).

PV3 In terms of what I pay for brand X, I feel I am

getting value back

PV4 The price I paid for the brand X is very

satisfactory

Brand personality

BP1 Brand X brings excitement to me

BP2 The brand X appeals to me

BP3 Brand X always updates new trends

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BP4 Brand X is sophisticated

Organizational associations

OA1 I believe in the company that makes up the brand

X

OA2 I like the company that makes up the X brand

OA3 The company that makes up the X brand is

reputable

OA4 I will feel proud to own products from the

company that makes the X brand

4. THE DECISION OF STUDENT'S BRAND LOYALTY

1 2 3 4 5

Brand loyalty (Strongly (Disagree) (Neutral) (Agree) (Strongly

Disagree) Agree)

BL1 I value myself as a loyal follower of brand X

BL2 Brand X would be my first choice when thinking

about fast fashion

BL3 I plan to continue to purchase brand X

BL4 I would recommend this brand X to someone else

BL5 I will not switch to another brand next time

Thank you for completing this questionnaire!

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Final year project BUS 450 61
Appendix 2: Survey Questionnaire – Vietnamese version:

BẢNG CÂU HỎI

Chào các bạn,

Tôi tên là Trần Phạm Chí Tâm, hiện đang là sinh viên năm cuối của trường Đại học quốc tế
Miền Đông (EIU). Tôi đang thực hiện dự án khảo sát về “Các yếu tố chính ảnh hưởng đến
lòng trung thành thương hiệu của sinh viên đối với thời trang phân khúc nhanh – giá rẻ”.
Với mục đích này, tôi mời bạn tham gia cuộc khảo sát bằng cách trả lời bảng câu hỏi bên
dưới. Ý kiến phản hồi của bạn sẽ giúp cho tôi hiểu thêm về lòng trung thành thương hiệu của
sinh viên đối với “thời trang phân khúc nhanh – giá rẻ” và đồng thời thông qua kết quả
nghiên cứu, tôi mong muốn được chia sẻ với các nhãn hàng “thời trang nhanh” để họ hiểu
thêm về nhu cầu và mong muốn của giới trẻ và sẽ cải thiện về chất lượng nhằm đáp ứng tốt
hơn nhu cầu mua sắm.

**“Thời trang phân khúc nhanh – giá rẻ” hay còn được gọi là “Thời trang nhanh”- là mô
hình sản xuất thời trang hàng loạt, trong thời gian ngắn nhằm bán những sản phẩm bắt kịp xu
hướng với giá thành thấp. Các nhãn hàng thời trang nhanh nổi tiếng như là: Zara, H&M,
Mango, Uniqlo, Canifa...

PHẦN I. CÂU HỎI BẮT BUỘC

1. Bạn có đang học ở các trường cao đẳng hoặc đại học trong địa bàn tỉnh Bình Dương
không?
Có
Không (Nếu chọn “không” vui lòng bỏ qua khảo sát này)

2. Bạn đã từng biết đến các nhãn hàng thời trang phân khúc nhanh – giá rẻ bao giờ
chưa?
Có
Chưa bao giờ (Nếu chọn “chưa bao giờ” vui lòng bỏ qua khảo sát này)

PHẦN II: THÔNG TIN CÁ NHÂN

1. Giới tính của bạn là gì?

Nam
Nữ

Final year project BUS 450 62

 2. Bạn đang trong độ tuổi nào?
18-25
26-38

3. Bạn đang là sinh viên năm mấy?

Năm 1
Năm 2
Năm 3
Năm 4

4. Bạn có thích mua sắm ở các nhãn hàng thời trang phân khúc nhanh – giá rẻ không?
Có
Không

5. Thương hiệu thời trang phân khúc nhanh – giá rẻ nào sau đây mà bạn quen thuộc
nhất?
Zara
Uniqlo
H&M
Others

PHẦN III: CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN LÒNG TRUNG THÀNH THƯƠNG
HIỆU CỦA SINH VIÊN ĐỐI VỚI THỜI TRANG PHÂN KHÚC NHANH - GIÁ RẺ

Vui lòng chọn (01) thương hiệu thời trang phân khúc nhanh – giá rẻ mà bạn quen thuộc nhất
với thương hiệu đó để làm khảo sát và cho biết biết mức độ đồng ý và không đồng ý của bạn đối
với mỗi ô dưới đây bằng cách đánh dấu X từ 1 đến 5 tương ứng.

*X là đại diện cho (01) thương hiệu bạn quen thuộc nhất mà bạn chọn để làm khảo sát
như: Zara, H&M, Mango, ASOS, GAP, NEW LOOK, Forever 21, Canifa...

Yếu tố 1 2 3 4 5

(Rất (Không (Không (Đồng (Rất

không đồng ý) có ý ý) đồng
đồng ý

Final year project BUS 450 63

 kiến) ý)

Cảm nhận về chất lượng (Perceived quality)

PQ1 Thương hiệu X cung cấp các sản phẩm chất lượng
rất tốt

PQ2 Thương hiệu X cung cấp các sản phẩm có chất

lượng đồng nhất

PQ3 Thương hiệu X cung cấp các sản phẩm rất đáng tin
cậy

PQ4 Thương hiệu X cung cấp các sản phẩm rất bền

Cảm nhận về giá trị (Perceived value)

PV1 Thương hiệu X thì đáng đồng tiền, bát gạo

PV2 Thương hiệu X là một lựa chọn tốt mà những yếu tố

tôi cân nhắc bao gồm (giá cả, thời gian và công sức)

PV3 Xét về mặt những gì tôi chi trả cho thương hiệu X,
tôi cảm thấy tôi nhận lại được giá trị tương xứng

PV4 Giá cả mà tôi chi trả cho thương hiệu X thì rất thỏa
đáng

Cá tính thương hiệu (Brand personality)

BP1 Thương hiệu X mang lại sự phấn khích đối với tôi

BP2 Thương hiệu X mang lại sức hấp dẫn đối với tôi

BP3 Thương hiệu X luôn cập nhật xu thế mới

BP4 Thương hiệu X rất là tinh xảo và cầu kỳ

Final year project BUS 450 64

Sự liên kết tổ chức (Organizational associations)

OA1 Tôi tin tưởng vào công ty tạo nên thương hiệu X

OA2 Tôi thích công ty tạo nên thương hiệu X

OA3 Công ty tạo nên thương hiệu X thì có uy tín

OA4 Tôi sẽ cảm thấy tự hào khi sở hữu các sản phẩm từ
công ty tạo nên thương hiệu X

PHẦN IV. Ý ĐỊNH QUYẾT ĐỊNH LÒNG TRUNG THÀNH THƯƠNG HIỆU CỦA
SINH VIÊN

1 2 3 4 5

Lòng trung thành thương hiệu (Brand loyalty) (Rất (Không (Không (Đồng (Rất
không đồng ý) có ý ý) đồng
đồng ý kiến) ý)

BL1 Tôi đánh giá bản thân mình là người trung thành với
thương hiệu X

BL2 Thương hiệu X sẽ là lựa chọn đầu tiên của tôi khi
nghĩ về thời trang nhanh

BL3 Tôi dự định tiếp tục mua hàng của thương hiệu X

BL4 Tôi muốn giới thiệu thương hiệu X này với người

Final year project BUS 450 65

 khác

BL5 Tôi sẽ không chuyển sang thương hiệu khác cho lần
mua sau

Xin chân thành cảm ơn

Final year project BUS 450 66

Appendix 3: Additional Tables:

Statistics

Gender Age What year are Do you like Which of the

you a student? shopping at fast following fast
fashion brands? fashion brands
are you most
familiar with?

Valid 153 153 153 153 153

N
Missing 0 0 0 0 0

Gender

Frequency Percent Valid Percent Cumulative

Percent

Male 62 40.5 40.5 40.5

Valid Female 91 59.5 59.5 100.0

Total 153 100.0 100.0

Age

Frequency Percent Valid Percent Cumulative

Percent

18-25 130 85.0 85.0 85.0

Valid 26-38 23 15.0 15.0 100.0

Total 153 100.0 100.0

What year are you a student?

Frequency Percent Valid Percent Cumulative

Percent

Year 1 10 6.5 6.5 6.5

Year 2 17 11.1 11.1 17.6

Valid Year 3 39 25.5 25.5 43.1

Year 4 87 56.9 56.9 100.0

Total 153 100.0 100.0

Final year project BUS 450 67

 Do you like shopping at fast fashion brands?

Frequency Percent Valid Percent Cumulative

Percent

Yes 119 77.8 77.8 77.8

Valid No 34 22.2 22.2 100.0

Total 153 100.0 100.0

Which of the following fast fashion brands are you most familiar with?

Frequency Percent Valid Percent Cumulative

Percent

Zara 73 47.7 47.7 47.7

Uniqlo 20 13.1 13.1 60.8

Valid H&M 33 21.6 21.6 82.4

Others 27 17.6 17.6 100.0

Total 153 100.0 100.0

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

PQ1 153 1 5 3.32 .731

PQ2 153 1 5 3.35 .854
PQ3 153 2 5 3.37 .760
PQ4 153 1 5 3.22 .777
Valid N (listwise) 153

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

PV1 153 2 5 3.76 .639

PV2 153 2 5 3.52 .753
PV3 153 2 5 3.47 .735
PV4 153 2 5 3.74 .647
Valid N (listwise) 153

Final year project BUS 450 68

 Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

BP1 153 1 5 3.67 .865

BP2 153 1 5 3.66 .779
BP3 153 1 5 3.66 .828
BP4 153 1 5 3.50 .844
Valid N (listwise) 153

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

OA1 153 1 5 3.15 .879

OA2 153 1 5 3.32 .915
OA3 153 1 5 3.07 .836
OA4 153 1 5 3.60 .913
Valid N (listwise) 153

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

BL1 153 1 5 3.53 .803

BL2 153 1 5 3.31 .815
BL3 153 1 5 3.39 .804
BL4 153 1 5 3.62 .786
BL5 153 2 5 3.71 .658
Valid N (listwise) 153

Reliability Statistics

Cronbach's N of Items
Alpha

.864 4

Final year project BUS 450 69

 Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

PQ1 9.94 4.200 .737 .817

PQ2 9.91 3.663 .780 .797
PQ3 9.89 4.244 .678 .839
PQ4 10.05 4.228 .660 .846

Reliability Statistics

Cronbach's N of Items
Alpha

.757 4

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

PV1 10.73 2.974 .496 .731

PV2 10.97 2.519 .581 .686
PV3 11.02 2.651 .536 .712
PV4 10.75 2.741 .615 .671

Reliability Statistics

Cronbach's N of Items
Alpha

.821 4

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

BP1 10.82 4.317 .586 .803

BP2 10.84 4.177 .750 .729
BP3 10.84 4.072 .722 .738
BP4 10.99 4.533 .536 .824

Final year project BUS 450 70

 Reliability Statistics

Cronbach's N of Items
Alpha

.824 3

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

BP1 7.32 2.153 .643 .798

BP2 7.33 2.197 .748 .695
BP3 7.33 2.224 .657 .781

Reliability Statistics

Cronbach's N of Items
Alpha

.755 4

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

OA1 9.99 4.151 .647 .644

OA2 9.82 4.080 .629 .653
OA3 10.07 4.686 .513 .718
OA4 9.54 4.710 .429 .765

Reliability Statistics

Cronbach's N of Items
Alpha

.765 3

Final year project BUS 450 71

 Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

OA1 6.39 2.306 .611 .667

OA2 6.22 2.213 .609 .670
OA3 6.47 2.501 .571 .712

Reliability Statistics

Cronbach's N of Items
Alpha

.816 5

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

BL1 14.03 5.618 .628 .773

BL2 14.24 5.514 .648 .767
BL3 14.17 5.589 .637 .770
BL4 13.93 5.654 .638 .770
BL5 13.85 6.602 .480 .813

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .793

Approx. Chi-Square 857.445

Bartlett's Test of Sphericity df 91

Sig. .000

Final year project BUS 450 72

 Total Variance Explained

Compone Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared Loadings
nt Loadings

Total % of Cumulative Total % of Cumulative Total % of Cumulative

Variance % Variance % Variance %

1 3.818 27.269 27.269 3.818 27.269 27.269 2.856 20.397 20.397

2 3.080 22.002 49.271 3.080 22.002 49.271 2.393 17.096 37.493
3 1.546 11.043 60.314 1.546 11.043 60.314 2.363 16.876 54.368
4 1.228 8.774 69.088 1.228 8.774 69.088 2.061 14.719 69.088
5 .715 5.105 74.193
6 .591 4.219 78.412
7 .540 3.859 82.271
8 .453 3.234 85.505
9 .438 3.128 88.633
10 .403 2.878 91.511
11 .362 2.589 94.100
12 .353 2.523 96.622
13 .264 1.886 98.509
14 .209 1.491 100.000

Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component

1 2 3 4

PQ2 .855
PQ1 .838
PQ3 .805
PQ4 .801
BP1 .863
BP2 .828
BP3 .793
PV4 .803
PV2 .771
PV3 .737
PV1 .660
OA3 .837
OA1 .796
OA2 .707

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

Final year project BUS 450 73

 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .808

Approx. Chi-Square 242.723

Bartlett's Test of Sphericity df 10

Sig. .000

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.879 57.578 57.578 2.879 57.578 57.578

2 .754 15.087 72.665
3 .526 10.527 83.192
4 .484 9.678 92.870
5 .357 7.130 100.000

Extraction Method: Principal Component Analysis.

Component Matrixa

Component

BL2 .793
BL4 .785
BL3 .785
BL1 .778
BL5 .642

Extraction Method:
Principal Component
Analysis.
a. 1 components
extracted.

Final year project BUS 450 74

 Rotated
Component
Matrixa

a. Only one
component was
extracted. The
solution cannot
be rotated.

Correlations

BL PQ PV BP OA

Pearson Correlation 1 -.027 -.074 .628** .567**

BL Sig. (2-tailed) .737 .366 .000 .000

N 153 153 153 153 153

Pearson Correlation -.027 1 .399** -.111 -.011
PQ Sig. (2-tailed) .737 .000 .172 .891
N 153 153 153 153 153
Pearson Correlation -.074 .399** 1 -.077 -.025
PV Sig. (2-tailed) .366 .000 .346 .756
N 153 153 153 153 153
Pearson Correlation .628** -.111 -.077 1 .479**
BP Sig. (2-tailed) .000 .172 .346 .000
N 153 153 153 153 153
Pearson Correlation .567** -.011 -.025 .479** 1

OA Sig. (2-tailed) .000 .891 .756 .000

N 153 153 153 153 153

**. Correlation is significant at the 0.01 level (2-tailed).

Model Summaryb

Model R R Square Adjusted R Std. Error of the Durbin-Watson

Square Estimate
a
1 .699 .488 .475 .42656 1.487

a. Predictors: (Constant), OA, PQ, PV, BP

b. Dependent Variable: BL

Final year project BUS 450 75

 ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 25.702 4 6.425 35.313 .000b

1 Residual 26.929 148 .182

Total 52.631 152

a. Dependent Variable: BL
b. Predictors: (Constant), OA, PQ, PV, BP

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

(Constant) 1.265 .334 3.784 .000

PQ .042 .058 .047 .735 .464 .832 1.202

1 PV -.054 .071 -.048 -.751 .454 .839 1.191

BP .385 .056 .465 6.884 .000 .759 1.318

OA .279 .055 .343 5.117 .000 .769 1.301

a. Dependent Variable: BL

Final year project BUS 450 76