The Impact of Brand Authenticity on Consumers’ Emotional Attachment and Loyalty: A Study of Fast Fashion Brands

This study examines the impact of brand authenticity on consumers’ emotional attachment and loyalty towards fast fashion brands. A survey was created utilizing the explanatory technique to gather information from a random sample of Gazans living in Palestine. 302 citizens’ data were collected, and simple regression analysis was used to test hypotheses. The results showed that brand authenticity positively impacts consumers’ emotional attachment and loyalty towards fast fashion brands. Therefore, in order to strengthen their emotional connection to consumers and foster greater brand loyalty, fast fashion companies should concentrate on creating and sustaining a genuine brand image. The study adds value by exploring the effects of authenticity on customers’ emotional attachment and brand loyalty toward fast fashion companies, as well as the implications for sustainability in the fast fashion sector.