The intensity of competition has made it difficult to maintain the loyalty of current customers to business organizations; thus, brands must pri-oritize developing lasting relationships with customers. Therefore, this study aims to explore the relationship between brand DNA and customer loyalty to a brand. A pre-structured and pre-prepared survey list was used to collect data from Egyptian customers of the most famous fast fashion brands in Egypt (Zara, H&M, Mango, Stradivarius, Pull & Bear, Bershka, LC Waikiki, Max, American Eagle). This was done using a non-probability quota sample with a sample size of 384 individuals. The data were then analyzed using appropriate statistical methods. The study found a statistically significant positive relationship between brand DNA and customer loyalty to a brand. The findings contribute to the development of marketing knowledge in the fast fashion industry, improve marketing practices, and open new horizons for future research in this area.
Mogahed, Lobna Gamal Hussein Mogahed. (2025). Brand DNA's Relationship with Customer Loyalty in the Fast Fashion Market in Egypt. المجلة العلمية للدراسات والبحوث المالية والتجارية, 6(1), 179-213. doi: 10.21608/cfdj.2024.307064.2015
MLA
Lobna Gamal Hussein Mogahed Mogahed. "Brand DNA's Relationship with Customer Loyalty in the Fast Fashion Market in Egypt", المجلة العلمية للدراسات والبحوث المالية والتجارية, 6, 1, 2025, 179-213. doi: 10.21608/cfdj.2024.307064.2015
HARVARD
Mogahed, Lobna Gamal Hussein Mogahed. (2025). 'Brand DNA's Relationship with Customer Loyalty in the Fast Fashion Market in Egypt', المجلة العلمية للدراسات والبحوث المالية والتجارية, 6(1), pp. 179-213. doi: 10.21608/cfdj.2024.307064.2015
VANCOUVER
Mogahed, Lobna Gamal Hussein Mogahed. Brand DNA's Relationship with Customer Loyalty in the Fast Fashion Market in Egypt. المجلة العلمية للدراسات والبحوث المالية والتجارية, 2025; 6(1): 179-213. doi: 10.21608/cfdj.2024.307064.2015
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