The Impact Of Brand Credibility Price Value Image, Customer Fulfillment On Customer Satisfaction And Purchase Intention Towards Fast Fashion Brands Among Vietnamese Millennials

Abstract

Many industries in Viet Nam consisting of the fashion sector, have been expanded by the trend of ongoing globalization integration as well as the growth of information technology in general and social networks in particular. Consumers today always grasp the latest trends fast in order to update their style and appearance with new attractive and creative products. So it has been essential for fashion businesses to always modify and accommodate to be able to keep up with the ever-changing needs of consumers, which has resulted in the "fast fashion" wave with hundreds of brands in Vietnam. Additionally, the most rapidly growing sector is now "fast fashion" with affordable prices, followed by the entertainment, movies, and food industries. The key consumer for the fast fashion sector is the millennial generation, which consists of those born between 1980 and 2000. Because this generation is extremely passionate about fast fashion items, this research is being undertaken to figure out elements impacting Millennials' purchase intentions for fast fashion items. We obtained 297 valid responses from people ages 23 to 41 who had used or bought items from fast fashion brands using a simple sampling approach. For the sake of generating extensive and effective research results, the market study data were examined via SPSS 20.0 to assess the reliability and validity of data and the level of model fit. The results of the study revealed that Brand Credibility, Price Value Image, and Customer Fulfillment had a substantial influence on Customer Satisfaction. The outcome also revealed that Customer Satisfaction and Fulfillment had a favorable effect on the Purchase Intentions of customers. Despite several limitations, the author offered some recommendations for fast fashion businesses and hoped that this study would make a major contribution to the retailers of the fast fashion industry.