Research on the loyalty enhancement path of domestic apparel brands based on fsQCA analysis
To explore how Chinese apparel enterprises maintain and enhance consumer brand loyalty.Taking 30 domestic apparel brands on the Jingdong platform as a case study,on the basis of capturing product reviews and analyzing them in text,fsQCA(fuzzy set qualitative comparative analysis)method was applied to explore the multiple factor combination paths of domestic apparel enterprises to maintain and enhance brand loyalty.The results of the study show that the enhancement of brand loyalty of domestic apparel enterprises is the result of multi-factor grouping,and the seven paths that generate high brand loyalty can be summarized into five patterns,which are quality leadership and influence type,quality leadership and emotion-driven type,emotion-driven and sense of social responsibility type,quality leadership and online community operation type,and brand image and value cession type.Based on this conclusion,it was proposed that apparel enterprises should focus on the improvement of production and manufacturing capabilities,actively fulfill their social responsibility,and be centered on meeting consumer needs,which provides theoretical and practical insights for domestic apparel enterprises.