Brand Love: Can it increase Brand Loyalty in Fast Fashion?

Brand Page Satisfaction and Brand LoveIn online communities, the resulting brand community can encourage consumers to increase Brand Love and strengthen the affective relationship between consumers and brands (Song & Kim, 2022).So, the hypothesis is proposed as follows: Fast fashion has experienced rapid development and change.The market value forecast of fast fashion shows an annual increase.This research examines Brand Page Satisfaction on Instagram involving fast fashion brands such as Zara, Pull&Bear, and Bershka to achieve Brand Loyalty through Brand Love and Positive Word of Mouth.The study collected responses from 200 participants using a purposive sampling technique.The data analysis method used in this research is SEM-AMOS.