STUDY OF THE FACTORS THAT INFLUENCE FEMALE LOYALTY TO BRANDS

The present study aims to analyze how female perfectionism, women's brand awareness, female quality awareness and female satisfaction are related to female brand loyalty. A survey was carried out with 349 self-declared female consumers. Data were treated using Structural Equations. As main results, the present study shows that: a) A brand focused on women's clothing that generates brand awareness positively influences female satisfaction with the brand the interviewee has in mind; b) The awareness of feminine quality positively influences brand awareness, female loyalty to the brand, and female satisfaction with the brand; c) Female perfectionism positively interferes with brand awareness and quality, as well as female satisfaction. In a practical way, it expands the possibility for managers to carry out marketing actions with the aim of female loyalty. The research contributes to understand female behavior around female loyalty. Through the findings, it was possible to reveal a theoretical model that demonstrates some antecedents of such a construct. To date, no model has been found that reveals such conditions.