Brand loyalty and social media; an emprical analysis on a fashion brand Elisa Cavaletti.

Today the brand is more important than before and this is especially true for the global fashion industry where marketers market the brand rather than single products or the range of the products. Extensive previous research exists on the concepts of brand loyalty and brand equity. However, there is little research, particularly from the empirical point of view, on the connection between these concepts and the use of social media, even if the latter are increasingly used today to support branding strategies. In this thesis the relationship between brand equity, brand loyalty and social media, is studied through one case study in the Italian fashion industry. The empirical data was gathered through a survey in Daniela Dallavalle S.p.a Italian fashion company. The results from this study indicate that in a fashion company, brand image and loyalty can bring to brand loyalty and this in turn is impacted by some dimensions related to consumer engagement with social media.