Brand loyalty leads to the repeated purchase of products or services and holds an appropriate and positive attitude towards business. The success of e-commerce relies heavily on brand loyalty and it has been theorized as a “vital driver of post-purchase spectacles”.
‘Corporate social responsibility is a commitment that a business makes towards the betterment of the society at large’ (Uddin, M, et al 2008 ). Corporate social responsibility has received increasing importance in the past few decades (Abdolvand, M & Charsetad, P 2013, p. 273).
In face of the intense competition between numerous companies offering the same product, it is becoming increasingly difficult for companies to create a brand image that stands out its rivals in the minds of the customers.
A search for “reputation management” will yield over 77 million results on Google, fairly enough to grasp knowledge on the subject. The term refers to management of a company’s good image in the market. A favorable reputation means brand loyalty and new customers, leading to increased sales and revenues.
Fashion is a symbol of society and has continuously been influenced by historical, social, traditional, religious, political, economic, psychological and more recently technological changes (Welters and Lillethun, 2011).