How can brands become central in the consumers’ life?

Arnold Japutra, Sandra Maria Correia Loureiro, Shasha Wang, Haryani Primanti

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Purpose: Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry. Design/methodology/approach: A survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data. Findings: The study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality. Originality/value: This study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.

Original languageEnglish
Pages (from-to)39-59
Number of pages21
JournalSpanish Journal of Marketing - ESIC
Issue number1
Publication statusAccepted/In press - 2023


  • Behavioral driver
  • Brand centrality
  • Fast fashion
  • Psychological driver
  • Relationship quality


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