<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632023000300071</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi50.7698</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands]]></article-title>
<article-title xml:lang="es"><![CDATA[Influencia del amor y la experiencia de marca en la lealtad a la moda rápida]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Valenzuela Quintero]]></surname>
<given-names><![CDATA[Ana Rocío]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bellon Álvarez]]></surname>
<given-names><![CDATA[Luis Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>24</volume>
<numero>50</numero>
<fpage>71</fpage>
<lpage>94</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632023000300071&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632023000300071&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632023000300071&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This work investigates the relationship between Brand love and Brand Experience with Brand Loyalty in fast fashion consumers in the ZMG. A quantitative instrument was built from whose answers it is intended to know if there is a positive relationship between the concepts of Love and Brand Experience and Brand Loyalty. From the results obtained, it sought to know the characteristics of the market, as well as the purchasing behavior and which of the brands studied is a favorite. The ANOVA was used to check whether the hypotheses were approved or rejected and to know the most critical consumer dimensions when developing loyalty to a fast fashion brand. The results reveal a positive relationship between the Brand Loyalty and Brand Experience and Brand Love scales. Therefore, the 2 Hypotheses presented for this study were accepted.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente trabajo busca investigar la relación que existe entre: Amor de marca y Experiencia de Marca con la Lealtad a la Marca en consumidores de moda rápida en la ZMG. Se construyó un instrumento cuantitativo de cuyas respuestas se busca conocer si existe una relación positiva entre los conceptos de Amor y Experiencia de Marca con el concepto de Lealtad a la Marca. De los resultados obtenidos se busca conocer las características del mercado, además del comportamiento de compra y cuáles de las marcas estudiadas es su favorita, se usó el ANOVA para comprobar si las hipótesis se aprueban o rechazan, y saber cuáles son las dimensiones más importantes para los consumidores al momento de desarrollar lealtad hacia una marca de moda rápida. Los resultados conseguidos revelan que hay una relación positiva entre la escala Lealtad a la Marca y las escalas Experiencia de Marca y Amor de Marca, por lo que, las 2 Hipótesis presentadas para este estudio, fueron aceptadas.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Brand love]]></kwd>
<kwd lng="en"><![CDATA[Brand experience]]></kwd>
<kwd lng="en"><![CDATA[Brand loyalty]]></kwd>
<kwd lng="en"><![CDATA[M3]]></kwd>
<kwd lng="es"><![CDATA[Amor de marca]]></kwd>
<kwd lng="es"><![CDATA[Experiencia de marca]]></kwd>
<kwd lng="es"><![CDATA[Lealtad de marca]]></kwd>
<kwd lng="es"><![CDATA[M3]]></kwd>
</kwd-group>
</article-meta>
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