Building Customer Brand Loyalty through Retail Brand Experience and Brand Love: The Case of Hijab Fashion

In the fast-growing niche market of hijab fashion, understanding and enhancing the customer experience is essential for the long-term success of any retail business. The purpose of this study was to examine the relationship between retail brand experience (RBE) and brand loyalty, with brand love serving as a mediating factor in the context of hijab fashion. Data were collected using a mall intercept survey, yielding 500 valid responses from Muslim women aged 18 and older who have shopped at local hijab retail stores in the Klang Valley, Malaysia. To test the hypotheses, partial least squares structural equation modeling was utilized. The results revealed a positive and statistically significant relationship between RBE and brand loyalty, with brand love acting as a mediator in this relationship. The results highlight that the identified factors promoting brand loyalty are essential for driving long-term impact on company success and developing strategic marketing initiatives.