Purpose: The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to define a SEM model, in which brand image and its dimensions, as well as consumer satisfaction and consumer happiness as mediators, are explained as antecedents to loyalty.Design/methodology/approach: A transversal descriptive study based on primary data were, therefore, carried out using a survey with a sample of 2,515 consumers representing the Spanish population. The Partial Least Square method was applied to test the hypotheses.Findings: The results of this research tell us which variables have a positive influence on consumer loyalty to fashion brands, where brand image, satisfaction and consumer happiness are the determining variables of loyalty.Research limitations/implications: This model has important implications and contributes both to the literature and to the choice of differentiation and brand positioning strategies for marketing to a global and highly competitive market.Originality/value: One of the novelties of this study is the fact that it considers the consumer happiness variable as an antecedent to loyalty in the fashion consumer sector.

Tourism is an activity that contributes directly and indirectly to the development of rural areas. But this development needs to be sustainable. To do this, appropriate policies that positively influence these areas from an economic, social and cultural point of view must be implemented. All this in accordance with the Sustainable Development Goals. This study will analyze the contribution of rural tourism to develop and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products. The variables that most influence the tourist behavior, motivation, the destination image, and the satisfaction obtained by the tourist will be analyzed. After an exhaustive review of the literature, an empirical investigation was carried out with 1,658 valid surveys among rural tourists in Soria, a Spanish province with one of the highest levels of depopulation. A structural equation model was drawn up to discover the relationships between the variables. The results demonstrated the importance of the motivation in the formation of the destination image, as well as satisfaction with the trip. In the same way, we will verify which component of the image of the destination (affective or cognitive) has the most influence on their formation, and how the image of the destination, like motivation, influences tourist satisfaction. The proposed model could be used in many studies that analyze the different variables that influence consumer behavior since its reliability and predictive capacity have been proven. The results of the study can also be used by the authorities to design or modify the most appropriate strategies that influence rural tourism, specially promoting the destination image as a variable that positively influences tourist satisfaction.

The high degree of depopulation in certain areas of Spain is a serious threat to the country, and is aggravated by the ongoing loss of population from those areas. Rural tourism is one of the activities that can help prevent this depopulation. However, to successfully promote such tourism, we must consider the elements that have the greatest influence on tourists when they choose one location over another, or one accommodation over another. Extensive data have been collected from 1658 valid surveys of tourists in one of the most depopulated areas of Spain. Several multivariate techniques were then applied to the data, including Principal Component Analysis (PCA) and Multiple Classification Analysis (MCA). Factors were obtained that identified both the different motivations that influence tourists, and the variables that identify the province based on its image. An analysis was then made of how both the variables thus identified the influence of the formation of the image that tourists take away from the visit. Tourists are most strongly motivated by natural landscapes, monuments, or events of cultural interest, i.e., natural and cultural attractions rather than social ones, and the cognitive image has the greatest influence on the formation of the new image. The principal findings of this research are that the future of many of these depopulated areas depends on successfully promoting both their beautiful landscapes and their cultural heritage, as well as developing and improving the areas themselves so that the depopulation is slowed down or even reversed, to the benefit of the local population. This would also benefit the local and regional authorities and the establishments linked to rural tourism in the area, increasing their profits and raising the level of employment in the province.

Consumers have demonstrated new ways of engaging with fashion retailers and experiencing their brand values. This research aims to understand better how fashion consumers form their purchase intentions, by exploring how their expectations about corporate social responsibility influence consumer brand engagement and purchase intention. The research comprises two studies, using different methodologies. The first study is quantitative; it involved 1296 individuals and the results were analyzed using structural equation modeling. The second study is qualitative and utilizes expert opinions from the fashion industry; it seeks to derive managerial and practical implications from the findings of the first study. The results show that corporate social responsibility influences the purchase intention of fashion consumers, but mainly through brand engagement. Consequently, fashion companies should focus on building consumer trust in the sustainability initiatives of brands, including by utilizing local suppliers.