What drives loyalty in small apparel retailers?

This study explores the characteristics of customers who are likely to demonstrate loyalty toward small apparel retailers, specifically focusing on the connection between hedonic shopping values and loyalty. A quantitative research approach was used, employing a questionnaire survey to collect data. Participant criteria were: (1) US residency, (2) 18 years or older, and (3) apparel shoppers. Attitudinal loyalty toward small apparel retailers acts as a mediator between the influence of all six hedonic shopping values and behavioral loyalty toward small apparel retailers. Trust positively moderates the impact of attitudinal loyalty on behavioral loyalty toward small apparel retailers.