TITLE:
Brand Humanization and Women’s Loyalty in Clothing Stores, Chimbote 2025
AUTHORS:
Rafael Callacnà Alba, Luis Junior Príncipe Montenegro, Elizabeth Cieza Querevalù, Melissa Lisbeth Castro Cruz, Giancarlos Gilbert Quiñones Ardiles, Nicole Taily Castro Cruz
KEYWORDS:
Humanization, Brand, Loyalty
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.8,
August
15,
2025
ABSTRACT: This research addresses a topic of widespread and current relevance, reflected daily in commerce, especially in the clothing industry, by addressing brand humanization and customer loyalty in women’s clothing stores in Chimbote 2025. The research was applied, with a quantitative approach, a non-experimental, and cross-sectional design. A sample of 410 female customers was used to complete a questionnaire, providing highly significant data. The results show that, with a 95% confidence level, Sig. (0.00)