How can brands become central in the consumers’ life?

Purpose Brand centrality is a religion-like brand–customer relationship, which refers to the extent brand in center or heart of consumer’s life. While its role fast fashion industry prominent, drivers and effects have not been comprehensively studied. This study aims investigate relationships between three psychological (i.e. fashion-conscious, chronic shopping orientation self-esteem), one behavioral driver average frequency shopping), relationship quality industry. Design/methodology/approach A survey 250 consumers was conducted partial least squares-structural equation modeling (PLS-SEM) used analyze data. Findings The shows that consciousness are positively related centrality, whereas self-esteem negatively centrality. findings also show moderates Post hoc analysis indicates fully mediates quality. Originality/value first studies