Brand Humanization and Women’s Loyalty in Clothing Stores, Chimbote 2025

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) <0.05, and Spearman’s Rho = 0.793, there is a very strong correlation between the variables, meaning that brand humanization is related to customer loyalty in women’s clothing stores in Chimbote 2025.