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The influence of social media in society continues to grow. Facebook, the largest online social media in the world today, has over 1.65 billion users from all over the world. From a marketing perspective, Facebook offers a unique opportunity for addressing enormous numbers of potential customers. This has created a growing need to research Facebook and evaluate its suitability for marketing purposes. One of the main tasks of marketers and academics is to determine whether money invested in communication on Facebook generates the anticipated profits. It is widely known that a firm's greatest revenue comes from a maximum of 20 % of customers who have developed a positive relationship with the company. A long-term positive relationship is most often built between a customer and a brand. A consumer with a positive relationship with a brand speaks more about the brand, repeatedly purchases its products and is willing to pay more for them, in this way becoming a loyal customer. The subject of this work is brands in the fashion segment, specifically common clothing brands. The name 'common fashion brands' was introduced on the basis of a qualitative study that forms part of this work. The aim of the study was to divide the Czech fashion market by price level and quality from the perspective of Czech customers and to name these categories. The main objective of the dissertation was to determine whether it is possible to build loyalty to the company Facebook pages of common fashion brands, followed by loyalty to brands. The results of a survey conducted for this purpose were divided into five main chapters. Chapter 1 provides an analysis of the attributes of common clothing brands and describes the common fashion brands that are bought most often on the Czech market. Chapter 2 identifies the customers of common clothing brands and their shopping habits, and Chapter 3 investigates Facebook and its users. Chapter 4 addresses the company Facebook pages of common fashion brands and their fans. In the final chapter of the work, loyalty to company Facebook pages and to common clothing brands is tested using the statistical model of structural equation modelling (SEM). This model showed that it is possible to build fan loyalty to Facebook company pages and subsequently to clothing brands.

Brand loyalty. --- Consumer behavior.