Abstract:
Purpose
The study aims to find out how the Fashion innovativeness (FI) of consumer can be
related to the brand image dimensions of fashion brands, the roles these dimensions play
in creation oflovemarks and the consequent relationship of lovemarks with brand loyalty.
Methodology & Design
Using a national sample consisting of 412 Pakistani female and male consumers, aging
from 18 years to 30 years, a web based survey (i.e. Google Forms) was conducted.
SmartPLS was used to analyze the data.
Findings
The results clearly indicated that there is a statistically significant and positive
relationship between six variables. Affective associations, one of the brand image
dimensions has the most impactful relation with FI. The lovemarks exhibited an anchor in
creating brand loyalty.
Limitations
The findings from this study cannot be generalized as the focus of the study is only
fashion related brands and the survey catered only Pakistani consumers.
Recommendations
The fashion brands managers for fostering overmarks must promote cognitive and
affective associations and also should push the pleasant and strong sensory associations to
attract and welcome consumers who have high levels of FI, to gain the ultimate end goal
and that are consumer loyalty
