AN EMPIRICAL EVIDENCE OF IMPACT OF FASHION INNOVATIVENESS ON CONSUMER-BASED BRAND EQUITY: A PAKISTANI PERSPECTIVE

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