BRAND LOYALTY IN GENERATION Y CONSUMERS: THE EFFECT OF PUBLIC SELF CONSCIOUSNESS, SELF-ESTEEM AND CONSUMPTION MOTIVATION OF LUXURIOUS FASHIONABLE PRODUCTS THROUGH BRAND SELF CONGRUENCY

Abstract

Purpose: This study has conducted with an objective to determine the impact of public self consciousness, self-esteem on conspicuous consumption among generation Y in Pakistan with an understanding of its ultimate impact on brand loyalty. Methodology & Design: In this investigation, quantitative research approach has adopted to empirically elaborate focused area of research. Furthermore, primary data has used during current investigation to collect data from targeted population of Karachi city using convenience sampling techniques and survey method for data collection. In addition, empirical investigation has adopted to determine the impact ofselected independent variables on dependent variables. Findings: It has found through this investigation that there is significant and positive impact of public self-consciousness and self-esteem in determination of conspicuous consumption. It has also found that there is significant impact of conspicuous consumption and brand self congruency in determination of brand loyalty toward luxurious fashionable products. Limitations: This study has confronted to human resource, financial and knowledge based constraints Recommendations: This investigation has observed with valuable potential to input with role ofmarketers to increase brand loyalty.