Abstract:
Th.is study examines the impact of brand value congruity, brand store irnage and brand loyalty on positive word of mouth (WOM) in the fashion industry of Pakistan. For that purpose, the center of attention was the fashion industry of Islamabad and Rawalpindi. The study included a total of 220 respondents for data collection through field survey using an adopted questionnaire. Main variables of the study were the word of mouth (Dependent Variable) and brand value congruity, brand store image and brand loyalty (Independent Variables). The sample size was drawn from the total population using a sin1ple random sampling technique. Each question had five option; each of them was assigned a value from one to five. Rating "one" strongly disagreed and "five" strongly agreed. No study focused on the Fashion Industry regarding the factors that are contributing towards the positive word of mouth (WOM), therefore this study results would add more knowledge to the existing literature. In the end, the correlation and regression test were used for testing the proposed hypothesis. SPSS version 21 has been used for statistical calculations. The results indicated that brand value committee, brand store image and brand loyalty have a significant positive impact on positive word of mouth in the fashion industry operating in Pakistan. This outcome implies that the better the brand value congruity, brand store image, the more grounded the positive word of mouth (WOM). The fashion industry should not only expect consumers to speak well of it, but it must also actively work to exceed customer expectations and surprise them with excellent services. To generate positive WOM, the fashion industry organizations can take actions that can benefit their clientele and must use it better than the competition.
