IMPACT OF BRAND COMMUNICATION OF CLOTHING BRANDS ON CONSUMER BEHAVIOR IN PAKISTAN

Abstract

Purpose Recent studies on how to use consumer voices have focused on electronic word-of-mouth, but few have looked at how message strategies affect word-of-mouth from consumers. This study looks at how different ways of getting a message across affect consumer word-of-mouth. Methodology & Design The study used a causal cross-sectional survey methodology. The message strategies employed in this study are informational, transformative, and interactive, and are based on a predetermined framework of brand posts that reflect each message strategy. The data is collected through questionnaire send through WhatsApp. A multiple regression analysis is performed on the data set. Findings The findings ofthis study indicate that transformational and interactional message strategies have a moderate impact on customer word-of-mouth behaviors, whereas interactional message methods have the greatest beta coefficient ofthe three independent variables. The study model explains 27% ofthe variance associated with word-of-mouth. Limitations Time constraints necessitate a cross-sectional study design. Consequently, there may be problems with common method variance (CMV) and causal inference (Cl). This study contains no control variables. Recommendations Firms are recommended to use transformative to cater the emotional responses of target consumers and interactive message strategy to initiate communication and discussion with the consumers which will also help to build brand equity and loyalty.