Abstract:
Purpose: The study has aimed to analyze the impact of brand awareness, perceived
quality, perceived value, brand personality, brand uniqueness and organizational
associations on brand loyalty of the university students towards apparel brands in
Karachi, Pakistan.
Methodology & Design: Quantitative correlational research approach has been used by
the study. While, total 384 responses were collected from the consumers of apparel
brands in Karachi, Pakistan using five-point Likert scale questionnaire and through
convenience sampling technique. Furthermore, the study has employed Cronbach’s alpha
reliability analysis, exploratory factor analysis and multiple regression analysis for results
and findings.
Findings: The results showed that perceived value has positive and statistically
significant relationship with brand loyalty. Brand awareness also has positive significant
relationship with brand loyalty. Organizational association has positive and statistically
significant relationship with brand loyalty. Brand uniqueness also has significantly
positive relationship with brand loyalty. Likewise, brand personality and perceived
quality have significantly positive relationship with brand loyalty.
Limitations: The study was confined to apparel industry and its consumers, while, the
Karachi city of Pakistan was specifically focused. Furthermore, certain literature
supported variables were included in the study as determinants of brand loyalty. Also,
survey research and five-point quantitative instrument was used for the current study.
Recommendations: Apparel companies should focus on producing some uniqueness in
their products to gain competitive advantage. Moreover, pricing should be made in
Vll
accordance with the utility of that product and hence, value propositions should be
formulated efficiently. Additionally, Apparel companies should be attentive enough to
their product accessibility and availability of their product. Channel distribution
management can help them out in this concern to the wider perspective. Finally but most
importantly, apparel companies should pay adequate importance to develop and
communicate functionality and motivation of the products to larger audience and in
increase
effective manner.
