FACTORS AFFECTING COLLEGE STUDENT’S BRAND LOYALITY TOWARDS FAST FASHION

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.