"Connecting The Dots: Unraveling The Relationship Between Brand Attitude, Loyalty, And Purchase Intentions In The Textile And Fashion Industry"

Abstract

In global competitive realm; companies try to position their offerings on the basis of symbolic consumption that is gained through inner dispositional and attitudinal brand loyalties. The current study aims to identify the nexus between brand attitude, brand loyalty, and consumer purchase intentions. A self-administered; an adapted survey instrument was designed to gain insights from the respondents about their brand and attitudinal loyalties in textile and fashion industry of Khyber Pakhtunkhwa, Pakistan. The study was centered on three main cities of KPK namely; Peshawar, Swat, and Dera Ismail Khan. The current research employed cross-sectional data design with multi-stage sampling technique. A total of 340 questionnaires were distributed; out of which 320 were found functional and complete from all directions for data processing and analysis. Structural equation modeling by employing AMOS and SPSS was solicited to check the association between brand attitude, brand loyalty, and consumer purchase intentions. The findings showed positive association between brand attitude, brand loyalty, and consumer purchase intentions. The findings of the current research imply that corporate brand managers should keenly work on the integrated marketing communications of the frim to grow and nurture their current customer loyalty base. The firm’s communication plan should portray the favorable brand attitude that can create soft corners in their existing customers. Brand loyalty is strengthened by instigating positive attitude towards brand that can have profound impact on the purchase intentions of their target group of customers.