To examine the influence of consumer brand identification on purchase intention: mediating role of affective brand commitment and brand trust

Abstract

This research aims to evaluate the impact of consumer brand identification, affective brand commitment, and brand trust on the purchase intentions of fashion apparel brands. It also investigates the mediating effects of affective brand commitment and brand trust. This study used a quantitative technique. An online poll was carried out for this research. Prior studies on consumer behavior used the same methodology as this survey. Respondents were recruited using a convenience sampling strategy. This sampling method aligns with prior research that investigated consumer behavior in the fashion industry utilizing the same approach. Using a method known as convenience sampling, a sample of 416 individuals participating in the study was gathered from individuals in Pakistan who utilize fashion clothing brands. The subject of examination was fashion clothing brand purchasers. SPSS and Smart PLS were applied to analyze the data and evaluate the study hypotheses. This research provides empirical evidence on the impact of customer brand identification on brand trust and affective brand commitment within the fashion apparel industry. We also validated affective brand commitment and brand trust as mediating variables. The findings underscore the significance of brand trust and affective commitment in relationship formation and emphasize consumers' potential to enhance their relationships via positive management. The findings of this research provide national apparel companies with critical insights for developing branding and marketing strategies to promote fashion apparel brands.