Brand Involvement and Purchase Intention: Mediating Roles of Brand Trust and Customer Brand Engagement in Pakistan’s Fashion Apparel Industry

Abstract

Despite the remarkable progress in the marketing literature, little empirical research has been done in this field to explore the causes and outcomes of customer brand engagement. Companies are seeking alternative methods of engaging people in their products and services to improve the performance of the brand. This paper attempts to explore how brand involvement affects brand trust and customer engagement. It also examines the effect of brand trust and customer brand engagement on purchase intention. In addition, this article also analyzes the mediating role of brand trust and customer brand engagement between brand involvement and purchase intention. This article employs a quantitative approach. We gathered the data using an online survey that included a representative sample of customers and potential buyers of Pakistani fashion apparel brands. A total of 443 participants were collected by means of a convenience sampling method. SPSS and Smart PLS are the two different software programs that were used for data analysis and testing research hypotheses. The results of this study underscore the significance of developing brand involvement in order to increase brand trust and customer engagement, which further affects the purchase intentions of the fashion clothing firms. Moreover, customer brand engagement and brand trust are partial mediators in the proposed relationships. The customer brand engagement significantly affects their purchase intention. The findings indicate that the marketers of fashion apparel have to examine the importance of customer brand engagement in shaping their purchase intentions.