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For past 6 years the textile industry is leveraging tremendously by raising the bar in terms of product development, brand building, placement, style and presentation to increase accessibility to luxury. In this context, this research is undertaken to analyze the influence of lawn exhibitions and brand outlets towards consumers buying behavior and...
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The emergence of the novel Coronavirus has forced most governments across the world to enact stringent public laws to curb its transmission among the populations. The requirement to wear a facemask whenever in public places is one of such laws. As such, the demand for such masks has escalated across the world and this predisposition has presented a...
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... It refers that majority of the respondents are from the age group of 26-30 (n = 74, 67.0%) years and lowest response rate gets from 15-20 years old (n = 4, 2.0%). Above cited Table 3 demonstrates the third demographic vari- Akehurst, et al. [19] three most usable demographic variables like gender, age and education for developing people equity has been adopted. To estimate the only dependent variable Brand Reputation (BR) of these items adopted from [3,20] of this measurement include nine items. ...
The contemporary view of consumers about a brand is based on norms, dogmas, attitudes and practices that constitute lifestyle of people. The process, by which an individual chooses, sorts out and considers a favorable fashion brand to show his life patterns, is the absolute picture of the fashion world. Therefore, brand reputation is an indicator to make a decision to buy new clothes according to cultural norms and values in a society. The fundamental point of this examination is to foresee and to upgrade learning about the idea of brand reputation which has stimulated in Pakistan with social patterns of emerging clothing brands. It aims to investigate whether social ideals and consumer’s perception can influence brand reputation. The examination will base on a quantitative report in different scopes of Pakistan. Secondary data is used. Exploratory research approach will be utilized to define issues more precisely. Cultural Trends, Consumer Perception and Brand Reputation are three primary hypotheses of the research. The reason of research is to recognize cultural cues and consumer behavior on brand reputation towards emerging clothing brands of Pakistan. An exploratory linear method design with a convenient strategy is implemented. This examination has used a self-controlled review survey to test size of 200 reporters with an offer of 56 guys with rate of 28.0% respondents and 144 females with rate of 72.0% respondents. There will be used non-probability (convenient) sampling design. Reliability Analysis will be used to measure the instrument and researcher will also calculate pilot study. Hypothesis will test through Regression Analysis. The data collected from the survey will be analyzed using the Statistic Package for sociology.
... Fashion marketing and advertising activities have surged to new heights in different Muslim consumer markets in recent years (Shah 2014;Arango 2016). Many advertising campaigns of fashion brands in emerging Muslim markets like Pakistan and the Middle East have made headlines for high investments in these Muslim markets (Qamar 2014;Umbreen and Rashidi 2012). Amid the positive developments, there are also reports of religiously motivated hostile reactions towards fashion advertising in the same Muslim consumer markets (Crilly 2012;Ali 2015). ...
Recognizing the rapid growth of fashion marketing efforts in Muslim consumer markets, this article aims to investigate attitudes towards fashion advertising between Muslim millennials from two countries of diverse advertising environments. The conceptual framework used for investigation was adapted from an existing framework for attitudes towards advertising. A sample of young millennials (n = 1,691) responded to a questionnaire-based survey measuring items related to beliefs, attitudes, and behaviors towards fashion advertising, in addition to religiosity and fashion consciousness. Analysis of hypothesis testing was performed using Structural Equation Modeling (SEM). Findings revealed that beliefs towards fashion advertising may be grouped into positive and negative factors which influence attitudes towards fashion advertising. Additionally, fashion consciousness also influences Muslim millennials’ attitudes towards fashion advertising. This article also examined the diversity of Muslim millennials in terms of religiosity, gender, and advertising environment on beliefs, attitudes, and behaviors towards fashion advertising. Analysis of group comparisons was done after establishing measurement invariance in Multi-group Confirmatory Analysis (CFA). Differences in attitudes towards fashion advertising across religiosity, gender, and cross-national groups illustrate the diversity within Muslim millennials. These differences are explained in terms of differences in antecedent positive and negative beliefs. This article contributes to the literature of attitudes towards advertising by illustrating the influence of gender, religiosity, and advertising environment on attitudes towards fashion advertising in diverse Muslim markets.
... Fashion marketing activities specifically targeting Muslim consumers are also gaining momentum in other markets like Malaysia and Indonesia (Bradpiece, 2016;Fitriati, 2016). Likewise, in the South Asian market of Pakistan, fashion advertising has surged to unprecedented levels in recent years (Qureshi, 2015;Subohi, 2013;Umbreen and Rashidi, 2012). ...
... Fashion marketing activities specifically targeting Muslim consumers are also gaining momentum in other markets like Malaysia and Indonesia (Bradpiece, 2016;Fitriati, 2016). Likewise, in the South Asian market of Pakistan, fashion advertising has surged to unprecedented levels in recent years (Qureshi, 2015;Subohi, 2013;Umbreen and Rashidi, 2012). ...
This study attempts to investigate the effect of consumption mode on consumer emotions and after that find out the impact of consumer emotions on repurchase intention. Find out the role of consumption and consumer emotions about branded products particularly for branded clothes. This study is based on the model which represent the relationship between dependent variables and independent variables and this model is supported by the theories, main theory of this study is Affect Balance Theory after that for understanding the consumers' behavior the sample size of 250 was gather which was applied on SPSS and AMOS to run different test for getting the results. After the data collection data is used as pilot study and after that ready for main study and after that different statistical techniques were applied like CFA, EFA and SEM. The main test which is applied in this study was SEM which provides the hypothesis results and further these results will explain in discussion part. It is concluded that conspicuous consumption have significant impact on consumer pleasure but having insignificant impact on consumer guilt. In the same way style consumption have significant impact on consumer pleasure while insignificant impact on consumer guilt and after that pleasure and arousal have significance impact on repurchase intention but guilt have insignificant impact on repurchase intention. It is recommended that brand managers should add uniqueness in their brand and try to create the satisfaction in the mind of their consumer by their brand which will fulfill consumers' intrinsic motivation and extrinsic motivation to buy branded products and will create the pleasure and arousal feelings which will leads to repurchase intention.
Objectives: Stores of Apparel brands consider a driving force in boosting business and shaping consumer buying behaviors. The purpose of this study was to assess the impact of brand store image on consumer purchasing behavior in the Lahore district. Method: A mixed-method study design was used in this study. Two apparel brands of male and female’s were selected conveniently as a sample of this study. Interviews and focus groups were used for data collection, from managements and stores’ staff, which was later analyzed thematically. The qualitative results then used to generate a questionnaire for consumers. For this purpose, data were collected from the 216 respondents. Quantitative data were analyzed while using SPSS. Findings: Results revealed that different strategies used by brand stores for the attraction of their customers while the attributes of stores, elements of the brand, and customer-friendly policies were found important influential factors in determining the purchasing behavior of the customers in this study. Implication: The findings of this study can be a source of implications for new store brands and suggestions for further researches.
