BEYOND LABELS: HOW BRAND EQUITY INFLUENCES LOYALTY AND CONSUMER CHOICES IN FASHION

Abstract

This study examines, using customer fulfillment that how brand equity affects consumer loyalty and purchase intentions for fashion brands. Based on survey data from 252 urban fashion customers, the inspection is adopted a quantitative study approach that examine the association allying the brand equity, brand loyalty, perceived quality, and purchase intention. According from the study, brand equity, which in turn fosters loyalty and purchase intentions, positively correlates with perceived quality and consumer happiness. Additionally, the study demonstrates the significance of both functional and emotional satisfaction factors in influencing customer behavior within the fashion business The analysis of variance results also indicates that the constructs under investigation are significantly related; more importantly, a correlation and regression analysis of the results show that Research also shows that brand equity has a direct impact on clients’ satisfaction and their purchase decision. The finding offers practical implication that can help fashion brands to enhance quality, trust, and customer experiences in order to create long-term customer loyalty, and ultimately, increase market success. Some suggestions are also illustrated by increasing product quality, customer interaction, and leveraging digital marketing to build Brand database and long-term consumer relationships.