THE ROLE OF BRAND PERSONALITY AND CUSTOMER PERCEIVED VALUE IN ENHANCING BRAND STRENGTH AND LOYALTY: EVIDENCE FROM THE PAKISTANI RETAIL CLOTHING INDUSTRY

Abstract

The current era features digital interactivity and experiential consumption, in this research, the impact of brand's personality on brand strength and loyalty will be shown within Pakistan's clothing industry with respect to customers' perceived value of products. Utilizing Constructs of Brand Equity and Consumer Behavior Theories, a quantitative cross-sectional design with a sample of 302 respondents from leading National Clothing Brands contributes to the growing body of knowledge regarding the significance of customer perceived value of products and services. Results from Structural Equation Modeling indicate that Brand Personality has a significant and positive relationship with Customers' Perceived Value, Brand Strength, as well as Brand Loyalty. Customer Perceived Value also has positive, significant influence on Brand Strength and Brand Loyalty. Mediation Analysis demonstrate that Customer Perceived Value partially mediates the relationships between Brand Personality and Brand Strength and between Brand Personality and Brand Loyalty. The findings of this research will contribute to the expanding body of knowledge regarding symbolic and experiential elements of brands which add value to consumers' assessments of brands and develop long-term loyalty in emerging market countries. Thus, marketers and brand managers must understand that to differentiate themselves from competing brands and achieve long-term loyalty, they should implement a value-adding personality-based strategy.