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It’s Not Just Fashion, it’s Feeling: What Drives Brand Loyalty in Specialty Fashion Brand Lovers

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  • Faizan Abd Jabar

    (Faculty of Business and Management, Open University Malaysia, Petaling Jaya, Selangor, Malaysia)

  • Mohd Nazri Mohd Noor

    (Chief Academic Officer, University of Southampton Malaysia, Iskandar Puteri Johor, Malaysia)

Abstract

This study investigates the psychological and emotional factors influencing brand loyalty in the specialty fashion sector, focusing on three primary determinants: self-narrative, acquisitive behavior, and personal gratification. The research aims to understand how these variables shape loyalty among style-conscious consumers, particularly in the Malaysian context where cultural and religious values intersect with fashion choices. A quantitative approach was adopted, utilizing a structured questionnaire distributed via convenience sampling in three major shopping malls in Kuala Lumpur. The study gathered data from 391 qualified respondents primarily female, aged 31–50, and from the Malay ethnic group. The analysis was conducted using SmartPLS for structural equation modeling, ensuring robust measurement and validity of constructs. The results confirmed that all three hypothesized factors significantly affect brand loyalty. Among them, self-narrative emerged as the strongest predictor (β = 0.379, p

Suggested Citation

  • Faizan Abd Jabar & Mohd Nazri Mohd Noor, 2025. "It’s Not Just Fashion, it’s Feeling: What Drives Brand Loyalty in Specialty Fashion Brand Lovers," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(6), pages 916-926, June.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-6:p:916-926
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