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Moderating Effects of Education, Gender, and Occupation on Brand Attachment and Online Purchase Intention in Apparel: A PLS-SEM Approach

Author

Listed:
  • Aditi Shar

    (Department of Management, Indira Gandhi University-Meerpur, India)

  • Samrdihi Tanwar

    (Department of Management, Indira Gandhi University-Meerpur, India)

Abstract

Brand Attachment is a crucial factor in developing and maintaining customer-brand relationships. It creates an attachment with the brand and leads to gaining customers' trust to retain them. The study examined the relationship between brand attachment and customers' online purchase intention across diverse socio-economic and demographic settings. Data were collected from 252 respondents in Delhi-NCR who were active customers of online stores selling branded apparel. The PLS-SEM techniques were employed to analyse the data. Additionally, the moderating influence of demographics, such as education, gender, and occupation level, was tested on the relationship between brand attachment and online purchase intention. The study's findings revealed critical insights into the field of knowledge on how different SEED groups explain brand attachment and the different roles of demographics in online purchase intention. There is a significant positive moderation interaction between education and occupation for customers, and a negative interaction between gender.

Suggested Citation

  • Aditi Shar & Samrdihi Tanwar, 2026. "Moderating Effects of Education, Gender, and Occupation on Brand Attachment and Online Purchase Intention in Apparel: A PLS-SEM Approach," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 554-573, June.
    • Handle: RePEc:nwe:eajour:y:2026:i:2:p:554-573
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    References listed on IDEAS

    as
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    4. Seong-Yeon Park & Seung Wha Lee, 2013. "Effects of a perceived brand crisis on product evaluation and purchase intention: the moderating roles of brand credibility and brand attachment," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(2), pages 213-226, March.
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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