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Determinants of Consumer Behavioral Intension towards Clothing Brand in Pakistan: The Role of Brand Personality Appeal

Author

Listed:
  • Abdul Saleem

    (Lecturer, Indus University, Karachi, Pakistan)

  • Salman Hussain

    (Phd Scholar, Department of Business Admininstration, Iqra University, Karachi, Pakistan)

  • Faizan Ul Haq

    (PhD Scholar, Department of Business Administration, Iqra University, Karachi, Pakistan)

  • Asadullah Lakho

    (PhD Scholar, Department of Business Admininstration, Iqra University, Karachi, Pakistan)

  • Muhammad Nabeel Khan

    (MBA (Bi-Majors), Department of Business Admininstration, Iqra University, Karachi, Pakistan)

Abstract

This study is regarding to Brand Personality Appeal (BPA) and what is the impact of simplicity, emotionality, aggressiveness, activity and responsibility on consumer’s attitude and intention. The main determination is to find out the impact of these variables on brand personality appeal. The data was collected with the sample size of 361 which includes 153 male respondents and 208 female respondents. The tests utilized to interpret the data are Statistical Package for the Social Sciences (SPSS) and Analysis of a Moment Structures (AMOS). In addition, the research is conduct on the basis of brand personality appeal (BPA) because brand personality plays a significant role for customer loyalty and also impact the consumer’s attitude towards the brand because the brand image is like a human personality and both are built over the period of time. Our main variable of the study is activity, responsibility, aggressiveness, emotionality and simplicity.

Suggested Citation

  • Abdul Saleem & Salman Hussain & Faizan Ul Haq & Asadullah Lakho & Muhammad Nabeel Khan, 2022. "Determinants of Consumer Behavioral Intension towards Clothing Brand in Pakistan: The Role of Brand Personality Appeal," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 163-172, December.
    • Handle: RePEc:rfh:jprjor:v:8:y:2022:i:4:p:163-172
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    References listed on IDEAS

    as
    1. Samy Belaïd & Azza Temessek Behi, 2011. "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context," Post-Print hal-02180696, HAL.
    2. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    3. Cindy Lombart & Didier Louis, 2010. "Impact of brand personality in 3 major relational consequences (trust, attachment and commitment to the brand)," Post-Print hal-00771151, HAL.
    Full references (including those not matched with items on IDEAS)

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