A STUDY ON PERCEIVE BRAND ATTACHMENT AND CUSTOMER LOYALTY TOWATRDS FASHION RETAIL

COMMERCE

This study focuses on perceived brand attachment and its influence on customer loyalty in the fashion retail sector. In today’s competitive fashion market, brands aim to build strong emotional connections with customers in order to increase loyalty and long-term relationships. Brand attachment plays an important role in shaping consumer attitudes, preferences, and repeat purchasing behaviour. The main objective of this study is to examine how factors such as brand image, product quality, price, advertisement, and emotional connection influence brand attachment and customer loyalty among consumers in fashion retail. The research adopts a descriptive research design and primary data was collected through a structured questionnaire from 100 respondents. Various statistical tools such as percentage analysis, Likert scale analysis, ranking method, and chi-square test were used to analyse the collected data. The findings of the study indicate that emotional attachment, brand trust, product quality, and attractive marketing strategies significantly influence customer loyalty. Customers who feel emotionally connected to a fashion brand are more likely to prefer the same brand and recommend it to others. The study highlights that building a strong brand relationship helps fashion retailers improve customer satisfaction, increase repeat purchases, and strengthen brand loyalty. Overall, perceived brand attachment is an important factor that contributes to long-term customer loyalty and competitive advantage in the fashion retail industry.

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