国际经济与管理科学杂志

EXPLORING THE MEDIATING ROLE OF CUSTOMER LOYALTY ON THE RELATIONSHIP BETWEEN BRAND AFFECT, BRAND QUALITY, BRAND PERSONALITY, AND CUSTOMERS? BRAND EXTENSION ATTITUDE IN FASHION WEAR

Abstract

Amna Anwar, Amir Gulzar

The study was to explore the relationship of brand affect, brand quality and brand personality towards brand extension attitude. It was further intended to explore either customer loyalty mediates the relationships of brand affect and brand extension attitude, brand quality and brand extension attitude and brand personality and brand extension attitude. The study was causal in nature and data was collected from 240 female users of fashion wear of 03 famous brands. The results showed that customer loyalty mediates all the relationship of the study and brand affect, brand quality, brand personality are significantly associated with customer loyalty and brand extension attitude.