British Journal of Marketing Studies (BJMS)

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A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry (Published)

This paper aims to explore the key branding strategies influencing the young customers of Pakistan to buy a new domestic new luxury apparel brand and results in strong brand equity. Further, the current study also provides an in depth understanding between the old and new luxury branding. This study has employed quantitative research analysis with the help of a deductive approach. For collecting quantitative data, Likert Scale Based questionnaire were distributed among 125 young customers who had experience of buying domestic new luxury apparel brand in Pakistan. The results of this study depict that branding strategies like store image, brand elements, influencers and web advertising have positive effects on brand equity as it influences young consumer to buy a domestic new luxury apparel in Pakistan. The study is limited to young consumers of Karachi, Pakistan. Marketers have adopted different strategies for attracting the customers towards their products and to develop strong brand equity. With the emergence of new luxury, brands are experimenting various strategies to attract young consumers. In Pakistan, few studies have investigated traditional luxury however, no studies were conducted in terms of new luxury. This study has revealed four branding strategies influencing young consumers in Pakistan to buy a domestic new luxury apparel and also building strong brand equity for apparel brands.

Keywords: Brand Equity, Branding, Youth, apparel, brand elements, influencers, luxury, new luxury, store image, web advertising

Impact of Service Quality on Customer Trust, Purchase Intention and Store Loyalty, with mediating role of Customers’ Satisfaction on Customer Trust and Purchase Intention (Published)

Service Quality is most important dimension on which customer satisfaction is based. The main theme behind this research paper is to examine the impact of Service Quality on Customer trust, Purchase Intention and Store Loyalty where Satisfaction performs the role of mediator with Trust and Purchase Intention. Also, this study will analyze the impact of Store image on store Loyalty.  This study is conducted mainly under the context of Grocery shopping in Jeddah, Saudi Arabia. Sample of 322 has been taken by using convenient sampling. Results show that all predicted hypothesis has been accepted after conducting the regression test. Positive impact has been seen between service quality and trust, service quality and purchase intention, and service quality and store loyalty. Also mediating role of customer satisfaction has been seen on customer trust and purchase intention. Finding also reveals that store image positively impact the store loyalty. This study will be helpful for researchers for future consideration in Saudi Arabia which provide useful implications as well.

Keywords: Purchase Intention, Satisfaction, Service Quality, Store Loyalty, Trust, store image

Effects of Actual Self and Ideal Self Image On Consumer Responses: The Moderating Effect of Store Image (Published)

This study aims to investigate the relationship between (actual and ideal) self-image congruity and store image, and also its impact on the behavioral responses of consumers (such as enjoyment, trust and purchase intention). The instrument utilized for data collection was a five- point Likert type questionnaire; the reliability of the instrument was confirmed via Cronbach Alpha and Split-half tests. The sample consisted of 384 home appliances stores’ customers. Data analysis was also conducted in descriptive and analytical modes using AMOS software and through structural equations and confirmatory factor analysis. Based on the examination of the hypotheses and the findings (results), the actual self-image of individuals impacts the assessment of visual cues, navigational convenience and store atmosphere while the individuals’ ideal self-image was found to influence only store atmosphere. Store atmosphere was the only factor having an effect on trust while visual cues and store atmosphere impacted enjoyment. In addition, both trust and enjoyment were found to influence purchase intention. It can also be noted that the store atmosphere factor proves all items of actual and ideal self-image, trust and (product) enjoyment, indicating the significant effect of store atmosphere on consumer behavior in regard to store image. However, navigational convenience discredits all the factors except actual self-image.

Keywords: Actual self-image, ideal self-image, purchase desire., store image

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