DefinePK

Abstract

This article aims to evaluate the influence of customer brand engagement on consumer brand identification, brand trust, and purchase intentions in the fashion apparel industry. This article examines the mediating role of consumer brand identification and brand trust between customer brand engagement and purchase intention.  It also investigates the influence of brand trust and consumer brand identification on purchase intention. Furthermore, customer brand engagement has emerged as a crucial marketing strategy for improving consumer brand identification. It also fosters brand trust and increases purchase intention. Nonetheless, there exists a significant lack of empirical studies emphasizing the critical significance of customer engagement within the realm of brands. The convenience sampling methodology and a self-administered questionnaire were used to collect a sample of 363 customers of fashion clothing companies in Pakistan. Consumer brand identification is predicted by customer brand engagement. Furthermore, customer brand engagement has a favorable impact on purchase intention. Brand trust serves as a partial mediator in the link between customer brand engagement and purchase intention. The connection between customer brand engagement and purchase intention is not mediated by consumer brand identification. Likewise, there exists no substantial connection between customer brand identification and purchase intention. The findings of this article suggest that fashion clothing marketers have to examine the significance of customer brand engagement in the formulation of purchase intentions. This article is one of the few published manuscripts that pertain to the Pakistani fashion apparel marketing sector.