THE MEDIATING ROLE OF AFFECTIVE BRAND COMMITMENT AND CUSTOMER ENGAGEMENT IN DEVELOPING PURCHASE INTENTION OF FASHION APPAREL BRANDS

The purpose of this study was to investigate the impact of consumer brand identification on customer engagement and affective brand commitment. The research also aims to evaluate the mediating effects of affective commitment and customer engagement in the association between consumer brand identification and purchase intention. Using a convenience sampling approach, 443 participants were chosen among customers of fashion apparel brands in Pakistan through a self-administered online survey. For the estimation of the model, partial least squares (PLS) structural equations modeling (SEM) was used because studied constructs are comparatively latest or evolving. Results reveal that consumer brand identification affects affective commitment and customer engagement. Moreover, customer engagement and affective brand commitment partially mediate the relationships between consumer brand identification and purchase intention. The findings also demonstrate that customer engagement has an impact on purchase intention. Managers should engage customers to increase their willingness to buy fashion apparel brands. The paper only looks at Pakistani fashion clothing brands. Future studies could use a longitudinal approach and compare nations and other industries with diverse culture