![]() ![]() īrand managers strategize to develop stronger relationship with the customers through financial and non-financial benefits to keep the relationships for longer periods. Love is a second highly ranked emotional experience succeeded by happiness therefore, consumer–brand relationship retains significant place in the literature of branding. Consumers feel love due to emotional attachment with the brands. The word love is used for brands similarly as for persons and love is blind, managers must try to develop high level of love for the brands (Zhang, Zhang, & Sakulsinlapakorn, ). Brand love is a phenomenon that is experienced by satisfied customers’ group. Fashion clothing consumers adopt new fashions and socially communicate their experience to influence followers and opinion-seekers. Young female consumers are converting into shopping addiction. Emotionally attached consumers often use the phrase “I love this dress” which depicts that consumers not only love to shop but they also fall in love with the brands (. Emotionally attached female consumers with the brands are diligently willing to pay the premium price (Pourazad, Stocchi, & Pare. Fashion clothing brands consumption is increasing in Pakistan particularly for females from universities and colleges (teachers and students) because they are more aware of the designs, quality, and latest fashion trends due to their enhanced engagement of social media. Particularly, it must be given more importance when it is to be considered for female branded clothing consumption because women have higher level of fashion consciousness. ![]() ![]() Consumers’ behavior is highly devoted to fashion clothing brands to improve their social self-expression (J. Branded clothing consumption is emerging, and it holds a focal activity of consumer behavior. Fashion clothing consumers want continual new trends, constant fashion changes and the availability of new products (Evans, Grimmer & Grimmer, ). ![]()
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