Analysing Customer Loyalty Trends in Niche Apparel Brands in Context of Pakistan

Brand loyalty is regarded as crucial to maintaining the competitive advantage of companies. Several factors such as brand experiences, brand trust, brand prestige, and brand personality have been proposed as the antecedents of brand loyalty. However, their effect varies with the context. This quantitative research attempts to investigate the impact of brand expectations, brand trust, brand prestige, and brand personality on attitudinal and behavioural dimensions of brand loyalty in the context of Pakistan's bridal market especially focusing on HSY and Nomi Ansari bridal brands. The researcher collected data from 400 consumers through purposive sampling using an online questionnaire. The results revealed that brand experience and brand trust are the key factors for building consumer loyalty while brand prestige negatively impacts brand loyalty suggesting that perceived exclusiveness may discourage consumers. It was found that the bridal brand Nomi Ansari found appealing for younger consumers indicates a significant influence of brand personality on brand loyalty. It is recommended that bridal brands should focus on improving customer experiences and creating a brand trust to improve brand loyalty. Moreover, investing in marketing strategies that highlight brand prestige and personality can facilitate emotional relationships with consumers.