Factors influencing brand loyalty of Malaysian gen Y towards fashion clothing brands

Abstract

The objective of the present study is to investigate the factors influencing brand loyalty of Malaysian Gen Y towards fashion clothing brands. Using the Customer-Based Brand Equity (CBBE) as the underpinning theory of the present study, a research framework examining the factors influencing brand loyalty of Malaysian Gen Y towards fashion clothing brands were proposed. Past researches have established that dimensions of CBBE have influenced brand loyalty, and therefore the present study conceptualized brand loyalty as the dependent variable while brand awareness, perceived quality, green brand associations, brand affect, and brand uniqueness as the independent variables. Through dissemination of online survey, data was collected from 208 Malaysian respondents whose age is between 24 and 39 years old by the year 2020. The data analysis revealed that each independent variable has a positive relationship with the dependent variable. However, only perceived quality and brand uniqueness have a significant influence on brand loyalty. Between these two significant factors, brand uniqueness is the most influential. The present study provides valuable information about the Malaysian Gen Y consumers that will allow managers to utilize their resources effectively and efficiently by focusing on aspects of business that would achieve brand loyalty from this segment of customers.