Brand image and its impact on consumer loyalty in apparel

Abstract

Consumers are given significant positions to brands, often connecting status with various brands of a product or service. Consumers perceive brands from diverse perspectives and anticipate higher quality standards. When an apparel brand consistently meets customer needs, customer loyalty toward that apparel brand develops and builds a relationship with the brand. The study examines the impact of brand image on customer loyalty within the apparel sector in Imphal City, Manipur. In the research, the researchers survey questionnaires to 150 respondents, including males and females. They assessed the reliability of the gathered data using Cronbach's alpha value. The analysis shall encompass descriptive statistics, including correlation and multiple regression, with the help of SPSS software. By studying these dynamics, the research contributes to a deeper understanding of consumer behavior within the branded apparel market by offering valuable implications for marketers aiming to enhance brand loyalty and to understand the impact of brand image on customer loyalty in apparel brands.