Repurchase Intentions toward Trendy Clothing Fashion in Muslim Communities: The Role of Social Influence, Brand Attachment and Perceived Value

Mirza Ashfaq Ahmed, Shaista Khalid & Muhammad Ahmad
Published Online: December 2018
Abstract

Expressing the Muslim identity and faith through clothing and wearing culturally permissible yet trendy fashion is increasingly becoming challenging for the individuals belonging to the Muslim communities. Therefore, the repurchase intentions of such individuals are being influenced by many factors. This study investigates the psychological process by which social agents with the religion and cultural mindset influence the individuals’ brand attachment and customers’ perceived value to develop the repurchase intentions in the clothing fashion industry. A conceptual model based on the relevant literature is proposed to understand the influence of different factors. The study was conducted in Gujrat (Pakistan) in the apparel sectors. The mixed sampling approach was adopted. Data from 524 respondents were collected by using self-administrated questionnaire. The collected data was analyzed by employing two-step SEM to assess the impact of the above mentioned factors on Repurchase Intentions. The findings revealed that the brand attachment and customers’ perceived value regarding apparel purchasing in religiously dominating society are strongly influenced by the social influences (which are created and monitored by the religion). Considering the findings, it can be concluded that repurchase intentions of Muslim customers can be strengthened and re-shaped through enhancing the social influence by the social agents (e.g., religion) in particularly clothing fashion industry of Pakistan. Furthermore, creating an emotional bond of consumer attachment and value perception with social and religious approval of a particular brand leads to strengthening the repurchase intentions of Muslim customers and loyalty of the apparel brand.


Keywords

Muslim Communities, Social Influence, Customer’s perceived value, Repurchase Intentions.