FROM SELF TO STYLE: A STUDY OF BRAND LOYALTY AND SELF-ESTEEM AS CATALYSTS FOR FASHION CONSCIOUSNESS

Abstract

This study endeavors to analyze brand loyalty and investigate the impact of factors such as self-esteem and fashion consciousness on it, as it is imperative for organizations to comprehend consumer behavior and purchasing decisions. Data was collected from 400 participants using the purposive sampling technique. The descriptive statistics were used to determine the effectiveness of the scales, the frequency of occurrences, and the percentages. We also employed correlation analysis to investigate the direct and inverse effects of changes in one variable on changes in another. Furthermore, regression analysis demonstrated that self-esteem and fashion consciousness were substantially correlated with brand loyalty, and a T-test analysis was conducted with respect to gender, marital status, and occupation. There were statistically significant gender differences in brand loyalty and fashion consciousness. Measures of self-esteem and brand loyalty yielded significantly higher scores for married individuals than for unmarried individuals. This investigation determined that self-esteem was the sole category in which the mean ratings of employed and jobless participants differed substantially. This study explores self-esteem, a frequently disregarded aspect of consumer psychology, by examining fashion consciousness, measuring brand loyalty among adult consumers in the given context, and identifying fashion information sources.