Description

The aim of the study is to identify and understand the key factors of branded clothing which influence female consumer involvement towards branded clothing in Pakistan. The research model incorporates brand status, brand attitude, willingness to pay premium, self-concept and reference group as the factors in predicting consumer involvement in fashion clothing. A survey is conducted with general female consumers to obtain empirical evidence using questionnaires. The data is analyzed by using statistical techniques: regression analysis, correlation and factor analysis. The study indicates that status branding, brand attitude, paying premium for branded clothing, self-concept and reference groups increase consumer involvement in fashion clothing. The results show that brand attitude is the most significant factor followed by self-concept, brand status, willingness to pay premium and reference groups. Overall, the results imply that the selected variables and factors highly influence consumer involvement in fashion clothing related to self-concept and positive attitude towards branded clothing.