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 Structural Equation Model (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.
Mirza Ashfaq Ahmed, Shaista Khalid, Muhammad Ahmad. (2018) Repurchase Intentions Toward Trendy Clothing Fashion in Muslim Communities: The Role of Social Influence, Brand Attachment and Perceived Value, Journal of Islamic Business and Management, Volume 8, Issue 2.
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