Impact of brand personality and product involvement on perceived value with moderating role of sales promotions Empirical Testing of high end Pakistani Apparel Brands /

Abstract

Apparel industry in Pakistan has seen a major shift after the reduction in exports due to energy crisis and lack of government focus. Private business owners launched their own apparel brands for domestic apparel market to sustain their businesses. In past five to eight years numerous apparel / clothing brands were launched and gained enormous popularity. Pakistani apparel market did not witness such massive branded market and now there is a war between different brands serving different social classes. High end apparel brands are focusing on launching new designs with impressive marketing techniques to attract customers and focus on creating brand loyalty. Empirical testing was needed to measure the impact of product involvement on consumer perceptions. Brand personality is also a widely studied construct which also has an influence on perceived value of the customer and together they shape consumer purchase decision. This research study was aimed to evaluate the impact of brand personality and product involvement on consumer perceived value. Due to intense competition in the domestic apparel market brands have also focused on sales promotions which directly influence the purchase decisions. A sample of 327 respondents was recruited using convenience-based non-probability sampling through a survey questionnaire. PLS-SEM data analysis technique was applied where path analyses was done to measure the impact. Results revealed that there is a significant and positive moderation of sales promotions on the relationship of brand personality and perceived value; further, there is a significant and negative moderation of sales promotions on the relationship of product involvement and perceived value. Leading to the conclusion that sales promotions can be a useful tool to enhance consumer perceived value. However, product involvement will be decreased when sales promotion moderate.