The Effects of Fashion Interest, Product Novelty and Product Quality on Brand Consciousness and Brand Loyalty in Fashion Apparel Purchase

Abstract

The study examines the relationship fashion interest, product novelty and product quality on brand consciousness and brand loyalty in apparel purchase in Gauteng, South Africa. The study is located within a post-positivist paradigm using a quantitative method. Participants were 199 randomly selected students registered in 2013 from a University in South Africa. Descriptive statistics were used to describe the composition of the sample. Structural equation modelling (SEM) was used to test the relationships between the constructs. Validity and reliability were assessed through confirmatory factor analysis (CFA) and Cronbach alpha values. The results show that that there are no significant casual relationships between fashion interest and brand consciousness. Significant casual relationships were found between product novelty and brand consciousness and product quality and brand consciousness. However, brand consciousness does not seem to influence brand loyalty. The study provides valuable implications for retailers and more specifically marketers, for the constant need to emphasise the product quality and product novelty aspects of fashion apparel in order generate opportunities for sales among this cohort of consumers. DOI: 10.5901/mjss.2014.v5n8p32

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