Factors Effecting Brand Loyalty in Fashion Industry of Pakistan.

      Аннотация: Its a very beneficiary product for the Marketers to market their brand keeping an eye of Personality Congruence of their targeted audience of the brand with their brand and satisfying their customers with their Perceived Quality with the Brand to maximize the Brand Loyalty and enjoy market Leadership... as fashion has evolved from ages to ages and from centuries to centuries. It’s due to fashion that people today are brand loyal and choosy regarding brands. Companies are becoming aware and paying more attention towards the satisfaction of customer as it is the key to customer loyalty and as an outcome to it, firms are constantly engaged in understanding their customer’s taste. Brand loyalty is believed as a factor for influencing customer satisfaction because the stronger brand loyalty helps to improve and win over firms retaining customers which would increase the market share and profit margin of the firm.

Ключевые слова: Brand Loyalty, Pakistan, Perceived Quality, Personality Congruence