Impact Of Brand Image On Customer Loyalty Towards Luxury Apparel

Authors

Ankita Datta Gupta, BBA Department, Institute of Engineering & Management, KolkataFollow
Ishita Sui, BBA Department, Institute of Engineering & Management, KolkataFollow
Ahana Das, BBA Department, Institute of Engineering & Management, KolkataFollow

Abstract

The research aims in comprehending the perceived quality, which is one of the significant components linked with the brand image in relation to customer loyalty towards luxury apparel. The research aims in studying the relationship between brand image and customer attitude related to luxury apparel. The study was conducted in Kolkata, West Bengal, India. Primary research methodology has been used to collect first-hand information through questionnaire distribution. A secondary research technique has been implemented to attain reliable, viable, and authentic research topic-related information, which has been highlighted descriptively in the literature review section. Based on the data collected, the researcher conducted the evaluation/analysis. The researcher has presented the data evaluation through the validity and reliability test. From the research findings and solution, it could be viably put forward that customer satisfaction plays a very important role in increasing the loyalty of customers toward the brand image of luxury apparel.

Recommended Citation

Gupta, Ankita Datta; Sui, Ishita; and Das, Ahana (2024) "Impact Of Brand Image On Customer Loyalty Towards Luxury Apparel," American Journal of Business and Management Research (AJBMR): Vol. 3: Iss. 2, Article 3.
Available at: https://research.smartsociety.org/ajbmr/vol3/iss2/3