Determinants of Consumer Behavioral Intension towards Clothing Brand in Pakistan: The Role of Brand Personality Appeal

Abstract

This study is regarding to Brand Personality Appeal (BPA) and what is the impact of simplicity, emotionality, aggressiveness, activity and responsibility on consumer’s attitude and intention. The main determination is to find out the impact of these variables on brand personality appeal. The data was collected with the sample size of 361 which includes 153 male respondents and 208 female respondents. The tests utilized to interpret the data are Statistical Package for the Social Sciences (SPSS) and Analysis of a Moment Structures (AMOS). In addition, the research is conduct on the basis of brand personality appeal (BPA) because brand personality plays a significant role for customer loyalty and also impact the consumer’s attitude towards the brand because the brand image is like a human personality and both are built over the period of time. Our main variable of the study is activity, responsibility, aggressiveness, emotionality and simplicity.