Exploring The Influence of Brand Resonance On Customer Retention in The Fast-Fashion Textile Sector

Abstract

People live with their choices when they choose a brand. When consumers select a brand, they stand by their decision, creating a significant and enduring connection between the brand and the company’s customers. As a result, the brand becomes one of the marketer’s most important tools for driving their marketing efforts. This study seeks to investigate factors that influence brand resonance and to analyse the impact of brand resonance on the consumer repurchase intention of products. Data is collected from 209 sample respondents using structured questionnaires. Research shows that perceived brand quality, brand image and brand experience have positive impact on brand loyalty of behavioral loyalty, attitude attachment and community consciousness. Among these three factors, perceived brand quality and brand image have a positive effect on the brand resonance of active participation. It has also been found to have a positive effect on repurchase intention in four dimensions: brand resonance, behavioral loyalty, attitude attachment and community consciousness. Finally, companies need to focus on better quality products and customer engagement in order to maintain their brand image and retain their existing customers. Companies need to create more attractive marketing programs.