How to be certain in uncertainties? A study of Determinants of Sustainable Brand Preferences among Consumers from Varied Ages and Social Statuses

Abstract

The research has undertaken the study of the role and impact of self-esteem and fashion consciousness for the emergence of loyalty for brands among consumers, whereas examination of brand loyalty is carried out to enhance understanding of consumer behaviour and purchase decision making, vital for businesses. For the purpose, the data was taken from 400 participants through convenient sampling technique. In data analysis phase, psychometric properties of scales were found along with frequencies and percentages through descriptive statistics whereas correlation analysis were carried out to see how independent variables effects dependent ones and vice versa. Furthermore, regression analysis revealed that self-esteem and fashion consciousness positively predicted brand loyalty while T-test analysis were done on gender, marital status and occupation. Results for gender indicated significant mean differences among fashion consciousness and brand loyalty while differences in mean scores among married and unmarried participants showed significant differences among levels of self-esteem and brand loyalty. This study showed that significant differences in mean scores of employed and unemployed participants were seen in self-esteem only as compared to other two variables. This study ascertains the self-esteem as it is one of the neglected segments in consumer psychology along with the identification of fashion information sources, measures the fashion-conscious levels and loyalty with brands among mature consumers of studied context.