Abstract
Expressing the Muslim identity and faith through clothing and wearing culturally permissible yet trendy fashion is increasingly becoming challenging for the individuals belonging to the Muslim communities. Therefore, the repurchase intentions of such individuals are being influenced by many factors. This study investigates the psychological process by which social agents with the religion and cultural mindset influence the individuals’ brand attachment and customers’ perceived value to develop the repurchase intentions in the clothing fashion industry. A conceptual model based on the relevant literature is proposed to understand the influence of different factors. The study was conducted in Gujrat (Pakistan) in the apparel sectors. The mixed sampling approach was adopted. Data from 524 respondents were collected by using self-administrated questionnaire. The collected data was analyzed by employing two-step SEM to assess the impact of the above mentioned factors on Repurchase Intentions. The findings revealed that the brand attachment and customers’ perceived value regarding apparel purchasing in religiously dominating society are strongly influenced by the social influences (which are created and monitored by the religion). Considering the findings, it can be concluded that repurchase intentions of Muslim customers can be strengthened and re-shaped through enhancing the social influence by the social agents (e.g., religion) in particularly clothing fashion industry of Pakistan. Furthermore, creating an emotional bond of consumer attachment and value perception with social and religious approval of a particular brand leads to strengthening the repurchase intentions of Muslim customers and loyalty of the apparel brand.
Highlights
Religion is powerful tool that governs societal values and tune trends the preferences of the community (Ariffin, Ismail, & Shah, 2016)
The results further extend the approval that social agents, under the religious influence, have an important role in shaping the value perception of the customers regarding apparel purchasing, and certify the argument of Rajagopal (2011)
Based on the above findings, is the study concludes that social influence under the religious control e.g., all the socialization agents are influenced by the religion plays a key role in strengthening and shaping the brand attachment with particular brands and value perception of customers
Summary
Religion is set of believes on existence of a supernatural power, and life after death. The religion impacts behaviors of individuals in society. Religion acts as institution and element to oversee culture and values (Fam, Waller, & Erdogan, 2004). Religion plays two primary roles; first, it directly acts as agent of socialization; second, it impacts all the other socialization agents (Shin, Park, Moon, & Kim, 2011). Considering this dual impact of religion, it is necessary to understand the role of religious teachings in formation of culture and societal values. Religion is powerful tool that governs societal values and tune trends the preferences of the community (Ariffin, Ismail, & Shah, 2016). Food and apparel are two sectors in relation to which display of religious values is more evident (Arham, 2010)
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