Abstract
South Asian Journal of Management Sciences (SAJMS) is a blind peer refereed journal published bi-annually by Iqra University. The journal recognizes growing involvement of regional issues in management sciences within the larger context of globalization and international arena.
Highlights
The importance of the concept of transmission of market information, through interpersonal communication has long been acknowledged by many researchers
In light of the findings reported in extant literature and its pitfalls, this study aims to address three concerns; 1) What is the relationship of the three different brand positioning strategies with brand love? 2) Do market mavens act as a moderating factor between brand positioning and brand love? and 3) What are the demographic characteristics of market mavens in the retail market for Pakistani high street fashion apparel? (See figure. 1)
In order to verify whether market mavens have a moderating effect on the relationship between the three brand positioning strategies and brand love, a moderation analysis was conducted
Summary
The importance of the concept of transmission of market information, through interpersonal communication has long been acknowledged by many researchers. These days, in particular, consumers do search for reviews and testimonials from influencers before they decide on making any buying decision (Deloitte, 2017). Consumers feel like they have a social responsibility to engage with other consumers and exchange their personal opinions, experiences and get up-to-date information about brands. In light of the interpersonal influences while making a purchase, there is an exclusive target group called market mavens who are individuals who have access to
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