Brand Loyalty in Modest Fashion Industry among Gen Y Female Employees in Malaysia

A Conceptual Framework

Abstract

The paper aims to determine Gen Y female employees’ brand loyalty in the modest fashion industry in Malaysia by considering the role of brand personality, brand love, and brand equity. This cohort of employees is the subject of the research because they are of particular value to the Malaysian market due to their size and increased buying power in this industry. Theory of Planned Behaviour (TPB) of Ajzen (1991) that has been used to clarify and forecast human behaviour and link to their beliefs is adopted in explaining the conceptual framework of the study. Literature review from previous studies on brand loyalty in various industries such as telecommunications, luxury fashion, accommodation, cosmetics, and beverages from many countries suggests that there are many factors influencing brand loyalty among the Gen Y cohort. Previous studies suggested that brand personality and brand love have a significant relationship with brand loyalty although some studies suggested the two variables reveal a non-significant relationship to brand loyalty. In support of the past literature, the conceptual framework of the current study establishes that brand equity mediates the relationships between brand personality and brand love towards brand loyalty.