It’s Not Just Fashion, it’s Feeling: What Drives Brand Loyalty in Specialty Fashion Brand Lovers

Faizan Abd Jabar and Mohd Nazri Mohd Noor
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Faizan Abd Jabar: Faculty of Business and Management, Open University Malaysia, Petaling Jaya, Selangor, Malaysia
Mohd Nazri Mohd Noor: Chief Academic Officer, University of Southampton Malaysia, Iskandar Puteri Johor, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 916-926

Abstract: This study investigates the psychological and emotional factors influencing brand loyalty in the specialty fashion sector, focusing on three primary determinants: self-narrative, acquisitive behavior, and personal gratification. The research aims to understand how these variables shape loyalty among style-conscious consumers, particularly in the Malaysian context where cultural and religious values intersect with fashion choices. A quantitative approach was adopted, utilizing a structured questionnaire distributed via convenience sampling in three major shopping malls in Kuala Lumpur. The study gathered data from 391 qualified respondents primarily female, aged 31–50, and from the Malay ethnic group. The analysis was conducted using SmartPLS for structural equation modeling, ensuring robust measurement and validity of constructs. The results confirmed that all three hypothesized factors significantly affect brand loyalty. Among them, self-narrative emerged as the strongest predictor (β = 0.379, p

Date: 2025
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