Consumer brand identification and purchase intention: Mediating role of customer brand engagement and moderating role of self-esteem in the fashion apparel industry

Abstract

This study emphasizes the role of customer brand identification in predicting customer brand
engagement using social exchange theory. The study investigates the connection between
customer brand engagement and purchase intention. Furthermore, the research investigates the
mediatory role that customer brand engagement plays in the relationship between consumer
brand identification and purchase intention. The moderating function of self-esteem between
customer brand engagement and purchase intention also examined. This research used an online
questionnaire and a convenience sampling technique to obtain valid data from 392 respondents
who were either Pakistani fashion apparel users or those who intended to purchase fashion
apparel brands. The structural equation modeling with partial least squares was employed to
conduct the investigations. Social exchange theory was employed in this research. Consumer
brand identification predicts customer brand engagement. Additionally, customer brand
engagement has a favorable impact on purchase intention. Additionally, the relationship between
consumer brand identification and purchase intention is partially mediated by customer brand
engagement. Self-esteem moderates the relationship between customer brand engagement and
purchase intention. The outcomes of this study suggest fashion apparel marketers explore the
significance of CBE in the formation of purchase intention. This article is one of the few
published manuscripts that belong to the Pakistani fashion apparel marketing sector. The results
shed fresh insight on the causes of customer brand engagement and gave empirical evidence for
customer brand engagement's partial mediating influence. Additionally, the study contributes to
the literature on purchase intention by establishing the favorable influence of customer brand
engagement on purchase intention.