November 9, 2025

Antecedents of Repurchase Intentions and Coolness in the Context of Apparel Brands

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Customer trust plays a crucial role in shaping brand coolness, influencing repurchase intentions.
The analysis incorporated survey responses from 940 apparel consumers in Pakistan, supporting the model's viability.
Structural Equation Modeling revealed significant paths linking customer attitudes to brand perception.
Understanding brand coolness may enable marketers to better foster consumer loyalty and drive repurchase behaviors.

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Observational analysis reveals corporate reputation influences brand coolness in apparel, indicating enhanced repurchase intentions.

Mehmooda et al. (2022) studied this question.

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