How brand personality, experience, affection and involvement cultivate post-behaviours in Muslim fashion branded garment

Purpose The purpose of this study is to examine the influence of two pivotal brand stimulus factors brand personality and brand experience on brand loyalty and brand referral in the Muslim fashion branded garment sector. This study also explores the quasi-moderating roles of brand affection and brand involvement in shaping post-purchase behavioural outcomes. Design/methodology/approach This study used a survey questionnaire distributed offline and online via WhatsApp by using purposive sampling. A total of 252 valid responses were collected from Malaysian consumers who had purchased branded Muslim fashion garments, with the majority being females (69.8%), aged 20–49 years old (91.3%) and bachelor’s degree holders (59.9%). The sample size exceeded the minimum requirement suggested by G*Power analysis. The data were analysed using moderated regression analysis with SPSS version 27. Findings Brand personality positively influences brand loyalty, indicating that human-like brand traits that resonate with consumers’ cultural and religious self-concepts can foster deeper emotional bonds dan sustained loyalty. This highlights the strategic importance of crafting brand identities that reflect modesty, authenticity and self-expression in Muslim fashion. Next, while brand experience positively influenced brand referrals, it unexpectedly reduced brand loyalty, possibly because of heightened customer expectations. Therefore, brands should carefully balance creating memorable, high-impact experiences with setting realistic expectations to preserve loyalty. Both brand affection and brand involvement enhanced brand loyalty and referrals, while also reinforcing the link between brand experience and referral behaviour, signalling that emotional attachment and personal relevance serve as powerful levers for advocacy. Originality/value This study offers a more comprehensive model than previous research by integrating brand personality, experience, affection and involvement to assess their combined effects on post-consumption behaviours. This study offers new theoretical and practical insights, advancing our understanding of consumer–brand dynamics in the Muslim fashion industry.