Bohr. Amr. BOHR International Journal of Advances in Management Research Bohr. Amr. 2583-6943 BOHR 10.54646/bijamr.2026.42 Research Effect of brand perception and product quality on customer loyalty in the Indian apparel industry Singhvi Aabha * † Acharjee Pratyusha Department of Management (Marketing Specialization), Rajju Shroff ROFEL University, Vapi, India *Correspondence: Aabha Singhvi, aabha.singhvi@gmail.com

†ORCID: Aabha Singhvi 0000-0003-2299-3325

 09 01 2026 5 1 1 5 01 09 2025 09 11 2025 Copyright © 2026 Singhvi and Acharjee. 2026 Singhvi and Acharjee

© The Author(s). 2024 Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

This study explores the relationship between brand perception, product quality, and customer loyalty in the Indian apparel sector, focusing on Raymond—a premium men’s fashion brand. A survey of 250 Raymond customers was conducted using non-probability convenience sampling. The results suggest that brand trust, product quality, and perceived value are key drivers of repeat purchases. Emotional connection and personalized marketing further enhance customer loyalty. Regression and descriptive analysis reveal a significant positive influence of brand perception and product quality on repurchase behavior. This study offers practical implications for brand managers and contributes to the understanding of consumer loyalty dynamics.

 brand perception product quality brand trust repeat purchase Raymond customer loyalty Introduction

In a competitive marketplace, fostering customer loyalty is essential for sustained business performance. The apparel industry, especially premium men’s wear, depends on consistent repeat business for growth. Raymond, with a legacy of nearly a century, represents quality and sophistication in the Indian context. The present study investigates how brand perception and product quality influence customers’ intent to repurchase from Raymond stores.

 Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis Strengths

Strong brand equity with 90+ years of legacy.

Wide product portfolio: textiles, apparel, ethnic wear, home décor, hygiene.

Vertically integrated, ensuring cost efficiency and quality.

Innovation with new collections (e.g., Techno-smart, Virasafe).

 Weaknesses

Premium pricing limits mass-market reach.

Smaller digital presence vs. newer D2C brands.

 Opportunities

Rising demand for ready-to-wear apparel.

Growing trend toward sustainable, eco-friendly fashion.

 Threats

Intense competition (Siyaram, Aditya Birla, etc.).

Shift in consumer preference toward casual wear impacting the suiting segment.

 Literature review

Refer to Table 1 for additional information.

Summary of literature review.

Year ISSN number Title Author name Content
18 November, 2020 P-ISSN: 2580-4987; E-ISSN: 2580-4995 The effect of brand equity dimensions on repurchase intention Ajeng Aquinia and Euis Soliha The study on 100 Starbucks consumers in Semarang, Indonesia, found that perceived quality and brand loyalty drive repurchase intention, while brand awareness negatively impacts it. Using multiple regression analysis, it suggests focusing on quality and loyalty to increase repeat purchases.
May 16, 2024 E-ISSN: 2622-6804 P-ISSN: 2622-6812 Increasing customer repurchase intention: The significance of product quality, viral marketing, and customer experience Maribeth Adela and Meylani Tuti The study on 254 customers in Jakarta found that product quality and customer experience drive repeat purchases, while viral marketing boosts brand awareness and loyalty. Using structural equation modeling (SEM) (SmartPLS), it suggests focusing on quality, marketing, and experience to enhance repurchase intentions.
06, June 2020 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 Brand trust for creating a brand Loyalty in automotive products Moechammad Nasir, Andi Sularso, Bambang Irawan, and Hadi Paramu The study on 210 Honda motorcycle users in Indonesia found that brand trust drives brand loyalty, influenced by reputation, satisfaction, and service quality. Using SEM analysis, it suggests focusing on trust-building strategies to enhance loyalty.
26 August, 2022 P-ISSN: 2614-3917, E-ISSN: 2775-5037 The effect of company reputation and customer experience on customer loyal behavior at Citylink Indonesia Kurhayadi, Barkah Rosadi, Muhammad Yusuf, Aep Saepudin, and Tuti Asmala The study on 300 Citylink Airlines customers in Indonesia found that customer experience significantly influences loyalty (R2 = 0.31). Using SEM analysis linear structural relations (LISREL), it concludes that service quality, reputation, and passenger services boost retention.
1 January, 2023 P-ISSN: 2722-7782, E-ISSN: 2722-5356 The influence of product quality, brand image, and word of mouth On the interest in rebuying Scarlett whitening body lotion products on students of the National University of Jakarta Nadia, Resti Hardini, and Kumba Digdowiseiso The study on 96 students in Jakarta found that product quality, brand image, and word of mouth boost repurchase interest in Scarlett Whitening lotion. Using SPSS 25 regression analysis, it suggests enhancing product quality, brand image, and word of mouth (WOM).
1 April, 2024 Print ISSN: 2579-4892 Online ISSN: 2655-8327 The influence of product price, outlet location, and discounts on the interest to rebuy Andrio Avelino Sinurat, Elida Florentina Sinaga Simanjorang, and Yuniman Zebua The study on 100 consumers in Rantauprapat, Indonesia, found that outlet location, price, and discounts influence popcorn snack repurchase. Using multiple regression analysis (SPSS 22), it suggests optimizing location strategies and pricing.

Previous studies confirm that brand image, perceived quality, and trust significantly influence customer loyalty. Saleem et al. (1) found that brand awareness and perceived quality enhance brand loyalty. Aquinia and Soliha (2) reported that perceived quality has a strong impact on repurchase intention. Baig et al. (3) emphasized the mediating role of customer satisfaction and trust in building brand loyalty. Chauhan (4) also highlighted that trust and satisfaction are key drivers of repeat purchase behaviour.

 Research gap

Prior studies have largely focused on industries such as fast-moving consumer goods (FMCG), cosmetics, aviation, and automotive, with limited attention to the Indian premium apparel sector.

While factors like product quality, brand trust, and customer experience are established drivers of loyalty, little research has examined their role in premium men’s fashion, particularly for Raymond.

Moreover, demographic influences, digital engagement, and changing consumer preferences remain underexplored, creating a gap that this study addresses by analyzing the effect of brand perception and product quality on customer loyalty in Raymond’s context.

 Objective and hypotheses Main objective

To examine the effect of brand perception and product quality on customer loyalty in the context of Raymond.

To assess how product quality impacts repurchase decisions with demographic influence on customer loyalty.

 Variables considered for the research

Brand perception refers to how customers interpret a brand’s value through their experiences, word-of-mouth, and marketing efforts (5). A favorable perception builds emotional connection and purchasing confidence. For Raymond, heritage, design quality, and consistent branding drive strong perception.

 Brand trust

Brand trust is the confidence customers place in a brand’s reliability and intentions, developed through consistent performance and positive brand experiences (6). It develops through consistent product performance, honest communication, and long-term satisfaction. Raymond earns trust through dependable service and high-quality offerings.

 Product quality

High product quality is essential for customer satisfaction and repeat buying, as perceived quality strongly influences brand loyalty and repurchase intention (1, 5). In Raymond’s case, excellence in fabric, tailoring, and personalized service contributes to its premium quality image.

 Customer loyalty

Customer loyalty is a buyer’s repeated preference for a brand despite alternatives and is influenced by trust, satisfaction, and emotional attachment (3, 4). It includes:

Attitudinal Loyalty: emotional attachment and brand advocacy.

Behavioral Loyalty: frequent repurchasing.

Loyalty in Raymond’s customers stems from trust, satisfaction, and brand alignment.

 Keller’s customer-based brand equity (CBBE) model

Keller’s model identifies four stages of brand-building:

Salience: brand awareness

Performance and Imagery: product quality and brand associations

Judgments and Feelings: evaluations and emotional responses

Resonance: strong loyalty and advocacy Raymond achieves resonance through trust and premium position.

 The loyalty ladder framework

This model outlines the customer’s journey from awareness to advocacy: Suspect → Prospect → Customer → Repeat Buyer → Loyal Supporter → Brand Advocate.

Raymond’s goal is to elevate customers to the advocacy level through quality, experience, and emotional branding.

Refer to Table 2 for additional information.

Research design and methodology.

Topic : Effect of brand perception and product quality on customer loyalty in the Indian apparel industry
Research design : Descriptive research design
Sample population : Raymond customers
Sample size : 250
Sampling method : Random sampling method
Research instrument : Survey and questionnaire
Analysis tools and method : Data was analyzed using SPSS for regression and descriptive statistics. Reliability was ensured using Cronbach’s Alpha (α> 0.8 for all constructs).
Respondents : Individual
Area of study : Vapi locality
Data analysis and findings Demographics

Most respondents were male (78%), aged 30–45, employed as professionals or business owners, with middle to high income levels.

 Key results

Brand Trust: 83% of respondents strongly agreed that Raymond is trustworthy.

Product Quality: 87% believed Raymond offers superior suiting and formal wear quality.

Repeat Purchase Behavior: Over 68% of respondents reported they had shopped at Raymond more than three times in the last 12 months.

Promotions: Loyalty programs and in-store offers increased repurchase intention, especially for mid-income customers.

 Regression summary

Refer to Table 3 for additional information.

Variable analysis.

Variable Beta value Significance
Brand trust 0.56 p < 0.001
Product quality 0.43 p < 0.001
Emotional connection 0.38 p < 0.05
Pricing sensitivity -0.21 p < 0.05

Source: Prepared by Author.

Interpretation: Brand trust and product quality are statistically significant predictors of repeat purchases. Emotional factors and perceived value enhance this relationship.

 Factor analysis summary

Refer to Table 4 for additional information.

Results of factor analysis.

Rank Factor Extraction value Influence level
1 Variety of products 0.934 Very high
2 Perceived value for money 0.920 Very high
3 Innovation in design and style 0.896 High
4 Comfort and fit 0.878 High
5 Past experiences 0.878 High
6 Fashion and lifestyle suitability 0.849 High
7 Durability of products 0.821 High
8 Strong brand reputation 0.797 Moderate
9 Promotions and discounts 0.756 Moderate
10 Customization options 0.743 Moderate
11 Pricing reasonableness 0.622 Moderate
12 Advertising and market presence 0.598 Low
13 Word of mouth (friends and family influence) 0.597 Low

Source: Prepared by Author.

The factor analysis confirms that product-related variables (such as variety, quality, innovation, and fit) significantly outweigh promotional or social influences in repeat purchasing behavior. These findings reinforce the importance of maintaining product excellence and innovation in customer retention strategies.

 Conclusions and implications

The study affirms that brand perception and product quality are central to fostering customer loyalty at Raymond. Trust, emotional satisfaction, and personalized service are major retention levers. While Raymond holds a strong market image, improvements in digital engagement, competitive pricing for broader accessibility, and loyalty program expansion are recommended.

Managerial Implications:

Enhance Customer Relationship Management (CRM) systems to personalize offers and increase engagement.

Strengthen digital presence through e-commerce and influencer collaboration.

Introduce tiered loyalty rewards to maintain high-value customers.

Periodic feedback collection to align branding with customer expectations.

Moreover, the loyalty of customers is not static; it evolves over time as customers interact with the brand across various touchpoints. In Raymond’s case, these include the in-store experience, customer service, fabric innovation, and seasonal offers. As competition increases with the emergence of online-first brands and direct-to-consumer fashion lines, it becomes critical for Raymond to not only retain its loyal customers but also convert first-time buyers into repeat purchasers. Loyalty programs that offer personalization, exclusive access to collections, and tailored pricing can significantly influence brand commitment.

Customer testimonials and user-generated content can also serve as a tool to reinforce brand trust, especially among younger consumers who rely heavily on peer validation. In parallel, social media engagement through curated content, influencer tie-ins, and interactive campaigns should be emphasized to sustain awareness and emotional appeal.

Stages of the model

Refer to Table 5 for additional information.

Independent variables affecting customer loyalty.

1. Brand awareness Advertising, visibility, word-of-mouth
2. Brand perception Trust, quality, emotional associations
3. First-time purchase Offers, recommendations, trial experience
4. Satisfaction and value Product performance, value for money
5. Repeat purchase Loyalty benefits, availability, product variety
6. Emotional connection Identity alignment, social influence
7. Brand advocacy Word-of-mouth, long-term brand engagement

Source: Prepared by Author.

Furthermore, it is recommended that Raymond invest in data analytics to better understand customer behavior, purchase cycles, and product preferences. This will enable the brand to forecast demand more accurately and design marketing campaigns that align with seasonal and regional preferences. By leveraging digital tools and focusing on service excellence, Raymond can continue to thrive as a benchmark of loyalty-driven branding.

Refer to Figure 1 for additional information.

Brand perception to repeat purchase cycle.

 Funding

The authors declare that this research received no external funding.

 Conflict of interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

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