Exploring digital consumption values and brand loyalty in fashion and apparel industry

This study examines the influence of digital consumption values on brand loyalty in the fashion and apparel industry, drawing on the Theory of Consumption Values to address gaps in existing frameworks that often isolate individual digital factors. The research adopts a quantitative approach, utilizing a survey administered to consumers in an emerging market context to capture perceptions across functional, emotional, social, epistemic, economic, and trust-related dimensions of digital engagement. Data were analysed using reliability assessments, correlation analyses, and multiple regression to evaluate the relationships between these values and loyalty outcomes. Results reveal that digital consumption values explain 62% of the variance in brand loyalty, with functional and emotional values emerging as the strongest predictors. The findings underscore the importance of integrated digital strategies that enhance user experience, personalization, and visual appeal to foster long-term consumer relationships. Implications for fashion brands include prioritizing platform usability and immersive technologies to build a competitive advantage in digital marketplaces. This research contributes to theoretical advancements in consumption behaviour and offers practical guidance for industry practitioners navigating evolving online retail dynamics.