Moderating Effects of Education, Gender, and Occupation on Brand Attachment and Online Purchase Intention in Apparel: A PLS-SEM Approach

Abstract

Brand Attachment is a crucial factor in developing and maintaining customer-brand relationships. It creates an attachment with the brand and leads to gaining customers' trust to retain them. The study examined the relationship between brand attachment and customers' online purchase intention across diverse socio-economic and demographic settings. Data were collected from 252 respondents in Delhi-NCR who were active customers of online stores selling branded apparel. The PLS-SEM techniques were employed to analyse the data. Additionally, the moderating influence of demographics, such as education, gender, and occupation level, was tested on the relationship between brand attachment and online purchase intention. The study's findings revealed critical insights into the field of knowledge on how different SEED groups explain brand attachment and the different roles of demographics in online purchase intention. There is a significant positive moderation interaction between education and occupation for customers, and a negative interaction between gender.