Antecedents of brand loyalty in the fashion industry of Pakistan, Moderating effect of Individual-level collectivist values, By Yasir Ali Soomro

The research article is written by Soomro in 2019, on the topic of brand loyalty in the fashion industry of Pakistan. Brand loyalty has several advantages and benefits such as an increase in the customer base and overall sales probability. In this article, the researcher has covered important factors that contribute as mediating factor to affect individual perception towards a brand offering fashion related products. In this research article, Soomro also discussed the moderating effects of individual level collectivist values (Soomro D. Y., 2019). Consumer perceives various levels of quality whenever they are offered a variety of products. These perceived qualities about products result in the change of their decisions and overall their loyalty towards that brand. Researchers concluded that perceive quality of an offered fashion product is one of the main antecedents of brand loyalty. Consumer trust in the brand also counts as an important factor for the brand as it plays an important role in brand loyalty.

 Trust has a pivotal role when consumer preferences are positive. Promotion an essential element of the marketing mix has a direct relationship with brand loyalty as consumers are informed about the new product items offered by the company through promotion. However, promotion does not generate positive impact all the time. The negative impact is also associated with promotion related activities as consumer perceive that product quality is not high and good therefore the brand is offering that product at prices to get rid of their old and poor quality stock (Soomro, 2019).          

Question: Which Cultural Factor and how it is affecting the Fashion apparels industry and brand loyalty of customers?

Cultural factors draw impact on industries working to offer fashion apparels. Overall industry performance also take effects from the brand loyalty of the consumers. Loyal consumers increase sales for brands. However, brand loyalty also gets influence from cultural factors. According to the research article written by Soomro on brand loyalty in the fashion industry, culture can change the thinking way and process of consumers. Culture eventually influence the mind and way of thinking. The culture encourages a person about how to differentiate different products and members from the alternative options. Thus the purchase decision of the customers highly depends upon the cultural factors and their perceived values for that particular product in the fashion industry. Although, research article shows that collectivism and country level interest also shape individual interests and perceptions regarding a fashion apparels.

Consumer prefers to purchase products which are highly accepted by society and meet the cultural norms. The behaviour of consumers regarding purchasing also gets shape from the overall culture of the community or society in which a consumer live. Moreover, researchers also concluded that cultural factors such as socially acceptable designs, socially appreciated colours for different events also change the purchasing decisions of the apparel. The consumer becomes loyal to the fashion related brands which are highly appreciated by society and that meets the cultural standards. In accordance to the research study, culture in the metropolitan cities of Pakistan is changing as it is getting influence from the western culture thus in these areas fashion industry also need to have changes to ensure brand loyalty.                     

Article 2:

Understanding the Adoption of SADAD E-Payments: UTAUT Combined with Religiosity as Moderator

By Yasir Ali Soomro

Summarized in your own understanding

The article is written on the topic of adoption of SADAD e-payment system. The researchers of this research article had a focus on the religiosity as a moderator regarding the e-payments system. E-business e-commerce is increasing in developing countries. E-commerce is purchasing and selling products through the use of the internet at mobile phones, laptop and tablets. E-commerce system includes an e-payment system that is the major concerning the topic of this research article. E-commerce is rapidly growing in the countries of the Middle East. People of these countries particularly citizens of Arab Emirates are now paying attention to the online shopping system and e-payments via the online banking system. Research is focused on Gulf countries which include Oman, Qatar, and Kuwait. E-commerce sales in the past few years were limited as compared to the records of purchases from the physical markets.

Considering changes and improvement in the e-commerce trend researchers found it important to study factors which can draw an impact on the business of e-commerce websites. Online shopping also requires online transitions which have a direct impact on the business of e-commerce websites. E-commerce websites sometimes lie to their proposed customers about the security measures of the website just to grab their attraction and sell out their products. However, poor experiences cause to decrease customer trust towards online payment system. Several theories and theoretical frameworks are established in this research work to elaborate on the factors which contribute to change consumer behaviour about e-payment systems at e-commerce websites (Soomro Y. A., 2019).                        

Question: What role does Religiosity play in marketing and adoption of SADAD (e-payment product) in Saudi Arabia?

In Saudi Arabia, the shopping trend is changing with the advancement in technology. People of Saudi Arabia are adopting new technologies and modern shopping patterns to become advance and modern country. For the support of the e-commerce system in the country, the online payment system is improved. An electronic bills presentment system is introduced for the citizens of Saudi Arabia which are known as SADAD. Such online payment system also supports a country to deal with the challenges associated with the e-payment system. UTAUT model is also developed that concerns with the Islamic religiosity. The Islamic religiosity based model has a role of moderator between Saudi banking customers and SADAD payment system. In detail, to ensure the adoption of a new system it is essential to create a positive image of that system in the society. Things that go against Islamic religiosity are not acceptable for the Muslims audience. Similarly, in the case of SADAD adoption, Islamic religiosity is taken as the central point which will influence the mind of consumers regarding the use of SADAD in the e-commerce and online payment systems.

Conclusively, in the light of research findings and analysis, it can be said that Islamic religiosity has a positive factor for the adoption of SADAS payment system in Saudi Arabia.  however, it also works as a marketing strategy to grab the attention of the proposed audience and to influence their perception about SADAD payment system. Religiosity also supports marketing and promotion system to spread awareness in the targeted audience about the benefits and advantages of SADAD payment system.