Abstract
The main purpose of this research was to find the moderation effect of individual-level collectivist values on the antecedents of Brand loyalty (BL). What effect does consumer difference on low or high collectivist values have on the brand loyalty in the fashion apparels? It has been found that both groups of consumers have different choices while buying. To investigate this, Individual Level and three antecedent's promotion (PRO), perceived brand quality (PBQ), and brand trust (BT) were selected to check the effect on Brand Loyalty. The questionnaire was self-developed and distributed online on social networking sites through a non-restricted non-probability sampling technique among 201 Pakistani respondents. Path Analysis and SEM analysis was performed to check the moderation in AMOS. This study has developed and tested the theory by finding that individual-level collectivist values (ILCV) have a significant moderating effect on the relationship between PBQ and BL. The findings reveal that consumers low in ILCV become significantly more loyal to a brand, particularly when PBQ is relatively at high levels. The main contribution of the study is that it presents the validated brand loyalty model with the interaction of ILCV.