Impact of Word-of-Mouth on Brand Engagement: An Empirical Study of Evolving Garment Brands of Pakistan

Abstract

The purpose of this paperis to investigate the impact of word-of-mouth (WOM) on brand engagement.A questionnaire derived from the previous literature and relevant literature was distributed to 700 respondents. 560 respondents returned the questionnaires, 60 being incomplete and were discarded. Correlation and regression procedures were employed to evaluate the hypothesized relationships between the variables. Significant and positive relationships were observed between wom and brand engagement. Brand love was also found to moderate the relationship between word of mouth and brand engagement.

Keywords: Brand engagement, brand love, fashion industry, word-of-mouth