From Cool to Committed: The Pathways Linking Brand Trendiness, Emotional Identity, and Behavioral Loyalty in the Indian Fashion Market
DOI:
https://doi.org/10.53555/jaes.v21i3.66Keywords:
Sustainable Entrepreneurship; Brand Trendiness; Emotional Identity; Behavioural Loyalty; Fashion Entrepreneurship; Sustainable Development.Abstract
In the fast-paced Indian fashion industry, brand trendiness the belief that a brand is cool, modern, and breaking new ground has become a key factor in consumer engagement and loyalty – particularly among Gen Z and Millennial shopper segments. Based on the literature review and previous studies’ findings, secondary data are used to develop a conceptual framework using Aaker’s Brand Identity Model that links brand trendiness, emotional identity, and loyalty outcomes. In summary, the results indicate that if fashion brands are perceived as trendy and culturally relevant, they elicit emotions of identification within young adults and help them see the brand as an extension of their self-concept. In addition to the marketing implication, the study has a contribution to the body of sustainable entrepreneurship as it informs the debate on sustainability as a tool of innovation and responsible business development in the Indian fashion sector through brand trendiness. It points out the trend informed design and emotional branding through start-ups and small fashion enterprises to attain economic viability, social inclusion, and long-term sustainability. This places the study in the larger context of sustainable development and ethical entrepreneurship in emerging markets in Asia.
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Copyright (c) 2025 Dr Partha Pratim Chakraborty, Dr. A.S.Suresh, Dr. Santhosh Joseph, Dr Prachi Jain, Dr. Govind Soni (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
