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Abstract

In the apparel industry, this study examines the link between brand experience, brand loyalty, and perceived brand value. It focuses on the mediating roles of perceived quality, brand awareness, and brand association. A total of 384 customers aged over 20, who have made clothing purchases from five major shopping centers in Tehran capital of Iran (Kurush, Seven Center, Sana Center, Palladium, and Arg) during the second half of 2022, were included in this research. The research methodology employed is theoretical and exploratory, utilizing a questionnaire as the data collection tool. Random sampling was used to determine the sample size using Cochran's formula. Appropriate metrics for each research variable were designed in the form of questionnaire questions. Software such as SPSS 22 and Smart PLS 3 were used for data analysis. In the end, the research showed that brand experience has a major impact on perceived brand value and brand loyalty, with perceived quality, brand awareness, and brand association playing a mediating role in the apparel industry. Other results are discussed and concluded in the research through the discussion and conclusion sections.