September 10, 2025Deleted Journal

Brand Narratives Reshaping Fashion and Style: Exploring the Determinants of Store Identity and Consumer Identity Construction in Pakistan

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This research reveals how brand narratives shape consumer and store identities in Pakistan, indicating brand influence on identity construction.

Brand narratives significantly impact consumer identity, influencing choices aligned with their desired self-image.
Analysis of ten prominent fashion brands shows social identity is a stronger driver in brand preference than personal identity.
Key factors influencing consumer perceptions include store personality, product variety, and retail staff behavior.
The study contributes to a framework examining emotional connections between brands and consumers in the Pakistani fashion industry.

Shazia Akbar Ghilzai (2023) studied this question.

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This research reveals how brand narratives shape consumer and store identities in Pakistan, indicating brand influence on identity construction.