Purpose: A brand acts as a mechanism in engaging both buyer and seller in a long-term consumer brand relationship. Repeating purchases is most important to all businesses to gain more income and for continuing businesses. Therefore, it is important to develop loyalty to brand and this study focuses on examining the impact of brand experience, brand trust & customer satisfaction on brand loyalty. Design/methodology/approach: The quantitative approach was used for this study. 384 of responses were used as the sample of customers who have engaged with the Sri Lankan apparel sector. Multiple regression analysis was employed to evaluate the conceptual model empirically. Findings: The findings imply that brand experience, brand trust, and customer satisfaction have a positive impact on brand loyalty. Originality: The findings offer valuable insights into Sri Lankan apparel industry aiding brand experience, trust and customer satisfaction. The study emphasizes effective brand loyalty, understanding local audience preferences, and the importance of identified variables towards the enhancement of brand loyalty. Implications: This study suggests that apparel companies in Sri Lanka can enhance brand loyalty and customer satisfaction by enhancing trust, utilizing technology, and fostering emotional connections.
Abeywickrama et al. (2025) studied this question.