A research paper titled “From Cool to Committed: The Pathways Linking Brand Trendiness, Emotional Identity, and Behavioral Loyalty in the Indian Fashion Market” has been published in the Journal of Asia Entrepreneurship and Sustainability (ABDC Indexed, ISSN: 1176-8592, Volume 21, No. 3, 2025, DOI: https://doi.org/10.53555/jaes.v21i3.66 on 31st October 2025.
The study was co-authored by Dr. Partha Pratim Chakraborty, Dr. A. S. Suresh, Dr. Santhosh Joseph, and Dr. Prachi Jain, with Dr. Govind Soni, Senior Faculty – Retail & Fashion Merchandise, FDDI Chhindwara, contributing significantly to the research available at https://asiaentrepreneurshipjournal.com/index.php/jaes/article/view/66
The paper delves into India’s dynamic fashion industry, emphasizing that brand trendiness—the perception of being modern, cool, and innovative—plays a vital role in engaging consumers, particularly Gen Z and Millennials. Drawing on Aaker’s Brand Identity Model, the study establishes a connection between trendiness, emotional identity, and loyalty outcomes.
Findings reveal that trendy, culturally resonant brands evoke strong emotional identification, enabling young consumers to view them as extensions of their own identity. This emotional alignment fosters deeper brand loyalty and sustained engagement.
