https://internationalrasd.org/journals/index.php/jom <p style="text-align: justify;"><em><span data-contrast="auto">i</span></em><span data-contrast="auto">RASD</span><span data-contrast="auto"> Journal of </span><span data-contrast="auto">Management (<em>i</em>RASD-JOM</span><span data-contrast="auto">) is a</span><span data-contrast="auto">n international</span><span data-contrast="auto"> bi-annual double-blind peer</span><span data-contrast="auto">-</span><span data-contrast="auto">reviewed research</span><span data-contrast="auto"> </span><span data-contrast="auto">journal</span><span data-contrast="auto"> which is</span><span data-contrast="auto"> published by the International Research Alliance for Sustainable Development - </span><span data-contrast="auto">iRASD</span><span data-contrast="auto">. <em>i</em>RASD Journal of Management (<em>i</em>RASD-JOM) addresses the issues of management sciences and is committed to providing open access to all its published content. <br /></span><span data-contrast="auto"><strong>Online ISSN:</strong> 2709-8451<br /></span><span data-contrast="auto"><strong>Print ISSN:</strong> 2709-8443</span></p> International Research Alliance for Sustainable Development - iRASD en-US iRASD Journal of Management 2709-8443 https://internationalrasd.org/journals/index.php/jom/article/view/1609 <p>Because of the cutthroat rivalry that exists in the fashion sector, customers are faced with a bewildering selection of options, which makes it extremely difficult to win and keep their allegiance. Using the literature on relationship marketing as a jumping off point, this study investigates the dynamic link that exists between "brand trust," "customer satisfaction," "brand evaluation," "brand commitment," "brand relationship," and "brand loyalty" in the context of Pakistan's fashion sector. This study conducts an in-depth analysis of 460 answers from important fashion brand customers in the South Punjab province of Pakistan. The data utilised in this investigation was gathered by means of structured surveys that were carried out using the mall intercept methodology. The use of the Structural Equation Modelling (SEM) technique allows for a comprehensive investigation into the ways in which the variables are related to one another on the basis of well-established theoretical premises. The conclusions of this research have important repercussions for marketing executives and brand managers, since they provide such individuals with useful techniques to strengthen client loyalty. These tactics place a strong emphasis on the management of online brand communities and make use of new technology to strengthen market orientation. They are widely regarded as being essential for the cultivation of "brand loyalty" in the fashion industry.</p> Farah Noreen Arshad Copyright (c) 2023 Farah Noreen Arshad https://creativecommons.org/licenses/by-nc/4.0 2023-09-23 2023-09-23 5 3 116 135 10.52131/jom.2023.0503.0112