• Sakshi
• Dr Rajdeep Singh Khanuja

This study identifies the factors impacting attitude branding in the fashion and lifestyle segment of the Indian retail industry. Through a mixed-methods approach, key factors were derived from a literature review and qualitative interviews with industry experts, brand managers, and consumers. Factor analysis and correlation tests were conducted to examine relationships between the identified factors. The findings contribute to understanding the specific factors influencing attitude branding in this industry segment. Fashion and lifestyle brands can leverage these insights to develop effective strategies that enhance consumer perceptions and build brand loyalty. This study addresses a research gap and provides practical recommendations for practitioners aiming to strengthen their attitude branding efforts.

Attitude Branding, Fashion and Lifestyle, Indian Retail Industry, Factors, Consumer Perceptions, Brand Loyalty.

"Unveiling Attitude Branding: Key Factors in India's Fashion and Lifestyle Retail Sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 9, page no.f427-f437, October-2024, Available :http://www.jetir.org/papers/JETIR2409578.pdf

"Unveiling Attitude Branding: Key Factors in India's Fashion and Lifestyle Retail Sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 9, page no. ppf427-f437, October-2024, Available at : http://www.jetir.org/papers/JETIR2409578.pdf