This paper examines the relationshi

This paper examines the relationship between involvement, brand loyalty and consumer's willingness to buy the extension products from private stores that sells apparels.The results that emerge from the study are (i) Involvement plays a significant role in the decision making for apparels and influence the brand loyalty. (ii) Consumer's evaluation towards the extension from apparel store brands is influenced by relevance and similarity. Further, the outcome also indicates that consumer's reaction towards the extension product category (non-durable or durable) is influenced by brand association.