The importance of current study is to find the effect of celebrity endorsement on brand passion and brand loyalty. Descriptive analysis, Correlation, Regression, Reliability, Frequency and Structure equation modeling applied in this analysis. An estimated hierarchical regression model was used to test the various hypotheses developed for the study. The findings showed that among consumers of clothing brands, factors such as celebrity endorsers' likeability, expertise, trustworthiness and attractiveness were important in determining brand passion. The outcomes further demonstrated that brand loyalty had positively impacted by brand passion. Finally, brand passion had a significant positive mediating role between the likeability and attractiveness of celebrity endorsers and brand loyalty.The resources were fewer otherwise surveys could be done all over Pakistan. Additional effects or consequences of brand passion could not be considered, like word-of-mouth and readiness to pay higher prices. Future research may need to take these outcomes into account.

The paper discusses how discounting via social media impacts impulsive purchase behavior and brand loyalty among generation Z consumers, based on the statistical analysis of the data involving 353 participants, flash sales and promotional codes mostly produce new transactions but they develop the relationships between the consumers and the brand on a transactional, price-sensitive scale, rather than a lasting affective one. One interesting observation establishes social evidence especially through influencer recommendation as the dominant force behind brand trust at temporary promotional stages. The factual data indicate that discounting alone cannot serve to maintain long term retention but rather companies need to introduce plausible social evidence to move consumers away towards short term reactions and long-term compliance. These are the findings that give strategic advice to marketers working in the competitive social commerce environment.