To measure brand image on customer purchase Intention: using the mediating role of brand Equity drivers; a case of clothing industry

Abstract

In the present competitive environment, organizations are dynamically searching for valuable practices to create strong Brand Image and customers purchase intentions. Administrators must pay attention and be responsive to factors that impact purchase intentions. Likewise, this research tends to this issue. In particular, the research exactly researches the mediating roles of three drivers of brand equity in the brand image—customers put together brand equity with respect to the linkages between brand image and customers intentions and behavior to buy the brand. To comprehend these connections, a questionnaire survey was regulated among brand customers, yielding a sum of 250 responses. Cronbach's alpha was used to assess the reliability, sustainability (viability) of the measures. Different authors find that brand image emphatically influences brand attachment, brand attitude, and brand awareness. Brand attachment and attitude decidedly impact customers purchase intentions. The research demonstrate that brand attachment and brand attitude partly mediate the connection between brand image and customers purchase intentions. In this thesis work the authors talks about the limitations of the research and give future research directions