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International Journal of Marketing & Financial Management

THE IMPACT OF BRANDING ON CONSUMER PURCHASING BEHAVIOR : A STUDY OF FASHION INDUSTRY

Dr. Manoj Kumar Sharma

Dr. Manoj Kumar Sharma, Assistant Professor, Department of Business Administration, Faculty of Commerce, S.P.U. PG College Falna Pali Rajasthan India

DOI : https://doi.org/10.5281/zenodo.18936125 Page No : 01-14

Published Online : 2026-03-10

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ABSTRACT

This study aims to investigate the multifaceted relationship between brand perception, marketing strategies, and consumer purchasing behavior within the fashion industry. This research employs a quantitative method approach, commencing with a comprehensive literature review on branding, consumer behavior, and marketing trends in the fashion sector. Preliminary analyses suggest that favorable brand perception, encompassing factors such as brand awareness, perceived quality, and brand association, significantly influences consumer purchase intention and brand loyalty within the fashion industry. Specifically, brand awareness exerts a mediating effect on millennial consumers' purchasing behavior for fashion apparel, with brand schematicity further moderating this relationship. These findings underscore the critical role of strategic brand development and communication in cultivating consumer engagement and driving purchasing decisions in a highly competitive market. The findings also highlight that while advertisements may enhance brand awareness, they do not consistently translate into direct brand loyalty, suggesting a more complex interplay of factors. This study uniquely integrates established theories of consumer behavior with empirical data from the fashion industry to offer a nuanced understanding of how brand attributes, beyond mere awareness, shape purchasing decisions and foster loyalty. It also acknowledges the dual influence of cultural factors, wherein traditional values can positively moderate consumer perceptions and brand equity, while ethical concerns may introduce a negative moderating effect.

Keywords: Brand perception, brand awareness, brand loyalty, consumer behavior, fashion industry, purchasing intention

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Cite this Article as: Manoj K. S. (2026), “The Impact of Branding on Consumer Purchasing Behavior : A Study of Fashion Industry”, International Journal of Marketing & Financial Management, Volume 14, Issue1, 2026, pp 01-.14 . DOI : https://doi.org/10.5281/zenodo.18936125

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