This document appears to be a research paper that studied the effect of branding on consumer purchase intentions in the clothing industry. It includes typical research paper sections like an introduction, literature review, research methodology, results and discussion, and conclusion. The literature review discusses how brands influence consumer perceptions and previous research on the topic. The methodology section describes a customer survey of 100 respondents used to understand the relationship between brand equity factors and purchase behavior. The results found that brand awareness, brand association and loyalty positively impact purchase decisions, and that visual brand elements like logo, color, and price mainly guide choices. The conclusion is that building strong brand equity can help clothing companies maintain customer loyalty.

1. C O N T E N T S
1. INTRODUCTION
2. LITERATURE REVIEW
3. RESEARCH METHODOLOGY
4. RESULTS & DISCUSSION
5. CONCLUSION
6. REFERENCES

2. I N T R O D U C T I O N

3.  Brands have an effect on consumers buying options. There are four elements in the genre that can be
logo recognition, first-rate recognition, logo affiliation, and logo loyalty. Brand logo, image, emotions
experience etc. are important for a customer to remember and consider brand in each particular
situation. The investigation showed that a mental connection a customer makes between a brand and
his conceptual knowledge about it has a substantial impact on its buying behavior in clothing company.
This paper seeks to identify the effect of branding on consumer purchase intention and to find the
relation between elements of brand equity like brand awareness, brand association and brand loyalty on
consumer behavior in buying the brand. For this reason, the sustainable capital of the brand is largely
involved in the selection of customers in the clothing brand.

4. L I T E R A T U R E R E V I E W

5. In today’s continuously shifting and dynamic business environment, it has become important to understand the
customers perception and brand equity. Marketers need to understand to what extent customer is getting influenced
by brands ( suheela et.al, 2017) while making purchases. As per Franzen & Moriarty (2008), marketing has proven
boom over the decades and its essence has been felt by customers for a long time. Many a scholars have referred this
to various reasons. As an example, Kotler & Keller (2006) considers that companies interact in branding due to the
fact that their intention to make their goods dissimilar from branded and non-branded goods in order to facilitate
customer identification. Brands have become vital to the popularity of patrons. Corporations in clothing companies
are opposed to increase their market share, thus gambling ( Ahmed sheikh et al., 2018) their position in fulfillment,
entrepreneurs hire manufacturers to gain competitive advantage for this reason by playing their position of
achievement organizations.
L I T E R A T U R E R E V I E W

6. Indian Products have been important to the reputation of the customer. Global consumers are interested in quality
products. Firms in the apparel business have the competition to increase their share in the market, so businesses are
involved in fulfilling the use of manufacturers to make a competitive profit by doing business work. India is a
booming economy and the clothing industry has seen tremendous growth over the last decade. The rapid evolution
of the use of fashion products and the emerging market is open to local and foreign designers to serve their
customers. Why are the brakes with comparable cushioning and cushioning supplied at different prices? Branding is
important for organizations as it attracts customers directly. In a growing economic system, the clothing company
has shown a huge boom in the last decade. The logo is made with the trust and enjoyment of the customers, which is
why a smart and experienced customer buying easily brakes is very familiar to him. When a customer buys a
product and remembers the brand invitation, it means that the customer is fully aware of that logo. Pride of the
product no longer ends much easily with customer loyalty, but the customer advertises the logo by mouth. The
advanced brand experience ends with a belief in a high quality customer logo. Therefore, we say that as the brand's
reputation or customer base grows, and eventually its base and customer revenue grow. Thus, the reason for the
observation is the recognition of the influence of the brand in the buyer's purchase choice.
L I T E R A T U R E R E V I E W

7. • To get an understanding of the concept of branding and its effect on consumer purchase intention.
• To take a look at brand equity affecting consumer buying behavior.
• To Investigate a mental connection a customer makes between a brand and his conceptual
knowledge about it.
O B J E C T I V E O F T H E S T U D Y

8. • Customer survey through questionnaire to know effect of brands on customer buying intension.
• Sample size 100 respondents.
• Convenience sampling.
• Questionnaire is based on the respondents’ demographic information which include the
respondents’ gender, premier clothing brand, items related to emblem equity, emblem awareness,
brand association and brand loyalty had been covered. The four areas of brand equity which are
brand attention, perceived great, logo associations A patron’s behavior may be either positive or
poor, relying at the final results of their mastering and assessment procedure.
R E S E A R C H M E T H O D O L O G Y

9. R E S U LT S
A N D
D I S C U S S I O N

10. Age
44% respondents from 11-25 year olds are the most knowledgeable of logos and choose to follow their favorite
manufacturers on the website. 32% of people 26-40 are also paying attention to the signs and the Diploma of
Production close to the manufacturers is high among this group.
Work Status
Paintings status is stimulated by using the selection, preference and addiction of someone. Work repute impacts a
person’s apparel alternatives. Operating magnificence and young age groups are more emblem aware in comparison
to different companies. Young age companies like college students opt for branded casual wear & accessories, while
the running elegance likes more of branded formal put on
Factors Affecting the Purchasing Decision
Rate, colour & logo were the main attributes that clients provide choice to even as buying readymade clothes,
followed by way of few different attributes
Who Influence Purchasing Decision
Promotional equipment like advertising enables the manufacturers to popularize their products many of the clients,
that is need to to steer the shopping choice of the purchasers. evaluation famous that 14% of the overall respondents
grow to be privy to particular brands thru Print media (newspapers & magazines), 45% thru commercials on tv &
Radio, 35% through on line Media, and some other 6% through words of mouth.
Brand Loyalty
Research shows that 26% customers are the loyal customers and 74% exchange their loyalty.
R E S U LT S & D I S C U S S I O N

11. C O N C L U S I O N

12. The study objective and questions are reached and are replied. Research observations put forth
the apparel industry has to construct strong brand equity to maintain customer base. The
objective of this study was to determine the relationship between brand equity and customers
buying intention, findings revealed positive relationship between brand equity and buying
behavior .This means if consumers are well aware of the brand then there are higher chances of
making a purchase decision. The objective of the study was to take a look at brand elements
affecting consumer buying behavior the results reveal that brand elements have significant
relationship with consumer purchase decision. Investigation revealed that there is a positive
relation between mental connection a customer makes between a brand and his conceptual
knowledge as it has a substantial impact on its buying behavior in clothing company.

13. R E F E R E N C E S

14. 1. D.A., 2009. Managing brand equity. Simon and Schuster.
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3. Franzen, G., & Moriarty, S. (2008). The science and art of branding. ME Sharpe.
4. Kotler, P., & Keller, K. L. (2006). New Jersey: Pearson Prentice Hall. Marketing Management.
5. Kalakumari, T., & Sekar, M. (2012). A conceptual study of building a strong brand with CBBE model. International Journal of Multidisciplinary Research, 2(1),
187-193
6. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22
7. King, C., Grace, D., 2012. Examining the antecedents of positive employee brand-related attitudes and behaviors. Eur. J. Market. 46 (3/4), 469–488.
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15. T H A N K Y O U
A n y Q u e s t i o n ?