BRANDING AND ITS EFFECTS ON CONSUMER BUYING BEHAVIOUR IN RELATION TO THE FASHION INDUSTRY

Brand reputation refers to the overall qualitative assessments and perceived status based on a brand's ability to meet stakeholder expectations. Brand image, on the other hand, encompasses the beliefs, ideas, and impressions that consumers hold about a brand. Previous research suggests both constructs are critical drivers of purchase intentions. However, there is limited understanding of how they impact the conversion of intentions into real purchase behaviours. This study conducts a quantitative survey among consumers to examine how branding affects consumer purchasing decisions in the fashion sector. The findings provide valuable implications for branding strategy by revealing the relative impact of reputation and image dimensions on the various stages of consumer decisionmaking. From a theoretical standpoint, this research adds to the branding literature by clarifying the roles of reputation and image in driving consumers purchase decision. For marketing practitioners, it offers guidance on prioritizing branding investments to most effectively acquire and retain customers throughout their decision journey and ascribed status based on a brand's perceived ability to meet stakeholder expectations. Prior research suggests both constructs are critical drivers of purchase intentions. However, there is limited understanding of how they affect the consumers decision making while purchasing a fashion accessories.