DECODING THE CONSUMER MIND: LINKING BRAND EQUITY TO PURCHASE INTENTIONS THROUGH ATTITUDE IN EMERGING MARKETS

Abstract

Background: This research examined the effect of Brand equity, customer-based-brand equity dimensions, namely brand identity, brand meaning, brand response, and brand resonance with the social influence, on purchase intentions in fashion apparel, traditionally tailored indigenous products in Swat, KP, Pakistan. Further, this study investigates the mediating role of brand attitude. Method: The current research employed a multistage cluster sampling followed by purposive and convenience sampling to collect data from 310 respondents using a survey instrument. Partial Least Squares Structural Equation Modeling was used to test the hypothesized relationships among the study variables. Results: findings revealed that brand identity, brand response, and brand resonance were positively connected to purchase intentions. The brand meaning and social influence were insignificantly related to purchase intentions. Moreover, brand attitude mediates the relationship between brand identity, brand meaning, brand response, and social influence. Additionally, the brand attitude does not mediate the relationship between brand resonance and purchase intentions. Originality: This research assesses the relationship between brand identity, brand meaning, brand response, brand resonance, social influence, and purchase intention in Swat, KP, and Pakistan. It demonstrates the mediating role of brand attitude, yielding a novel perspective on how brand equity shapes consumer behavior. Conclusions: The current study found that brand identity, brand, response, and brand resonance significantly affect purchase intentions. However, brand meaning and social influence show no significant association with purchase intentions. Brand attitude significantly mediates the relationship between brand identity, brand meaning, brand response, and social influence, but is not significant for brand resonance. The study provides theoretical refinement, actionable insights, and future directions.