Investigating the Factors Influencing Purchase Intention: The Mediating Role of Customer Brand Engagement

: This research examines how brand psychological ownership, brand intimacy, and brand trust affect customer brand engagement and how customer brand engagement influences purchase intentions. Utilizing a quantitative approach, the study investigates the mediating role of customer brand engagement. Data was collected through an online survey from a sample of 443 current or potential customers of fashion apparel brands, selected via convenience sampling. The analysis and testing of research hypotheses were performed using SPSS and SmartPLS. The findings provide empirical evidence of the positive impact of brand intimacy on customer brand engagement. Furthermore, both brand psychological ownership and brand trust positively influence customer brand engagement. Customer brand engagement also serves as a mediator in these relationships and has a positive effect on purchase intentions. This paper contributes to the limited literature on the fashion apparel industry in Pakistan, offering valuable insights for local brands in developing effective branding and marketing strategies. The results highlight the importance of customer brand engagement in shaping purchase intentions for fashion apparel marketers.