Linking Brand Image, Purchase Intention, and Actual Buying Behaviour: A Study on Young Indian Consumers of Luxury Fashion Brands

Prasun Gagan; Dr. Vivek Kumar Singh

Linking Brand Image, Purchase Intention, and Actual Buying Behaviour: A Study on Young Indian Consumers of Luxury Fashion Brands

Author(s)	Prasun Gagan, Dr. Vivek Kumar Singh
Country	India
Abstract	This study investigates the relationship between brand image, purchase intention, and actual buying behaviour of young Indian consumers in the luxury fashion segment. Building on the Theory of Planned Behavior (TPB), the research explores how purchase intention mediates the relationship between brand image and actual purchase behaviour. Data were collected through a structured questionnaire from 400 young consumers aged 18–35 years residing in metropolitan cities such as Delhi, Mumbai, Bengaluru, and Pune. The study employed descriptive analysis, correlation, regression, and mediation tests using SPSS and AMOS. Results reveal that both brand image and purchase intention significantly predict actual buying behaviour, with purchase intention emerging as a partial mediator in the brand image–behaviour relationship. The findings highlight that luxury brand consumption among young Indians is primarily driven by emotional appeal, perceived prestige, and self-expressive values embedded within brand image. This paper offers empirical insights into how psychological intentions evolve into tangible purchase actions, contributing to both academic understanding and managerial strategy within luxury fashion marketing.
Keywords	Luxury fashion brands; brand image; purchase intention; actual buying behaviour; young consumers; Theory of Planned Behavior; mediation analysis; India.
Published In	Volume 6, Issue 2, February 2025
Published On	2025-02-10

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Linking Brand Image, Purchase Intention, and Actual Buying Behaviour: A Study on Young Indian Consumers of Luxury Fashion Brands

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