The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

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

https://doi.org/10.35536/ljb.2025.v12.i2.a4

  • Muhammad Asim Aziz
  • asimaziz001@gmail.com
  • PhD Scholar, Department of Management Sciences, University of Gujrat, Gujrat, Pakistan.
  • (Corresponding Author)
  • Mirza Ashfaq Ahmed
  • ashfaq.ahmed@uog.edu.pk
  • Associate Professor, Department of Management Sciences, University of Gujrat, Gujrat, Pakistan.
  • Shahzore Ali Khan
  • shezorkhan007@gmail.com
  • Lecturer The Millennium Universal College (TMUC) Gujranwala, Pakistan.
  • Usman Ahsan
  • cvpost1@yahoo.com
  • Head QEC, Mukabbir University, Gujrat, Pakistan.

Submitted

November 22, 2023

Accepted

November 22, 2023

Accepted

November 22, 2023

  • Received
  • 12th November 2024
  • Revised
  • 6th March 2025
  • Accepted
  • 23rd June 2025
  • Download
Full text PDF

Abstract

 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.

Keywords

Brand trust

brand psychological ownership

fashion apparel brands

customer brand engagement

brand intimacy

purchase intention

This work is licensed under LJB.

  • Citation

Aziz, M. A., Ahmed, M. A., Khan, S. A., & Ahsan, U. (2025). Investigating the Factors
Influencing Purchase Intention: The Mediating Role of Customer Brand Engagement. The
Lahore Journal of Business, 12(2), 83-110.

  • Download Citation

https://doi.org/10.35536/ljb.2025.v12.i2.a4

  • References
  1. Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.
  2. Abrar, M., Sibtain, M. M., & Shabbir, R. (2021). Understanding purchase intention towards eco-friendly clothing for generation Y & Z. Cogent Business & Management, 8(1), 1997247.
  3. Agyei, J., Sun, S., Abrokwah, E., Penney, E. K., & Ofori-Boafo, R. (2020). Influence of trust on customer engagement: Empirical evidence from the insurance industry in Ghana. SAGE Open, 10(1).
  4. Ahmed, R. R., Streimikiene, D., Streimikis, J., & Siksnelyte-Butkiene, I. (2024). A comparative analysis of multivariate approaches for data analysis in management sciences. Economics and Management, 27(1), 192–210.
  5. Ahmed, S., Ghaffar, A., Zaheer Zaidi, S. S., Islam, T., Khan, M. M., Islam, F., Kincl, T., & Sheikh, A. A. (2024). Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 34(2), 207–230.
  6. Akrout, H. (2019). Trust in buyer-supplier relationships: Evidence from advanced, emerging, and developing markets. Advances in Business Marketing and Purchasing, 26, 1–5.
  7. Al-Haddad, S., Sharabati, A.-A. A., Al-Khasawneh, M., Maraqa, R., & Hashem, R. (2022). The influence of corporate social responsibility on consumer purchase intention: The mediating role of consumer engagement via social media. Sustainability, 14(11), 6771.
  8. Aladwani, A. M., & Dwivedi, Y. K. (2018). Towards a theory of SocioCitizenry: Quality anticipation, trust configuration, and approved adaptation of governmental social media. International Journal of Information Management, 43, 261–272.
  9. Almubarak, A. F., Pervan, S. J., & Johnson, L. W. (2018). A conceptual analysis of brand intimacy on social media platforms. Journal of Strategic Marketing, 26(6), 463–478.
  10. Atta, H., Ahmad, N., Tabash, M. I., Al Omari, M. A., & Elsantil, Y. (2024). The influence of endorser credibility and brand credibility on consumer purchase intentions: Exploring mediating mechanisms in the local apparel sector. Cogent Business & Management, 11(1), 2351119.