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