The effect of brand image on online purchase decisions in ready-made clothing sector: A study conducted on generation Y

The aim of the study is to investigate the effect of brand image on the decision to purchase ready-made clothing products online. For this purpose, a survey was used as a data collection tool. The survey was applied to the students studying at different vocational schools of higher education in Bolu Abant Izzet Baysal University. The surveys were conducted through face-to-face interviews and within 2 months, 524 participants were reached. In order to evaluate the obtained data, factor analyzes, correlation and regression analyzes were completed in the first stage and then t-test and ANOVA analyzes were conducted. As a result of the analysis, it is concluded that the brand image has a positive and statistically significant effect on the online purchasing decision.