The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University

This study empirically investigates “The Impact of Brand Image on Consumers’ Purchase Intention of Apparel (Clothing Products) in the case of Koton Clothing Company in North Cyprus”. A total number of 415 questionnaires were distributed among students of Eastern Mediterranean University and 300 were filled by the participants. Frequency, Descriptive Statistics, Independent sample T-test, One-Way Analysis of Variance (ANOVA) and Regression Analysis were conducted to investigate the case. Independent T-test results revealed 21 statistically significant differences among men and women participants’ perceptions regarding the research items. To investigate the possibility of existing any potential differences between the perceptions of our respondents’ subset groups, “Age Group”, Analyses of Variance (ANOVA Test) was carried out. Based on the relevant analysis, 18 statistically significant differences were observed among the age groups. Finally, the regression analysis results demonstrate 6 statistically significant factors effecting customers’ purchase intention.