The effect of brand image on consumers' purchase intention: A research on ready wear sector

Nowadays the level of competition is increasing day by day and companies are in a situation that can?t persuade consumers with only their traditional way of for production,management and marketing subject. Brand is a very important phenomenon for the consumers who are making choice from various alternatives. It is clearly seen that, in the challenging conditions of businesses,brand image is become more and more important for taking the lead from anothers. Brand is indispensable to stay and settle in the forefront of the market in the future. World-wide brands are growing by keeping theirselves and their images dynamic. Businesses who want to embrace the future, must invest their brand and investigate how the consumers purchasing guide them for directing the brand image and create a strategy in a that way.Brand image which is a abstract and dynamic phenomenon for businesses is seen as a leading the way of purchasing in the last years. Consumers who are in the process in purchasing are not only want to see the quality and price in the foreground but also want to see an abstract concept which is called `brand image?. Consumers consider more and more for brand image by the years in decision making.The purpose of thesis called ? The effects of brand image in terms of customers purchasing intention : Readywear example? shows the relationship between brand image and intention of purchasing.For this purpose, a questionnaire is used as a tool for data collection. Research is applied people who are consumers of readywear sector in Sakarya.In this research, we understood that brand image is very effective in purchasing intention. These factors which is effecting the purchasing intention, harmony between personal image and brand image, conviction to brands are pioneers of innovation, presenting the difference in a speedy way.At the same time, it is observed that consumers are not just prefer their brand which has a good harmony with theirselves, they also make serious advise to their environment about it.Briefly, the brand image has the effect of consumers' purchasing trends.Keywords: Brand, Brand Image, Consumers Purchasing Intention