Effect of consumer-based brand equity on purchase intention: A research on the preferences of female customers aged 18-25 in the apparel industry

As a result of the growth in today's developing markets and the resulting diversity, many new brands are emerging. Firms attach importance to differentiation and development in order not to be left behind in this brand competition, to increase their market share and to ensure their continuity. In addition, companies aim to protect their main customer base, gain new customers and offer more products and services. Among the strategies they follow while doing all these are adding value to the brand, increasing R&D investments in their products and services in the light of developments in science and technology in today's world, following fashion and trends, and keeping up with the changes in the labor and capital structure that occur with the developing globalization. It is possible to examine the value added to the brand from many perspectives. This research study investigates the impact of consumer-based brand equity on purchase intention. A survey was applied to 402 female customers between the ages of 18-25 using the consumer-based brand equity scale created by Aaker's brand equity sub-dimensions. Of the answered questionnaires, 347 were found to be reliable and the remaining 55 were not included in the study. As a result, the effect of consumer-based brand equity on purchase intention was found to have a significant effect. Keywords: Brand Equity, Purchase, Purchase Intenti, Purchasing Behavior, Brand Loyalty.