Effect of Brand Image on Consumer Buying Behaviour with Mediating Role of Psychological Factors and Moderating Role of Personal Factors

Aim of the Study: This paper aims to test the relationship among brand image and consumer buying behavior. The gap incorporated in this study is the mediating role of psychological and moderating role of personal factors in the relationship of brand image and consumer buying behavior which is studied very rare in previous research.

Methodology: Keeping in view the perception and observation of Urban Females of Pakistan that they are more conscious in purchase of designer’s brands and even designers also target female segment in their promotional campaigns. Therefore, data from (200) respondents was gathered through a five-point Likert Scale questionnaire from Rawalpindi and Islamabad cities of Pakistan. Moderation and Mediation tests were carried out along with Correlation and Reliability Analysis.

Results: The findings illustrate a noteworthy impact of brand image on consumer buying behaviour. Moreover, a significant moderation and mediating impact of the personal and psychological factors was also observed. This study employs Horward and Sheth’s Theory of Buyer Behaviour for assessing the influence of brand image on consumer buying behavior.

Conclusion: The study findings could also help marketing managers and fashion designers in designing policies regarding brand image as it can contribute in boosting a positive brand image in prospective buyer’s mind. Finally, the paper also highlights the study limitations and avenues for future research.