Abstract:
This research examines how brand psychological ownership, brand intimacy, and brand trust
affect customer brand engagement and how customer brand engagement influences purchase intentions.
Utilizing a quantitative approach, the study investigates the mediating role of customer brand
engagement. Data was collected through an online survey from a sample of 443 current or potential
customers of fashion apparel brands, selected via convenience sampling. The analysis and testing of
research hypotheses were performed using SPSS and SmartPLS. The findings provide empirical evidence
of the positive impact of brand intimacy on customer brand engagement. Furthermore, both brand
psychological ownership and brand trust positively influence customer brand engagement. Customer
brand engagement also serves as a mediator in these relationships and has a positive effect on purchase
intentions. This paper contributes to the limited literature on the fashion apparel industry in Pakistan,
offering valuable insights for local brands in developing effective branding and marketing strategies. The
results highlight the importance of customer brand engagement in shaping purchase intentions for fashion
apparel marketers.
