How does brand image influence purchase intention of the consumers in the UK clothing sector?

2014 dissertation for MBA in International Business. Selected by academic staff as a good example of a masters level dissertation. Brand image is considered to be of the most important marketing management areas of this decade. This research explores the relations between brand image and its components on purchase intention – which is another important area related to consumer behaviour. According to Solomon et al. (2006) quite a limited number of studies have researched the connection between brand image and purchase intention even though conceptual and theoretical literature exists but not empirical. Therefore, this study implying that the given scarcity in empirical research is focusing on brand image’s influence on purchase intention of the consumers in the UK clothing industry. In order to empirically test the influence of brand image and its three components – functional image, symbolic image, and experiential image - quantitative research method is used along with selfadministrated survey questionnaires in the UK city. The collected data is presented in a tabular and graphical form for data analysis. Moreover, hypothesis testing is also conducted using SPSS software in order to analyse the significance of the components of brand image to purchase intention which showed that all the three components are positively significant to purchase intention. Based on the analysis, conclusions and recommendations are made that can help the marketers enhance their marketing strategies in the direction of the consumers’ perception about brands based on its usage, symbolism, and experience