The Influence of Brand Image on Customer Purchase Intention from the Perspective of Perceived Value: Evidence from the Fast Fashion Apparel Products

This study examines how the brand image shapes the perceived value and, subsequently, the purchase intention in the fast fashion apparel sector. Addressing the scarcity of industry-specific empirical evidence, it proposes an integrated framework that incorporates the functional, experiential, and symbolic dimensions of brand image and evaluates their influence on consumers’ value perceptions. A structured questionnaire using a 5-point Likert scale was administered to fast fashion shoppers, yielding 496 valid responses. Reliability tests, confirmatory factor analysis (CFA) and structural equation modelling (SEM) were employed to establish measurement validity and assess the hypothesised relationships. The results indicate that perceived value comprises social, quality, price, and emotional components and acts as a significant mediator between brand image and purchase intention. These findings contribute to the literature by identifying the brand image attributes most salient to fast fashion consumers and by empirically validating a model tailored to this industry context. Practical implications are also provided to guide marketers in enhancing purchase intention through brand image and value-driven strategies.