Main Article Content
Abstract
The quality of life style of the consumers determines their attitude towards brand. this is so because the consumer’s selection of a brand is a reflector of their social status by the way of selecting the brand of companies. The present study has been regarding the impact of brand attitude on the purchase intention of fashion apparels in the context of South India. In this study, the brand attitude was considered as the independent variable and the purchase intention of the customers was regarded as the dependent variable. The research design of this study was a survey and the analysis was done using regression. The population of this study was the purchasers of fashion apparels in Chennai. The respondents were selected using random sampling method. The sample size of the study was 119 and the respondents were given questionnaires to express their responses.