Main Article Content
Abstract
The main objective is influence of brand attitude on purchase intention of branded fashion apparels users in Chennai. The study was carried out on a sample of 100 respondents. For the purposes of the research respondents were selected using the convenience sampling. Regression analysis was used to measure the relationship among brand attitude and Purchase intention. This finding shows that there was a significant relation between the dependent and the independent variable. It was also reported that brand attitude was seen to predict purchase intention. Findings show that the purchase intention of branded fashion apparels users is highly influenced by their brand attitude.