Abstract
The research paper aimed to ascertain the pattern of purchase intentions among Pakistani students towards foreign apparel brands. The selected variable affecting any consumer behavior perceived quality, status, emotional influence were judged through questionnaire and then the results were put through the regression analysis. Regression analysis revealed that Pakistan’s university student’s openness to normative influence had positive impact on brand consciousness. Brand consciousness had positive impact on perceived quality of international apparel brands & emotional value that these brands generate. Both perceived quality of international apparel brands and emotional value that they generate had significant impact on purchase intention
Nasir Shaheen, . (2008) Purchasing Behavior: Ethnocentric or Polycentric, Journal of Managerial Sciences, Volume 2, Issue 2.
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