Impact of product branding on consumer buying behavior: Perspectives from college students.

This study investigates the influence of product branding on consumer buying behavior, focusing on students at Al Zahra College for Women. It examines how elements of branding brand awareness, brand image, brand loyalty, and brand association affect purchasing decisions. Employing a quantitative research design, the study collected data through survey questionnaires distributed to 243 respondents, with 114 valid responses analyzed. Descriptive statistics and multiple regression analysis, using SPSS version 21, were utilized to evaluate the relationships between branding elements and buying behavior. Findings revealed that brand awareness and brand loyalty significantly impact consumer buying behavior, while brand image and brand association showed no significant effects. Most respondents agreed that advertising and product promotion enhance brand awareness, which, coupled with loyalty, leads to a higher likelihood of repeat purchases. Based on these insights, it is recommended that businesses prioritize strategies that strengthen brand awareness and loyalty while refining their brand image and associations to maximize consumer engagement and satisfaction. Further research may explore additional variables influencing buying behavior to provide a broader understanding of branding's role in consumer decision-making.