BRAND EQUITY AND PURCHASE INTENTION IN APPAREL: THE MEDIATING ROLE OF BRAND TRUST

Brand equity helps apparel brands stand out in crowded markets, but strong brand names do not always translate into purchase intention—especially when consumers are concerned about fit, quality consistency, online authenticity, and post-purchase service. This article examines how brand trust works as a key psychological bridge between brand equity (brand awareness, associations, perceived quality, and loyalty) and purchase intention in the apparel category. Drawing on customer-based brand equity logic and relationship marketing, we argue that brand equity shapes what consumers know and feel about a brand, while brand trust shapes whether they feel safe enough to act on those beliefs in a real purchase situation. In apparel, where trial and tactile evaluation are often limited (particularly online), trust reduces perceived risk, increases confidence in claims, and increases consumers' willingness to pay, repeat purchases, and recommend. Synthesizing prior empirical research across fashion, retail, and digital environments, the article proposes a conceptual explanation of the equity → trust → intention pathway, highlights the conditions under which trust becomes more important (e.g., online purchase context, sustainability/ethical claims, influencer marketing, and return experiences), and summarizes managerial actions that measurably build trust. The discussion also integrates recent market evidence that online shopping is rising among younger consumers, making trust-centric brand strategies increasingly decisive for apparel brands seeking long-term loyalty and sales growth.