Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity

What is it about?

Although several studies explore diverse consumer and their behavior in regard to fashion clothing brand during the year 2000 to 2018 by the researchers that are highlighted in Table I. Hence, none of the studies have undertaken the cue of brand consciousness, awareness, nationality, and schematicity in one framework to get more insights about the Millennials purchasing behavior of fashion clothing brand. Therefore, the current research extends prior research by focusing on Millennials and using brand awareness as mediation and schematicity as moderation effect in between the relationship of brand nationality and consciousness towards purchase behavior of fashion clothing brands among Millennials.

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