The Influence of Brands on Purchase Behavior: An Empirical Study on the Branded Clothing in Lebanon

The aim of the current study is to identify the key factors of branded clothing that effect the purchase behavior, more over the study examined the relative importance of these factors in explaining the purchase behavior, based on the data set collect from 384 respondents at kidzmondo, that is a Lebanese concept indoor theme park following the conceptual approach “Edutainment”, through personal interview, factor analysis, cronbach’s alpha – value assessed the validity of  the research constructs and generated five key factors of branded clothing described as status branding, brand attitude, willingness to pay premium for branded clothes, self-concept and reference group. The results of the regression analysis found that these factors have positive effect on the purchase Behavior of the branded clothing. More over the results also concluded that status branding exhibits the most influence on the purchase behavior. The study concludes with recommendation for the marketers of branded clothing as well as the direction for the future researches context.