The purpose of this study was to examine the effect of brand awareness and brand loyalty on consumer’s purchase behavior. The study enabled the researchers to realize the effect of brand awareness and brand loyalty on consumer’s purchasing behavior. The area of this study was the garments industry of Faisalabad. The study was of primary nature and collected with the help of questionnaire from 300 respondents. In this research only purchasing behavior was taken as dependent variable and other two such as brand awareness and brand loyalty were taken as independent variables. To analyze the effects of these two independent variables on dependent variable multiple regression analysis was used as statistical technique. The finding of this study suggests that all two independent variables have significant impact on dependent variable individually and collectively. Keywords: purchase behavior, brand awareness, brand loyalty, consumer, customer. DOI: 10.7176/DCS/9-8-02 Publication date: August 31st 201
