Abstract
This paper aims to study factors affecting Pakistan's university students' purchase intention towards foreign apparel brands. Purchase intention is explained in terms of general consumer variables (normative influence, consumer confidence) and brand specific variables (perceived quality, emotional value). The sample comprised of students enrolled at two universities in major cities of Pakistan (Islamabad & Rawalpindi), with 315 participants completing the self-administered questionnaire during scheduled classes. Results reveal that susceptibility to normative influence and consumer confidence had positive impact on brand consciousness. Brand consciousness had positive impact on perceived quality of international apparel brands & emotional value that these brands generate. Both quality and emotional value had significant impact on purchase intention. The findings of this paper cannot be generalized to other consumer products, or other segments of society, such as children, professionals. However, results reveal that foreign apparel brands need to focus on quality and their brand's emotional attributes if they want to succeed in Pakistan's apparel market.