This study probes the interplay of branding and consumer purchase intentions in Jammu and Kashmir's apparel industry. Focusing on brand awareness, perceived quality, and loyalty, the research aims to empower businesses with insights for enhanced customer loyalty and increased sales. Conducted among diverse university students, the study bridges gaps in literature on the links between brand awareness, purchase intentions, perceived quality, and loyalty. Objectives include deciphering brand awareness's direct impact on purchase intentions, perceived quality, and loyalty.