This study delves into the dynamics of international fashion retail brands, emphasizing the intricate interplay between brand image, brand trust, purchase intention, and brand commitment. Through a comprehensive literature review, we infer that brand image positively influences brand trust, subsequently impacting purchase intention. Additionally, we explore the potential mediating role of brand trust between brand image and purchase intention. Furthermore, we investigate how brand commitment moderates these relationships. This research aims to enhance our comprehension of brand management and marketing strategies for international fashion retail brands, offering practical insights for future research in brand strategies and consumer behavior.
