This study delves into the intricate web of causal relationships among various dimensions of consumer-based brand equity and their impact on purchase intention within the fashion industry. Employing empirical research and data analysis, it explores the nuanced interplay between brand awareness, brand image, brand loyalty, and perceived quality. The findings illuminate the causal links between these dimensions and their collective influence on consumers' intentions to purchase fashion products. In a dynamic and highly competitive sector like fashion, understanding these relationships is essential for brand managers and marketers seeking to enhance brand equity and drive purchase behavior.