Abstract: The increasing competition in the consumer durables sector has shifted brand image perceptions to the forefront as a decisive factor affecting customers' buying behaviour, especially in home care appliances. Drawing on various studies from emerging and developed markets, this paper conducts a critical empirical review to investigate the relationship between brand image and purchase behaviour. The goal of this paper primarily concerns examining the influence of brand image components such as brand trust, brand loyalty, perceived quality, and emotional connect on consumer purchase intentions and postpurchase satisfaction in the home care appliances scenario. The methodology is based on a review of peer-reviewed publications, empirical data from surveys and case studies reported in leading journals over the past decade, as well as in the context of Indian and comparable global perspectives.