Purpose: This study will look at how customer purchasing behavior and certain marketing factors, such as brand image, association, and loyalty in the fashion business, are related. This articles main goal is to comprehend how branding affects consumers purchasing decisions in the footwear sector. Methodology:Primary information used in this study to examine the relationship between consumer purchasing behavior and other marketing characteristics, the data was analyzed using multiple regression and Pearsons correlation in SPSS. Data collection:The primary data were gathered through a questionnaire for analysis purposes. To assess the influence and relationship between the dependent variables and independent factors, 340 respondents are chosen, and 16 questions are then asked of them. This study used random sampling and the Likert scaling method. Findings:The model fits well and shows a high correlation between the dependent and independent variables. Research constraints: The studys choice of sample size is constrained. The generalizability of the results can be increased by collecting data for bigger sample sizes. Originality/Value- This study may aid future researchers in determining how branding and advertising in the Kashmir region affect customer behavior.