This study investigates the influence of Brand Awareness (BA), Brand Image (BI), and Brand Positioning (BP) on Purchase Intention (PI), with Perceived Quality (PQ) acting as a mediating variable. A quantitative research approach was employed, and data were collected through a structured questionnaire distributed to consumers. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that Brand Awareness has a positive but relatively weak direct effect on Purchase Intention (β = 0.150) and does not significantly contribute to Perceived Quality (β = −0.009). Conversely, Brand Image and Brand Positioning exhibit substantial positive effects on Perceived Quality (β = 0.474 and β = 0.409, respectively). Furthermore, both Perceived Quality (β = 0.376) and Brand Positioning (β = 0.415) positively influence Purchase Intention, indicating their important roles in shaping consumers’ buying decisions. The mediating analysis suggests that Perceived Quality serves as an important mechanism through which Brand Image and Brand Positioning enhance Purchase Intention, whereas no meaningful mediating role is observed in the relationship between Brand Awareness and Purchase Intention. The novelty of this study lies in highlighting the differing contributions of branding dimensions to consumer purchase behavior. Specifically, the results demonstrate that merely increasing brand awareness is insufficient to strengthen consumers’ perceptions of quality, while favorable brand image and effective brand positioning enhance purchase intention by improving perceived quality. These findings enrich the branding and consumer behavior literature and provide practical insights for managers seeking to strengthen consumer purchase intentions through strategic brand management.