The footwear market in the first centuries was constantly evolving, adapting to the needs of consumers. In the past, shoes were used for functional purposes, their purpose in modern society has changed. The aesthetic style of the shoes has gained the same share of consumer interest as the functionality which has been a predominant factor in the choice of shoes. European countries such as Italy, Spain and France dictate the fashion trends of the European footwear market, thus creating a specific shoe brand image for consumers. The main buyers of the European footwear market are teenagers, young people and young professionals/graduates, both men and women. Consumers are more aware of the brand image that manufacturers create in these segments. Shoes become a tool of self-identification that helps individuals stand out from the crowd. Shoes can represent an individual's lifestyle, habits or profession. An analysis of the initial need for shoes in daily life in the European footwear market shows that total revenues increased by 1.7% between 2008 and 2012. Analysts predict that during the five In the period 2012-2017 the market of footwear in Europe will continue to grow more and more and will reach 81.11 billion euros by the end of 2017. These numbers demonstrate the fact that today modern society perceives shoes not only as 'foot protection' but also as a tool for present your personality and individuality. Therefore, shoe stores offer a wide variety of shoe brands. The EU is the second largest market for footwear and accounts for a third of the global market value (CBI, 2010). In 2008, Europeans spent around 49 euros per pair of shoes and purchased 4.2 pairs (CBI, 2010). European customers are provided with a myriad of ... half the paper ...... for certain products, the theory of consumer values ​​will be presented. According to JN Sheth et al. (1991), this theory is mainly used to predict consumption behavior as it describes and explains this purchasing phenomenon. In subsequent chapters, when analyzing the consumer approach, this theory will be explained in more detail. Additionally, consumer behavior approaches will be discussed as an additional tool. It is believed that it would be useful to know what approaches consumers have when applying consumer criteria to make the purchase. These theories can be used separately to investigate brand image and consumer behavior. To summarize the concept of Brand Equity, consumer value theory and consumer behavior approaches are expected to enhance deeper understanding of consumer purchasing behavior influenced by brand image. Objectives of the thesis