With the proliferation of social media, the actions of companies during a socio-political controversy are under intense scrutiny by the public. Studies have been done showing that brand transparency is crucial to building consumer relationships, a gap was evident regarding the relationship of brand transparency regarding socio-political issues on the effect of brand perception in the purchase intention of consumers. 378 tertiary-level students from the five (5) college departments in LPU-Manila were asked to rate using a 4-point Likert scale each statement related to brand perception and brand transparency. To measure the respondents’ brand perception, the variable was subdivided into four identifiers derived from Keller’s brand equity model which are: Identity, Meaning, Response, and Relationship. To analyze brand transparency, it was subdivided into three descriptors: Opaqueness, Translucency, and Clarity. Linear regression was utilized and the interaction terms of the independent variables, brand perception and brand transparency, particularly opaqueness, translucency, and clarity, was added into the model. At a 5% level of significance, the results of the study revealed that as a moderator, brand transparency regarding socio-political issues does not play a significant role in the effect of brand perception on the purchase intention of customers. The findings suggest that companies must prioritize providing positive brand experiences as it can lead to forming positive signals in the consumer’s mind which trigger them to make a purchase intention. Moreover, findings suggest that brands should implement effective communication strategies that anchor on company values and mission to appeal and gain trust of Generation Z consumers.