Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention

Brand image has been a crucial clue to making subjective judgment for consumers to determine the brand, which is critical to making a purchase decision. The influence mechanism from apparel brand images on consumers’ purchase intention was explored for theoretical and positive analysis based on the...

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Autores principales:	Lihong Chen, Habiba Halepoto, Chunhong Liu, Naveeta Kumari, Xinfeng Yan, Qinying Du, Hafeezullah Memon
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	fashion brand image self-congruity perceived quality self-motivation brand familiarity Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/a2431d912e39443b8e687ed7c01cbae2
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id	oai:doaj.org-article:a2431d912e39443b8e687ed7c01cbae2
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spelling	oai:doaj.org-article:a2431d912e39443b8e687ed7c01cbae22021-11-25T19:04:13ZRelationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention10.3390/su1322127702071-1050https://doaj.org/article/a2431d912e39443b8e687ed7c01cbae22021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12770https://doaj.org/toc/2071-1050Brand image has been a crucial clue to making subjective judgment for consumers to determine the brand, which is critical to making a purchase decision. The influence mechanism from apparel brand images on consumers’ purchase intention was explored for theoretical and positive analysis based on the self-congruity theory. This research first constructed a hypothetical model of apparel brand images influencing consumers’ purchase intention with self-congruity and perceived quality as mediators, in which a questionnaire was designed and conducted to test the theoretical model. The research shows that apparel brand image and perceived quality can significantly influence consumers’ purchase intention. The consumer purchase intention is directly related to clothing brand image provided self-consistency and perceived quality play an intermediary with the regulatory effect of self-motivation and brand familiarity. A positive attitude toward apparel brand image will stimulate consumers to build cognitive clues and associations between the consumers and the brand and strengthen cognitive consistency with the apparel brand’s spirit. The research results are beneficial to textile fashion and clothing enterprises to improve brand building and marketing.Lihong ChenHabiba HalepotoChunhong LiuNaveeta KumariXinfeng YanQinying DuHafeezullah MemonMDPI AGarticlefashion brand imageself-congruityperceived qualityself-motivationbrand familiarityEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12770, p 12770 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	fashion brand image self-congruity perceived quality self-motivation brand familiarity Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	fashion brand image self-congruity perceived quality self-motivation brand familiarity Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Lihong Chen Habiba Halepoto Chunhong Liu Naveeta Kumari Xinfeng Yan Qinying Du Hafeezullah Memon Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention
description	Brand image has been a crucial clue to making subjective judgment for consumers to determine the brand, which is critical to making a purchase decision. The influence mechanism from apparel brand images on consumers’ purchase intention was explored for theoretical and positive analysis based on the self-congruity theory. This research first constructed a hypothetical model of apparel brand images influencing consumers’ purchase intention with self-congruity and perceived quality as mediators, in which a questionnaire was designed and conducted to test the theoretical model. The research shows that apparel brand image and perceived quality can significantly influence consumers’ purchase intention. The consumer purchase intention is directly related to clothing brand image provided self-consistency and perceived quality play an intermediary with the regulatory effect of self-motivation and brand familiarity. A positive attitude toward apparel brand image will stimulate consumers to build cognitive clues and associations between the consumers and the brand and strengthen cognitive consistency with the apparel brand’s spirit. The research results are beneficial to textile fashion and clothing enterprises to improve brand building and marketing.
format	article
author	Lihong Chen Habiba Halepoto Chunhong Liu Naveeta Kumari Xinfeng Yan Qinying Du Hafeezullah Memon
author_facet	Lihong Chen Habiba Halepoto Chunhong Liu Naveeta Kumari Xinfeng Yan Qinying Du Hafeezullah Memon
author_sort	Lihong Chen
title	Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention
title_short	Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention
title_full	Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention
title_fullStr	Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention
title_full_unstemmed	Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention
title_sort	relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/a2431d912e39443b8e687ed7c01cbae2
work_keys_str_mv	AT lihongchen relationshipanalysisamongapparelbrandimageselfcongruityandconsumerspurchaseintention AT habibahalepoto relationshipanalysisamongapparelbrandimageselfcongruityandconsumerspurchaseintention AT chunhongliu relationshipanalysisamongapparelbrandimageselfcongruityandconsumerspurchaseintention AT naveetakumari relationshipanalysisamongapparelbrandimageselfcongruityandconsumerspurchaseintention AT xinfengyan relationshipanalysisamongapparelbrandimageselfcongruityandconsumerspurchaseintention AT qinyingdu relationshipanalysisamongapparelbrandimageselfcongruityandconsumerspurchaseintention AT hafeezullahmemon relationshipanalysisamongapparelbrandimageselfcongruityandconsumerspurchaseintention
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Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention

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