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

Author

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  • Lihong Chen

    (Shanghai International Fashion Science and Innovation Center, Donghua University, Shanghai 200051, China)

  • Habiba Halepoto

    (Engineering Research Center of Digitized Textile and Fashion Technology, Ministry of Education, Donghua University, Shanghai 201620, China)

  • Chunhong Liu

    (Shanghai International Fashion Science and Innovation Center, Donghua University, Shanghai 200051, China)

  • Naveeta Kumari

    (Brunswick Campus, RMIT University, Melbourne, VIC 3001, Australia)

  • Xinfeng Yan

    (International Cultural Exchange School, Donghua University, Shanghai 200051, China)

  • Qinying Du

    (Shanghai International Fashion Science and Innovation Center, Donghua University, Shanghai 200051, China)

  • Hafeezullah Memon

    (International Institute of Silk, College of Textile Science and Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, China)

Abstract

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.

Suggested Citation

  • Lihong Chen & Habiba Halepoto & Chunhong Liu & Naveeta Kumari & Xinfeng Yan & Qinying Du & Hafeezullah Memon, 2021. "Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention," Sustainability, MDPI, vol. 13(22), pages 1-15, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12770-:d:682278
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    References listed on IDEAS

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    2. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Lihong Chen & Habiba Halepoto & Chunhong Liu & Xinfeng Yan & Lijun Qiu, 2022. "Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    4. Si-Fan Liu & Zhi-Xuan Li & Yang Zhang, 2023. "Sustainable Operation of Fine-Dining Restaurants: Antecedents and Consequences of Customers’ Self-Image Congruity at a Cantonese Michelin-Starred Restaurant Based on the Value-Attitude-Behavior Model," Sustainability, MDPI, vol. 15(3), pages 1-21, January.
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    6. Han Chen & Han Xu & Yudian Zhang & Leilei Jia, 2022. "The Revitalization Design of Regional Ethnic Cultural Capital in a Sustainable Perspective: The Case of Traditional Chinese Garment Yunjian," Sustainability, MDPI, vol. 14(13), pages 1-13, July.

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