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

Lihong Chen, Habiba Halepoto, Chunhong Liu, Naveeta Kumari, Xinfeng Yan, Qinying Du and Hafeezullah Memon
Additional contact information
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

Sustainability, 2021, vol. 13, issue 22, 1-15

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.

Keywords: fashion brand image; self-congruity; perceived quality; self-motivation; brand familiarity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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