Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands
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The present study explores the direct and indirect impacts, mediated through perceived quality, of self-congruity and brand familiarity on purchase intention in a fashion retail branding context. Subsequently, the study examines the moderating role of gender in the relationships between self-congruity, perceived quality and brand familiarity and purchase intention. A structured questionnaire was used to collect data from fashion retail store shoppers aged 18 years and above. A mall-intercept survey technique was employed to collect data in Kolkata, a metropolitan city in India. Multivariate data analysis techniques, such as exploratory factor analysis, and structural equation modeling were used to analyze the data (n ¼ 374). Results reveal that self-congruity, perceived quality and brand familiarity positively influence purchase intention. Results also indicate that the indirect impacts of self-congruity and brand familiarity on purchase intention are stronger than the direct ones. Finally, results show that gender moderates the relationships between self-congruity and purchase intention, perceived quality and purchase intention and brand familiarity and purchase intention. The academic and managerial implications of these findings are further discussed.
Abstract
The present study explores the direct and indirect impacts, mediated through perceived quality, of self-congruity and brand familiarity on purchase intention in a fashion retail branding context. Subsequently, the study examines the moderating role of gender in the relationships between self-congruity, perceived quality and brand familiarity and purchase intention. A structured questionnaire was used to collect data from fashion retail store shoppers aged 18 years and above. A mall-intercept survey technique was employed to collect data in Kolkata, a metropolitan city in India. Multivariate data analysis techniques, such as exploratory factor analysis, and structural equation modeling were used to analyze the data (n ¼ 374). Results reveal that self-congruity, perceived quality and brand familiarity positively influence purchase intention. Results also indicate that the indirect impacts of self-congruity and brand familiarity on purchase intention are stronger than the direct ones. Finally, results show that gender moderates the relationships between self-congruity and purchase intention, perceived quality and purchase intention and brand familiarity and purchase intention. The academic and managerial implications of these findings are further discussed.
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