Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping
The objective of this study is to analyse the impact of brand perception on repurchase intention in the case of online apparel shopping in Pakistan. This study is based on a more holistic approach than previous studies, incorporating multiple theories and concepts of brand perception in order to cap...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Split, Faculty of Economics
2018-01-01
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| Series: | Management : Journal of Contemporary Management Issues |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/311158 |
| _version_ | 1797207562035134464 |
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| author | Wajeeha Aslam Marija Ham Kashif Farhat |
| author_facet | Wajeeha Aslam Marija Ham Kashif Farhat |
| author_sort | Wajeeha Aslam |
| collection | DOAJ |
| description | The objective of this study is to analyse the impact of brand perception on repurchase intention in the case of online apparel shopping in Pakistan. This study is based on a more holistic approach than previous studies, incorporating multiple theories and concepts of brand perception in order to capture the complexity of influences and to explain repurchase intention as a dependent variable. The theoretical framework of the study was developed on the basis of schema theory, image-congruence theory, commitment-trust theory and on the basis of earlier empirical findings. The study investigates brand experience, brand image-congruence, brand affect, and brand trust as influencing variables on repurchase intention. In total, 396 responses were gathered from online consumers of Karachi, Pakistan, using a non-probability convenience sampling. Exploratory factor analysis (EFA) and Structural Equation Modeling (SEM) were employed as data analysis techniques using SPSS 22 and AMOS 22 respectively. The results of the study showed significant positive influences of all the proposed constructs on repurchase intention except for the brand experience. |
| first_indexed | 2024-04-24T09:24:53Z |
| format | Article |
| id | doaj.art-98a93af3dc634f779dde62cdb1a1de03 |
| institution | Directory Open Access Journal |
| issn | 1331-0194 1846-3363 |
| language | English |
| last_indexed | 2024-04-24T09:24:53Z |
| publishDate | 2018-01-01 |
| publisher | University of Split, Faculty of Economics |
| record_format | Article |
| series | Management : Journal of Contemporary Management Issues |
| spelling | doaj.art-98a93af3dc634f779dde62cdb1a1de032024-04-15T15:13:37ZengUniversity of Split, Faculty of EconomicsManagement : Journal of Contemporary Management Issues1331-01941846-33632018-01-012328710210.30924/mjcmi/2018.23.2.87Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shoppingWajeeha Aslam0Marija Ham1Kashif Farhat2IQRA University, Karachi, PakistanJ. J. Strossmayer University of Osijek, Faculty of EconomicsMuhammad Ali Jinnah University, Karachi, PakistanThe objective of this study is to analyse the impact of brand perception on repurchase intention in the case of online apparel shopping in Pakistan. This study is based on a more holistic approach than previous studies, incorporating multiple theories and concepts of brand perception in order to capture the complexity of influences and to explain repurchase intention as a dependent variable. The theoretical framework of the study was developed on the basis of schema theory, image-congruence theory, commitment-trust theory and on the basis of earlier empirical findings. The study investigates brand experience, brand image-congruence, brand affect, and brand trust as influencing variables on repurchase intention. In total, 396 responses were gathered from online consumers of Karachi, Pakistan, using a non-probability convenience sampling. Exploratory factor analysis (EFA) and Structural Equation Modeling (SEM) were employed as data analysis techniques using SPSS 22 and AMOS 22 respectively. The results of the study showed significant positive influences of all the proposed constructs on repurchase intention except for the brand experience.https://hrcak.srce.hr/file/311158repurchase intentionbrand experiencebrand trustbrand affectbrand imagePakistan |
| spellingShingle | Wajeeha Aslam Marija Ham Kashif Farhat Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping Management : Journal of Contemporary Management Issues repurchase intention brand experience brand trust brand affect brand image Pakistan |
| title | Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping |
| title_full | Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping |
| title_fullStr | Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping |
| title_full_unstemmed | Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping |
| title_short | Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping |
| title_sort | influencing factors of brand perception on consumers repurchase intention an examination of online apparel shopping |
| topic | repurchase intention brand experience brand trust brand affect brand image Pakistan |
| url | https://hrcak.srce.hr/file/311158 |
| work_keys_str_mv | AT wajeehaaslam influencingfactorsofbrandperceptiononconsumersrepurchaseintentionanexaminationofonlineapparelshopping AT marijaham influencingfactorsofbrandperceptiononconsumersrepurchaseintentionanexaminationofonlineapparelshopping AT kashiffarhat influencingfactorsofbrandperceptiononconsumersrepurchaseintentionanexaminationofonlineapparelshopping |