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Article

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

1
Shanghai International Fashion Science and Innovation Center, Donghua University, Shanghai 200051, China
2
Engineering Research Center of Digitized Textile and Fashion Technology, Ministry of Education, Donghua University, Shanghai 201620, China
3
Brunswick Campus, RMIT University, Melbourne, VIC 3001, Australia
4
International Cultural Exchange School, Donghua University, Shanghai 200051, China
5
International Institute of Silk, College of Textile Science and Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, China
*
Author to whom correspondence should be addressed.
Academic Editor: Xiaoke Jin
Sustainability 2021, 13(22), 12770; https://doi.org/10.3390/su132212770
Received: 19 October 2021 / Revised: 15 November 2021 / Accepted: 15 November 2021 / Published: 18 November 2021
(This article belongs to the Special Issue Sustainable Textile Marketing)
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. View Full-Text
Keywords: fashion brand image; self-congruity; perceived quality; self-motivation; brand familiarity fashion brand image; self-congruity; perceived quality; self-motivation; brand familiarity
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MDPI and ACS Style

Chen, L.; Halepoto, H.; Liu, C.; Kumari, N.; Yan, X.; Du, Q.; Memon, H. Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention. Sustainability 2021, 13, 12770. https://doi.org/10.3390/su132212770

AMA Style

Chen L, Halepoto H, Liu C, Kumari N, Yan X, Du Q, Memon H. Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention. Sustainability. 2021; 13(22):12770. https://doi.org/10.3390/su132212770

Chicago/Turabian Style

Chen, Lihong, Habiba Halepoto, Chunhong Liu, Naveeta Kumari, Xinfeng Yan, Qinying Du, and Hafeezullah Memon. 2021. "Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention" Sustainability 13, no. 22: 12770. https://doi.org/10.3390/su132212770

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