Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands

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 = 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.

自我一致性之间的联系，品牌熟悉度，感知质量和购买意向：关于时装零售品牌的研究

自我一致性作为品牌的象征性利益，在营销文献中已经有据可查。它的定义是：“消费者的自我概念与品牌的典型用户的个性有多一致” (Helgeson & Supphellen, 2004, p. 206)。自我一致性对消费者行为的几个方面有所影响，例如知觉品质 (Kwak & Kang, 2009) ， 以及购买意愿(Sirgy et al., 1997)。感知质量可以帮助消费者判断一个品牌的整体优势和卓越。它包括几个因素，如品牌熟悉度 (Quintal & Phau, 2013)。感知质量和品牌知名度都会提高消费者的购买意愿 (Tsiotsou, 2006; Hahn & Kim, 2009)。购买意向预测客户的实际购买行为，从而对一个公司的盈利能力和可持续发展的结果起到关键的作用。尽管他们对消费者的决策过程，自我一致性，品牌知名度，感知质量，并且在时尚零售品牌背景中，购买意愿在很大程度上是被忽视的。本研究是为了填补这部分的缺口。它的目标是直接和间接地考察（通过感知质量探讨）自我一致性与品牌熟悉度对购买意向的影响。随后，本研究探讨了性别在以上关系中的调节作用。

商场拦截调查（接近每第十五个正在离开商场的顾客）从六个时装零售商中以结构式问卷收集数据：Wills Lifestyle, Brand Factory, Provogue, Reliance Trends, Levi's, and Spykar。调查问卷包括打算建构自我一致性，品牌知名度，感知质量和购买意向和消费统计。所有的结构都根据以往的研究并进行心理评估。心理测评结果证实了本研究中的适用性。数据是从18岁及以上的零售消费者中收集的。实地考察在印度的一个大城市加尔各答进行。减少周期性和非覆盖问题，数据是在包括周末的一周中一天内不同时间段收集的。405份问卷调查，去除异常值和不完整的问卷后的374份可用于数据分析。

数据用统计技术，如结构方程模型（SEM）分析。SEM具有良好的拟合数据。结果表明，自我一致性与品牌熟悉度有直接和间接（通过感知质量）对购买意向的影响。有趣的是，间接的影响比直接的强。利用扫描电镜，对性别的调节作用在自我一致的感知质量品牌熟悉度的购买意愿的关系进行了多组分析。结果表明，性别有温和的调节关系。结果对学者和从业者都具有影响。

Keywords::

• self-congruity
• brand familiarity
• perceived quality
• purchase intention
• gender

关键词::

• 自我一致性; 品牌知名度; 感知质量; 购买意愿; 性别

Disclosure statement

No potential conflict of interest was reported by the authors.