Preliminary communication
https://doi.org/10.30924/mjcmi/2018.23.2.87
Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping
Wajeeha Aslam
; IQRA University, Karachi, Pakistan
Marija Ham
; J. J. Strossmayer University of Osijek, Faculty of Economics
Kashif Farhat
; Muhammad Ali Jinnah University, Karachi, Pakistan
Abstract
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.
Keywords
repurchase intention; brand experience; brand trust; brand affect; brand image; Pakistan
Hrčak ID:
212850
URI
Publication date:
18.12.2018.
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