scholarly journals Effect of Korean Fashion Brand Personality on Brand Preference and Purchase Intention by Chinese in their 20s -Focusing on the Teenie Weenie, E-land, and The Basic House-

2013 ◽  
Vol 37 (4) ◽  
pp. 540-553 ◽  
Author(s):  
Hye Sun Park ◽  
Dan Yang
Keyword(s):  
Purchase Intention ◽  
Brand Personality ◽  
Brand Preference ◽  
Fashion Brand

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

scholarly journals Influence of Social Construct on Consumers’ Brand Purchase Intention: a Review of Research

2018 ◽  
Vol 7 (3.34) ◽  
pp. 511
Author(s):  
Bikash Kumar Rup ◽  
Jyotiranjan Gochhayat ◽  
Sasmita Samanta
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Brand Personality ◽  
Brand Attitude ◽  
Point Of View ◽  
Social Construct ◽  
The Impact

The aim of this study is to reveal the impact and influence of social construct on consumers’ brand purchase intention. Within the study the latent idea is to illuminates the influence of social construct on brand personality, which leads to enhance the brand purchase intention. The flow of effect of social construct is directly to purchase intention or through brand attitude. In different cultural point of view the specific dimensions of brand personality, those are more influential on purchase intention need to be identified. The outcome of the study may helpful for marketers to redesign their marketing strategy in accordance with the consumers brand personality.  

Brand Personality, Social Status, and Physical Vanity in Building Luxury Fashion Branded Apps

2017 ◽  
pp. 176-193
Author(s):  
Shanthi Bavani V. Raja Mohan ◽  
Sajad Rezaei
Keyword(s):  
Consumer Behavior ◽  
Social Status ◽  
Purchase Intention ◽  
Brand Personality ◽  
External Factors ◽  
Future Research ◽  
Internal Factor ◽  
Research Directions ◽  
Future Research Directions

While there have been an increasing number of researches done on branding and consumer behavior especially on brand personality, social status and vanity and its influence on purchase intention, there are little researches that focus on the influence of all these factors collectively on Apps purchase intention. In addition, the fact that the influence of some factors will vary from country to country could not be ignored. This chapter conceptually argues that brand personality, social status, and physical vanity are important in building luxury fashion branded Apps. While brand personality and luxury fashion branded Apps as an internal factor plays an important role in deciphering if it has an influence on an individual's Apps purchase intention for luxury fashion brands; therefore, it is important to look into how external factors have an influence on an individual. The theoretical and future research directions are discussed.

Finding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention

2012 ◽  
Vol 3 (1) ◽  
pp. 72-86
Author(s):  
Reshma Farhat ◽  
Bilal Mustafa Khan ◽  
Ahmad Faraz Khan
Keyword(s):  
Sensation Seeking ◽  
Purchase Intention ◽  
Research Study ◽  
Brand Personality ◽  
Purchase Intentions ◽  
Human Needs

Human needs give way to the engagement of consumers in different activities which provide avenues for self-expression or to experience the anticipated emotional benefits that differentiate them from others. One such category of consumers is termed as Sensation Seekers. This research study explores the phenomenon of congruence and examines the correlation between sensation, brand personality and purchase intention. The key focus of the study is the brand personality of the automobile brands in India and with the use of multistage methodology, the purchase intentions of sensation seeking is being explored. Data was analyzed statistically and the study concludes that there is no marked difference in the purchase intentions of High and Low Sensation Seeking.

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