Factors Influencing Clothing Interest and Purchase Intention: a study of Consumers in Generation y from Malaysia and Singapore
Self-Concept and Clothing Interest
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- Điều hướng trang này:
- Brand Image and Clothing Interest
| Self-Concept and Clothing Interest
Self-concept refers to the way in which respective individuals take charge of their own thinking, feelings, behaviors, attitudes, and actions in interpreting the environment that surrounds them (Farber 1983; Stryker 1987). According to Kumar et al. (2009), self-concept can be regarded as a feeling whereby an individual has the thought and sense of being different from others. In the consumer market, consumers often use certain products to represent their identity or personality although those products may not have much functional or tangible quality (Kumar et al. 2009). For example, they may use clothing of certain brands to project their desired selves among the people around them. Clothes could be a self- expression tool (Phau and Lau 2001; Kumar et al. 2009). Kumar et al. (2009) further argued that consumers usually exhibit a high interest in their clothing especially when they are 6 concerned with their self-concept and social identity. The relationship between an individual’s self-concept and their clothing interest has also been supported in other studies such as Banister and Hogg (2004), Bye and McKinney (2007), Piacentini and Mailer (2004), and Tuncay and Otnes (2008). Therefore, it was then hypothesized that: H2: Self-concept has a positive relationship with clothing interest. Brand Image and Clothing Interest Brand image is defined as a set of perceptions about a product that is reflected by the brand association in the consumer’s memory (Keller, 1993). A product’s brand plays an important role in marketing. It serves as a source of information to identify with the product in relation to its unique features (Aaker, 2009). Brand image creates values to consumers in a variety of ways. It helps consumers to process information about the product, to differentiate one product from the other, to provide reasons to purchase the product, to generate positive feelings from the product, and to form a basis for extended use of the product (Rajagopal, 2006). Furthermore, brand image is able to create interest among customers towards a certain product or service offering. It has been reported that the more the brand is being recognized by the consumers, the higher their interests with a particular product or service (Koh and Fang 2012; Matthiesen and Phau 2010; Zeb et al. 2011). It is expected that the brand image of the clothing will have a positive relationship with consumers’ clothing interest. Thus, it was formulated that: H3: Brand image has a positive relationship with clothing interest. tải về 475.41 Kb. Chia sẻ với bạn bè của bạn:
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