期刊名称：Management - Journal of Contemporary Management Issues
印刷版ISSN：1331-0194
电子版ISSN：1846-3363
出版年度：2018
卷号：23
期号：2
页码：87-102
DOI：10.30924/mjcmi/2018.23.2.87
语种：English
出版社：University of Split, Faculty of Economics
摘要：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.
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