Brand perception: How is it created? how does it affect the buying process? an empirical analysis on apparel brands

Abstract

The competition among the apparel brands has risen over the recent years. The number of brands in the market is exponential. In this competitive world, there is a need for companies to analyze the market and get input about the awareness of their brand and how consumers perceive them. The purpose of this study is to develop a scale, to measure Brand perception and analyze the role of Brand perception and its impact on the purchase decision. The items in the scale are identified from previous studies and a structured questionnaire is constructed and samples were collected. Exploratory factor analysis is conducted and the reliability of the constructs is determined. These variables are loaded onto AMOS to perform Structural Equation Modeling. The result confirmed the model fit. Regression analysis is conducted with purchase intention as the dependent variable and Brand perception and purchase decision being independent. We notice the purchase decision playing the role of mediator in stimulating purchase intention.