International Journal of Innovative Technology and Exploring Engineering (IJITEE)

ISSN: 2278-3075, Volume-8 Issue-6S, April 2019

Brand Perception: How is it Created? How does

it affect the Buying Process? An Empirical
Analysis on Apparel brands
G. Aiswarya, Jayasree Krishnan

 perception helps to identify their market position their

Abstract: The competition among the apparel brands has risen products and check if their vision is still relevant. Brand
over the recent years. The number of brands in the market is perception is how a consumer interprets a brand based on
exponential. In this competitive world, there is a need for their interaction with the brand. All the sensory information
companies to analyze the market and get input about the
gathered is transferred to a mental impression and
awareness of their brand and how consumers perceive them. The
purpose of this study is to develop a scale, to measure Brand determines the quality, value and reputation in the minds of
perception and analyze the role of Brand perception and its consumers. The goal of any company is to create a positive
impact on the purchase decision. The items in the scale are and emotional bond. The increased level of interaction and
identified from previous studies and a structured questionnaire is exposure about the brand tends to increase the potential of
constructed and samples were collected. Exploratory factor brand perception. It can be difficult to understand what a
analysis is conducted and the reliability of the constructs is
consumer feels about the brand, but brand perception serve
determined. These variables are loaded onto AMOS to perform
Structural Equation Modeling. The result confirmed the model as a means to do that.
fit. Regression analysis is conducted with purchase intention as To measure brand perception we need to identify the right
the dependent variable and Brand perception and purchase metrics and perform custom research learning customer
decision being independent. We notice the purchase decision experience. Measuring brand perception helps us understand
playing the role of mediator in stimulating purchase intention. our strengths and weaknesses. A study from Nielsen shows
that for 77% of consumers, the family and friends influence
Index Terms: Brand perception, Factor analysis, Mediator,
Purchase decision; Purchase intention. them when they seek information about new products. This
social aspect is so effective which can be attained by
I. INTRODUCTION improving brand perception. The role of a brand is to
enhance the product value, but beyond that it is also related
Brand perception plays a crucial role in the company’s to brand trust, loyalty, perceived quality, and brand
profitability. Brand perception helps in building customer awareness.
relationship and it is owned by consumers. It thereby helps to
develop marketing strategies. The companies aim to develop A. Brand Perception is distinct from other marketing
positive Brand perception. It depends on how the company constructs
projects itself and the combined interaction of customers Brand perception is the sum of all interactions on the
with the brand. Brand perceptions can be positive or minds of customers about the brand [1]. On the other hand,
negative. Positive brand perception influences the customer brand awareness is the degree to which the consumers
to give priority to choose the brand and on the other hand recognize the brand’s product or service. Brand Awareness is
negative perception, not only leads to dislike the brand but the degree to which consumers precisely associate the brand
also treats, potential customers. To measure brand with a specific product. A brand identity is how the company
perception, the companies conducts survey appropriate to defines its brand; whereas, brand image is how the ultimate
their consumption life cycle. For example; customer consumer perceives the brand.
satisfaction survey measures customer health and sentiment
B. Purpose of the study
after a specific customer experience. Net promoter score
measures customer based on their loyalty. Product survey The purpose of this study is to develop a scale, to measure
measures consumer satisfaction towards the product and Brand perception and purchase decision, thereby analyzing
tests loyalty. When a consumer comes in contact with a the role of Brand perception and its impact on purchase
brand name, his/her experiences interact with each other and decisions and intent to buy.
ultimately culminate into perception. A brand is not only the
name of a company or its products but also it reflects the II. THEORETICAL BACKGROUND AND
CONCEPTUALIZATION
company’s culture, mission or vision and a personality
carefully built and communication put forth. Brand’s A. Brand perception
Brand perception is what consumers think or feel about a
Revised Manuscript Received on December 22, 2018.
G. Aiswarya, Research scholar, Faculty of Business Administration,
brand. It is defined as the
Sathyabama Institute of Science and Technology, Chennai, India. sum of all experience
E.mail:[email protected] consumers’ have with the
Jayasree Krishnan, Professor, Department of MBA, St. Joseph’s brand [1]. This perception
Engineering College, Chennai, India.E. mail: [email protected]

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number: F61030486S19\19©BEIESP 500 & Sciences Publication
 Brand Perception: How is it Created? How does it affect the Buying Process? An Empirical Analysis on Apparel
brands
varies from person to person depending on the social class,
physical qualities of the product, price, packaging, sales H3: Purchase decision affects Purchase intention
promotion and merchandising [2]. J Berger, conducted 6 positively
studies and proposed that consumers perceive the brand Our hypothesis stated will help us to analyze the effect of
which offers a wide variety of products which act as a the purchase decision and its impact on the intend to buy.
quality cue and influence them [3]. Initial studies on
C. Purchase intention
extrinsic cues state price and brand image as determinants
of quality perception [4]. Nicolas Kevyn stated brand as Purchase intention can be divided into unplanned, partially
intentional agents, perceived by the consumers which planned and fully planned [24]. Individual attitudes and
influence brand behavior [5]. There exists a positive situation determine the purchase intention [25]. Brand
relationship between store brands, store image as perceived awareness and Brand loyalty have a positive influence on
by the consumer [6]. Consumer perception of quality is purchase intention [26]. The brand consciousness has a
strongly influenced by the country of origin and brand positive influence on the emotional value which in turn has
name [7]. Another study proposed the number of attributes a positive association with purchase intention [27]. Brand
associated with the brand and consumer loyalty is image has positive effects on purchase intention [28].
proportional [8]. The intrinsic and extrinsic attributes of Brand equity has a strong positive association in
quality frames the origin of quality perception. Store determining purchase intention [29]. Brand experience,
image acts as a mediator of the relationship between Brand brand trust, and affective commitment have a positive
perception and purchase intention [9]. People relate to influence on purchase intention [30]. Experiential value
brands in many ways similar to how they relate to people has a strong positive association with purchase intention
[10]. Research on brand perception has shown that [31], [32], [33]. Perceived quality and emotional value
consumers not only care about a brand’s features and have a positive impact on Purchase intention [34].
benefits but also about a relational aspect of brand
perception [11], [9] as well as an emotional part [12], [13]. III. RESEARCH METHODOLOGY
Social psychologists have proposed the Stereotype Content A study is conducted targeting individuals buying branded
Model which exhibits how people perceive the social apparel using convenient sampling. Based on the previous
world around them [38]. It describes two dimensions: studies, the items were included and a questionnaire is
warmth and competence. Warmth includes helpfulness, prepared using Five-point Likert scale (1=strongly disagree
sincerity, friendliness, and trustworthiness, whereas to 5=strongly agree). The population buying branded apparel
competence includes efficiency, intelligence, is very high and inappropriate to identify. So a sample of 384
conscientiousness, and skill. Scot Burton [14] studied is determined with the confidence level of 95% and the
attitude toward private label products relates to consumer margin of error being 5%. Self-administered questionnaire is
price perceptions; specifically price conscious and value prepared which has questions related to demographics, what
conscious. Price is also perceived as a quality signal [39], they feel about the brand, shopping orientation, what
[40], [41]. Thus, high-priced brands are generally influence them to purchase the brand, their experience with
perceived as higher quality brands than those with a low the brand and finally the intend to buy. The respondents were
price. This has been outlined in numerous studies [15], active and participated in the survey. The results were fed
[16]. The long-term effect of constant promotions into SPSS. Exploratory factor analysis is conducted to reduce
generates uncertainty about brand quality [17], which the dimensions. Exploratory factor analysis is a statistical
results in more negative brand perception. Chiou based technique used to reduce the data to a smaller set of summary
their arguments on a cognitive-affective-behavioral variables. It is used to identify the structure of the
hierarchical model [18]. Thus, they consider perceived relationship between the variable and the respondent.
quality as a cognitive construct which results in effective Principal component analysis is performed since our motive
response to the brand. Based on the above postulates is to drive a minimum number of factors and explain the
discussed, we derive; maximum variance in the original variable. We obtained 3
components. The results are shown in Table 2.
H1: Brand perception affects purchase decision positively. Based on the previous studies and the results obtained, we
H2: Brand perception affects purchase intention positively formulate the items to be included in the brand perception
scale. Values for money, variety, reasonable pricing,
These hypotheses will help us to understand the role of
durability, past experience, product quality were chosen after
brand perception of the customer buying process; decision
a careful study. The validity and reliability of the constructs
making and actual purchase.
were examined. Reliability analysis is conducted to check
B. Purchase decision the homogeneity between variables. Table 1 gives the
The Purchase decision is the process that leads a consumer reliability scores for the factors obtained. These items were
from identifying a need, generating options, and choosing a checked for reliability, and we got a Cronbach alpha score of
specific product and brands [42]. Robert [19] studied the 0.724 The items, namely; I always go for a particular brand, I
purchase decision stages to justify a causal order between seek information before decision, I keep switching brands, I
perceived quality and loyalty. Brand image clarifies if or if will not buy if I had bad experience, good experience is
not the brand is for the consumer and contributes the important for me, I expect good experience all the time were
purchase decisions [43], [20] and thus, it influences the loaded onto a factor and it is
buying behavior of the customer [21], [22], thereafter named purchase decision.
brand equity [23]. The Cronbach alpha score
showed a value of 0.77

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number: F61030486S19\19©BEIESP 501 & Sciences Publication
 International Journal of Innovative Technology and Exploring Engineering (IJITEE)
ISSN: 2278-3075, Volume-8 Issue-6S, April 2019

confirming the reliability. The factor for purchase intention decision and purchase intention. We conduct a regression
is obtained and tested for reliability. All the reliability scores analysis using SPSS. The goal of regression analysis is to
are greater than 0.70 which is satisfactory for the study. create a mathematical model that can be used to predict the
values of a dependent variable based upon the values of an
Table 1: Reliability test independent variable. To perform regression, we need to
check the assumptions of normality, linearity,
Cronbach's homoscedasticity, and absence of multicollinearity. The
Factors No. Of items alpha score normal Predicted Probability (P-P) plot, obtained shows mild
Brand awareness 6 0.718 deviations from the diagonal normality line which confirms
Brand perception 6 0.724 the residuals are normally distributed. Homogeneity of
variances is checked using scatter plot. Thus we can assume
Purchase decision 6 0.77 that the variables are linear. Our next intention is to check if
Purchase intention 4 0.866 there is any correlation between the variables. The
correlation coefficient and VIF factors were analyzed. The
Table 2: Results of Exploratory Factor analysis of
VIF values are 1.0 and coefficient with magnitudes of
Principal component analysis
predictor variables are greater than.80, shows they are not
Component Component Component strongly correlated.
Variables
.
1 2 3
We perform regression analysis to test if we can predict the
Value for money .543 value of purchase decision by Brand perception. Results
Variety .734 show the value of Beta=.537 which signifies a significant
Durable .686 variation and the F test performed by ANOVA is found to be
significant with p<.001. Thus we confirm that Brand
Product quality .618
perception affects purchase decision positively. Regression
Past experience .636 analysis is conducted to predict the value of purchase
Reasonable .678 intention using Brand perception. It is evident from the
pricing results that the hypothesis is statistically significant with the
Particular brand .577 Beta value of 0.558. The result supports H3. The Regression
Seek information .691 analysis is conducted to test if a purchase decision predicts
before a decision the value of purchase intention. The result indicates the
predictor is significant with the Beta value showing 0.425
Switching brands .571
and significant. The result supports H2.
Not buy bad .669 H4: Brand perception and purchase decision affect purchase
Experience is .825 intention positively
important Multiple regression analysis was used to test if the Brand
Expect good .760 perception and purchase decision significantly predicted
experience participants purchase intention. The results of the regression
Continue .813 indicated the two predictors explained 45% of the variance
purchasing (R2 =.202, F(2, 109)=13.821, p<0.001) and are significant.
branded outfits However, the beta value for brand perception is reduced to
Willingness is .895 0.157 from the previous value of 0.562. This increases our
high curiosity to check the presence of a mediating variable. The
Willing to .871 results were shown in Table 3.
recommend B. Mediation analysis:
others to buy
branded A variable is defined as a mediating variable if it accounts
Intend to buy .802 for the relationship between two other variables [35], [36].
Mediation modelling is a statistical technique that is used to
A. Analysis understand the relations among several variables and for
When EFA provides information about the number of factors testing the mechanisms by which an intervention leads to
required to represent the data, Confirmatory factor analysis is behavioral change. Baron and Kenny proposed testing
a tool that is used to confirm or reject the measurement mediation through three regression analyses [35]. The
theory. Confirmatory factor analysis is conducted for the decision to accept or reject a mediation model is based on the
factor loadings of Brand perception to confirm the best fit for results of these analyses.
the data. We find the CMIN value=1.38 is an indicative of According to this model, in the relation between Brand
acceptable fit between the hypothetical model and the perception and purchase intention, we could note a decrease
sample data [44]. The comparative fit index (CFI) [45] is in the value of B and statistically insignificant in multiple
found to be .965. CFI value obtained is close to 1 indicate a regression which confirms the presence of partial mediation.
very good fit. Root Mean Square Error of Approximation, However, information about the strength of the mediation is
called RMS by Steiger and Lind, and RMSEA by Browne not gained, as with significance testing, nor is there a
and Cudeck [46] is .05 which indicate a close fit. Thereby we measure of the proportion of
confirm the scale developed for brand perception. We the independent variable’s
developed the Brand perception scale and now our aim is to effect on the outcome
understand the effects of Brand perception on purchase

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number: F61030486S19\19©BEIESP 502 & Sciences Publication
 Brand Perception: How is it Created? How does it affect the Buying Process? An Empirical Analysis on Apparel
brands
through the mediation pathway. that mediator, Purchase decision is significantly explained
Sobel [37] and MacKinnon [36] have provided statistical that the purchase intention is determined by Brand
techniques that build on the Baron and Kenny [35] model, perception with the help of purchase decision.
with a precise picture of mediation. We conducted the Sobel
test and we found the value =4.0071, P<.001 which proves
Table 3: Results of Regression analysis
Standard
Correlation Coefficient of Adjusted
Independent Dependent Error of F
Coefficient determination R Significance Beta
variable variable the value
(R) (R2 ) Square
Estimate
Brand Purchase
0.562 0.315 0.309 0.071 51.133 0.000 0.558
Perception intention
Purchase Purchase
0.429 0.184 0.177 0.89835 24.856 0.000 0.425
decision intention
Brand Purchase
0.537 0.288 0.282 0.847528 44.531 0.000 0.536
Perception decision
570-579.Fauci AS, Braunwald E, Kasper DL & Hauser SL (2008),
Principles of Harrison’s Internal Medicine, Vol. 9, 17thedn.
IV. CONCLUSION McGraw-Hill, New York, NY, pp.2275–2304.
Brand perception arises in a wide variety of settings; when 6. [5] Nicolas Kervyn et al. (2012) Brands as Intentional Agents
Framework: How Perceived Intentions and Ability Can Map Brand
the customers are aware about the brand, make a trial, Perception. Journal of Consumer Psychology. Apr; 22(2):
purchase, and upon consumption or post consumption. There 10.1016/j.jcps.2011.09.006.
is a need for the marketers to compare their brand perception 7. [6] C. Collins-Dodd, T. Lindley (2003) Store brands and retail
of the competitors for the better product position. differentiation: the influence of store image and store brand attitude on
store own brand perceptions Journal of Retailing and Consumer
Accordingly, we conceptualized and developed the scale for Services 10 345–352
Brand perception. The scale is validated and confirmed. The 8. [7] C. Min Han and William J. Qualls (1985) ,"Country-Of-Origin
items in the scale include; product quality, pricing, value for Effects and Their Impact Upon Consumers' Perception of Quality", in
money, variety, durability and past experience. The past SV - Historical Perspective in Consumer Research: National and
International Perspectives, eds. Jagdish N. Sheth and Chin Tiong Tan,
studies confirm the role of these items. The scale developed Singapore : Association for Consumer Research, Pages: 162-167.
is internally consistent and passed the validity and reliability 9. [8] Jenni Romaniuk (2002). Measuring brand perceptions: Testing
tests. Finally the formulated brand perception scale has quantity and quality. Journal of Targeting, Measurement and Analysis
behavioral impact. It affects the intent to buy directly and for Marketing Vol. 11, 3, 218–229.
10. [9] Ahmed, Syed. (2018). Analysis of Brand Perception Effect on
indirectly through purchase decision. However, this scale Store Image & Purchase Intention of Customers. International Journal
does not measure the perception to be positive or negative. of Scientific and Engineering Research. 9. 1324-1330.
Further research should explore the effects of positive and 11. [10] Fournier, S. (2009). Lessons learned about consumers'
negative perception of the brand and its role in consumer relationships with their brands. In D. J. MacInnis, C. W. Park, & J. R.
Priester (Eds.), Handbook of brand relationships (pp. 5–23). Armonk,
behavior. Purchase decision plays an eminent role in NY: M E Sharpe.
stimulating the intention to buy. It is an important antecedent 12. [11] Aaker, J., Fournier, S. and Brasel, S.A. (2004) When Good
of purchase intention. Previous studies also state the role of Brands Do Bad. Journal of Consumer Research, 31, 1-16.
Brand image, on purchase decision. The experience gained 13. [12] Ahuvia, Aaron C. (2005a), “Beyond the extended self: Love
objects and consumer’s identity narratives,” Journal of Consumer
from the brand is stored in the minds of customer as brand Research, 32 (June), 171-184
perception and this mental state helps to trigger the decision. 14. [13] Albert, N & Merunka, Dwight & Valette-Florence, Pierre.
Previous studies state that the increase in exposure to the (2009). The Feeling of Love Toward a Brand: Concept and
brand increases the awareness about the brand which forms a Measurement. Advances in Consumer Research, Journal of Business
Research 61(10):1062-1075 • February 2008
mental impression. Thus we can argue stating Brand identity 15. [14] Burton, S., Lichtenstein, D.R., Netemeyer, R.G. et al. J. of the
is proportional to brand image. With a strong image about Acad. Mark. Sci. (1998) 26: 293.
the brand, the individuals can make conscious decisions 16. [15] Milgrom, P. and Roberts, J. (1986) Price and Advertising
about the purchase. Further research can disclose the Signals of Product Quality. Journal of Political Economy, 94, 796-821
17. [16] Akshay R. Rao and Kent B. Monroe Journal of Marketing
antecedents and long term consequences of brand perception Research Vol. 26, No. 3 (Aug., 1989), pp. 351-357
and its role in the consumer behavior. 18. [17] Winer, Russell S. (1986), "A Reference Price Model of Brand
Choice for Frequently Purchased Products," Journal of Consumer
Research, 13 (September), 250-256
1. REFERENCES 19. [18] Chiou, Jyh-Shen & Droge, Cornelia & Hanvanich, Som.
2. [1] Oliver Koll, Sylvia von Wallpach, (2009) "One brand perception? (2002). Does Customer Knowledge Affect How Loyalty Is Formed?.
Or many? The heterogeneity of intra‐brand knowledge", Journal of Journal of Service Research - J SERV RES. 5. 113-124.
Product & Brand Management, Vol. 18 Issue: 5, pp.338-345, 20. [19] Cunningham, William H and Green, Robert T., ―Marketing 48
https://doi.org/10.1108/10610420910981819 (2004): 9-10. Davis, Harry L., Measurement of Husband-Wife
3. [2] Munn, H. L. (1960). Brand Perception as Related to Age, Income, Influence in Consumer Purchase Decisions Marketing Res. 8, pp.
and Education. Journal of Marketing, 24(3), 29–34 305-312, August 1
4. [3] Jonah Berger, Michaela Draganska, Itamar Simonson, 2007, The 21. [20] Dolich, I. J. (1969). Congruence relationships between self
Influence of Product Variety on Brand Perception and Choice, images and product brands. Journal of Marketing Research, 6(1),
Marketing Science, Volume 26, Issue 4 July-August 2007 Pages 80-84.
449-588 22. [21] Johnson, M. D., & Puto,
5. [4] Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand C. P. (1987). A review of
name, and product composition characteristics as determinants of consumer judgment and choice
perceived quality, Journal of Applied Psychology, 55(6), [Electronic version]. In

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number: F61030486S19\19©BEIESP 503 & Sciences Publication
 International Journal of Innovative Technology and Exploring Engineering (IJITEE)
ISSN: 2278-3075, Volume-8 Issue-6S, April 2019

Michael J. Houston (Ed.), Review of marketing 1987 (pp. 47. [46] Browne, M.W. & Cudeck, R. (1993). Alternative ways of
23. [22] Fishbein, M. (1967). A behavior theory approach to the assessing model fit. In Bollen, K.A. & Long, J.S. [Eds.] Testing
relations between beliefs about an object and the attitude toward the structural equation models. Newbury Park, CA: Sage, 136–162
object. In M. Fishbein (Ed.), Readings in attitude theory and
measurement (pp. 389-400). New York: John Wiley & Sons.
24. [23] Biel, A.L. (1993) How Brand Image Drives Brand Equity.
AUTHORS PROFILE
Journal of Advertising Research, 6, RC6~RC1.
25. [24] Engel Jf, Blackwell Rd et al. (1995) Consumer Behavior. G. Aiswarya is a Research Scholar in Sathyabama
Dryden, Forth Worth Institute of Science and Technology, India.
26. [25] Kotler, P. (2003). Marketing Management (11th Ed.). New
Jersey: Prentice Hall
27. [26] Muhammad Ehsan Malik, Hafiz Kashif Iqbal (2013).
Importance of Brand Awareness and Brand Loyalty in assessing
Purchase Intentions of Consumer. International Journal of Business
and Social Science Vol. 4 No. 5; May
28. [27] Min-Young Lee (2008). Factors affecting Mexican college
students’ purchase intention toward a US apparel brand. Journal of Dr. Jayasree Krishnan is a Professor in St Joseph’s
Fashion Marketing and Management Vol. 12 No. 3, pp. 294-307 Engineering College, India
29. [28] Sher Singh Bhakar et. al. 2013 Relationship Between Country
Of Origin, Brand Image And Customer Purchase Intentions. Far East
Journal of Psychology and Business Vol. 10 No. 2 Feb
30. [29] Uthayakumar Tharmi (2012). The relationship of brand equity
to purchase intention. The IUP Journal of Marketing Management,
XI(2), pp. 7-26 (ISSN 0972-6845)
31. [30] Muhammad Yasin, Amjad Shamim. Brand Love (2013): Author-2
Mediating Role in Purchase Intentions and Word-of Mouth. IOSR P hoto
Journal of Business and Management (IOSR-JBM)ISSN: 2278-487X.
Volume 7, Issue 2 (Jan. - Feb), PP 101-109
32. [31] Bernd Schmitt (1999) Experiential Marketing, Journal of
Marketing Management, 15:1-3, 53-67
33. [32] Zeithaml, V.A. and Bitner, M.J. (1996), Validating Customer
Loyalty Model Using Structural Equation Modelling in a Kenyan
Hospital, Services Marketing. McGraw-Hill, New York
34. [33] Ashutosh Nigam (2012) Modelling Relationship between
Experiential Marketing, Experiential Value and Purchase Intention in
Organized Quick Service Chain Restaurants Using Structural
Equation Modelling Approach. CSMS International Journal of
Computer Science & Management Studies, Special Issue of Vol. 12,
June ISSN (Online): 2231 –5268
35. [34] R. Chitra 2014. An empirical study on Customers Purchase
Intention towards Branded Apparels. IJRMBSS eISSN: 2321 -9874
ISSN No. : 2319-6998 Vol. 2 Issue 1 Jan. 2014.
36. [35] Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator
variable distinction in social psychological research: Conceptual,
strategic, and statistical considerations. Journal of Personality and
Social Psychology, 51(6), 1173-1182.
37. [36] MacKinnon, DP. Analysis of mediating variables in prevention
and intervention research.. In: Cazares,A.; Beatty, LA., editors.
Scientific methods in prevention research. U.S. Government Printing
Office;Washington, DC: 1994. p. 127-153.NIDA Research
Monograph 139DHHS Publication No. 94-3631
38. [37] Sobel, M. E. (1990). Effect analysis and causation in linear
structural equation models. Psychometrika, 55, 495-515.
39. [38] Nicolas Kervyn, Susan T. Fiske, Chris Malone, Brands as
intentional agents framework: How perceived intentions and ability
can map brand perception, Journal of Consumer Psychology 22 (2012)
166–176
40. [39] Gil, R. B., Andrés, E. F., & Salinas, E. M. (2007). Family as a
source of consumer-based brand equity. Journal of Product & Brand
Management, 16(3), 188-199.
41. [40] Milgrom, P. and Roberts, J. (1986), “Price and
advertisingsignals of product quality”, Journal of Political
Economy,Vol. 55, August, pp. 10-25.
42. [41] Rao, A.R. and Monroe, K.B. (1989), “The effect of price,brand
name, and store name on buyers’ perceptions ofproduct quality: an
integrative review”, Journal of MarketingResearch, Vol. 26, August,
pp. 351-7.
43. [42] Hawkins, D. I., & Mothersbauugh, D. L. (2010). Consumer
Behavior:building marketing (11 ed.). New York: McGraw-Hill Irwin.
44. [43] Muhammad Rizwan, Hira Khan, Anam Saeed, Ayesha
Muzaffar, Umair Arshad, Muhammad Hussain, Antecedents of
Purchase Intention A Study From Pakistan, IOSR Journal of Business
and Management (IOSR-JBM) e-ISSN: 2278-487X,
p-ISSN:2319-7668, PP 58-66
45. [44] Carmines, E. G., & McIver, J. P. (1981). Analyzing Models
with Unobserved Variables: Analysis of Covariance Structures. In G.
W. Bohrnstedt, & E. F. Borgatta (Eds.), Social Measurement: Current
Issues (pp. 65-115). Beverly Hills: Sage Publications, Inc.
46. [45] Bentler PM, 1990, Comparative fit indexes in structural
models, Psychol Bull. 1990 Mar;107(2):238-46

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number: F61030486S19\19©BEIESP 504 & Sciences Publication