RELATIONSHIP BETWEEN BRAND IMAGE AND STORE IMAGE AS DRIVERS OF REPURCHASE INTENTION IN APPAREL STORES

Autor:	Bhuvanesh Kumar Sharma, Pooja Bhakuni, Sneha Rajput, Shailja Bhakar
Rok vydání:	2021
Předmět:	Brand image business.industry Advertising Business Clothing Image (mathematics)
Zdroj:	Gurukul Business Review. 17
ISSN:	0973-9262 0973-1466
DOI:	10.48205/gbr.v17.6
Popis:	Purpose-In a competitive business environment, repurchasing determines the success rate and growth of an organization. The managers of the organizations are continuously making efforts to establish the name of their brands in the market. Most business organizations consider a brand image as a powerful asset for their growth. This research was conducted to study the importance of brand image and store image on repurchase intention. Design/methodology/approach-The current study is causal. Data was collected from 500 respondents using a questionnaire on a 5-point Likert scale. A nonprobability purposive sampling technique was used to collect the data. Consistency was of data evaluated using reliability and the model was tested using SEM through SPSS AMOS 18. Findings-The findings revealed that brand image does influence repurchase intention in the readymade garment stores (P
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e325c91698bc9158373531bae61f678d https://doi.org/10.48205/gbr.v17.6 Zobrazit plný text záznamu