Role of Image Value and Functional Value in Developing the Purchase Intentions and WOM Marketing

摘要

This study investigates the psychological process by which Image Value and Functional Value influence the Brand Attitude, Brand Attachment, Purchase intentions and word of mouth recommendations of the customers in the garment sector. Following three questions were hypothesized for this study: (1) Will the image value and functional value have a significant contribution in developing the brand attitude and attachment? (2) Do the brand attitude and attachment significantly affect the purchase intentions and WoM? (3) Which mediator is strongly mediating the image/function value and purchase intentions/WoM relationship? The study was conducted in the District Gujrat (Pakistan) in the branded garment sectors. The mixed method sampling approach was adopted. Data from 524 respondents were collected by using self-administrated questionnaire. The collected data was analyzed by employing SEM to assess the impact of the above mentioned factors on Purchase Intentions. The findings revealed that customers pay more attention to those brands to which they have strong attachment, loyalty, attitude and perceived quality. On the basis of findings and concluded results, Purchase Intentions can be created and reinforced through strong building of Brand Equity by focusing on highlighted antecedents of Brand Equity.