The Effects of Brand Familiarity on Perceived Risk, Attitude, and Purchase Intentions toward an Intimate Apparel Brand
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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The purpose of this study was to examine the effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the intimate apparel brand. Using a Web-based survey, data were collected from 368 female adults between the ages of 18-29 through an Alumni Association at a large Mid-Southern university in the US. Results from structural equation modeling indicated positive, statistically significant associations between the four variables (e.g., brand familiarity, perceived risk, attitude, and purchase intentions). The findings implied that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive and strong attitude and purchase intentions toward the familiar intimate apparel brand. Results indicated that perceived risk had a much stronger impact than did brand familiarity on attitude and purchase intentions in intimate apparel shopping.