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The Effects Of Brand Familiarity On Perceived Risks, Attitudes, And Purchase Intentions Toward Intimate Apparel Brands: The Case Of Victoria’S Secret, Jennifer Lynn Rose
The Effects Of Brand Familiarity On Perceived Risks, Attitudes, And Purchase Intentions Toward Intimate Apparel Brands: The Case Of Victoria’S Secret, Jennifer Lynn Rose
Graduate Theses and Dissertations
The purpose of this research was to examine the effects of brand familiarity on reducing consumers’ perceived risks in intimate apparel shopping, which in turn influence consumers’ attitudes and purchase intentions toward intimate apparel brands. To predict relationships among perceptions of risk and consumer behaviors, the present study adopted the perceived risk theory (Cox, 1976) and a modified version of the theory of reasoned action (TRA; Fishbein & Ajzen, 1975).
An online survey was conducted by recruiting adult females through a large Mid-Southern university in the U.S. Reliable and valid measures from previous research were adopted and modified to assess …