BRAND AND STORE IMAGE AS DRIVERS OF REPURCHASE INTENTION: INSIGHTS FROM APPAREL FOCUSED LITERATURE

Through this review-based methodology, this study identifies the relationship between brand image, store image and the intention to repurchase in the apparel industry. When consumer behavior continuously changes, and consumers are faced with many choices, it is critical maneuver for apparel brands and their customers to understand what contributes to repeat purchases. Past research indicates that brand image encompasses perceived quality, brand reputation, emotional attachment and symbolic value of the brand, and is very important in influencing consumer loyalty. On the flipside, store image including store atmosphere, store design, customer service, merchandise and the overall shopping environment can influence consumer satisfaction and the intention to return to the store. This paper organized the past research into separate themes to explore how both brand and store image pave way to personal decisions to repurchase apparel. This review also brought in sub-categories, such as culture differences sub-category, demographic sub-category, and digital store environment vs. physical store environment, in our explorations of the primary categories of brand and store image. In the end, a comprehensive and favorable image across all touchpoints may provide more favorable intention to repurchase apparel. Keywords: Brand Image, Store Image, Repurchase Intention, Apparel Industry, Consumer Behavior