Evaluating the Effect of Brand Image and Store Image on Apparel Repurchase Intention in Bangalore Retail Stores

Abstract

This study evaluates the effect of brand image and store image on apparel repurchase intention in Bangalore retail stores. The objectives are to study the demographic profile of apparel consumers and to examine the impact of brand image and store image on repurchase intention. A descriptive research design was adopted, and data were collected from 112 respondents through a structured questionnaire. The study used non-probability convenience sampling, and the unit of analysis was individual apparel consumers. Data were analyzed using SPSS 17.0 and SmartPLS 4 with descriptive statistics, reliability, validity, and structural model testing. The path coefficient results show that brand image has a significant positive effect on repurchase intention (β = 0.174, p = 0.033). Similarly, store image has a significant positive effect on repurchase intention (β = 0.400, p = 0.000). The findings confirm that both brand image and store image play important roles in influencing repurchase intention. The study is limited to apparel consumers in Bangalore retail stores with a sample size of 112 respondents. The results contribute to understanding consumer behavior in the retail apparel sector of Bangalore.