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Abstract
The research objective is to analyze the impact of brand perception on the repurchase intention in the case of online apparel shopping in Pakistan. This study is based on a more holistic approach than previous studies, incorporating multiple different theories of brand perception in order to capture the complexity of influences and to explain a repurchase intention as a dependent variable. Theoretical framework of the study was developed on the basis of schema theory, image-congruence theory, commitment-trust theory and earlier empirical findings. The study has investigated brand experience, image-congruence, affect, and trust as influencing variables. Quantitative research instrument has been applied on a total sample of 396 respondents from Pakistan online consumer market, using a convenience sampling. Structural Equation Modeling (SEM) was used for data analysis. The results of the study showed significant positive influences of all the proposed constructs on the repurchase intention except for the brand experience.
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