Abstract
This study examines the preferences and purchase intentions of young South-east Asian consumers. Specifically, the study focuses on the non-product brand associations proposed by Keller (1998) and tests their effects on brand preference rating and purchase intentions toward different brands of fashion apparel. Data were gathered in Singapore via a self-administered survey and the results indicate differential effects of brand associations such as price perceptions, brand personality, brand-elicited feelings, self-image and brand-user-image congruency on consumer brand preferences and purchase intentions.
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