Brand Images of Children's Wear and Mother's Purchase Intention -Focus on Self-Image Congruence and Behavioral Intention Model-

The purpose of this study was to assess the effects of self-image congruence on attitudes toward purchase intentions of children’s clothing via the Behavioral Intention Model. The empirical study was conducted via on-line survey and data were collected from mothers with children aged 6 to 10 years. A total of 593 respondents answered the questionnaire and 574 usable data were statistically analyzed. SPSS 18.0 was used to conduct descriptive statistical analysis, factor analysis, reliability analysis, cluster analysis, Chi-square test, ANOVA, and multiple regressions. A K-means cluster analysis was conducted based on three dimensions brand images of children’s wear. Respondents were divided into four groups: elegant image group, multiple image group, ordinary image group, and childlike image group. Characteristics of consumers and clothing evaluative criteria that mothers considered important differed significantly across groups. Moreover, based on these groups, each dimension of self-congruence had different effects on brand attitude. Brand attitude and subjective norms had different effects on purchase intentions. In conclusion, levels of self-congruence and factors influencing purchase intention varied according to brand images of children’s wear