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      • The Impact of Brand Image and Perceived Value on Consumers’ Purchasing Behavior of Clothing Lines

        Marra Angelique H. Agdigos(Marra Angelique H. Agdigos ),Maria Christine R. Etpison(Maria Christine R. Etpison ),Armila Augustine C. Patino(Armila Augustine C. Patino ),Antonio E. Etrata,Jr.(Antonio E. KINFORMS 2022 Management Review Vol.17 No.2

        Growing businesses everywhere in the world have a far and wide objective of building up their brand image. This research will help in highlighting the defining factors of a brand in which marketers will know how to present their products to consumers which would influence their purchasing behavior. The quantitative research design was utilized together with survey questionnaires in the collection of required data of the respondents regarding the independent variables: brand image and consumer perceived value. The total sample size of 209 respondents was selected through a purposive sampling method, consisting of consumers that reside in Metro Manila with different backgrounds in terms of purchasing clothing lines of brands. The study has identified that brand image has a moderately significant effect on consumers’ purchasing behavior. The research has also shown that a consumer's perceived value has a significant but not strong effect on the consumer's purchasing behavior. In general, brand image and consumers’ perceived value only impact the purchasing behavior of consumers slightly. The consumers are not conscious in terms of the brand image of the clothes they buy as they also prefer cheap but good-quality clothing. This finding has important implications for companies in terms of deciding whether they need to majorly invest their resources in their brand image or not. Also, it aids them in planning in terms of fulfilling the customer's perceived value since it does not have a strong effect on their buying behavior.

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