The Correlation Between Feelings and Brand Perception on Purchase Intention

Abstract

The goal of this research is to examine the effect of feelings and brand perceptions in purchasing of the same-name fragrances and the rate of familiarity with this concept of perfume. Using stratified random sampling, necessary data was collected from 148 people through a valid questionnaire. Structural equation modeling (SEM) has been used to analyze data and model. This study attempts to review the effective Factors related with feelings, brand perception and purchase decision under a model. The results show that: There is a direct significant relationship between the product feature and feeling during purchase. There is a direct significant relationship between the promotion and feeling during purchase. There is a direct significant relationship between the brand perception and purchase intention. This is the first paper to examine the effect of feelings and brand perceptions in purchasing of the same-name fragrances in a model.

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