Store and Brand Type Influences on the Perception of Apparel Quality: A Congruity Theory Approach

Abstract

The purpose of this study was to use perceptual data to test hypotheses based on congruity theory. Changes in the perception of apparel quality when two brand types were associated with four store types were measured. A national probability sample was used for the study. Six hundred and four individuals (who met the criterion ofbeing the person who did most of the household shopping for apparel) were interviewed by telephone. Results indicated that the perception of quality for name brand apparel was significantly lowered by association with national chain, off-price, and discount stores. There was not a corresponding improvement in the quality perception of national chain, off-price, and discount stores when associated with name brand apparel. Implications for manufacturers and retailers are discussed.

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