Effects of Product Image on Consumer’s Purchase and Consumption Processes
- H. Jessie Chen-Yu (Virginia Tech)
- Doris H. Kincade (Virginia Tech)
Abstract
The specific objectives of the study were to investigate (1) at purchase, the effects of product image on consumers' perceptions of product performance and expectations for future performance and the price consumers were willing to pay for the product and (2) after consumption, the effects of product image on consumers' perceptions of after-wash performance and their satisfaction.
How to Cite:
Chen-Yu, H. J. & Kincade, D. H., (1998) “Effects of Product Image on Consumer’s Purchase and Consumption Processes”, International Textile and Apparel Association Annual Conference Proceedings 1999(1).
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