...-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS. Findings Both studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via...

..., and, moreover, consumers may perceive quality in individual ways. Therefore, it is important to deepen the general understanding regarding the quality of clothing. Design/methodology/approach This paper presents an integrated literature review of the recent discussion of perceived quality of clothing...

...Fariba Esmaeilpour Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers...

...İrem Erdoğmuş; Işıl Büdeyri‐Turan Purpose In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived quality...