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  • Conceptual Framework of Article

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    huzaifa anwar
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    The document outlines two conceptual frameworks for analyzing the relationships between familiarity, fit, quality, attitude, and brand image. The first framework proposes direct relationships where familiarity, fit, and quality positively impact brand image. The second framework introduces attitude and proposes that familiarity and quality positively impact attitude, and fit positively impacts both attitude and brand image directly. It also puts forward hypotheses about attitude's mediating and moderating effects on the relationships between the other variables and brand image.

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    Conceptual frameworks

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    The document outlines two conceptual frameworks for analyzing the relationships between familiarity, fit, quality, attitude, and brand image. The first framework proposes direct relationships where familiarity, fit, and quality positively impact brand image. The second framework introduces attitude and proposes that familiarity and quality positively impact attitude, and fit positively impacts both attitude and brand image directly. It also puts forward hypotheses about attitude's mediating and moderating effects on the relationships between the other variables and brand image.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    11 views3 pages

    Conceptual Framework of Article

    Uploaded by

    huzaifa anwar
    The document outlines two conceptual frameworks for analyzing the relationships between familiarity, fit, quality, attitude, and brand image. The first framework proposes direct relationships where familiarity, fit, and quality positively impact brand image. The second framework introduces attitude and proposes that familiarity and quality positively impact attitude, and fit positively impacts both attitude and brand image directly. It also puts forward hypotheses about attitude's mediating and moderating effects on the relationships between the other variables and brand image.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    Conceptual framework of article:

    My conceptual framework 1:
    I. Conceptual framework:

    I. Attitude

    Familiarity
    Brand Image

    Brand fit

    Quality
    H1: familiarity has a positive impact on brand image, where familiarity is independent and brand image
    is dependent.

    H2: fit has a positive impact on brand image, where fit is independent and brand image is dependent.

    H3: quality has a positive impact on brand image, where quality is independent and brand image is
    dependent.

    H4: attitude has a positive impact on brand image, where attitude is independent and brand image is
    dependent.

    My Conceptual framework 2:

    FAMILIARITY FIT

    ATTITUDE BRAND IMAGE


    Quality

    H1: familiarity has a positive impact on attitude, where familiarity is independent and attitude is
    dependent.

    H2: quality has a positive impact on attitude, where quality is independent and attitude is dependent.

    H3: fit has a positive impact on attitude, where fit is independent and attitude is dependent.

    H4: fit has a positive impact on attitude, where fit is independent and attitude is dependent.

    H5: fit has a positive impact on brand image, where fit is independent and brand image is dependent.

    H6: Attitude has a mediating effect on familiarity and Brand image.

    H7: Attitude has a mediating effect on quality and Brand image.


    H8: Attitude has a moderating effect on fit and Brand image.

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