Effects of product image at

three stages of the

consumer decision process
for apparel products:
Alternative evaluation,
purchase and post-purchase
Received: 11th July 2000

H. Jessie Chen-Yu
is an assistant professor of merchandising management at Virginia Polytechnic, where she teaches apparel consumer
behaviour and textile evaluation. She has made numerous presentations as a member of the International Textile and
Apparel Association. Her research focuses on the development of apparel marketing strategy based on the
understanding of consumer behaviour. She has published articles related to consumer satisfaction and post-purchase
behaviour in research journals.

Doris H. Kincade
is an associate professor of merchandising management at Virginia Polytechnic, where she teaches retailing and
apparel manufacturing management. She has made numerous presentations as a member of the International
Textile and Apparel Association. Her research involves better business practices to improve pro®tability of apparel
manufacturers and retailers. These practices include use of computers, partnerships, Internet commerce and customer
satisfaction. She has published numerous articles in apparel research journals.

Keywords: Abstract The purpose of this study was to examine the effects of product image at
consumer decision
three stages of the consumer decision process for apparel products: alternative
process, consumer
evaluation, purchase and post-purchase stages. The three speci®c objectives of the
satisfaction, post-
purchase, product image, study were to examine at the alternative evaluation stage the effect of product image
purchase, quality on perceived quality and performance expectation, at the purchase stage the effect of
perception product image on purchase intention and the price the consumer was willing to pay,
and at the post-purchase stage the effect of product image on consumer satisfaction
and the effect of product image with product consumption performance on consumer
satisfaction. The experimental design was used to determine the cause-and-effect
relationships between the treatment variables (independent variables) and the
Jessie Chen-Yu dependent variables. Sweatshirts were used as the sample product category and 120
101 Wallace Hall, Depart-
ment of Near Environ-
university students were recruited as participants. Results showed that at the
ments, Virginia Tech, alternative evaluation stage, product image signi®cantly and positively in¯uenced
Blacksburg, VA 24061
perceived quality and performance expectation. At the purchase stage, product image
Tel: (540) 231 6216
was not a determinant of purchase intention, but signi®cantly and positively in¯uenced
Fax: (540) 231 3250
E-mail: chenyu@vt.edu the price participants were willing to pay for the product. At the post-purchase stage,

& Henry Stewart Publications 1361-2026 (2001) Vol. 5, 1, 29±43 Journal of Fashion Marketing and Management 29
Chen-Yu and Kincade
product image did not directly in¯uence participants' satisfaction, but product image
with product consumption performance signi®cantly affected satisfaction. When
consumption performance was good, product image signi®cantly and positively
in¯uenced satisfaction. When consumption performance was poor, product image
signi®cantly and negatively in¯uenced satisfaction.
Introduction
Traditionally, most retailers put great
emphasis on merchandising activities such
as buying the right merchandise, stocking it
correctly, pricing accurately and making
markdowns at the right time. Today,
retailers are starting to put more emphasis
on marketing activities that communicate
with consumers to create desired
perceptions of the store and/or product
(Engel et al. 1995). Developing a product
image in a consumer's mind becomes an
essential marketing strategy for retailers,
because a product with a strong image
categorised in a consumer's long-term
memory is likely to be purchased when a
need for that product arises (Wilkie 1994). A
good product image may also increase the
level of product equity (the value that
consumers assign to a product above and
beyond the functional characteristics of the
product) (Hawkins et al. 1998). For example,
some consumers may be willing to pay a
signi®cantly higher price for a product sold
in a department store with a reputation for
high-quality products or fashion forward
products than the same or similar product
in a discount store. Retailers may charge a
higher price for a product with a better
product image.
Product image is determined by
communications about the product from the
manufacturer and/or retailer to the
consumers. These communications become
stimulus inputs or cues for the consumer.
Wilkie (1994) indicated that consumers
translate stimulus inputs into mental
identi®cation. This process is called
perceptual categorisation. For consumers,
this process works extremely rapidly and is
usually not perceived at a conscious level.
Without research, marketers cannot fully
understand how product image in¯uences
consumer behaviour. Hawkins et al. (1998)
30 Journal of Fashion Marketing and Management & Henry Stewart Publications 1361-2026 (2001) Vol. 5,
indicated that the reason why marketers
frequently fail to achieve the type of image
that they desire is because they fail to
anticipate or test for consumer reactions.
Most studies related to image focused on
the investigation of store image, including
the study of the meaning of store image
(Hirschman et al. 1978; Lindquist 1974;
Mazursky and Jacoby 1986; Oxenfeldt 1974;
Sewell 1974; Zimmer and Golden 1988) and
the measurement of store image (Dichter
1985; Hansen and Deutscher 1977;
Hirschman et al. 1978; James et al. 1976;
Malhotra 1983; Marcus 1972; Zimmer and
Golden 1988). No study was found to
investigate the effect of product image on
consumer behaviour. The success in apparel
business cannot only depend on either store
image or brand image. Consumers' overall
perception toward the product determines
their purchase behaviour. Studies
investigating product image (the
combination of various attributes such as
price, store name, country of origin, product
claim) are needed.
Research purpose and conceptual
framework
The purpose of this study was to examine
the effects of product image at three stages
of the consumer decision process for
apparel products: alternative evaluation,
purchase and post-purchase stages. Based
on Berman and Evans's (1998) model of
consumer decision process, a conceptual
framework was developed (Figure 1).
Berman and Evans's (1998) model suggests
that the consumer decision process includes
six basis steps: stimulus, problem
awareness, information search, evaluation
of alternatives, purchase and post-purchase
behaviour. A stimulus is a commercial cue.
1, 29±43

Perceived Performance Purchase
quality expectation intention
Stage of Stage of
alternative evaluation purchase
Fig. 1 The proposed model of effects of product image on stages of alternative evaluation, purchase and post-
purchase
It is a communication sponsored by a
retailer, a manufacturer, a wholesaler, or
some other seller. The stimulus makes
consumers recognise a shortage or
unful®lled desire. If consumers decide that a
shortage or unful®lled desire is worth
further consideration, they will search for
information. When consumers have enough
information, they evaluate the alternatives
and select one (or more) from the list of
choices. Following the choice of the best
alternative, consumers purchase the
product. In the post-purchase stage, after
consumers' wear and care of the product,
product consumption performance becomes
evident. Consumers will re-evaluate the
purchase of the product and product
consumption performance. The result of the
evaluation will lead to satisfaction or
dissatisfaction.
Based on Berman and Evans's (1998)
model, the proposed model for the current
study includes the ®nal three stages:
alternative evaluation, purchase and post-
purchase. The model suggests that at the
alternative evaluation stage, product image
in¯uences consumers' perception of quality
and expectation of future performance.
Product image represents the cumulative
effect of marketers' stimuli and other
information gathered and synthesised by
the consumer. At the purchase stage,
product image in¯uences consumers'
purchase intention and the price that they
are willing to pay for the product. At the
& Henry Stewart Publications 1361-2026 (2001) Vol. 5, 1, 29±43 Journal of Fashion Marketing and Management
Effects of product image
Product attribute
Consumer perception
Performance condition
Product
image
Price Consumption negative
willing good poor Satisfaction
performance
to pay influence
positive
influence
Stage of
post-purchase
post-purchase stage, product image will
directly in¯uence consumer satisfaction. For
the consumer, image exists within the
condition of product consumption
performance. This, then, affects satisfaction.
For example, if the retailer promotes the
image of a product as high quality, and the
use of the product also shows that the actual
product consumption performance is high
quality as promoted, the image established
may positively in¯uence consumers'
satisfaction with the product. On the other
hand, if the actual product consumption
performance is poor, not as promoted, the
image established may damage (negatively
in¯uence) consumers' satisfaction after
consumption.
Hypotheses
Based on the proposed model and the
purpose of the study, six hypotheses were
generated to be tested.
Ð H1. At the alternative evaluation stage,
product image signi®cantly and
positively in¯uenced perceived
quality.
Ð H2. At the alternative evaluation stage,
product image signi®cantly and
positively in¯uenced performance
expectation.
Ð H3. At the purchase stage, product
image signi®cantly and positively
in¯uenced purchase intention.
31
Chen-Yu and Kincade
Ð H4. At the purchase stage, product
image signi®cantly and positively
in¯uenced the price the consumer
was willing to pay.
Ð H5. At the post-purchase stage, product
image signi®cantly and positively
in¯uenced satisfaction.
Ð H6. At the post-purchase stage, product
image with product consumption
performance signi®cantly in¯uenced
satisfaction.
· H6a. At the post-purchase stage,
when the consumption
performance was good,
product image signi®cantly
and positively in¯uenced
satisfaction.
· H6b. At the post-purchase stage,
when the consumption
performance was poor,
product image signi®cantly
and negatively in¯uenced
satisfaction.
Literature review
De®nition of image
Studies related to the de®nition of image
focused on the examination of the meaning
or de®nition of store image (Hirschman et
al. 1978; Lindquist 1974; Mazursky and
Jacoby 1986; Oxenfeldt 1974; Sewell 1974;
Zimmer and Golden 1988), but no
information about apparel product image
was found. Researchers conceptualised
store image as an overall perception or
impression of a store in a consumer's mind.
Researchers agreed that a consumer's image
of a store is formed quickly and
unthinkingly (Sewell 1974; Oxenfeldt 1974).
Store image contains summary evaluations
based on cues rather than on direct
observation (Oxenfeldt 1974). It also
contains mental inferences, which can be
accurate or inaccurate (Mazursky and
Jacoby 1986; Oxenfeldt 1974). Once a
consumer's image of a store is formed, it
will persevere and will continue to in¯uence
perceptions (Sewell 1974; Oxenfeldt 1974).
In terms of operational de®nition, store
image is usually explained as a consumer's
32 Journal of Fashion Marketing and Management & Henry Stewart Publications 1361-2026 (2001) Vol. 5,
perception of all the attributes associated
with a store. For example, Hirschman et al.
(1978) indicated that consumers perceive
stores on a number of dimensions, also
called components or attributes, which
collectively make up store image. These
various dimensions may include, in
addition to store attributes, physical
properties of the product as well as feelings
that come from product consumption (Engel
et al. 1995). The common dimensions of store
image found in the studies were quality,
price, assortment, service, personnel,
atmosphere, clientele, physical facilities,
convenience, promotion, store reputation
and post-transaction (Hansen and
Deutscher 1977; James et al. 1976; Lindquist
1974; Zimmer and Golden 1988).
Stimulus cues
Many apparel studies were found to
investigate the relationship between an
individual stimulus cue and consumers'
perception of product quality; however, no
research was found to study the effect of
product image on apparel consumer
behaviour. The stimuli most often found to
in¯uence signi®cantly consumers'
perceptions of product quality were price,
store/brand name, country of origin and
product performance information.
Information on stimulus cues and product
quality are reviewed as background
information on stimuli and proposed effects
on another aspect of product, product
image.
Many researchers found that price is often
interpreted as an important cue by
consumers in perceiving apparel quality.
Davis (1987) used white blouses to
investigate how consumers use label
information in ratings of clothing quality,
and found that price was one of the ®ve
cues that most subjects selected to assess the
product quality. Hatch and Roberts (1985)
used socks and sweaters, and Render and
O'Connor (1976) used shirts to investigate
the in¯uence of price on consumers'
perception of product quality. Both studies
found that the higher the price, the higher
the perceived quality. Render and O'Connor
1, 29±43

(1976) suggested that to understand fully
how consumers assess product quality,
further studies expanding the list of
independent variables are needed.
Engel et al. (1995) indicated that the
importance consumers place on store or
brand name may depend on their ability to
judge quality. If product quality is not easy
to evaluate, consumers often perceive a high
risk in the purchase of the product. If they
are familiar with a certain brand, they will
learn to count on the brand name to reduce
risk (Swagler 1979). If consumers are not
familiar with any brand, they may rely on a
well-known store with a reputation of long-
standing quality. At the point of purchase,
most physical qualities of apparel products
are dif®cult to assess accurately visually
even by an apparel expert (Hatch and
Roberts 1985). Apparel consumers have
learned to rely on store or brand names to
predict product quality. Many studies found
that store name or status signi®cantly
in¯uenced consumers' perceptions of
product quality. Davis (1987) found that
store was one of the ®ve cues that most
subjects selected to evaluate the quality of
white blouses. Baugh and Davis (1989) used
slacks, and Sternquist and Davis (1986) used
sweaters to investigate the in¯uence of store
status/image on product quality. They
found that subjects' perception of product
quality was signi®cantly higher for clothing
from a high-prestige store than for clothing
from a low-prestige store.
Several researchers also found a
signi®cant relationship between brand name
and evaluation of apparel quality. Davis
(1985) found that a skirt with a designer
label was perceived as being of higher
quality than the same skirt with a non-
designer brand label. In a study of male
consumers, Behling and Wilch (1988) used
slacks with the same quality but different
brand labels as research samples and found
a signi®cant difference in perception of slack
quality for those men who were familiar
with the three brand labels used in the
study. Perception of quality was
signi®cantly lower for slacks with a brand
label representing a moderate-price brand
than for slacks with brand labels
& Henry Stewart Publications 1361-2026 (2001) Vol. 5, 1, 29±43
Effects of product image
representing a designer brand or a high-
price brand. Men who were not familiar
with brand labels judged the quality to be
the same.
Several studies have examined the
importance of country of origin in assessing
quality of apparel products. The results
were mixed. Davis (1987) found that
country of origin was the sixth most
frequently chosen cue when undergraduate
female students were asked to evaluate
apparel quality. Dickerson (1982) found that
more than half of the randomly selected
respondents (64 per cent) in a survey of
consumers stated a preference for
domestically produced clothing.
Respondents thought that the quality of
imported clothing was not equal to that of
garments produced in the USA. In contrast,
results from the study by Hatch and Roberts
(1985) showed that 57.5 per cent of their
subjects, selected from female home
economics vocational teachers and
cooperative extension country agents,
disagreed with the statement `[textile]
products manufactured in the United States
are higher quality than similar products
which are imported' (p. 350). Forney and
Rabolt (1984) found that a garment with an
import label was perceived higher than its
actual quality, while garments with a
domestic label, a store's private-name label,
a low-price label or no label were perceived
lower than their actual quality. Results from
several studies indicated that country of
origin does not have a signi®cant in¯uence
on consumers' perceptions of apparel
quality (Heisey 1990; Sternquist and Davis
1986).
Researchers found that product attribute
or performance information is important in
consumers' buying decisions. In a study of
female consumers, Martin (1971) found that
67 per cent of participants indicated that
product attribute information was the prime
factor in their decisions to buy a dress.
Anderson (1973) found that a more
favourable evaluation was obtained when a
product was accurately described than
when little or no product information was
provided. Wall et al. (1977) found that the
most satis®ed apparel consumers perceived
Journal of Fashion Marketing and Management 33
Chen-Yu and Kincade
themselves as being informed about fabrics,
clothing performance and clothing care.
Consumers use product performance
information as a stimulus cue to infer
apparel quality and to form their
satisfaction.
Method
Research design
In most prior apparel studies, the nature of
the relationships examined is correlational,
not causal. Data of most studies were
collected using survey not experimental
techniques. Survey results may describe
what relationships exist but cannot
determine cause-and-effect relationships
(Sommer and Sommer 1986). In survey
design, respondents recall and generalise
their experiences. These experiences are
often based on isolated and also biased
experiences. In the market, many variables
may have correlational relationships;
however, to assess the causal effects of
product image on the consumer decision
process, an experimental research technique
is needed. The experimental design allows
researchers to assign treatment variables to
different experimental groups and control
other variables to be consistent in the study.
The experimental design is able to
determine whether cause-and-effect
relationships exist between the treatment
variables (independent variables) and the
dependent variables.
This experimental research was
conducted in two phases: before purchase
and after purchase. Phase I, before
purchase, examined the effect of product
image at the stages of alternative evaluation
and purchase. The treatment variable given
in this phase was product image. Phase II
examined the effect of product image at the
post-purchase stage. To study whether the
condition of product consumption
performance affects the in¯uence of product
image on consumer satisfaction, the second
treatment, product consumption
performance, was added. One hundred and
twenty university students were recruited
for the study. A pilot study of 73 university
34 Journal of Fashion Marketing and Management & Henry Stewart Publications 1361-2026 (2001) Vol. 5,
students not in the sample showed that
university students were familiar with
sweatshirts. More than half of the
participants in the pilot study owned ®ve to
ten sweatshirts, wore sweatshirts three or
more times a week, had bought a sweatshirt
for themselves within the past six months
and washed their sweatshirts by themselves.
University students were not only familiar
with the product but also willing to come to
the experimental setting and commit to the
time requirements. These factors are
important for an experimental study.
Sweatshirts were selected as the garment
samples. A sweatshirt with a rib crew neck,
rib cuffs, long sleeves, royal blue colour,
without design features or a logo, and with
a ®bre content of 50 per cent cotton and 50
per cent polyester was selected. Basic
sweatshirts were selected as the sample
garment for three reasons: ®rst, most
consumers have experiences in wearing and
washing sweatshirts: second, wearing
sweatshirts has no age or gender limitation;
and third, basic sweatshirts reduce the
in¯uence of style preference on the results.
Instrument material development
Phase I treatment Ð Product image
Two sets of product information were
developed to create two levels of product
image in phase I (Figure 2). This technique
of using information to create levels of
consumer experiences has been used by
many researchers (Baugh and Davis 1989;
Davis 1987; Hatch and Roberts 1985; Heisey
1990; Sternquist and Davis 1986). Because
no de®nition of product image was found in
previous studies, the de®nitions of store
image from Hirschman et al. (1978) and
Oxenfeldt (1974) were adapted. The
de®nition of product image in the current
study was a consumer's perception of
stimulus cues, which collectively in the
mind of the consumer become product
image. The selection of cues was based on
the results of apparel research which
investigated the cue that apparel consumers
used to assess apparel quality. Studies
showed that price, brand/store name,
1, 29±43
 Effects of product image

Phase I Phase II sets, an extensive market survey was

conducted to provide speci®c product
information for the stimulus cues. The
Good
highest price and the lowest price for a basic
consumption
performance sweatshirt without logo were used as the
High prices. A pre-test of 39 subjects, not in the
product ®nal sample, was administered to determine
image
the speci®c store name, country of origin
Poor and product performance information to be
consumption
performance
used in each experimental group. Table 1
shows the two sets of product information.
Set A was used to create a high product
image and Set B was used to create a low
Good product image. To ensure the two sets of
consumption prepared information successfully
Low
performance
manipulated participants' perceptions of
product product image, a pilot test of 18 additional
image subjects, not in the ®nal study, was
Poor conducted. Results showed that subjects in
consumption the high image group did perceive a higher
performance product image than those in the low
product image group (5.03 versus 3.36 on a
Fig. 2 Experimental groups Ð phase I and phase II seven-point scale).

country of origin and product performance
information were signi®cant stimulus cues
that in¯uenced consumers' perceptions of
product. These stimuli, except brand name,
were selected to be used in the product
information to create levels of perceptions of
product image. The reason for eliminating
brand name was based on the study of
Behling and Wilch (1988), who found that
subjects' familiarity with brand names
in¯uenced their perceptions of product
quality. To avoid participants' various levels
of familiarity with brand names creating
different levels of product image, brand
name was eliminated.
To prepare the two product information
Phase I questionnaire
The phase I questionnaire was developed to
examine participants' perceived quality,
performance expectation, purchase
intention and the price they were willing to
pay. Perceived quality and performance
expectation were examined on a seven-point
scale ranging from `terrible' (1) to `neutral'
(4) to `excellent' (7). Purchase intention was
measured on a seven-point scale ranging
from `very unlikely' (1) to `neutral' (4) to
`very likely' (7). The price participants were
willing to pay was measured in an open-
ended question. Participants were asked to
write down the price that they were willing
to pay for the sweatshirt.

Table 1 Information provided to create two levels of product image

Set A Set B
Create high product image Create low product image

Store name A better-priced department store A discount store name

name
Price $24.00 $4.00
Country of origin Made in USA Made in an Asian country
Performance information A guarantee of no shrinkage and A warning of possible shrinkage and
pilling problems pilling problems

& Henry Stewart Publications 1361-2026 (2001) Vol. 5, 1, 29±43 Journal of Fashion Marketing and Management 35
Chen-Yu and Kincade
Phase II treatment ÐÐ Product
consumption performance
The treatment in phase II was product
consumption performance. Sweatshirt
samples were manipulated to create two
levels of product consumption performance
after ®ve laundry cycles. Studies showed
that shrinkage is one major problem in
apparel products, especially in knitted
garments (Chen 1987; Hudson 1982; Sproles
and Geistfeld 1978; Ziffer 1977). Pilling
(small ®bre balls on the fabric surface) is
also a common problem in shirts made of
polyester and cotton and can be observed
easily (Price and Cohen 1994). To create two
levels of consumption performance, the
shrinkage and pilling of sweatshirt samples
were manipulated. For sweatshirts
representing good consumption
performance, the samples remained
unwashed. For the samples representing
sweatshirts with poor consumption
performance, samples were stonewashed
according to a converter's recommendation
for slight abrasion to increase the degree of
shrinkage and pilling (a converter is a
highly specialized group which performs a
®nishing service for mills). To examine
whether the manipulation of product
consumption performance was successful,
18 sweatshirts, nine from each level, were
compared. Results showed that the
unwashed samples retained their original
appearance. They had no shrinkage, and the
average rating of pilling, based on the
ASTM 3512 photographic standard, was
Class 5 (no pilling). The stonewashed
sweatshirts were similar in appearance to a
product with poor performance after ®ve
washes. The average shrinkage in body
length was 7.5 per cent, which compares to
Chen's (1987) test ®ndings. Chen found that
the shrinkage of boys' 50 per cent polyester
and 50 per cent cotton knitted shirts on the
market ranged from 4.5 per cent to 8.0 per
cent after ®ve laundry cycles. The 7.5 per
cent manipulated shrinkage was similar to
the degree of shrinkage in a 50 per cent
polyester and 50 per cent cotton knitted
shirt with poor dimensional stability. The
average rating of pilling of the stonewashed
36 Journal of Fashion Marketing and Management & Henry Stewart Publications 1361-2026 (2001) Vol. 5,
samples was Class 3 (moderate pilling). The
results of comparison showed that the
stonewashed samples did perform poorer
than the unwashed samples.
Phase II questionnaire
The phase II questionnaire was developed
to examine participants' satisfaction at the
post-purchase stage. Satisfaction was
measured by a scale with an emotional,
affective format. Nine words were listed to
express the feeling of satisfaction: `terrible'
(1), `unhappy' (2), `mostly dissatis®ed' (3),
`mixed' (4), `neutral' (5), `mostly satis®ed'
(6), `pleased' (7), `delighted' (8), and `never
thought about it' (9). Participants were
asked to indicate which word best described
their feeling toward their satisfaction with
the sweatshirt. This scale has been used by
many researchers (Moore and Shuptrine
1984; Oliver and Bearden 1983; Westbrook
and Oliver 1981). Hausknecht (1990)
analysed various measurement scales in
consumer satisfaction, and indicated that
this scale captures both the evaluative and
emotional aspects of satisfaction and
provides options for neutral responses.
When the data were analysed, responses of
`mixed' and `neutral' were categorised as
one level. `Never thought about it' was
treated as a missing data.
Data collection procedure
Phase I simulated the stages of alternative
evaluation and purchase. One hundred and
twenty participants were randomly
assigned to one of the two experimental
groups (high product image, low product
image), 60 in each group. To avoid the
in¯uence of gender on the results, the
number of male and female participants was
controlled to be the same in each
experimental group. Participants in each
experimental group received an identical
sweatshirt and one of the two sets of
product information. They were asked to
treat the sweatshirt as a product that they
saw in a purchase situation. After they read
the product information and tried on the
sweatshirt, they answered the ®rst
1, 29±43

questionnaire. After participants ®lled out
the ®rst questionnaire, they returned the
questionnaire and the sweatshirt to the
researcher.
Phase II simulated the post-purchase
stage and examined the effect of product
image on satisfaction. Also, to examine
whether the condition of product
consumption performance affects the
in¯uence of product image on consumer
satisfaction, the high and low product image
groups were further divided into high and
low consumption performance groups
(Figure 2). In the high and low consumption
groups, participants received sweatshirts
with different levels of product
consumption performance (the second
treatment). Participants were instructed to
role-play that they had purchased the ®rst
sweatshirt, and that the second sweatshirt
represented the consumption performance
of the purchased sweatshirt. Participants
were told that the second sweatshirt had
been washed ®ve times according to the
care instruction provided by the
manufacturer. Participants tried on the
second sweatshirts and answered the
second questionnaire.
Data analysis
The collected data were analysed by the
Statistical Package for the Social Sciences
(SPSS). Hypotheses 1 and 2 examined, at the
alternative evaluation stage, the effects of
product image (independent variable) on
perceived quality and performance
expectation (dependent variables). The
Hotellings test, one of the multivariate
analysis of variance (MANOVA) tests, was
®rst used to examine these two hypotheses,
because MANOVA is an appropriate
method of comparing group means when
the number of dependent variables are two
or more (NorusÏis 1993). When the results of
MANOVA showed that signi®cant
differences existed, univariate tests were
used to examine each hypothesis.
MANOVA was also used to examine
Hypotheses 3 and 4, which examined, at the
purchase stage, the effects of product image
on purchase intention and the price
& Henry Stewart Publications 1361-2026 (2001) Vol. 5, 1, 29±43
Effects of product image
consumers were willing to pay. One-way
analysis of variance (ANOVA) was used to
examine Hypothesis 5, which examined, at
the post-purchase stage, whether product
image signi®cantly and directly in¯uenced
satisfaction. One-way ANOVA was also
used to test the sub-hypotheses 6a and 6b,
which examined the effect of product image
on satisfaction when the consumption
performance was good or poor. Tukey's
honestly signi®cant difference test (THSDT)
was used to perform multiple comparisons
between group means.
Results and discussion
At the alternative evaluation stage
To study the effect of product image at the
alternative evaluation stage, Hypotheses 1
and 2 were examined. The Hotellings test
was ®rst used to examine whether
signi®cant differences existed between the
high and low product image groups in
perceived quality and/or performance
expectation. Results showed that signi®cant
differences existed, F(2, 118) ˆ 20:76,
p ˆ 0:000, and, therefore, univariate tests
were used to examine Hypotheses 1 and 2
further separately.
Perceived quality (Hypothesis 1)
Whether perceived quality was signi®cantly
higher in the high product image group
than in the low product image group was
examined. The results of univariate test
showed that mean scores of perceived
quality were signi®cantly different between
the two groups, F(1, 118) ˆ 4:06, p ˆ 0:046.
Mean scores were 4.20 and 3.67 for the high
and the low product image groups
respectively. Based on these results,
Hypothesis 1 was supported. At the
alternative evaluation stage, product image
signi®cantly and positively in¯uenced
participants' perception of product quality.
These results were consistent with many
prior studies, which investigated the
relationship between an individual stimulus
cue and apparel quality judgement.
Speci®cally, some studies showed a
Journal of Fashion Marketing and Management 37
Chen-Yu and Kincade
signi®cant relationship between the
stimulus cue, price and apparel quality
judgement (Davis 1987; Hatch and Roberts
1985; Render and O'Connor 1976). Some
researchers found a signi®cant relationship
between store name and apparel quality
judgement (Baugh and Davis 1989; Davis
1987; Heisey 1990; Sternquist and Davis
1986). Other researchers indicated a
signi®cant relationship between country of
origin and apparel quality judgement (Davis
1987; Forney and Rabolt 1984). The current
study, which considered product image as a
combination effect of various stimulus cues,
indicated that product image developed
from various stimulus cues signi®cantly
in¯uenced perception of apparel product
quality. This result con®rmed the proposed
model, and the relationship between
product image and perceived quality was
included in the ®nal model (Figure 3).
Performance expectation (Hypothesis 2)
Whether performance expectation was
signi®cantly higher in the high product
image group than in the low product image
group was examined. Results indicated that
the two groups signi®cantly differed in their
expectations for future performance,
F(1, 118) ˆ 38:00, p ˆ 0:000. Mean scores
were 4.60 for the high product image group
Product
image
F 5 4.06* F 5 38.00*** F 5 28.92***
Price
Perceived Performance willing
quality expectation
to pay
Stage of Stage of
alternative evaluation purchase
*p , 0.05, **p , 0.01, ***p , 0.001
Fig. 3 The ®nal model of effects of product image on stages of alternative evaluation, purchase and post-
purchase
38 Journal of Fashion Marketing and Management & Henry Stewart Publications 1361-2026 (2001) Vol. 5,
and 2.88 for the low product image group.
Based on these results, Hypothesis 2 was
supported. At the alternative evaluation
stage, product image signi®cantly and
positively in¯uenced participants'
expectation for future performance. The
result was consistent with the proposed
model and, therefore, the relationship
between product image and performance
expectation was included in the ®nal model
(Figure 3).
At the purchase stage
To study the effect of product image at the
purchase stage, Hypotheses 3 and 4 were
examined. The Hotellings test was ®rst used
to examine whether signi®cant differences
existed between the high and low product
image groups in purchase intention and/or
the price participants were willing to pay.
Results showed that signi®cant differences
existed, F(2, 117) ˆ 33:53, p ˆ 0:000, and
therefore univariate tests were used to
examine Hypotheses 3 and 4 further
separately.
Purchase intention (Hypothesis 3)
Whether purchase intention was
signi®cantly higher in the high product
image group than in the low product image
Product attribute
Consumer perception
Performance condition
F 5 11.50**
negative
Consumption Satisfaction
good poor
performance
influence
positive
influence
Stage of F 5 10.79**
post-purchase
1, 29±43

group was examined. Results showed that
mean scores of purchase intention were not
signi®cantly different between the two
groups, F(1, 117) ˆ 2:65, p ˆ 0:106. Mean
scores were 3.17 and 2.66 for the high and
the low product image groups respectively.
Although the mean score of purchase
intention was higher in the high product
image group than the low product image
group, the difference was not signi®cant.
The three most frequent reasons why
participants were unlikely to purchase the
sweatshirts were lack of thickness (30.1 per
cent, thicker/heavier sweatshirts were
preferred), blended ®bre content (14.4 per
cent, 100 per cent cotton sweatshirts were
preferred) and single-colour style (8.2 per
cent, multi-colour designs were preferred).
Based on these results, Hypothesis 3 was
not supported. At the purchase stage,
product image did not determine
participants' purchase intention. The result
was not consistent with the proposed
model; therefore the relationship between
product image and purchase intention was
not included in the ®nal model.
Price participants were willing to pay
(Hypothesis 4)
Whether the participants in the high
product image group were willing to pay a
higher price than those in the low product
image group was examined. A signi®cant
difference was found between the two
groups, F(1, 117) ˆ 28:92, p ˆ 0:000. Mean
scores of the price participants were willing
to pay were $14.37 for the high product
image group and $6.47 for the low product
image group. Based on these results,
Hypothesis 4 was supported. At the
purchase stage, product image signi®cantly
and positively in¯uenced the price
participants were willing to pay for the
product. This result suggests that one
bene®t of developing a good product image
is an increased level of product equity.
Consumers are willing to pay a signi®cantly
higher price for the same or a similar
product with a higher product image. This
result con®rmed the proposed model, and
the relationship between product image and
& Henry Stewart Publications 1361-2026 (2001) Vol. 5, 1, 29±43
Effects of product image
the price willing to pay was included in the
®nal model (Figure 3).
At the post-purchase stage
Direct effect of product image on
satisfaction (Hypothesis 5)
The result of one-way ANOVA showed that
participants' satisfactions were not
signi®cantly different between the high and
low product image groups, F(1, 117) ˆ 0:29,
p ˆ 0:592. Based on this result, Hypothesis 5
was not supported. At the post-purchase
stage, product image did not directly
in¯uence participants' satisfaction. This
result provides an important warning for
marketers. Although product image can
signi®cantly and positively in¯uence
consumers' perceptions at the alternative
evaluation stage, it does not determine
consumers' satisfaction after product
consumption. The result was not consistent
with the proposed model, and therefore the
direct relationship between product image
and consumer satisfaction was not included.
Effect of product image with product
consumption performance on satisfaction
(Hypothesis 6)
Product image could exist in two conditions:
when product consumption performance is
good and when product consumption
performance is poor. To examine the effect
of product image on satisfaction in these
conditions, two hypotheses were tested.
Sub-hypothesis 6a examined, when
consumption performance was good,
whether the in¯uence of product image on
satisfaction was signi®cant and positive. The
result showed that participants in the high
product image group were signi®cantly
more satis®ed than those in the low product
image group, F(1, 58) ˆ 10:79, p ˆ 0:002.
Mean scores of satisfaction were 5.30 and
4.10 for the high and low product image
groups respectively. These results indicated
that when consumption performance was
good, a high product image resulted in a
high satisfaction level. Product image
signi®cantly and positively in¯uenced
Journal of Fashion Marketing and Management 39
Chen-Yu and Kincade
participants' satisfactions. Sub-hypothesis
6b examined, when consumption
performance was poor, whether the
in¯uence of product image on satisfaction
was signi®cant and negative. The result
showed that participants in the high
product image group were signi®cantly
more dissatis®ed with the product than
those in the low product image group,
F(1, 59) ˆ 11:50, p ˆ 0:001. Mean scores of
satisfaction were 1.53 for the high product
image group and 2.38 for the low product
image group. These results indicated that
when consumption performance was poor,
a high product image resulted in a low
satisfaction level. Product image
signi®cantly and negatively in¯uenced
participants' satisfactions. When the means
of satisfaction scores in the four
experimental groups were compared, the
results of THSDT showed signi®cant
differences among all levels ( p , 0:05).
Participants who were in the high product
image group and received a sweatshirt with
good consumption performance were most
satis®ed (M ˆ 5:30). Participants who were
also in the high product image group, but
received a sweatshirt with poor
consumption performance were most
dissatis®ed (M ˆ 1:53).
Based on these results, Hypothesis 6 and
sub-hypotheses 6a and 6b were supported.
At the post-purchase stage, product image
with product consumption performance
signi®cantly in¯uenced consumer
satisfaction. When consumption
performance was good, product image
signi®cantly and positively in¯uenced
participants' satisfactions. When
consumption performance was poor,
product image signi®cantly and negatively
in¯uenced participants' satisfactions. The
effect of product image on satisfaction
depends on the condition of product
consumption performance. The results
con®rmed the proposed model and were
included in the ®nal model (Figure 3).
Conclusion and recommendation
The purpose of this study was to examine
the effects of product image at the three
40 Journal of Fashion Marketing and Management & Henry Stewart Publications 1361-2026 (2001) Vol. 5,
stages of the consumer decision process for
apparel products: alternative evaluation,
purchase and post-purchase stages. An
experimental design was used to examine
the cause-and-effect relationships between
treatment variables and dependent
variables. Results showed that at the
alternative evaluation stage, product image
signi®cantly in¯uenced participants'
perception of product quality and
expectations for future performance. These
®ndings are consistent with Olson and
Mitchell's (1975) suggestion that when
consumers process the information about a
product before purchasing, they may form
mental images related to the product. These
images in turn in¯uence consumers'
evaluation of the product. Results also
showed that at the purchase stage, product
image signi®cantly in¯uenced the price
participants were willing to pay for the
product, but it did not directly in¯uence
consumers' purchase intentions. These
results suggest that including product
image development in a marketing strategy
is important. A good product image not
only raises consumers' perceptions of
product quality and expectations for future
performance, but also leads to a willingness
of paying a higher price for the same or a
similar product. However, a good product
image alone cannot determine consumers'
purchase decisions. In addition to
developing product image, marketers need
to understand what other factors can
impact their target customers' purchase
decisions. For example, the three most
frequent reasons why the participants in
this study would not purchase the
sweatshirt were lack of thickness, blended
®bre content, and single-colour style of the
sweatshirt. Preferences for thickness, ®bre
content and style contribute to consumers'
evaluative criteria and in¯uence their
decisions about purchasing the sweatshirt.
These ®ndings show the importance of
understanding target customers' evaluative
criteria for various garment items. Some
consumers would not purchase the
sweatshirt, even when it had a generally
acceptable good product image, unless it
met their evaluative criteria. In today's
1, 29±43

market, many manufactures and retailers
use promotional programmes to in¯uence
what consumers buy. Creating the product
image in a promotional programme
should be done while incorporating
meaningful criteria. The ®ndings of the
current study show the importance of
developing good product image as well as
understanding target customers' evaluative
criteria.
When the effect of product image on
consumer satisfaction was examined, results
showed that product image did not directly
in¯uence participants' satisfaction at the
post-purchase stage. However, a signi®cant
effect of product image with product
consumption performance on satisfaction
was found. When consumption
performance was good, product image not
only raised favourable perceptions at the
stages of alternative evaluation and
purchase, but also increased consumer
satisfaction at the post-purcharchase, but
also increased consumer satisfaction at the
post-purchase stage. When consumption
performance was poor, product image also
had a signi®cant effect on satisfaction, but
the effect was a negative in¯uence. The high
product image actually damaged
participants' satisfaction with the product
when consumption performance was poor.
These results indicate the importance of
product consumption performance.
Marketers should carefully monitor their
product quality to ensure that it is
compatible with their product image.
Keeping product quality at an appropriately
high level can support high expectations.
Engel et al. (1995) indicated that satisfaction
or dissatisfaction will become a part of long-
term memory, and hence affect consumers'
attitudes towards the product. This attitude
will signi®cantly in¯uence consumers'
repurchase intentions (Oliver 1980; Swan
1977; Swan and Trawick 1981). This research
supports the premise of Engel et al. (1995)
and indicates how important image and
consumption performance are to
satisfaction. A high product image without
a compatible product quality may attract
®rst-time customers to purchase the
product, but it eventually damages
& Henry Stewart Publications 1361-2026 (2001) Vol. 5, 1, 29±43
Effects of product image
consumers' overall satisfaction with the
product. To keep a long-term relationship
with customers, product quality compatible
with the image is essential. The current
study provides a warning to retailers who
focus only on the development of product
image and fail to notice the importance of
product performance after use and care.
Apparel marketers need to know that
developing a high level of product image
without compatible product consumption
performance may actually damage their
business.
Retailers are often the marketers who
deliver the product to the consumer. For this
reason, retailers must communicate with
manufacturers to explain the consumers'
evaluative criteria. The retail buyer must
monitor incoming merchandise to make
sure that it does meet the criteria that were
established when the merchandise was
ordered. The retail buyer will ®nd that a
partnership arrangement between retailer
and manufacturer can reduce the time for
this evaluation. Speci®cation buying that is
negotiated between retail buyer and
manufacturer can ensure that products will
match consumer expectations. Retailers
must also train store and other contact
personnel about consumer evaluative
criteria. Contact personnel who truly
understand the consumer can enhance the
retail business's ability to satisfy the
consumer.
This research is an experimental designed
study. The strength of the experimental
design is the internal validity, which refers
to casual relationships (Huck et al. 1974).
The built-in control enables researchers to
determine whether the treatment variable
causes a difference in the dependent
variables. The limitation of the experimental
design study is the external validity, which
refers to representativeness and
generalisability (Huck et al. 1974). Subjects
are required physically to attend the study
in a speci®c experimental setting. This
requirement limits the number of subjects
and the possibility of random selection of
subjects. In this study, the subjects were
limited to 120 university students. More
succeeding studies are required to provide
Journal of Fashion Marketing and Management 41
Chen-Yu and Kincade
consistent evidence for generalisation of the
®ndings.
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43