The Effects of Brand Familiarity on Perceived Risk, Attitude, and Purchase Intentions toward an Intimate Apparel Brand
Open accessAbstract
The purpose of this study was to examine the effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the intimate apparel brand. Using a Web-based survey, data were collected from 368 female adults between the ages of 18-29 through an Alumni Association at a large Mid-Southern university in the US. Results from structural equation modeling indicated positive, statistically significant associations between the four variables (e.g., brand familiarity, perceived risk, attitude, and purchase intentions). The findings implied that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive and strong attitude and purchase intentions toward the familiar intimate apparel brand. Results indicated that perceived risk had a much stronger impact than did brand familiarity on attitude and purchase intentions in intimate apparel shopping.
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Brand familiarity reduces perceived risk in consumer purchases of online clothes and intimate purchases.
“For instance, brand familiarity reduces perceived risk in consumer purchases of online clothes [53] and intimate purchases [54].”
From Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation (2025) · cites this paper as [54]
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Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation
Kim, S., & Priluck, R. (2025) · Journal of Theoretical and Applied Electronic Commerce Research · doi:10.3390/jtaer20020093 · Cited by 20 · see citing works
- Authors
- Rose, J., Cho, E., & Smith, K. R.
- Affiliations
- University of Arkansas at Fayetteville (US)
- Published
- 2016-11-09
- OpenAlex
- W2751749945
- Cited by
- 8
- References
- 0
- Citations by year
- 2025: 1 · 2024: 1 · 2023: 1 · 2021: 2 · 2020: 2 · 2018: 1
- Type
- report
- Language
- en
- Open access
- gold
- doi.org
- Licence
- cc-by
- Locations
- Iowa State University Digital Repository (Iowa State University) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- brand familiarity, risk perception, consumer attitudes, purchase intention, intimate apparel, lingerie, young female consumers, consumer behavior
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