A Measurement Model Of Brand Image And Perceived Quality

Abstract

This study aims to investigate the determinants of brand image and perceived quality trough a measurement model, these determinants concerning to non-product related attributes (price and consumer imaginary side) and perceived quality in sport shoes market to Algeria. This study falls within the field of consumer behavior, and aims to test a scale of psychological aspects related to the brand image and its suitability with perceived quality. Accordingly, this will help future studies in applying these measurements in the Algerian market. A questionnaire tool adopted in order to collect data for 208 consumers, we used exploratory factor analysis and confirmatory factor analysis to confirm the study model. The results of this study shows that there is a relationship between brand image and perceived quality through the measurement model.