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Hypothesis 4: Influence of brand awareness and brand image on purchase intention

5.5 Limitations and Future Research

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The main goal of this study is to determine Taiwanese consumers perception of overseas fashion retail brand Abercrombie & Fitch and its impact on purchase intention. With the influence of western countries Taiwanese consumers are always drawing interest to western culture. It has slowly become essential for local

consumers to adapt to these cultures.

The test results from this study have shown that Taiwanese consumers have a high level of purchase intention for Abercrombie & Fitch if the level of brand

awareness and brand image is high for the consumer. Which means that the more the consumers is knowledgeable about the brand the more higher the level of making a purchase. As there is no flagship store in Taiwan, Internet is one of the best platform for marketers and advertisers to target their customers.

5.5 Limitations and Future Research

Consumer behavior is a field that is made up of the society, many consumers may not know of the brand Abercrombie & Fitch because there isn’t an actual store in Taiwan therefore finding appropriate subjects many be difficult. Although the results from this study show that Internet is the most used to gather information about the brand but using online questionnaires can lead to bias answers. For future researchers, I suggest that the questionnaire survey could be done at the actual purchase of the product to get direct response from the customer. In regards of analysis, the study should have gathered more respondents in order to make this research more diverse and open. For future researchers, by adding more personality traits to the framework should have different influences and results. Further more, by adding age, income, and education for demographic variables, it would be interesting to see how these variables can influence other variables.

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