Factors Affecting intention to buy of Islamic Azad University students to foreign brands of economy and clothing (case study: all students of Islamic Azad University in Tehran)

The present study aimed to investigate and identify factors affecting the intention tobuy of Islamic Azad University students to foreign brands of clothing among thestudents of this university in Tehran has been carried out. In which the impact ofindividual characteristics (unique needs and brand attitude) and normative characteristicsof students (normative influence and brand awareness) on model of cognitive- emotional intention to buy was studied. present study is kind of survey and to collectresearch data, a questionnaire that in combination of different sources available inresearch literature has been designed, was used. In order to achieve the objectives ofthe study, 384 students of Islamic Azad University in Tehran who knowingly boughtforeign brands of clothing, was selected. To analyse the data from the tests of confirmatoryfactor analysis (CFA) and structural equation modeling (SEM) was used andthe two software package of LISREL and PLS SMART have used. Research findingsshowed that the individual characteristics students on the perceived quality of foreignbrands of clothing have a significant and positive impact. As well as individual andnormative characteristics of students on the emotional value of foreign brands ofclothing and emotional value of foreign brands of clothing also has a significant andpositive impact on intention to buy of students. The other hand, the impact of normativecharacteristics of students on the perceived quality of foreign brands of clothingand the perceived quality also on intention to buy of students was not significant.