This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and nonbrands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.

Thanks to their competitive price, store brands have important opportunities in emerging countries where customers have greater experience with modern retail products. However, less research has been devoted to the effect of store brand price while it is well known that price image is a critical factor that drives purchase behavior. The aim of this research is to understand how store brand price image factors (relative price, perceived benefit and perceived value) and perceived risk dimensions (functional and financial) affect attitude toward store brands in Colombia. Store brand relative price, store brand perceived benefit and store brand perceived value affect significantly attitude toward store brands in the Colombian context. However, neither store brand perceived functional risk, not store brand perceived financial risk affect attitude toward store brands. These results highlight the specificity of Colombia among emerging countries and have both theoretical and managerial implications.