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Comparative Study Between the Impact of Brand Aesthetics and Brand

Congruence on Zoomer's Fashion Purchase Intention
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Review of Integrative Business and Economics Research, Vol. 14, Issue 1 124
Comparative Study Between the Impact of

Brand Aesthetics and Brand Congruence on
Zoomer's Fashion Purchase Intention
Antonio E. Etrata, Jr.*
College of Commerce and Business Administration,
University of Santo Tomas
Kedric James N. Cu
College of Commerce and Business Administration, University of Santo Tomas
Gabriel Angelo B. Flores

Jason Owen Hong

Kaila Adelynne P. Torres

Jackie Lou O. Raborar

College of Accounts and Business, FEU Diliman
ABSTRACT
This research aims to answer the impact of brand aesthetics and brand congruence in
terms of the fondness and the resistance of the respondents regarding the campaign and
whether this has a significant relationship between Zoomers’ purchasing intention and
the effectiveness of brand congruence. A quantitative approach was utilized for this
paper to measure the Zoomers’ purchasing behavior toward fashion campaigns, a total
of 385 respondents were taken from the NCR (National Capital Region), Philippines
between the age range of 18-25. An online survey was used for this research and
questionnaires were distributed to the respondents through Google Forms using
convenience and snowball sampling techniques. The findings indicate that whenever
customers are exposed to brand campaigns implementing plus-sized models, they are
more likely to support the brand since they feel connected to what is being illustrated,
hence, a brand campaign revolving around inclusive characteristics generates a positive
brand impression from consumers. Brand campaigns gather positive attraction from
consumers as it brings out feelings and emotions that connect to the brand. Brand
congruence is a more effective strategy when it comes to attracting Zoomers and having
an effective purchase driver, therefore, fashion brands should be more inclined to
inclusive marketing strategies to be successful in the industry. Since fashion is one of
the biggest industries in the world, the results can be used by brands to connect with their
customers using either brand aesthetics or brand congruence.
Keywords: Brand Aesthetics, Brand Congruence, Self-Image, Straight-Size, Inclusivity.
Received 2 September 2023 | Revised 22 May 2024 | Accepted 21 June 2024.
Copyright  2025 GMP Press and Printing

ISSN: 2304-1013 (Online); 2304-1269 (CDROM); 2414-6722 (Print)
1. INTRODUCTION
Fashion brand campaigns utilize models that would attract their audience to purchase
their products since this is the modern way how to generate sales for a fashion brand
because the audience perceives that it is possible that they will look like or be similar to
the illusion that is being presented in front of them once they see advertisements or
inside stores. According to Khalid and Yasmeen (2019), the physical appearance of the
endorser has an impact on consumer purchase intentions, and businesses have used it to
market their products to generate their purchase intentions. Attractive endorsers have
dominated the fashion industry, creating a beauty standard that consumers want to
imitate like mannerisms associated with the product (Awasthi & Choraria, 2015). In the
Philippines, it can be observed how brands source fair-skinned, thin, and have
eurocentric features. Advertisements favor fair-skinned endorsers, portraying them as
superior to those with a tan complexion (Pham, 2018). These types of endorsers have
become the ideal ones since the audience's perception is that obtaining and maintaining
this kind of skin color will lead to attracting other people while also being admired
boosting their self-confidence and esteem. Studies show that consumers have a
favorable response, especially if they positively perceive the said endorser (Kok Wei, &
Li 2013). Though these attractive endorsers in brands generate attention, the
advertisement does not impact the customers’ attitude towards the brand (Ha & Lam,
2017). Customers are only influenced by advertisements if they somehow feel that they
are compatible and related to what the brand is illustrating to them to convince them to
try it out and be regular buyers for the benefit of both sides. With the rise of Inclusive
Marketing, a stark contrast between the eurocentric beauty standard portrayed in the
fashion industry and the native features of Filipinos is seen in advertisements and
campaigns. Finding brands that have models with Filipino features are very limited.
In recent years, brands have adopted inclusive marketing wherein models match the
consumers’ self-concept to convey uniqueness in their marketing strategy. This
approach has created consumers to have a brand attachment through the use of
consumers’ self-image congruence that matches brand image because representation is
what draws the audience into purchasing their products (An et al., 2020). Seeing the
result of brand congruence, self-concept in campaigns is being utilized due to its positive
impact on the preferred brand of consumers and increased satisfaction. Having designs,
messages, packaging, and other relatable elements guide customers to a better brand
experience influencing their purchase intention (Tsai et al., 2015). Once these customers
are satisfied with their experience within the brand, it is most likely that they will be
inclined to brand itself resulting in them disregarding other fashion brands that are
against their perception. Furthermore, inclusivity in fashion marketing has begun to
become a demand rather than an option for brands to utilize since it has been observed
that consumer interest decreases if a brand does not align with its self-image (Estrina
2021). Though this type of strategy offers a connection between the consumer and the
brand, it does not necessarily show whether it creates an impact on the consumer’s intent
to purchase. Unlike campaigns that use brand aesthetics, knowing whether congruity in
campaigns can enlighten consumers to want to buy the products shown.
There have been limited journals and research regarding these two types of brand
campaigns to easily determine which factor is more effective in generating purchase
intention. There is also no justification for whether these two campaigns have a
difference when it comes to the perspectives of customers to convince them to purchase

from a specific fashion brand. Now that brands are starting to adapt to inclusivity, it
would be beneficial to know the effectiveness of this approach in generating purchase
intention. The results of this study will give significant insights into brands that are
integrating inclusivity. While this study covers the Filipino (Philippine) market,
fashion is borderless thus the results can be used by brands catering to international
markets, as a reference to improve and/or introduce campaigns related to brand
aesthetics and congruence.
2. LITERATURE REVIEW
Brand Aesthetics in Marketing Campaigns

Marketing campaigns of fashion brands that have been implementing physically
attractive endorsers result in positive feedback from their consumers. For instance, an
attractive endorser becomes a factor in gaining the attention of the consumer seeing the
advertisement. In the study of Khalid & Yasmeen (2019), results show that the physical
attributes of endorsers have a positive impact on consumer purchase intention. The
attractiveness and credibility of an endorser are essential for them to execute an effective
endorsement in the perception of consumers (Kok & Li, 2013). Attractiveness is
measured by physical attributes, like body type and skin tone, which can be deemed as
socially exclusive to some customers.
Body Type
Businesses find endorsers that would fit their brand image and further portray their
persona. An example would be sports apparel wherein endorsers used in their campaigns
have an outstanding physique so consumers may try to mimic and resemble the body of
the model (Von Felbert & Breuer, 2020). Though there have been efforts into putting
size-inclusive models in the fashion industry, there is still a significant number of
models that are thin which drives the brand’s customers into mimicking and aspiring to
achieve the physical characteristics seen in the advertisement making them willing to
purchase a product (Aagerup, 2021).
Skin Tones
Having a fair complexion has been a standard of beauty in the Philippines due to the
country’s history. Colorism can be observed as rooted in colonial influences, though
skin color bias is relatively low in the Philippines (Chen & Francis - Tan, 2021), it is
manifested in advertisements. Light skin is perceived as beautiful compared to
individuals with tan skin making them inferior. Furthermore, in a study by Pham (2018),
it is stated that the whiteness of the skin becomes a commodity to which success and
prestige are associated with the color of the skin. Advertisements have always depicted
the two colors, light and dark, to be opposites, therefore, making the audience perceive
light as the best and superior color.
Socially Exclusive
Marketing fashion brands have a certain level of exclusivity when it comes to
advertising their products. Market segmentation is used to determine their target
consumers from the non-target consumers who either have no inclination toward the
brand, or those who feel rejected due to their inclination with no means to obtain or are
challenged by their desire for the brand (Yan, 2019). Exclusive marketing creates a level
of prestige and brand status that affects the brand image and therefore builds on the

aesthetic of their campaigns. It creates a desire to be up to par with the models and has
the same aesthetic. Brand image has also played a big role in making purchase decisions
(Rueangmanee & Wannamakok, 2023).
Brand Impression for Brand Aesthetics

Marketing campaigns and advertisements that implement sexy female models are more
likely to offend female audiences especially if they perceive that they do not look like
what is being shown throughout the campaign, an advertisement will only catch their
attention once the advertisement features male models with ideal bodies since it is their
opposite gender on which they can be attracted to (See, 2018). Due to what is being
illustrated and showcased by aesthetic brands, women have been invested in achieving
the idealized skin tone and body type because they believe that if they achieve this type
of beauty, it will boost their self-esteem and confidence since this is the desired look of
majority of women in the modern era (Ringrose, 2018).
Brand Congruence in Marketing Campaigns

As brands grow, marketing strategies develop and change to adapt to their growing
customers, where business campaigns are being utilized to connect and increase brand
awareness and equity among consumers. These campaigns derive their purpose by
penetrating the experiences of sensing, feeling, thinking, acting, and relating instead of
the physical characteristics of what is being promoted (Ketter, 2018). Fashion brands
have also adopted e-commerce platforms to connect with their customers through
inclusive marketing. This way, they can characterize and portray their self-image and
inclusivity. This type of marketing is a way to communicate to a diverse market and
appeal to different races, gender, ethnicities, and more (Dimitrieska et al., 2019).
Furthermore, consumers use it as a comparative element when choosing a brand, making
brand images paramount in directing consumers' trust and purchase intention (An et al.,
2020).
Size-Inclusive Campaigns
The gradual use of Size-Inclusive Models among mainstream apparel brands has been
quite typical recently. People started to value brands that can project their self-concept
and overlook those that make them feel otherwise, leading companies to use average and
plus-size models instead of skinny ones to represent their brands. Up to this time, several
brands are still hesitant about using non-industry-standard size models for fear of hurting
their brands. However, female audiences find products worn by plus-size models more
attractive than skinny models since their attitudes toward more realistic physiques are
still similar regardless of their body type (Aagerup & Scharf, 2018), which implies
having an inclusive brand image would be more beneficial than harmful. Lou and Tse
(2020) stated that regular consumers confirmed that an average-sized campaign model
helped increase their purchase intention more than the skinny ones because they
perceived more similarity to an average-sized model.
Diverse Representation of Skin Tone

The current mainstream media seems to be more inclusive than before, as Fashion
brands are particularly starting to select more ethnicities as the face of their labels in
advertisements to consider themselves inclusive brands. However, they still favor
lighter-skinned models over darker-skinned ones and even utilize image-editing
software to achieve their 'ideal' lightness or whiteness for their retail images to stay in

tuck with their brand aesthetic (Butkowski et al., 2022). The usual industry practice of
brands manipulating models' skin tones to represent their brands is considered socially
unethical as it may contribute to audiences' dissatisfaction with their appearance,
encourage unrealistic media representations, and are also unable to generate audiences'
purchase desire. According to Kennedy (2020), pushing for a more diverse and suitable
representation among brand campaigns is paramount since it develops audiences' brand
relatability when seeing models who look like them, enhancing their self-confidence and
brand impression. Yet, the audience found the products promoted by models that have
similar skin-tone like them to have a more significant influence on their purchase
intention; some of them are even willing to spend a higher price to purchase the
promoted products (Forbes-Bell et al., 2019).
Socially Inclusive Brand Image

Inclusive marketing is becoming ordinary in today's brand campaigns since the
mainstream media are hugging inclusivity and canceling exclusion brandings, which is
quite prominent among apparel brands. For instance, an inclusive brand campaign of the
apparel brand, Aerie, has been presenting diverse and authentic advertisements with a
highly favorable outcome since the audience felt less pressure than the typical thin and
''ideal'' mainstream advertisements (Rodgers et al., 2019). Consumers tend to be more
inclined toward brands that align with their self-image. According to Astakhova et al.
(2017), inclusive brand campaigns can make audiences internalize the brand as their
self-identity since it generates audiences' congruence by incorporating facets of their
lives, leading to a greater passion for the brand and eventually becoming their
consumers.
Brand Impression on Inclusivity

Various studies have shown the positive impression a brand leaves when their campaign
revolves around inclusivity of race, gender, or body size (Newman, 2014; Joo & Wu,
2021). Inclusivity can be correlated to the catalysis of a positive brand impression. In a
study by Joo and Wu (2021), they suggest that in order to successfully reach the
mainstream market, newly established businesses could thrive by supporting the use of
plus-sized models.
Generation Z Purchasing Intention

The rapid growth of modern technology and the internet has drastically changed the
world of commerce. It catalyzed the creation of hundreds of online shopping platforms
(Tunsakul, 2018). The digital era has opened the doors for many traditional businesses to
expand their market range and scope, reaching consumers from different cities or even
internationally. E-commerce and social media are the two most important channels for
any business to thrive and increase its sales if marketed properly.
Individuals born into Generation Z are known to have unique qualities such as
being more open-minded and being much more welcoming towards change. Aside from
this, the majority are also well-versed in terms of technology. The Generation Z age
group is the target market and audience for the majority of retailers in these
contemporary times, because of their influence and growth in numbers (Tunsakul, 2018).
They are considered to be adaptable and are more flexible in terms of thinking but at the
same time, they stay true to their stands and opinions (Turner, 2015). Overall, the values,
and decisions of individuals belonging to this age group have evolved due to many
influences that surround them (Twenge, 2017).

3. HYPOTHESES
H1: Brand Aesthetics’ straight-sized models generate a positive brand impression.

H2: Brand Aesthetics’ skin tone bias generates a positive brand impression.
H3: Brand Aesthetics’ socially exclusive promotion generates a positive brand
impression.
H4: Brand Congruence’s inclusive-sized models generate a positive brand impression.
H5: Brand Congruence’s skin tone diversity generates a positive brand impression.
H6: Brand Congruence’s socially inclusive promotion generates a positive brand
impression.
H7: Brand impressions from brand aesthetics campaigns generate effective purchase
intention.
H8: Brand impressions from brand congruent campaigns generate effective purchase
intention.
4. RESEARCH METHODOLOGY
This paper utilized a quantitative approach to measure Zoomer’s purchasing behavior

toward fashion campaigns with Brand Aesthetics and Brand Congruence. With the use
of a correlational type, the proponents compared how the variables, Aesthetics, and
Congruence, play in the marketing field and see what kind of relationship it has.
Participants involved were from Generation Z in the age range of 18-25. The sample size
was 385 with a confidence level of 95% and a margin of error of 5% computed using the
Raosoft Calculator. The researchers distributed the questionnaires to respondents
residing in Metro Manila (NCR), Philippines. The respondents were screened using the
qualifying questions and the convenience sampling method combined with snowball
sampling was used to obtain the respondents.
To accurately measure the respondents’ purchasing impression when encountering
the mentioned brand campaigns, the questionnaire used a Likert Scale to thoroughly
analyze their perceptions. Questions for the survey were adapted from Samala and Singh
(2019) and Aagerup (2021) to determine whether Brand Aesthetics and Brand
Congruence influence the respondents’ purchasing behavior. The data was analyzed and
interpreted with the use of weighted mean to determine the Zoomers’ brand impression
for Brand Aesthetics and brand congruence. The relationship between the Zoomers’
purchasing intention and the level of effective purchase drive of brand aesthetics and
brand congruence and the difference in the responses of the level of effective purchase
driver of brand aesthetics and brand congruence was determined using structural
equation modeling in WarpPLS.
5. RESULTS AND DISCUSSON
The results of the data obtained by the researchers are discussed in this section. This
includes the positive purchase intention of brand aesthetics and congruence; the
relationship between Zoomers’ brand aesthetics and congruence and brand impression;
and the relationship between brand impression and effective purchase intention.
The first concern of the study is to ascertain how zoomers’ purchasing behavior is
affected by brand aesthetics. It can be observed from Table 1 based on the zoomer’s
behavior in purchasing, respondents believed and purchased mostly with that of

straight-sized models who have perfect body proportions, respondents feel positive
towards models from these brands, and they hope that they are one of the target
consumers of the line brand endorsed by this type of ambassadors or models, specifically
the happiness and satisfaction of the respondents is mostly recognized and achieved with
this type of slender, tall and small framed model. The straight-sized models have the
highest mean on this table with 2.9 and an interpretation of agree. This indicates that the
respondents are mostly influenced by the slender model when it comes to aesthetic
brands. The table shows that the second highest indicator and influencer for the
consumer in aesthetic brands is social-exclusive promotion, which creates a level of
prestige and status when an individual identifies themselves with the brand, in this area,
respondents feel more connected with the brand via their campaign, they feel more
superior an elite over the user of other brands, respondents feel the link and connection
of them with the brand as well as they can identify and see themselves with the model
and the brand itself. This area has a total mean of 2.85 and an interpretation of agree. The
third highest on this table is the skin-toned bias, or the typical Filipina mestiza, a model
of fair complexion with a mean of 2.76 and an interpretation of "agree." In this area, it
proves that a Filipino-looking model can influence the buying of aesthetic brands.
The findings have a total mean of 2.84 and an interpretation of "agreed," indicating
how each of the aforementioned indicators influences aesthetic brand movement in
society and the community through their purchasing behavior.
Table 1. Zoomers’ purchasing behavior for Brand Aesthetics

Indicators M VI
A. Straight-Sized Models– Models with perfect body 2.90 A

proportions (e.g. tall, slender, small frame)
1. I feel positive toward models from this fashion brand 2.92 A

campaign.
2. I will be happier if I am wearing the product. 2.88 A
3. I hope I can become one of the target consumers of the brand. 2.90 A
B. Skin Tone Bias – Pale, and fair skin. (Philippine context: 2.76 A
Mestiza)

campaign.

C. Social Exclusive Promotion – Has a specific target 2.85 A

audience that creates a level of prestige and status when an
individual identifies themself with the brand.
1. Exclusive campaigns make me feel connected. 2.97 A
2. I can identify myself with brand campaign models. 2.82 A
3. Part of me is defined by brand campaign models. 2.73 A
4. There is a link between fashion brand campaign models & 2.90 A

how I view myself.
Overall Mean 2.84 A
Note: 4-Strongly agree, (SA) 3-Agree (A), 2-Disagree (D), and 1-Strongly disagree (SD)
Table 2 is based on the Zoomers’ purchasing behavior for Brand Congruence. The
respondents believed and purchased mostly with that of a Skin Tone Diversity, which is
a wide range of skin tones, from darkest to the fairest complexion. In a Philippine
context of Morena, the respondents feel a positivity vibe for models on this indicator
they aspire that they are target consumer on this area. They believed that socially
inclusive promotion has a wide range of target audiences and that its campaigns
incorporate and embrace diversity, which makes them feel connected with the brand,
because they can identify themselves in the brand's campaign models and because there
is a link between fashion brand campaign models and how they view themselves. These
two areas, skin tone diversity and socially inclusive promotion, have a mean of 2.93 and
an interpretation of "agree," which connotes how purchasing behavior for brand
congruence is an effective factor. This table's third highest category is inclusive size
models, or models with a wide range of body sizes.
This table has a total mean of 2.91 with the interpretation of "agree," which
indicates how each of the aforementioned indicators can influence the purchasing power
when considering brand congruency behavior.

Table 2. Zoomers’ purchasing behavior for Brand Congruence
Indicators M I
A. Inclusive Size Models – Models with a wide range of body 2.87 A

sizes.

campaign.
B. Skin Tone Diversity – Wide range of skin tones, from darkest 2.93 A
to the fairest complexion. (Philippine context: Morena)

campaign.
C. Socially Inclusive Promotion – Has a wide range of target 2.93 A

audiences, and its campaigns incorporate and embrace diversity.
1. Inclusive campaigns make me feel connected. 3.07 A
2. I can identify myself with brand campaign models. 2.94 A
3. Part of me is defined by brand campaign models. 2.84 A
4. There is a link between fashion brand campaign models & how I 2.87 A
view myself.
Overall Mean 2.91 A
Note: 4-Strongly agree, (SA) 3-Agree (A), 2-Disagree (D), and 1-Strongly disagree (SD)

Table 3. Level of Brand Impression through Brand Aesthetics and Brand Congruence
Fondness Brand Brand
Aesthetics Congruence
M I M I
1. The advertisement makes me happy. 2.89 ME 3.01 ME
2. I will consider purchasing the advertised 2.91 ME 2.97 ME

product.
3. I have a favorable reaction to the 2.89 ME 2.98 ME

advertisement.
4. I have a positive initial response to the 2.95 ME 3.02 ME

advertisement.
5. The advertisement makes me feel 2.71 ME 2.98 ME

confident about myself.
Overall Mean 2.87 ME 2.99 ME
Note: 4-Highly effective, (HE) 3-Moderately effective (ME), 2-Slightly effective (SE), and 1-Not
effective (NE)
The above table shows the brand impression through brand aesthetics and brand
congruence. The advertisement that makes respondents happy, the advertisement that
entices the public to buy, the one that obtains a favorable reaction, and has a positive
response, and lastly, the one that creates the feeling of consumer confidence is Brand
Congruence. In all aspects in this table, Brand Congruence leads the impression, which
has a total mean of 2.87 for brand aesthetic and 2.99 for brand congruence, which shows
that brand congruence shows and affects more comfortability and satisfaction of the
respondents or consumers.
Table 4 shows the effective purchase intention of brand aesthetics and brand
congruence, consumers believed that purchasing brand aesthetic over brand congruence
would make them stand out from the crowd, they believed that the products would make
them the center of attention and a head turner, they believe on models with a perfect
body like the models of aesthetic brands. Brand congruence is chosen over brand
aesthetics considering whether the clothes or product itself will make them purchase it or
if the skin tone is for Morena. The table’s total mean for Brand aesthetic and Brand
congruence is both 2.81 with an interpretation of ME or moderately effective This
connotes that if we are gauging the intention level of the consumer, they clearly consider
not one factor but the overall effect of the brand itself.

Table 4. Level of effective purchase Intention of brand aesthetics and brand

congruence
Effective Purchase Intention Brand Brand
Aesthetics Congruence
M VI M VI
1. Purchasing the product will make me stand 2.71 ME 2.69 ME

out from the crowd.
2. I will be purchasing products from this 2.97 ME 2.90 ME

fashion campaign.
3. The clothes from this campaign makes me 2.66 ME 2.79 ME

want the product.
4. I am inclined to buy clothes from a 2.85 ME 2.93 ME

campaign with this skin tone range.
5. I intend to buy clothes with models with this 2.84 ME 2.76 ME

body type.
Overall Mean 2.81 ME 2.81 ME
Note: 4-Highly effective, (HE) 3-Moderately effective (ME), 2-Slightly effective (SE), and 1-Not
effective (NE)
Evaluation of the Measurement model
The estimation technique describes an iterative algorithm that is based on the partial
least squares structural equation modeling approach. A PLS-SEM analysis considers a
measurement model and a structural model. The measurement model estimates the
relationship between the latent variables and their corresponding manifest variables
evaluated considering the composite criteria. The structural model investigates the
existing relationships between latent variables.
As Hair et al. (2004) claim, it is necessary to fulfill these criteria in order to accept
the model. Three metric tests are applied to check the convergent validity: reliability of
the indicators, composite reliability, and average variance extracted (AVE) from the
latent variables. In terms of composite reliability, all scores are above 0.7 and it is
recommended by the theoretical background. Concerning the Cronbach’s alpha
indicator, all manifest variables registered scores above the 0.70 threshold. This shows
the indicators used are reliable and valid to the participants of the study. In the case of
the average variance extracted (AVE), the researchers considered relevant a score higher

than 0.50, which was a criterion met for all latent variables. These results prove the
convergent validity of the measurement model.
Table 5. Evaluation of the Measurement model

Variable Abbreviation CR CA AVE
Straight-size Models SSM 0.902 0.836 0.754
Skin tone bias STB 0.924 0.877 0.803
Social exclusive promotion SEP 0.924 0.890 0.753
Inclusive size model ISM 0.949 0.918 0.860
Skin tone diversity STD 0.954 0.927 0.873
Socially Inclusive promotion SIP 0.963 0.948 0.866
Fondness F 0.949 0.933 0.790
Effective purchase intention EPI 0.948 0932 0.786
Note: CR = Composite Reliability, CA = Cronbach’s Alpha, AVE = Average Variance Extracted
Discriminant Validity
The discriminant validity completes the analysis of the measurement model. As Chin
(1998) indicates, discriminant validity consists of verifying that variables relate more
strongly to one factor than to another factor. Table 5 shows these data, thereby testing
the discriminant validity of the measurement scales used. This implies that all
constructs are statistically significant. In Fornell-Larcker criterion was measured, and
further validated using heterotrait-monotrait (HTMT) ratios. According to Fornell and
Larcker (1981), Kock (2015), and Kock and Lynn (2012), discriminant validity requires
that the square roots of average variance extracted (AVEs), the diagonal values in Table
5, must be higher than those off-diagonal coefficients. Based on the results, the latent
variables possess discriminant validity.
Table 6. Discriminant Validity of Latent Variables Using Fornell -Larcker Criterion of

Reflective Construct
SSM STB SEP ISM STD SIP FA FC EPIA EPIC
SSM 0.868
STB 0.643 0.896
SEP 0.585 0.531 0.868
ISM -0.204 -0.227 -0.169 0.927
STD -0.202 -0.203 -0.177 0.864 0.934
SIP -0.222 -0.241 -0.143 0.839 0.852 0.930
FA '0.590 0.534 0.518 -0.368 -0.320 -0.336 0.889
FC -0.294 -0.296 -0.237 0.760 0.756 0.773 -0.370 0.960
EPIA 0.806 0.809 0.673 -0.257 -0.238 -0.263 0.651 -0.348 0.808
EPIC -0.160 -0.171 -0.018 0.904 0.914 0.882 -0.298 0.763 -0.171 0.886

Note: SSM = Straight-size Models, STB = Skin tone bias, SEP = Social exclusive promotion,
ISM = inclusive size model, STD = Skin tone diversity, SIP = Socially inclusive promotion, FA =
Fondness Aesthetics, FC = Fondness Congruence, EPIA = Effective purchase intention
Aesthetics, EPIC = Effective purchase intention congruence
Direct Effects and hypotheses Conclusions
According to Figure 2, all relationships were statistically significant, so based on the

direct effects, it can be concluded that the relationships established as hypotheses were
valid with 95% level of confidence. Table 6 summarizes the information, the size effect
size (2) as a measure of variance explained, and conclusions of the hypotheses. The
relationship between fondness for both brand aesthetics and congruence and effective
purchase intention for both aesthetics and congruence had a p-value of < 0.001, this
obtained a Cohen’s effect size of large. This implies that the strength of the relationship
between brand impression and effective purchasing intention is strong. Hence, all
endogenous variables influenced exogenous variables
Table 6. Direct Effect and Hypotheses Conclusions

Hypotheses Beta P-values SE f2 Interpretation
H1: SSM → FA 0.334 p < 0.001 0.048 0.198 Supported

H2: STB → FA 0.208 p < 0.001 0.049 0.111 Supported
H3: SEP → FA 0.215 p < 0.001 0.049 0.112 Supported
H4: ISM → FC 0.279 p < 0.001 0.049 0.218 Supported
H5: STD → FC 0.223 p < 0.001 0.049 0.172 Supported
H6: SIP → FC 0.357 p < 0.001 0.048 0.281 Supported
H7: FA → EPIA 0.652 p < 0.001 0.046 0.425 Supported
H8: FC → EPIC 0.771 p < 0.001 0.045 0.594 Supported
Note: SSM = Straight-size Models, STB = Skin tone bias, SEP = Social exclusive promotion,
ISM = inclusive size model, STD = Skin tone diversity, SIP = Socially inclusive promotion, FA =
Fondness Aesthetics, FC = Fondness Congruence, EPIA = Effective purchase intention
Aesthetics, EPIC = Effective purchase intention congruence; B = standardized path coefficient,
SE = standard error, f2 is the Cohen’s (1988) effect size: >0.02 (small effect), >0.15
(medium effect), >0.35 (Large effect).
Structural Equation Modeling (SEM)
The model was generated with the final variables and items after the validation process.
The efficiency indicated in the evaluated model is illustrated below. It was observed that
they met the high and low established cut-off values, concluding that it has sufficient
predictive validity, good data fit to the model, and no collinearity problems. The
evaluated model is illustrated in Figure 2.

Figure 2: Emerging Model
6. DISCUSSION
Results of the study reveal that the purchase intention of brand aesthetics is significantly
and positively related to brand impression. These findings indicate that when customers
are exposed to fashion brands implementing slim and light-skinned models, they will
support them if they are satisfied with this type of campaign. The results support the
study of Ringrose (2018) which says that customers who are inclined toward this type of
campaign are invested in achieving the characteristics of aesthetics since it will boost
their confidence and self-esteem. The findings also reveal that purchase intention of
brand congruence is significantly and positively related to brand impression. These
findings indicate that when customers can see fashion brands utilizing plus-size models,
it will convince them to purchase products from the brand and support them even more.
The results support the study of (Mishra & Amal, 2021, Newman, 2017, Joo & Wu,
2021) which says that customers tend to generate a positive brand impression towards a
brand if their campaign revolves around using inclusive characteristics of size, gender,
and race of an individual and not body shaming.
The result also reveals that brand impression of brand congruence is significantly
and positively related to effective purchase intention. The finding suggests that fashion
brands should consistently apply brand congruence within their brand campaigns so that
customers will be more inclined to purchase their products for them to be able to
generate more sales and satisfaction for the customers. The results support the study of
Lou & Tse (2020) which says that producing an average-sized model campaign will
most likely increase the purchase intention of customers compared to aesthetic models
since they will feel that they are related to what they are visible to.

The results from the present study indicate that there is a significant and positive
relationship between the purchase intention of brand aesthetics and brand impression.
Furthermore, this emphasizes that when customers are exposed to fashion brands that
have a more exclusive campaign and hire and utilize slim and light-skinned models for
their campaigns, they are most likely to support the brand as it leaves a positive impact
on the consumer in the sense that they are motivated to imitate the models. In a study by
Ringrose (2018), consumers with this campaign preference are inclined to this type of
campaign because they are highly invested in imitating the aesthetics of the campaign in
a similar light which boosts their confidence and self-esteem. On the other hand, the
purchase intention of brand congruence was also revealed to have a significant and
positive relationship with brand impression. Consumers are driven closer to the brand
when it shows congruity with their self-concept which results in personal comfort and
consumer satisfaction. When consumers are introduced to brands with socially inclusive
campaigns (eg. plus-sized models, models of color), it will convince them to purchase
products from the brand and support them even more. Many other studies suggest that
purchase intention is sparked, and a positive brand impression is generated towards a
brand when its campaigns are revolved around social, racial, and gender inclusivity
(Mishra & Amal, 2021; Newman, 2017; Joo & Wu, 2021).
The results also reveal that brand impression of brand congruence is significantly
and positively related to effective purchase intention. The finding suggests that fashion
brands should consistently apply brand congruence within their brand campaigns so that
customers will be more inclined on purchasing their products for them to be able to
generate more sales and satisfaction for the customers. The results support the study of
Lou and Tse (2020) which says that producing an average-sized model campaign will
most likely increase the purchase intention of customers compared to aesthetic models
since they will feel that they are related to what they are visible to.
7. CONCLUSION
In light of the findings, the following conclusions were drawn from the result of the
study:
• Brand campaigns gather positive attraction from consumers as it bring out feelings
and emotions that connect to the brand. Brand aesthetics, though often used in
marketing, shows a lower brand impression as compared to brand congruence. The
congruity of consumers to the campaign has a high brand impression as it makes the
consumers feel connected to the brand.
• Overall, brand congruence is a more effective strategy when it comes to attracting
Zoomers and having an effective purchase driver.
• Fashion brands that cater to this younger demographic should be more inclined to
use inclusive marketing strategies to connect with their target audience.
• The findings indicate that brand congruence is a more persuasive strategy than Brand
Aesthetics for attracting Zoomers and having an influential purchase driver.
While this represents the insights of the Filipino Zoomers, it is important to note that
fashion in general is a worldwide phenomenon. The factors that influence Filipino
Zoomers based on the analysis of this research can be used as a source of information on

brands that operate on a global scale. This is very timely considering that brands are
into inclusivity.
ACKNOWLEDGEMENT
The authors would like to thank the efforts of the anonymous reviewers for their
comments, recommendations, and suggestions to improve this paper.
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Comparative Study Between the Impact of Brand Aesthetics and Brand

Article · January 2025

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Comparative Study Between the Impact of

Gabriel Angelo B. Flores

Jason Owen Hong

Kaila Adelynne P. Torres

Jackie Lou O. Raborar

Keywords: Brand Aesthetics, Brand Congruence, Self-Image, Straight-Size, Inclusivity.

Received 2 September 2023 | Revised 22 May 2024 | Accepted 21 June 2024.

Copyright  2025 GMP Press and Printing

Copyright  2025 GMP Press and Printing

Brand Aesthetics in Marketing Campaigns

Copyright  2025 GMP Press and Printing

Brand Impression for Brand Aesthetics

Brand Congruence in Marketing Campaigns

Diverse Representation of Skin Tone

Copyright  2025 GMP Press and Printing

Socially Inclusive Brand Image

Brand Impression on Inclusivity

Generation Z Purchasing Intention

Copyright  2025 GMP Press and Printing

H1: Brand Aesthetics’ straight-sized models generate a positive brand impression.

This paper utilized a quantitative approach to measure Zoomer’s purchasing behavior

5. RESULTS AND DISCUSSON

Copyright  2025 GMP Press and Printing

Table 1. Zoomers’ purchasing behavior for Brand Aesthetics

A. Straight-Sized Models– Models with perfect body 2.90 A

1. I feel positive toward models from this fashion brand 2.92 A

2. I will be happier if I am wearing the product. 2.88 A

1. I feel positive toward models from this fashion brand 2.80 A

2. I will be happier if I am wearing the product. 2.71 A

Copyright  2025 GMP Press and Printing

C. Social Exclusive Promotion – Has a specific target 2.85 A

1. Exclusive campaigns make me feel connected. 2.97 A

2. I can identify myself with brand campaign models. 2.82 A

3. Part of me is defined by brand campaign models. 2.73 A

4. There is a link between fashion brand campaign models & 2.90 A

Overall Mean 2.84 A

Copyright  2025 GMP Press and Printing

Table 2. Zoomers’ purchasing behavior for Brand Congruence

A. Inclusive Size Models – Models with a wide range of body 2.87 A

1. I feel positive toward models from this fashion brand 3.04 A

2. I will be happier if I am wearing the product. 2.82 A

1. I feel positive toward models from this fashion brand 3.07 A

2. I will be happier if I am wearing the product. 2.87 A

C. Socially Inclusive Promotion – Has a wide range of target 2.93 A

1. Inclusive campaigns make me feel connected. 3.07 A

2. I can identify myself with brand campaign models. 2.94 A

3. Part of me is defined by brand campaign models. 2.84 A

Overall Mean 2.91 A

Copyright  2025 GMP Press and Printing

1. The advertisement makes me happy. 2.89 ME 3.01 ME

2. I will consider purchasing the advertised 2.91 ME 2.97 ME

3. I have a favorable reaction to the 2.89 ME 2.98 ME

4. I have a positive initial response to the 2.95 ME 3.02 ME

5. The advertisement makes me feel 2.71 ME 2.98 ME

Overall Mean 2.87 ME 2.99 ME