Get Full Essay Get access to this section to get all help you need with your essay and educational issues. All the issues that mentioned in the chapter 1 are important contributors to the research.
As a result, to more understand these issues, an examination of literature on the related study was carried out. As now that, literature review provides the theoretical basis for the development of the research framework of this study, which will be discussing in the next chapter — Chapter 3.
This chapter consists of the four variables which are brand awareness, self-concept, product quality, and fashion adoption.
A brand has the meaning to the customers, organization, and employees. Brand is an emotional link between the company and customer. It is something what people are purchase when they are purchasing the company product.
An excellent of brand awareness is done when the company is controlling extension in advertising, promotion, public relations and sales function.
Brand awareness can build consistency and repetition. For example, people bought brands that they are known and trust Friedmann, From the researcher of Watersbrand awareness refers to the ability of a customer to recognize and recall a name, image or other mark associated with the particular brand.
Brand awareness is seen very important because it an ability to reinforce the value of market in the most competitive atmosphere when the retailers able to maintain and build brand awareness Waters, Customers are easily to recall the name of the brand when the memory is saved.
Brad explains brand awareness is also one of the two most important drivers of strong brands. As past research has shown brand awareness to have a high correlation with purchase behavior. Top-of-mind unaided brand awareness for the product or service category is most correlated with other relevant behaviors.
Generally, consumer has less knowledge about the brand after they purchased the product so that the company should build up brand awareness in order to encourage repeat purchase. As Evan States, the average consumer has tiny knowledge of which the manufacturer was when clothes is purchased.
Usually, customers would like to purchase the product that they know about the brand. Moreover, according to the Esch, et al was assuming that brand knowledge such as brand awareness and image will be an affect consumer response to the brand.
Furthermore, Esch, et al expects brand satisfaction and brand trust required brand knowledge, which is brand awareness and image. However, there is no point if the consumer already stores the brand in memory Esch st al, The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Gujranwala city.
Questionnaire survey was used to collect the data by using non probability convenient sampling technique. This study examines the effectiveness of different fashion marketing strategies and analysis of consumer behavior in a cross-section of Consumer culture and purchase intentions toward fashion apparel in Mexico The study examines the determinants of consumer behavior and their impact on purchase intentions toward fashion apparel in.
consumer behavior Introduction Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands The Rise of Anti-Consumerism Some consumers, however, are disenchanted with mindless consump-.
The Psychology and Behavior of Consumers in the Fashion Industry Jessica DeLace University of Rhode Island, towards power and status, and the desire to be popular. Background • Marketers, fashion researchers, and retailers continue to have Consumer Behavior and Fashion Marketing.
Dubuque, Iowa: W.C. Brown Co., CONSUMER BEHAVIOUR AND MARKETING ACTION LEARNING OBJECTIVES After studying this chapter, you will be able to understand: Consumer and industrial decision making process and decision rules behavior of customers and devise four marketing strategies in order to create.
Factors Influencing Consumer Buying Behaviour of Luxury Branded Goods KHOR ENG TATT Research report in partial fulfillment of the requirements for the degree of Online Master of Business Administration UNIVERSITI SAINS MALAYSIA ii ACKNOWLEDGEMENT.