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Different brands have their own distinct characteristics and symbols, which differentiate each from their rivals. A brand also comprises of aspects such as advertising, packaging, promotion, and products, including its general…
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Download file to see previous pages Therefore, consumers have a wide variety to choose from. The emotions of consumers play a great role in determining their choices and buying behavior. Freeride Media LLC (1998) conducted a research on shopping habits, and findings showed that one-fourth of the respondents bought clothes and accessories on impulse buying. Nonetheless, in order to choose form a variety, consumers develop their preferences in accordance with their perception towards the brand. However, successful brands have the capability of making consumers aware of their presence in the market, thus raising their probability of consumers purchasing the product (Azevedo & Farhangmehr, 2005).
This study aims at exploring the effect of brand image on consumer purchasing behavior in clothing, with a special focus on the American consumers. Nonetheless, determining the relationship between brand image and consumer purchasing behavior can help marketers and practitioners in the clothing industry to develop effective strategies of increasing their sales and revenues.
The clothing sector has been selected, as here; strong reference group will influence the brand choice. In addition, the target population includes the American consumers, as this forms a large customer base for fashion. Additionally, famous clothing brands such as ZARA and H& M have ventured into the American market, thus the American population has a significant influence on these companies (Dishman, 2013).
In any research, the method adopted depends on the nature of the research. In this research, the main aim is to explore the consumer purchasing behavior on clothing. Here the beliefs, attitudes, and opinions of consumers on the brand image are explored. Therefore, a qualitative research will be adopted. Nonetheless, in order to answer the research question in this research, the interviewing method is adopted, whereby qualitative interviews are used. These involve an interaction between ...Download file to see next pagesRead More
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