Documente Academic
Documente Profesional
Documente Cultură
2017-2018
Related Literatures
According to Fernandez, P (2009), brand conscious is the right choice of clothing, which helps
them to create an image and identity for themselves. Peer influence plays a crucial role in their
variable in conferring brand values and establishing an image for the brand.
fashion brand. It is directed toward understanding the determinants of fashion clothing. In the
youth of Indian college that to understanding the importance of fashion apparels in their lives.
According to Verma, AP and Tiwari, K (2010), covered the medium to high potential consumers
that international and national brands can target in the context. It measures the segment values of
some brands those have achieve success in the market. People are becoming mere brand
conscious with the increased in income level. Brands and individuals would do well to
understand the fiber aspect of the scenario, and venture out to capitalized on the opportunity
According to Mital, P and Agarwal, S (2012). One can understand that the consumer and his
behavior is the corner stone of success in marketing. It includes all the physical, mental and
emotional process and concerned behavior which are observable before, during and after every
According to Vaani, A (2010), a well-known brand is generally regarded as one that people will
recognize often even if they do not know about the company or its product/services. These are
usually the businesses name or the name of a product, although it can also include the name of a
feature or style of a product. The overall branding of a company or product can also stretch to a
logo, symbol or even design feature that identify the company or its product or services.
According to Aaker (1991), a brand is a distinguishing name and or symbol which intended to
identify the goods, services of either one seller or group of sellers and to differentiate those
According to Styles and Ambler (1995), defines brand as the promise of the bondless of
attributes that someone buys which provide satisfaction and attributes that make up a brand. It
seems that brand describe personality of the users with particular lifestyle.
According to Murphy (1999), brand not only as the actual product but also the unique property
of a specific owner. It has been developed over time as a set of values and attributes which
the enactment of social encounters and also seen as a very important channel of non-verbal
selectively. It also defines that opinions of brand users have difference for identical brands
According to Kamineni and O’cass (2000), local brands are perceived as more “down to earth”
than an international brand, which means that local brand offer a more basic/ no trills brands
proposition. It is also linked more to local traditions and local cultures than international brands
are. It provides a unique relationship with consumers that take years to develop.
According to Rajput, N and Kesharwani, (2012), this article defines that the modern era provides
high quality materials and lot of variety in Indian garment market to satisfy the die sine of
customers. The customers are utilizing the opportunity too. The result confirm that Indian people
have become highly brand conscious presently. Hence, brand image is not a significant factor in
choosing the product of brand to buy. There are often aspects like, quality, comfort, expectations
and demographic characteristics are also influence to the purchasing decision that dominate the
purchase of males and females. The gender differences do exist with respect to build attitude
Related Studies
According to Kaushal Bhatt, and Kinjal Bhatt, 2012, the study suggested branded clothes
manufacturers should focus on providing more variety to customers both in terms of design and
styles as well as colors and also helped them to know and appreciate what appreciate what
customers are looking for in branded apparels as they face tough competition from the unbranded
apparels industry which has a strong hold in the Indian clothes market and are not perceived by
Based on Rajput’s (2012) study, a clear understanding of preference of customers will help the
marketer to attract and maintain their target consumer group in better way. Price, fitting, income
level of consumers are significant factors and some factors which are found to be insignificant
are status, durability, and celebrity endorsement, can be ignored by the apparel retailers in their
Most of the people have shown their consent that they usually wear or neutral regarding the
wearing of branded clothes to impress people 65% people are saying that they usually prefer or
the neutral towards the price of branded clothes i.e high price is not an issue for them. Most of
the people show their consent that they wear branded clothes to look attractive. It can be revealed
that people wear branded clothes is not a big issue for people. People prefer branded clothes over
Feinberg, Mataro and Burroughs (2013), found that there are 3 reasons why clothing is important
to research. First, clothing is used in daily activity. Second, clothes constitute a frequent public
display and lastly, clothing choice is an easily manipulated symbol. Generally, clothing is
frequently seen and diverse in nature. What you choose to wear may communicate a complex
array of information about who you are to others around you, even when you may or may not be
According to Howlett, Pine. Orakeioglu and Fletcher (2013), clothing is considered a nonverbal
analysis. It provides a plethora of information about a wearer without having to meet or talk to
As for Jenni Romaneiuk’s study (2013), the results showed a positive relationship, where those
with a higher buying frequency and a higher share of category requirements are more likely to
give brand associations. He findings also showed that share of category requirements was a
greater driver of brand association responses than buying frequency consumer behavior which
was earlier termed as “overt behavior” is a continuous consumption process related to pre-
According to Erwin (2012), give a feeling of self-confidence and a sense of well-being, freeing
our mind for the enjoyment of friends and intellectual pursuits. In addition, clothing has been
in order to succeed.
Stankeviciute and Hoffman (2010), suggest that luxury fashion brand can collaborate with non-
luxury brands to develop an extended co-brand. This extension can achieve a positive impact on
themselves if the co-brand possesses the luxury fashion features, and the non-luxury brand have
good reputation.
According to Nobbs et al (2012), the luxury fashion flagships stores scale and size and practice
are more than sufficient compare to its functional requirements. And the luxury fashion flagships
store treasure exclusivity and uniqueness most and health attract customer’s visit.