Cloths Brands

Literature Review
Branding has proven to be the most important element in the value of management. in the past
many years and have created their value in intangible assets of firms. Brands perform several
valuable functions. At the entry level, brands function as markers for company introduction. For
customers, brands make them simplify their choices, provides the necessary level of quality and
reduces risks. Brands are built on the product itself, and brands relatively make their
understanding through strong marketing environments. Therefore, brands emulate the vast
knowledge that customers have with products. In addition, brands also a key role in determining
the effectiveness of marketing efforts such as channeling and advertising. Finally, brands have
become an asset for organizations as finance worried. Thus, the brand clarifies its influence at
three levels: the consumer market, the product. market and financial market. (Keller & Lehman,
May 2005).
Currently, the world is aware of the fact that culture is very important when -a person makes a
purchase decision. Shopping intentions mean developing a strategy or behavior for the purchase
of goods and services in the future. The current principle, spiritual, correct and Ecology severely
limits individuals to the feeling of a particular brand. Fitzmons and Morwitz (1996) ensure that
intent affects brand customers purchase. Purchase intent is classified as a system of people who
buy brands and their perception to this. (Qayyum, Qadeer & Rizwan, 2014).
Individual awareness raising has now prepared consumers for choice. personal favorite brands on
which they are most satisfied. Thus. If businesses must overthrow their competitors, they must
ensure that their personal customers are more attracted to their personal brands. Macdonald and
Sharp (2000) allude to this event, although consumers get to know each other and willing to buy
products and brand awareness is still a significant factor for create aspirations in purchasing
decisions. When people wanted to buy any of the goods and brand services immediately come to
mind, it shows that the products have a very higher brand knowledge. If this item has higher
brand awareness (Chi & Yeh, February 2009).
The main reason is that in terms of feedback, customer intentions will be directly expressed.
Customers who don’t know about the brand are obviously not going to buy the product. The
impact of branded products on customer intent The value of brand loyalty cannot be refuted.
When brand recognition and desired quality important for brand purchase, loyalty guaranteed to
purchase as stated by Oliver(1997), therefore, it plays a key role in switching behavior, buying
back and buying. (Yasin &Tahira, December 2011)
According to Dodds, Manroe and products from retailers Grewal (1991) purchase intentions are
a smart move when a customer is ready to buy These goods and services are from a competitive
market. For marketers, the concept of shopping. Intentions are crucial because their complete
customer purchase forecast relationships depend on this concept. Predicting consumer behavior
is the most difficult. tasks for any business because it is constantly changing with new thoughts
and a new market The impact of branded products on customer intent trends and does not remain
constant over time, and after evaluation after each aspect try moving on to buying a state.
The buyer's intention will be indicated by the fact that their full knowledge of their Brands
suitable and gives customers complete satisfaction and outward proximity collecting information
and evaluating the choice of substitutes Prior to research claimed that buyers encourage the
purchase of goods regardless customer care for the price of the product, whether it is low or too
high. In a recent study, evaluation studies led to self-assessment of product information, which
interested buyer thanked fake products as well Variables on buyer's purchase intent. (Rizwan,
2014).
Shuw Lung and Chen-lien (2009) stated that market share, as well as strong distribution,
promotion and advertising. The costs are clearly objective. Moreover, he explained this by the
fact that initially consumers fully appreciate the brand before getting into any kind of shopping
intent and gives more awareness and promotion, therefore these brands are perceived by
consumers as superiors.
Bogart and Lehman (1973) elaborates that that brand awareness exists and comprises of
unrelated schemes of and is totally depend on stretching of different field of marketed messages.
Porter (1974) stated that by instigation of the moods not only be transpire promptly but also may
lead to have faith in handing out that it is actually progressing. Porter (1974) prevented that
marketing must not offered in openness and do competitions with other advertisements therefore,
according to the consumer’s perception generally of other advertisements reacts to have a
leading advertisements. Teng also concludes the fact that a customer attitude which is towards
focused brand is completely rely on the thought and actual value of the brand, but also focused
on the insights in particular brand at competitive market.
Consumers are sometimes surrounded by the values depicted in advertisements presentation
around the world. And the answer to advertising is not up to the mark. In contradiction, such
factors as attitude, implanted evidence and much more information that gives the best form of
brand attitude. (Bagozzi & Silk, 1984).
Bagozzi (1983) argues that brand attitude as a consumer attitude in a dimensionless sense As a
summation of beliefs about product evaluation time, it may be useful to study The impact of
branded products on customer intent relationships as two-dimensional dimensions, which, in
addition, form strong networks between consumer beliefs and assessments individually.
Zeithaml (1988) suggested that price may be conceptualized as sacrifice or refusal to receive any
product. In addition, he has complex incentive, as explained by Lichtenstein, Ridgway &
Netemeyer (1993), that price contains both roles, positive and negative.
The positive role of higher prices sends positive messages to the market that the product or
service contains more quality and therefore increases the likelihood of a purchase (Zeithaml,
1988) while the negative role of pricing can send signals of sacrifice or costs that consumers
incur a purchase of a product or service and, therefore, this may lead to a decrease in the
likelihood purchase.
Binningerr (2008) suggested that in the early 1990s loyalty is considered the most important
feature in relation to many others that carries confidence, fulfillment, identification, trust
orattitude leads to the brand.
The influence of brands on consumer consumer behavior very energetic subject and of great
importance in Pakistan. Fashion industry includes clothing, shoes, etc. accessories such as
cosmetics and even furniture. Clamp, Liz. And Bohdanowicz, J. (1994), Fashion Marketing:
Rout ledge, New York.
Wood, L.M. (2004), Dimensions of brand purchasing behavior: consumers in the 18-24 age
group, Journal of Consumer Behavior, 4(1), 9-24. illustrates that marketers use brands as a key
point differentiation to gain a competitive edge on others competitors play an important role in
success company.
Consumers choose brands and trust them the way they trust their friends and family members to
avoid uncertainty and quality related issues. Elliot, R. and Yannopoulou, N. (2007), The nature
of trust in brands: a psychological model ‟. Journal of Marketing, 41(9), 988-998.
Mintel, (2008) „Women swear - UK - March 2008‟ www.mintel.com.states that age groups 20-
24 and 25-34 are of great importance to marketers, since women care less about quality than the
style in their clothes
In terms of spending on clothes, age is a stronger determinant of women's budgets than their
socioeconomic status Euromonitor, (2007), Clothing- United Kingdom,
www.portal.euromonitor.com.
Ambler, T. (1992), “Need-to-Know-Marketing”, Century Business, London offers the definition
of branding as the promise of a bunch of attributes that someone buys and provides satisfaction.
The attributes that make up a brand can be real or deceiving, rational or emotional, tangible or
invisible.
Fashion branding can be defined as widespread behavioral observable fact testifying to a variety
of material and non-material contexts. Maybe generalized both as an object and as a behavioral
process Vieira, A.A. (2009), An extended theoretical model of fashion clothing involvement,
Journal of Fashion Marketing and Management, 13(2), 179-200.
The basis of brand naming is that it unique; can be easily distinguished from other names; easy
remember and attracts the attention of customers Keller, K.L (2004), Building, Measuring and
Managing Brand Equity, 2nd Edn, Pearson Education, Singapore.
Consumer shopping is strong influenced by cultural, social, personal and psychological
characteristics ] Thomson, C.J., Pollio, H.R., and Locander, W.B. (1994), The Spoken and
Unspoken, Journal of Consumer Research, 21(3), 432-452.
Park, E.J., Kim, E.Y., and Forney, J.C. (2006), A structural model of fashion-oriented impulse
buying behavior, Journal of Fashion Marketing and Management, 10(4), 433-446.discovers that
participation is a useful indicator to enhance consumer behavior and segmentation consumer
markets. Participation is a motivational condition stimulus or interest caused by a particular
stimulus or situation, and displayed through the properties of the disk.
Those who are highly motivated to fit into a specific the group should be aware of fashion
signals, not just this group, but other less attractive groups, so “Wrong” signals can be avoided
O`Cass, A. and Choy, E. (2008), Studying Chinese generation Y consumers` involvement in
fashion clothing and perceived brand status, Journal of Product and Brand Management, 17(5),
341-352.
It was found that the participation of fashionable clothes was closely associated with personality
characteristics, i.e. young and fashionable knowledge, which in turn influenced consumer
confidence in purchasing decisions Vieira, A.A. (2009), An extended theoretical model of
fashion clothing involvement, Journal of Fashion Marketing and Management, 13(2), 179-200.
An online store is one of the most commonly used tools for convenient shopping. This is actually
a popular online shopping tool.community (Bourlakis et al., 2008).
Through the Internet, you can conveniently buy goods and services online. IN The online
community, online shopping is very popular (Bourlakis et al., 2008).
One The advantage of online shopping is that it provides consumers with detailed information
and several options so that they can compare products and prices online. The more choices and
convenience, the easier it is to find what you want on the Internet. product or service (Butler and
Peppard, 1998).
It has been noticed that online Shopping is more fun for modern consumers who in search of
convenience and pace (Yu & Wu, 2007).
“Consumer behavior can be described as a study of individuals, groups or the organizations and
processes that they use to select, protect and dispose of products, services, experiences or ideas
to meet the needs and impact that these processes are having on the consumer and society. ”
(Kuester, 2012; p. 110).
Online sales are now an integral part of any economy. Throughout world, there was an obvious
and growing consumer confidence in online shopping. (Aad, 2012).
Nielson (2010) proposed that people in Pakistan had negative experiences online shopping in the
past. Most people who shop online in Pakistan only buy clothing or equipment online.
As online franchises and stores become more complex, The online store continues to celebrate its
existence in the market (Lian & Lin, 2008). This shows that there is a dramatic revolution in how
people buy food.and services (Li, Kuo & Russell, 1999; Shergill & Chen, 2003).
According to Burke (2002), there are four relevant demographic factors thathave a significant
impact on the three main determinants of consumer attitudes towardsonline shopping. Four
determinants include age, education, gender, and income.
Mayer, Davis, and Schurman in 1995 (pp. 709-734) first defined trust as: “The concept of“ trust
”is defined as the willingness of a party to be vulnerable to actions of the other party based on
the expectation that the other party will perform specific actions important to the principal,
regardless of ability to control or control this other side.
An easy way, an online seller can reduce the concerns customers have regarding risk is to carry
brand name products on their websites. It is also a good idea to have your own brand name, like
Amazon (Korgaonkar &Karson, 2007).
Holding as well as selling products from a brand can improve trust factor. The brand name also
greatly influences the final purchase decision of customer (Lim & Dubinsky, 2004).
Customer relationships are the most significant factor in maintaining trust while building
ecommerce (Kim & Tadisina, 2007).
Online stores can even build specially integrated mechanisms that ensure safeguarding of
personal information of the consumers and avoid misuse of information and payments through
credit card (Prasad &Aryasri, 2009).
Settle and Alreck (1991) defined perceived time pressures as the extent to which the individual
does not have enough time regarding everyday life tasks.Those people who feel the lack of time
can document their predicament, blaming claims related to pressure from work, family and other
accessories. (Lavigne, 1993).
According to Bellman et al., (1999), who studied the relationship between demographic,
personality characteristics and attitudes towards online shopping, people who lead a more high-
tech lifestyle or interact with the Internet on A routine basis is most likely to shop online very
often.
Shipping, delivery and other similar nuances It will take time, and to shop online, the consumer
must be prepared to wait patiently for his goods to arrive. This requires some planning ahead of
time. Even for consumers who regularly shop online, if they do not plan ahead, they are less
likely go shopping online (Bosnjak et al., 2007).
To be able to understand what consumers want in website, it is important that researchers
develop and then test metrics that may capture the feelings and attitudes of customers who shop
online comprehensively. (Straub & Watson, 2001).
Customers make a purchase decision anywhere based on factors such as who offers the best
value for the product (Keeney 1999). Other factors include product customization, total cost and
merchandising (Zhu & Kraemer, 2002; Jarvenpaa & Todd, 1997; Szymanski & Hise, 2000;
Keene, 1999; Torkzadeh & Dhillon, 2002).
Researches like Szymanki and Hise (2000), Ahn et al., (2004) found that product variety is a
major factor when it comes to satisfaction in online buying.
Seiderset al., (2000) proposed four opportunities when it comes to retail to provide customers
convenience: a) Access: customer's ability to contact the seller
b) Search: the ability to identify and select the products they want
c) Possession: ability to obtain a product of desire
d) Transaction: the ability to modify or make transactions
Although convenience is one of the main positive factors promoting consumers shop online
(Ahmad, 2002; Jayawardhena et al., 2007), prior researches either considered convenience as a
predictor variable that affects the outcome variables such as customer service for customer
satisfaction (Colwell et al., 2008; Seiders et al., 2007), or as one of the facts about the quality of
service on the Internet, for example accuracy (Hu et al., 2009; Kim & Park, 2012; Prasad &
Aryasri, 2009; Udo et al.,2010)
According to Wang et al., (2005) convenience is one the most impactful factors concerning
online shopping willingness.
You can shop online at any hour of the day as compared to traditional shops. Online stores are
open 24/7 (Hofacker, 2001; Wang et al., 2005).
According to Berry et al., (2002) and Sieders et al., (2007), service convenience is one of the
major factors that relates to the consumer’s efforts and time. There are many perceptions towards
it when it comes to buying or using a service. Service convenience is effort saving in the sense
that it minimizes the physical, emotional and cognitive activities that customers bear to buy
goods and services online (Berry et al., 2002).
According to Bélanger et al., (2002), privacy in ecommerce can be defined as the willingness to
share personal information over the Internet, which allows for a transaction regarding a purchase
to be made. To ease people’s minds about the issue of privacy, many websites have privacy
policies in place (McGinity, 2000).
There are also certain independent companies that can verify, audit and then certify privacy
policies for online shopping, such as TRUST (Ranganathan & Ganapathy, 2002).
According to Vellido et al., (2000), out of the nine factors they found that relate to consumer
opinions regarding online shopping, consumer risk perception was often highlighted. It defined
the users who had actually brought something online and those who had not.
According to Flavián and Guinalíu (2006), security online is defined as the belief of the
consumer that his financial data will be protected, not made available publically, not be stored
and not be used by unauthorized people. Even today, the security of online transactions is still a
leading issue when it comes to online shopping(Park & Kim, 2003; Elliot & Fowell, 2000; Liao
&Cheung, 2001; Szymanski & Hise, 2000).
Kesh, Ramanujan and Nerur (2002) stated that in the success of ecommerce, one of the most
important factors is security. Privacy, defined by Collier (1995) is a term generally used to
describe a group of values that include the right of people to the privacy of their own bodies,
private spaces, communications and information.
In cyberspace, privacy can be described as the ability of the user to control the conditions by
which their personal data is collected and used (Flavián & Guinalíu, 2006).
According to Pan and Zinkhan (2006), privacy issues majorly affect the trust of the consumer
towards the online retailer. In fact, some studies say that the concern of privacy is the main bump
in the road to the expansion of Internet shopping (Hoffman et al., 1999; Hou & Rego, 2002). The
more the security and privacy offered to the customer in online shopping, thus less risk about
exchange of information. The more positive is the effect on the trust of the consumer, and the
better is the shopping experience.
According to Peter & Olson (1999), information processing varies between men and females,
and they respond differently to the same stimulus, so from this study we can add to the
knowledge base of scientists and provide marketers and retailers information and understanding
of gender differences for competitive marketing gender-sensitive clothing strategy.
According to ( Bae, 2004) shopping has an impact on consumer decision making process and
needs research in this area.Consumers shop to obtain products and services which they need
(functional) or desire (symbolic). Shopping is a way to identity creation (Bae, 2004) .
Gender differences in consumer behavior are a well-studied area and an important segment for
marketers (Carpenter, Wayne & Connolly, 2005). According to Darley and Smith (1995),
women spend more time shopping than men. Men mostly buy specialty products such as
camping electronics (Fischer & Arnold, 1994). The patterns of consumption and habits of men
and women vary, for example, the gender difference is evident in smoking behavior (Carpenter,
Wayne & Connolly, 2005) and brand sensitivity (Nelson and McLeod, 2005).
Consumers display different traits when shopping, such as they may be brand loyal (Moschis,
(1981)) or quality consciousness (Babin, Darden & Griffin (1994).
The first characteristic is brand awareness/consciousness, which is a need or desire consumers
acquire the most advertised brands that are visibility and awareness higher or considered
premium brands with a higher price (Sproles & Kendall, 1986).
Brand is: “a term, symbol or design, or a combination of them that is intended to identify the
goods or services of one seller or group of sellers and to differentiate them from those of
competitors” (Tapei, Taiwan, Wang & Hsu , 2011,p.643).
Brand consciousness is also referred as brand sensitivity has been studied to understand
consumer socialization processes (Nelson and McLeod, 2005).
Branded products Products like Rolex watches or Gucci textiles are purchased to enhance self or
social image of the consumers (Wanke, Bohner &Jurkowitsch, 1997).
Generally some people are more brand conscious than others and this alsoimpacts their decision
making (Nelson and McLeod, 2005). Consumers like to buy branded products due to their better
quality and higher image, which in returns speaks for the buyer and conveys its personality to
other people. The study by Wolfe (1942), refers to the increased brand usage due to brand
consciousness of consumers.
According to David (1997), brand conscious behavior of current consumers is often noted and
written about in popular press. Consumers favor brands which are well established such as Nike,
Adidas or Puma when purchasing for athletic sportswear (Bae, 2004).
Perceived quality is defined as a consumer’s judgment about a product’s overall performance
(Zeithaml, 1988) whereas objective quality refers to the measurable quality (Monroe &
Krishman, 1985).
According to Tapei, Taiwan, Wang & Hsu (2011),branding helps the consumer to choose quality
products as quality of branded products are higher than genericones and it also minimizes the
risk of buying for consumers.Generally consumers who are brand conscious are also quality
conscious. Quality is an important dimension of brand equity(Tong, 2006). Quality conscious
consumers are presumably more attuned to ads which focus on the functional aspects of brands.
Price is also an indicator of higher quality (Yoo, Donthu & Lee, 2000).Consumers who care
about quality will look for brands that work well and satisfy their promise of better performance.
According to (Kumar, 2000), quality consciousness is associated with convenience, performance
and comfort. Thanks to this factor premium brands have less elasticity and consumers buy them
despite the presence of less expensive substitutes or competitors.
The third characteristic is fashion consciousness, which can be defined as “an awareness of new
styles, changing fashions, and attractive styling, as well as the desire to buy something exciting
and trendy” (Sproles & Kendall,1986).
According to Fuchs (2012), literature identifies brand poisoning central success factors for
brands. Fashion conscious consumers are quite profitable segment for the marketers. Kumar
(2000) explains in his article that we need basic foods far less profitable than products that
follow changing trends and are not need, but rather want. Brand managers create the desire of
their brands for fashiona conscious consumer segment, rather than satisfying the need to
maintain their brands for a long time the term is beneficial.
It is a well-known fact that brands are bought because of their symbolic and functional causes
(Aaker, 1991). With ever-changing trends and in the midst a culture of continuous development
of global markets brand managers build their brands around symbolic functions.
According to Chen, Chen and Juan (2012), brands are easily accepted
consumers, if they are related to consumer self-esteem. So conscious fashion
consumers buy trendy branded products to build communication and strengthen their
desirable social and self-esteem. In addition, consumers are also reinventing themselves.
with the purchase of fashionable and fashionable brands.
“Consumers tend to prefer those items that they can wear on different occasions and can wear on
different social situations” (Lau, Chang, Moon & Liu, 2006), this shows that the best product not
only satisfies the customer but also delights the customer.
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