The influence of brand equity in consumers choice: Fashion industry

• Autor(a) principal: Morais, Inês Sofia Pires
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27467
• topic: Brand equity; Fashion; Comportamento do consumidor -- Consumer behavior; Brand; Generations; Valor da marca -- Brand value; Moda; Marca; Gerações

Nowadays, consumers not only buy products and services but their brands, establishing an emotional relationship and using it to express their personality and social self. Brands are increasing importance to consumers, making it necessary to understand why they choose one brand over another. The study aims to explore the factors that motivate the buying behaviour of Generation Z, Millennials, Generation X and Baby Boomers consumers, providing Brand Managers and companies with knowledge to create more efficient strategies. Thus, it is intended to identify which factors of Brand Equity are the most important for consumers and for the different generations. For this purpose, the research uses Aaker's 1992 Consumer Based Brand Equity model with an adaptation, the addition of the Age Groups variable. The data for this study includes a sample of 251 responses from individuals living in Portugal of the 4 generations under study. Through the results obtained it was found that Brand Association, is the variable that has more importance for consumers. However, in a more specific context, the most important dimension is not the same for all generations of loyal consumers. In the case of the first three generations, they value Brand Association more, giving importance to a brand image that evokes positive feelings. Baby Boomers, on the other hand, give preference to Perceived Quality, placing more value on brand quality. The research results constitute significant contributions for Brand Managers.