Understanding Fashion Brand Awareness Using Eye-Tracking: The Mix-and-Match Approach

2021 ◽  
pp. 432-440
Author(s):  
Pilar Contero-López ◽  
Carmen Torrecilla-Moreno ◽  
Carmen Escribá-Pérez ◽  
Manuel Contero
Keyword(s):  
Eye Tracking ◽  
Brand Awareness ◽  
Fashion Brand ◽  
Mix And Match

Impacts of country images on luxury fashion brand: facilitating with the brand resonance model

2014 ◽  
Vol 18 (2) ◽  
pp. 187-205 ◽  
Author(s):  
Hye Jung Jung ◽  
Yuri Lee ◽  
HaeJung Kim ◽  
Heesoon Yang
Keyword(s):  
Brand Loyalty ◽  
Theoretical Orientation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Resonance Model ◽  
Content Type ◽  
Fashion Brand ◽  
Technology Advancement ◽  
The Usa ◽  
Brand Resonance

Purpose – This paper aims to identify the dimensionality of country image (CI) for luxury fashion brand and examine the multi-faceted impacts of CI on brand awareness, perceived quality, and brand loyalty in accordance with the brand resonance model. By identifying the constructs and conceptualizing and comparing the luxury fashion-brand resonance model between countries, this study demonstrates the pertinent CI impacts on luxury fashion-brand resonance in addition to exposing the cultural discrepancies between the Korean and the US samples. Design/methodology/approach – Based on three studies conducted in South Korea and the USA, the Luxury Fashion Brand Resonance scale was validated. Confirmatory factor analysis and structural equation modeling revealed the 18 scales consisting of CI, brand awareness, perceived quality, and brand loyalty dimensions. Additionally, the country effect was controlled by comparing the composition of structural models between the Korean and US samples. Findings – Analysis of online data (n=466) collected from the USA and Korea identifies the underlying dimensions of the CIs including cultural assets, fashion equity, and technology advancement. Findings also support all hypothesized relationships among CI, brand awareness, perceived quality, and brand loyalty. Upon a comparison of the country disparities, it is evident that technology advancement is the determinant of the increase in luxury fashion brand awareness for the Korean group, while cultural asset and fashion equity are pertinent to the enhancement of luxury fashion brand awareness for the US group. Research limitations/implications – The structural relationships among the six dimensions of brand resonance may vary when different countries and brands are compared. To improve the generalizability of empirical findings, varied consumer samples should be employed, and other control effects, such as price and product categories, should be considered. Originality/value – To provide insight into the transition toward a global consumer market, this study provides a theoretical orientation to account for multi-dimensional CI effects on the luxury fashion-brand resonance model and an empirical validation of the theoretical orientation which is useful for developing competitive global luxury branding strategies.

scholarly journals INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT

2021 ◽  
Vol 4 (15) ◽  
pp. 23-41
Author(s):  
Nahda Ihzaturrahma ◽  
Nurrani Kusumawati
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Target Market ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Fashion Products ◽  
Fashion Brand

Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion products by using smart PLS analysis. This time, the object of the questionnaire this time is using a local brand from Dama Kara. Six hypotheses are proposed based on the needs you want to analyse and a quantitative approach was adopted with 215 respondents. This study confirmed that one of the most influential factors on purchase intention towards local fashion products is sales promotion, in which people will purchase local fashion products if they get many promotions that are offered from the local fashion brand they want to buy. According to the data processing results, there are two aspects that influence brand image and brand awareness: advertising and sales promotion. Thus, this finding highlights the need to analyse many local fashion brands in Indonesia more deeply and more specifically so that they can find out the problems that occur in each local fashion brand in Indonesia and get perspectives from various consumers from various local fashion brands. These findings from this research will be used as a recommendation for the Look at Me brand to develop a sustainable marketing strategy for the more specific Indonesian target market with methods from integrated marketing communication.

Evaluation of Store Layout Using Eye Tracking Data in Fashion Brand Store

2018 ◽  
pp. 131-145 ◽  
Author(s):  
Naoya Saijo ◽  
Taiki Tosu ◽  
Kei Morimura ◽  
Kohei Otake ◽  
Takashi Namatame
Keyword(s):  
Eye Tracking ◽  
Tracking Data ◽  
Fashion Brand

The Role of Secondary Packaging on Brand Awareness: Analysis of 2 L Carbonated Soft Drinks in Reusable Shells Using Eye Tracking Technology

2017 ◽  
Vol 30 (11) ◽  
pp. 711-722
Author(s):  
Rupert Andrew Hurley ◽  
Julie Christine Rice ◽  
Jerry Koefelda ◽  
Robert Congdon ◽  
Andrew Ouzts
Keyword(s):  
Eye Tracking ◽  
Soft Drinks ◽  
Brand Awareness ◽  
Carbonated Soft Drinks ◽  
Tracking Technology

“Mix-and-Match” Fashion Trend and Luxury Brand Recognition: An Empirical Test Using Eye-tracking

2015 ◽  
Vol 20 (3) ◽  
pp. 341-362 ◽  
Author(s):  
Cesare Amatulli ◽  
Gianluigi Guido ◽  
Antonio Mileti ◽  
Carla Tomacelli ◽  
M. Irene Prete ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Empirical Test ◽  
Luxury Brand ◽  
Brand Recognition ◽  
Mix And Match

scholarly journals Marketing Communication Strategy Using Direct Marketing For Start-Up Fashion Brand Teemochi

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Yohanes Dicky ◽  
Alvanoz Zpalanzani Mansoor
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Strategy Development ◽  
Marketing Communication ◽  
Fashion Brand ◽  
Start Up ◽  
Promotional Strategies

Teemochi is a fashion brand that values comfort the most and expect users to get a deep feeling of comfort by using Teemochi products. Teemochi, which just arrived in the community in October 2019, has a number of problems with brand awareness and relatively little sales. Therefore, the aim of this research is to create a marketing communication strategy that increases Teemochi brand awareness and how that marketing strategy can also affect sales. This study uses internal and external analysis to know the conditions and look for sources of problems that exist in the Teemochi. In internal analysis, this research uses Resource Based View Analysis which using Segmenting, targeting, and positioning (STP) internal data and Marketing Mix before. In external Teemochi analysis uses Customer Analysis, Competitor Analysis and Industry Analysis using Porter’s 5 Forces. After knowing the condition and the problems faced by Teemochi, it is known that promotion is the main problem that will be discussed further to help Teemochi in general. Therefore, recommendations that can be given in this study include Instagram Advertising, Paid promotion, Video marketing and 17 other promotional strategies. The direct marketing method on social media especially through Instagram is the chosen method so that the existing marketing strategy can increase Teemochi brand awareness and influence also to increase Teemochi sales. After all analysis and strategy development have been outlined, a timeline and budgetary budget are also made to realize all marketing strategies that have been formed. All strategies that have been made will lead and lift one value from Teemochi itself, namely "Comfy" with the slogan #ComfyEveryday and #ComfyCanBeFun.

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