Consumer Behavior Towards Fasion
2.0 Introduction
In Chapter 1, I have discussed the important issues which related to fashioning adoption. All the issues that mentioned in the chapter 1 are important contributors to the research. As a result, to more understand these issues, an examination of literature on the related study was carried out. As now that, literature review provides the theoretical basis for the development of the research framework of this study, which will be discussing in the next chapter - Chapter 3. This chapter consists of the four variables which are brand awareness, self-concept, product quality, and fashion adoption.
2.1 Brand Awareness
Friedmann (2000) described a brand is not sales or is not a method to cheap customers. A brand has the meaning to the customers, organization, and employees. Brand is an emotional link between the company and customer. It is something what people are purchase when they are purchasing the company product. The most important part of brand's identity is when the promises are made by the company to the customers. An excellent of brand awareness is done when the company is controlling extension in advertising, promotion, public relations and sales function. Brand awareness can build consistency and repetition. For example, people bought brands that they are known and trust (Friedmann, 2002).
From the researcher of Waters (2009), brand awareness refers to the ability of a customer to recognize and recall a name, image or other mark associated with the particular brand. Brand awareness is seen very important because it an ability to reinforce the value of market in the most competitive atmosphere when the retailers able to maintain and build brand awareness (Waters, 2009). Brand awareness is something like the memory that saved in the customer's mind. Customers are easily to recall the name of the brand when the memory is saved. Brand awareness is important to promoting products because it will usually get more sales compare to competitors if
In Chapter 1, I have discussed the important issues which related to fashioning adoption. All the issues that mentioned in the chapter 1 are important contributors to the research. As a result, to more understand these issues, an examination of literature on the related study was carried out. As now that, literature review provides the theoretical basis for the development of the research framework of this study, which will be discussing in the next chapter - Chapter 3. This chapter consists of the four variables which are brand awareness, self-concept, product quality, and fashion adoption.
2.1 Brand Awareness
Friedmann (2000) described a brand is not sales or is not a method to cheap customers. A brand has the meaning to the customers, organization, and employees. Brand is an emotional link between the company and customer. It is something what people are purchase when they are purchasing the company product. The most important part of brand's identity is when the promises are made by the company to the customers. An excellent of brand awareness is done when the company is controlling extension in advertising, promotion, public relations and sales function. Brand awareness can build consistency and repetition. For example, people bought brands that they are known and trust (Friedmann, 2002).
From the researcher of Waters (2009), brand awareness refers to the ability of a customer to recognize and recall a name, image or other mark associated with the particular brand. Brand awareness is seen very important because it an ability to reinforce the value of market in the most competitive atmosphere when the retailers able to maintain and build brand awareness (Waters, 2009). Brand awareness is something like the memory that saved in the customer's mind. Customers are easily to recall the name of the brand when the memory is saved. Brand awareness is important to promoting products because it will usually get more sales compare to competitors if