Co-branding As A Way to Promote Brand Image and Customer’s Purchase Invention in The Fashion Industry A Case Study of H&M and Luxury Designers
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | brand image co-branding fashion industry fast fashion luxury fashion Purchase Intention |
| Online Access: | http://dolgozattar.uni-bge.hu/46013 |
| Kivonat: | Manybusinesses have begun to use collaborative marketing tactics to develop newitems and get the attention of more consumers in the competitive and rapidlyevolving fashion market. Spanish fast-fashion brand H&M, which has beencollaborating on co-branding projects with various designer luxury brands forthe past 18 years, is the subject of this study. To the best of our knowledge,previous researches have already analyzed co-branding and its effects ingeneral. However, only a small number of them primarily focus on the fashionsector, especially between high and fast fashion brands. The current study willexamine the effects of this strategy on H&M’s brand image and its customer’spurchase intention to see if there was a positive change. A quantitativeresearch methodology is used to enable more profound insights. An online surveywas given to 112 participants to understand better people's buying behaviors,motivations, and preferences when purchasing H&M's collaborated products.The results indicated that participants, particularly females in the youngerage group, were impressed by H&M's collaborations. In addition,participants value these things' distinctive appearance and high quality.Additionally, as the company implements this crucial technique, consumersbecome more familiar with them and increase their intention to buy theseproducts. Nevertheless, there were certain limitation, such as the small samplesize, uneven distribution of the collected variables, or the absence ofqualitative data. Therefore, future studies should improve with bettermethodologies and reach a larger participant pool to acquire more comprehensivedata.Keywords: Co-branding, Brand image, Customer’s purchase intention, H&M,Fast-fashion, Luxury designers. |
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