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Dress with finesse - how people see logotypes as status
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Orientador(es)
Resumo(s)
Logotypes are a part of a brand’s identity. They are responsible for the recognizability of the brand and what it stands for. Research has shown that buying products that are easily recognizable by others is a form of being a status or a conspicuous consumer or both. This research aims to determine what are the reasons behind consumers wearing clothes that have logotypes on them. Building on existing literature it asks: to what extent does status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influence the decision of wearing visually branded clothing?
To achieve this goal, we propose a conceptual model that combines the mentioned variables. A scenario-based online questionnaire was conducted amongst 206 Portuguese individuals and the proposed model was later tested using PLS-SEM estimation. The results indicate that materialism, conspicuous consumers and brand loyalty affect the decision of wearing logotyped clothes. Meanwhile, status consumers, self-monitors, self-esteem, opinion seeker and leaders are not significant in explaining the target variable. Future research should expand the research to different countries and age groups to make sure the sample is more representative as well as use different methodologies such as scenario-based lab experiments.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Status Logotypes Brand Conspicuousness Consumer Behaviour Fashion