Fashion Branding: Strategies for Individual and Collective Brand Engagement

Persistent Link:
http://hdl.handle.net/10150/297491
Title:
Fashion Branding: Strategies for Individual and Collective Brand Engagement
Author:
Alsalam, Marisa
Issue Date:
2013
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
In the fashion industry, brands must engage consumers based on their method of consumption. The different methods of consumption are represented by four constructs, which depend on whether the consumption is individual or collective. Individual consumption can either be based on a brand or on a relationship with a brand ambassador. Collective consumption, on the other hand, involves people consuming in a social context. In this case, the focus can either be on the brand or on an activity (the brand is secondary). This study confirmed the existence of these constructs in the fashion industry by analyzing data from interviews, observation, forums, and secondary sources. This research led to the discovery of strategies brands can use to engage consumers within each of these constructs. When targeting individual consumers who are focused on a brand, companies can use quality, consistency and brand image as ways to build brand loyalty. When engaging individual consumers who have a relationship with a brand ambassador, brands must utilize strategies based on communication, authenticity, and knowledge. Brands can engage consumers who consume collectively, based on a brand, by implementing strategies that focus on social differentiation, narratives, entry points and exclusivity. Finally, fashion brands can connect with consumers that collectively consume based on an activity through marketing itself as a resource, building social affiliations, and providing a platform for this consumption.
Type:
text; Electronic Thesis
Degree Name:
B.S.
Degree Level:
bachelors
Degree Program:
Honors College; Marketing
Degree Grantor:
University of Arizona
Advisor:
Schau, Hope Jensen

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleFashion Branding: Strategies for Individual and Collective Brand Engagementen_US
dc.creatorAlsalam, Marisaen_US
dc.contributor.authorAlsalam, Marisaen_US
dc.date.issued2013-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractIn the fashion industry, brands must engage consumers based on their method of consumption. The different methods of consumption are represented by four constructs, which depend on whether the consumption is individual or collective. Individual consumption can either be based on a brand or on a relationship with a brand ambassador. Collective consumption, on the other hand, involves people consuming in a social context. In this case, the focus can either be on the brand or on an activity (the brand is secondary). This study confirmed the existence of these constructs in the fashion industry by analyzing data from interviews, observation, forums, and secondary sources. This research led to the discovery of strategies brands can use to engage consumers within each of these constructs. When targeting individual consumers who are focused on a brand, companies can use quality, consistency and brand image as ways to build brand loyalty. When engaging individual consumers who have a relationship with a brand ambassador, brands must utilize strategies based on communication, authenticity, and knowledge. Brands can engage consumers who consume collectively, based on a brand, by implementing strategies that focus on social differentiation, narratives, entry points and exclusivity. Finally, fashion brands can connect with consumers that collectively consume based on an activity through marketing itself as a resource, building social affiliations, and providing a platform for this consumption.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
thesis.degree.nameB.S.en_US
thesis.degree.levelbachelorsen_US
thesis.degree.disciplineHonors Collegeen_US
thesis.degree.disciplineMarketingen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorSchau, Hope Jensen-
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