Author: Said, Rawliman
Title: The correlation of level of brand awareness with self-expression among the young females in Hong Kong
Degree: M.A.
Year: 1999
Subject: Clothing and dress -- China -- Hong Kong
Brand choice -- China -- Hong Kong
Consumer behavior -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: xii, 107, [18] leaves : col. ill. ; 30 cm
Language: English
Abstract: Towards the new century the young generations of Hong Kong seem to be extremely marketing concerned, and brands are more important to them than ever before - and are more than just status symbols. This research was designed to study the correlation of the level of brand awareness with the modes of self-expression among the young female population in Hong Kong. Fashion advertising has evolved from selling a product to selling an image. Various forms of media play a significant role in messaging brand information and shaping personality towards clothing brand. In this research a conceptual consumer, who is brand cognitive, self-conscious, multi-faceted, and trying to complement her own personality with brand personality, is established.Two hundred and thirty young females (from age 15 to 25) were surveyed about their attitudes concerning clothing brands and media. Factor analysis and clustering technique divide the sample size into four archetypes - the "Brand Cognizants", who represent those having highest level of brand awareness; the "Peer Conformists", who readily admits interest in style and labels used among the peer, the "Style Leaders", who are brand conscious and play "mix and match" with the greatest ease; and the "Value Seekers", who shows the least care about the clothing brands they wear. Comparison is only allowed between "Brand Cognizants" and "Value Seekers' owing to unexpected low response rate from the remaining two archetypes in the second part of the survey. "Brand Cognizants" show higher interest in clothing, stronger reliance on using clothes to display their social selves, and less brand loyalty than "Value Seekers". Case analysis was used to compare the respective consumer behavior of these two archetypes with that of the conceptual consumer established in the research. Both archetypes demonstrate the habit of multi-brand purchasing, expressing personal values and displaying social selves by using different modes of clothing. The complication of the buying motives behind leads to the birth of new consumer concept for the youth - who are complex, flexible and multi-faceted, indulging different desires and purposes at different times.
Rights: All rights reserved
Access: restricted access

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