By the grace of ALLAH (SWT) WHO empowered me to complete my research on my topic of creation of self-brand connection for favourable brands. with the help of my parents and teacher without them it was not possible for me to compete my research.
I submitted my research thesis to my respected teacher Miss Sana Sabir who helped me in every corner for completing my thesis
The idea of brand has been from many years, and it is quite different from product and service itself. Product is something that is been purchased on the demand of the consumer in the time of its wants, that are different due to its need. Brand pleases the consumers with both touchable and untouchable factors. Brand is something that distinguish its product and services from their opponent, and it is also become the accomplishment feature for the companies. symbols, logo, brand association, brand name, brand awareness are the different features which are linked with the brand. brand also has character. “Brand personality is defined as ?the set of human characteristics associated with a brand (Aaker, 1997)”. brand has numerous magnitudes through which costumer can relate and express themselves to their related brand. Brand has a feature which is of product associated, it will be attended as utilitarian function; “brand personality tends to serve a symbolic or self-expressive function for the consumer and associated in the memory (Keller, 1993).” Clients always have a favourable brand which they have developed along the years. Customer with their favourable clothing brand loves to wear that brand clothing. But there are different with customer intentions on which they prefer their cloth brand, they may be self-presentation of brand, brand attitude etc. This artefact gives a short-term review on the idea of customer purchase decision and brand preference which are related to the constructive clothing brand. It also highlighted that how it will be related to consumer favourable clothing brand? That how customers they feel a positive feeling and a positive experience in purchasing their brand clothing. Different independent variables are examined which helps the managers to make decision for their clothing brands, the most valued strength for any firm is its brands.as it provides and serve as tool with its exclusivity and variation from its competitor products and brand to its patrons. Through which consumer can an idea of the brand and can select the brand. Through its uniqueness and different geographies, it creates a huge trust section in their consumer which in forthcoming aid them to grabbed purchase decision for their brands. lighten some of the glitches allied with their involvement and credibility potentials “(Aaker, 1991; Chung et al., 2013; Emari et al., 2012; Huang and Sarigol” 2011; Kremer and Viot, 20120 A new brand relates to a product that clients are not familiar with and thus have little knowledge with which to form either a favourable or an adverse association (Keller, 1993). As consumers have a certain level of familiarity and a favourable attitude toward a well-liked brand, then they become the drivers of the self-brand connection (Schmitt, 2012)This artefact are done in the following steps which includes; provides the introduction of the article further on in next section proper overview is done for the literature review of the independent variables which in further proceed to research model; the technique which is used for data
collection is also mentioned with the formula used and the results of hypothesis is also explained and in the end with future research and managerial implications is discussed.
2.0 Literature Review
2.1 Brand attitude
The consumer can develop their basis of product / brand purchase decision and also their actual behaviour of getting the brand through the brand attitudes.it can also be said as the overall scoring of the specific brand. There are basically two types of consumer attitude toward the specific brand whether it will be positive or negative, if the consumer attitude shows positive behaviour towards the brands it will help clients to have that brand and can link themselves to that brand same as in the case if the consumer has negative attitude its results will be vice versa. “These attitudes can be related to beliefs about product-related attributes and functional and experiential benefits of the brand (Zeithaml, 1988).” In difference, arrogances can also be related to principles about nonproduct-related attributes and representative benefits (Rossiter and Percy, 1987) of the brand. self-concepts (Keller, 1993).” Individuals are intrinsically motivated to achieve positive distinctiveness and typically like to be identified with positive objects and ideas (Tajfel, 1974).” There is some resemblance in brand attitude and brand attachment these two always create a psychological effect on consumer mind about the brand. Both have the features of brand strength and attitude. Their involvement shows that both are the factors that are increasing the consumer affection to the brand.in terms of marketing strategy these two always played a vital role in consumer purchasing result, replication purchase of the make, specific brand purchase and there inclination to purchase that brand.it can also been seen that the consumer have more will to purchase that brand which is positively attached to them and having strong attitude toward the brand. arrogances range from strong–positive to weak–positive to weak–negative to strong–negative.in easy words it can said that brand with more strong, positive attitude will be having more purchase decision while purchase avoidance is done in the negative attitude of brand by consumer. Customer brand attachments always vary some have positive attitude toward that brand and some have negative it always vary from consumer to consumer. These varies is related to the element connecting it to the brand and its importance. “Brand attitude is the most abstract and highest level of brand association (Keller 1993). s brand attitude as a consumer’s overall positive or negative evaluation of a given brand (e.g., Farquhar, 1990; Franzen, 1999).”. whereas consumer brand attitude can also be strongly related to the emotional experience of the client for that brand. “Dick and Basu (1994)” proposed a conceptual model and demonstrated that the emotion construct is an affective forerunner of brand attitude.in 1998 Et al described that store with clothing brands or other store items have emotional attachment of consumer with its store characteristics. Brand attitude formation is done by the consumer through its previous knowledge, the result after using the product and though the experience of other peoples. “Franzen, D. A. Aaker (1991)” stated that consumer brand affection is done by the optimistic brand attitude among the clients. “D. A. Aaker and Jacobson (20010” noted that any new launched product or the product which has some problems relates to it and change the consumer perception of purchasing and change the brand attitude of the clients. “Farquhar (1990) “The size of reflex estimate be contingent significantly on the asset of product overtone. Marketers always try to create the positive brand attitude so as it can appeal the consumer for their brands and increase the purchase intention of the clients “Franzen, 1999; Low ; Lamb, 2000”.it is also observed by “Dillon, Madden, and Mukherjee (2010)” for scoring the brand affection with the clients the brand attitude can be used for globally for rating results