Co-branding as a Way to Promote Brand Image and Customer's Purchase Intention in the Fashion Industry: A Case Study of H&M and Luxury Designers

Nguyen Khanh Linh (2022) Co-branding as a Way to Promote Brand Image and Customer's Purchase Intention in the Fashion Industry: A Case Study of H&M and Luxury Designers. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar. (Kéziratban)

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Absztrakt (kivonat)

Many businesses have begun to use collaborative marketing tactics to develop new items and get the attention of more consumers in the competitive and rapidly evolving fashion market. Spanish fast-fashion brand H&M, which has been collaborating on co-branding projects with various designer luxury brands for the 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 in general. However, only a small number of them primarily focus on the fashion sector, especially between high and fast fashion brands. The current study will examine the effects of this strategy on H&M’s brand image and its customer’s purchase intention to see if there was a positive change. A quantitative research methodology is used to enable more profound insights. An online survey was 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 younger age 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, consumers become more familiar with them and increase their intention to buy these products. Nevertheless, there were certain limitation, such as the small sample size, uneven distribution of the collected variables, or the absence of qualitative data. Therefore, future studies should improve with better methodologies and reach a larger participant pool to acquire more comprehensive data.  Keywords: Co-branding, Brand image, Customer’s purchase intention, H&M, Fast-fashion, Luxury designers.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	TDK dolgozat
Kulcsszavak:	brand image, branding, co-branding, fast-fashion, H&M, luxury designers, luxury fashion, Purchase Intention
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 23. 15:26
Utolsó módosítás:	2023. Már. 23. 15:26

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