Impact of Brand Communication on Purchase Intentions of Customers in the Fast Fashion Industry

Gupta Pranya (2023) Impact of Brand Communication on Purchase Intentions of Customers in the Fast Fashion Industry. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

This thesis explores the nuanced relationship between brand communication and its impact on consumer purchase intentions in the context of the fast fashion industry. The interlink between brand awareness, brand loyalty and purchase intention has also been investigated in this study. The research also discovered that brand communication strategies affect different generations varyingly. With a rising Indian economy and rapidly growing consumer base, the sample size was limited to Indian customers to understand their perceptions of brands, how they interact or engage with them and what ultimately influences them to make a purchase. A qualitative approach to research was adopted to get a deeper understanding of their psyche where consumer behaviour, habits and intentions could be analysed extensively. Data was collected from three focus groups with each group comprising of 6 participants and a total of 18 participants were a part of the research. The participants were exposed to basic questions regarding their understanding of branding, the fast fashion industry, brand communication and strategies. The discussion also delved into understanding shopping habits and their thought process while making shopping decisions. In the end, participants were also shown ads and brand campaigns by certain brands and their thoughts and opinions were discussed. Following the research, a transcript was prepared to further analyse the data and draw infights from the discussions. The main key findings concluded that with changing times, brands have adopted more online communication strategies to keep up with the latest trends. Online brand presence positively impacts brand awareness and is a hit for consumers under the age of 35. It was also discovered that a majority of older consumers still really on more mainstream forms of brand communication like advertisements in magazines, TV and newspapers and word-of-mouth marketing. The influence of online brand presence was not very big for them. Sustainable practices adopted by fast fashion brands also had a positive impact on the younger consumer base whereas there was a lack of awareness regarding the same for the older participants of the study. Brand loyalty is positively impacted by brand credibility, assurance and an overall strong brand image. The research can be developed further by complementing it with quantitative research to better understand consumer behaviour. More interconnected brand elements like brand identity, brand equity and corporate strategies can be included to get a more holistic view from the brand’s perspective as well.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand communication, branding, fast fashion, Purchase Intention, sustainability
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Máj. 14. 08:11
Utolsó módosítás:	2024. Máj. 14. 08:11

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