In Chapter 1, I have discussed the important issues which related to fashioning adoption. All the issues that mentioned in the chapter 1 are important contributors to the research. As a result, to more understand these issues, an examination of literature on the related study was carried out. As now that, literature review provides the theoretical basis for the development of the research framework of this study, which will be discussing in the next chapter - Chapter 3. This chapter consists of the four variables which are brand awareness, self-concept, product quality, and fashion adoption. 2.1 Brand Awareness
Friedmann (2000) described a brand is not sales or is not a method to cheap customers. A brand has the meaning to the customers, organization, and employees. Brand is an emotional link between the company and customer. It is something what people are purchase when they are purchasing the company product. The most important part of brand's identity is when the promises are made by the company to the customers. An excellent of brand awareness is done when the company is controlling extension in advertising, promotion, public relations and sales function. Brand awareness can build consistency and repetition. For example, people bought brands that they are known and trust (Friedmann, 2002). From the researcher of Waters (2009), brand awareness refers to the ability of a customer to recognize and recall a name, image or other mark associated with the particular brand. Brand awareness is seen very important because it an ability to reinforce the value of market in the most competitive atmosphere when the retailers able to maintain and build brand awareness (Waters, 2009). Brand awareness is something like the memory that saved in the customer's mind. Customers are easily to recall the name of the brand when the memory is saved. Brand awareness is important to promoting products because it will usually get more sales compare to competitors if the company's products maintain the highest brand awareness. Brad (2009) explains brand awareness is also one of the two most important drivers of strong brands. As past research has shown brand awareness to have a high correlation with purchase behavior. Top-of-mind unaided brand awareness for the product or service category is most correlated with other relevant behaviors. Brand awareness is important because no people willing to purchase the product if no one ever heard the company or the product (Brad, 2009). Generally, consumer has less knowledge about the brand after they purchased the product so that the company should build up brand awareness in order to encourage repeat purchase. As Evan (1989) States, the average consumer has tiny knowledge of which the manufacturer was when clothes is purchased. Therefore, retailers can cultivate store image dimensions to build up customer's loyalty in order to encourage repeat purchase (Evan, 1989). Usually, customers would like to purchase the product that they know about the brand. This is how the brand awareness uses to influence the consumer's decision. Since the brand is stored in the consumer's mind so that the consumers would like to consume the brand of the product for their whole life. Moreover, according to the Esch, et al (2006) was assuming that brand knowledge such as brand awareness and image will be an affect consumer response to the brand. The consumer's respond to the brand will divide into two different conditions, which are current behavior and intended future behavior. Current behavior can refer to the purchase of the brand which they are consuming; future behavior refers to the consumer's purchase intention to the brand in the future (Esch et al, 2006). Brand knowledge is seen will affect consumer's decision making, whether they want to purchase the brand because people would not like to purchase the brand that they are without the knowledge of the brand. Furthermore, Esch, et al (2006) expects...
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