Prestige of textile brands: a comparative analysis of brand association and conspicuous consumption
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Abstract
The problem evidenced in the textile market is that consumers are attracted to luxury items (positioned brands), mainly because of the social value and symbolism associated with the brand. In this sense, consumers strive to improve their social position by engaging in conspicuous consumption to improve or exaggerate their social position in society. The objective of the work is to analyze the relationship between social class and the conspicuous consumption trend to determine the effect of the brand association according to the correlational scope. The method used was Sprott's which evaluated the brand association. The study sample was from the province of Tungurahua at the age of 26.7 years. The perception of it was tested according to the textile products of the brands RM, Etafashion, Aeropostale. The findings showed that individuals from higher social classes are more likely to engage in discrete consumption, while the middle class prefers more conspicuous (luxurious) consumption. It is concluded that the letter provides information on the motivations of consumers that lead to a luxury badge.
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Erika Paola Iza-Hurtado, Universidad Técnica de Ambato - Ecuador
My name is Erika Paola Iza Hurtado, a student at the Technical University of Ambato I am following a career in Marketing and Business Management, It was important for me to perform an analysis of the relationship between social class and the visible trend of textile consumption. Brands inside the consumption area play a very important role since brand name items are recognized as the most desired by consumers, either because of their quality or for simply being a known brand.
Santiago Omar Ortiz-López, Universidad Técnica de Ambato - Ecuador
Lawyer Santiago Omar Ortiz López, Magister in Labor Law, Professor at the Technical University of Ambato, Author of several Scientific Articles, Investigator of an investigator project. On this occasion, we carried out a study of the "EMOTIONS OF TEXTILE BRANDS: A COMPARED ANALYSIS OF ASSOCIATION OF BRAND AND CONSPICUOUS CONSUMPTION” where we noticed that textile products that were from recognized brands play a very important role inside of the investigation for the simple fact that it had more offers in the market and the need to acquire the product in the middle class.
Evelyn Estefanía Oña-Estrada, Universidad Técnica de Ambato - Ecuador
My name is Evelyn Oña Estrada, student at the Technical University of Ambato in the process of obtaining a degree in Engineering in Marketing and Business Management, it has been gratifying to be able to carry out research aimed at the different tastes and preferences that people have and how they brand is the one that plays an important role in the acquisition of a good or service.
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