Relationship Between Brand Image and Self-image
The purpose of this study is to examine the relationship between brand image and self -image and how this relationship affects the decisions that young consumer's make about what clothes they purchase. Hip-Hop culture is defined as an artistic response to oppression (Westbrook, 2002). It is express through dance, music, and word/song. Hip Hop culture that thrives on creativity and nostalgia. This study attempts to answer the following research questions: a) Do consumers portray ones image when wearing hip-hop fashion brands verses traditional fashion brands? b) Does one's identification with hip-hop cultures influence their knowledge of brands? c) Is there a relationship between occasion, self-image and ones selection of particular brands? A survey of consumers will be conducted to answer the research questions above. There will be no right or wrong answers to the survey. Participants will have approximately twenty minutes to complete the questionnaire. The questionnaire will measure brand and self-image congruence, fashion involvement, brand associations, decision scenario and background. Findings from this study will provide a better understanding of what impact brand image and self-image has on young consumers brand choice.
School:
Livingstone College
Department:
Business Administration
Research Advisor:
William Qualls
Department of Research Advisor:
Business Administration
Year of Publication:
2003