Brand Awareness: A case study of students of Mrs. KMPM vocational college Jamshedpur
DOI:
https://doi.org/10.69974/glskalp.04.02.67Keywords:
Fashion Industry, Trends, Circular Economy, Sustainability, Young GenerationsAbstract
This research paper examines the impact of sustainability and circular economy principles on the perceptions of the fashion industry among young consumers in Jamshedpur. It presents findings from a survey conducted with students of Mrs. KMPM Vocational College, aiming to describe their behaviour regarding brand awareness. Additionally, the paper provides a descriptive analysis of the circular economy's relevance to the entire sample of respondents in Jamshedpur. The study aims to highlight potential research issues in the fast fashion industry from both supplier and consumer perspectives.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: Advertising's role in building strong brands. Psychology Press.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. Simon and Schuster.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.
Riezebos, R. (2003). Brand management: A theoretical and practical approach. Pearson Education.
Trivedi, D. and Bhatt, A. (2020), "Quest for quality: Assessment of service quality of special academic institution library: case study", Performance Measurement and Metrics, Vol. 21 No. 1, pp. 1-17. https://doi.org/10.1108/PMM-02-2019-0004
Yoo, B., & Donthu, N. (2001). Developing and validating multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Zhang, Y., & Zhao, X. (2009). The influence of brand awareness on consumer purchase intention: The mediating role of perceived quality and brand loyalty. Journal of World Business, 44(2), 121-133.
