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Influence of the brand on price and design

The purpose of this investigation is to confirm that brands are more influential than the price and the design in the purchase decision making of fashion products. For this, two quasi-experiments were applied to Peruvian millennials. It is shown that this segment is loyal to brands, but not to all i...

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Bibliographic Details
Published in:Dimensión empresarial 2019-06, Vol.17 (3)
Main Authors: Leslie Kam Arteaga, Rodríguez, Francisco Arbaiza
Format: Article
Language:eng ; spa
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Summary:The purpose of this investigation is to confirm that brands are more influential than the price and the design in the purchase decision making of fashion products. For this, two quasi-experiments were applied to Peruvian millennials. It is shown that this segment is loyal to brands, but not to all its product categories, because the price and the design may be more relevant in the purchase of some of these in specific. In this way, it is determined that brand equity or the value of a fashion brand may vary depending on clothing types.
ISSN:1692-8563
2322-956X
DOI:10.15665/dem.v17i3.1776