Perceived value is important in determining brand loyalty. Although studies have shown that consumers perceived values change over time, understanding which values are influenced by self-image congruity is necessary, because the relationship consumers form with brands they favor will help marketers develop strategies that can motivate their brand loyalty. Therefore, this study sought to assess which perceived values consumers acquire from consumption of their favorite sportswear brand. It also examined the influence of self-image congruity on these values. The objectives of the study were to: identify the perceived value of sportswear brands of college students; investigate the effect of perceived value on brand loyalty; test the mediating effect of the self-concept in the relationship between perceived value and brand loyalty; and identify the relationship among perceived value, self-concept and brand loyalty. An online survey was administered to college students. Data was analyzed using descriptive statistics and multiple regression. The results showed that participants were loyal to their favorite sportswear brands given key values. The study identified two clusters of participants based on their self-image congruity, those with high self-image congruency and those with low self-image congruency. High self-image congruency group considered price and quality value in their favorite sportswear brand. Thus, their brand loyalty was mainly as a result of the price and quality value they got from the brand. The low self-image congruency group considered emotional and price value in their favorite brand. Thus there brand loyalty was mainly due to the emotional value and price value they got from the brand. None of the groups were influenced by social value. Therefore, since the self influences consumption, focusing on marketing strategies that enhance self-image congruity for each of the groups could help companies sustain brand loyalty among their customers given the competitiveness in this retail sector.

Over the last few decades, the global consumption of luxury brands has rapidly ýincreased. ýThere are many internal and external factors that motivate consumers to buy a ýluxury brand. ýAlthough there is some evidence of the impact of functional, social, and ýindividual values on ýluxury purchase intention, little has been done to compare cultures in ýterms of these values, ýespecially in the Middle East. Thus, the purpose of this research ýwas to compare Western and ýMiddle Eastern culture (individualism and collectivism) ýregarding the consumers intention to purchase a luxury brand in terms of ýthree main ývalues (functional, social and individual), while also addressing consumer guilt. ý The data for this study were collected from two countriesthe United States and ýSaudi ýArabia. A total of 478 university students participated in this study via an online ýsurvey: 171 ýfrom the United States and 277 from Saudi Arabia. The reliability of research ýscales was ýassessed ýthrough Cronbachs alpha. Pearsons correlation coefficient was ýapplied to test the correlations ýbetween the study variables. Data was assessed using ýSEM. Before testing the proposed ýstructural model, the measurement model was tested ýby a confirmatory factor analysis using the ýAMOS 21 program. Model fit was assessed ývia the chi-square statistic. The results revealed that ýFunctional and Social values ýsignificantly predicted Luxury Purchase Intention while Individual ýValue did not. ýCultural Dimension did not moderate the relationship between Functional Value ýand ýLuxury Purchase Intention. Individualism moderated the relationship ýbetween ýConspicuousness and Luxury Purchase Intention. The relationship between ýConspicuousness and ýLuxury Purchase Intention was stronger within the high ýindividualism group. Meanwhile, Guilt ýmoderated the relationship between Uniqueness ýand Luxury Purchase Intention. The relationship ýbetween Uniqueness and Purchase ýIntention was stronger within the high guilt group. However, ýCultural Dimension and ýConsumer Guilt did not moderate the relationship between Individual ýValue and Luxury ýPurchase Intention. Attitude toward Luxury did not mediate the relationship ýbetween ýFunctional and Social Value and Luxury Purchase Intention but it is partially mediated ýby ýthe relationship between Individual Values and Luxury Purchase Intentions. These results ýadd ýto the existing literature by addressing consumer guilt and Middle Eastern culture to ýluxury ýmarketing, which can then be used for marketing purposes and to increase the sales ýof luxury ýbrands. Theoretical and practical implications were provided based on the ýresults.ý

Social media is being used as platforms for viral marketing. Although there is some evidence on the usefulness of viral marketing from the marketers perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. As the social media platform continues to grow, understanding the characteristics and motivations of key players is invaluable for marketers and communicators who deal with message strategy and media outreach. Fashion companies have noticed this change and want to be present in the social media in different ways. This research represents a comprehensive attempt to examine the factors that impact on consumer usage of social media and their behavioral intentions to forward fashion viral messages by developing an attitudinal model that integrated uses and gratification theory and elaboration likelihood model; proposing that the relationship is moderated by individual dynamic traits, message traits and consumer fashion traits. Empirical data was collected from a convenience sample of 381 college students in two southeastern universities via an online survey. Validity and reliability of research scales were assessed. Hypothesized relationships and moderating effects were tested using two-step structural equation modeling approach. Within the general model the findings show that individuals will forward a fashion viral message if they have stronger favorable utilitarian and value-expressive attitudes towards the message. Motivations did not significantly impact attitudes of the consumer with an exception of the dimension of interpersonal utility that impacts individuals value expressive attitude. The results of moderating variables indicate that message traits (functional and experiential oriented) impact consumers utilitarian and value-expressive attitudes. In relation to consumer fashion traits, there was no significant difference among consumers with high or low fashion leadership and those with high or low fashion involvement. Individual dynamics traits (viral dynamics and structural social capital) showed some moderating effects on the relationships between motivations and attitudes toward a social media marketing message. The results add to existing literature related to viral marketing and validate the claim that viral marketing can be used for marketing purposes resulting in increased business for firms. Theoretical and practical implications were provided based on research findings.

The purpose of this study is to explore the application of a pre-existing apparel design process model and design framework to the development of a conceptual slow fashion apparel design process and framework. A content analysis of slow design and slow fashion literature identified 38 themes related to specific design criteria, which were applied to design considerations from the Lamb & Kallal Functional, Expressive, and Aesthetic (FEA) model (1992). Additional design considerations were revealed due to the nature of the research topic and relationship to the stages in the applied design framework. For the Slow Fashion Apparel Design model five considerations were established: functional, expressive, aesthetic, designer, and other. The Slow Fashion Apparel Design Framework established six considerations associated with six stages of the apparel design process framework: material, quality, production, design, evaluation, and implementation. Design criteria were placed into each consideration category according to design theory and Lamb & Kallals model and framework. A sample of 71 textiles, apparel design, and merchandising professionals with membership in the International Textiles and Apparel Association completed a survey regarding the application of the design criteria found in the content analysis to the design considerations established using the FEA model. Apparel design participants from the sample who volunteered for a follow-up survey were interviewed regarding creative scholarship and apparel design processes. Analysis of survey and interview results revealed a differentiation in the application of design criteria within the design considerations established for the design process model and design framework. These differentiations were divided into required, highly recommended, and recommended design criteria. The Slow Fashion Apparel Design Process model had 17 design criteria across five considerations distributed into the three levels of importance. The Slow Fashion Apparel Design Framework had 14 design criteria across four considerations distributed into only required and recommended differentiations. It was revealed that evaluation and implementation consideration categories were not included in the design criteria within the Slow Fashion Apparel Design Framework. Further study is needed to seek explanations for this occurrence. Future research will include the application of this conceptual model to develop of a slow fashion apparel collection.

Thesis (M.S.)--Eastern Illinois University, 2004. / Includes bibliographical references (leaves 33-34).

Stuttgart, FH, Diplomarb., 2000.

225f. / Submitted by Suelen Reis (suziy.ellen@gmail.com) on 2013-03-27T16:45:19Z No. of bitstreams: 1 BASTOS%20Tese%20%20seg.pdf: 1472419 bytes, checksum: 9ef5c772213a13806ac4fe74f4464b50 (MD5) / Approved for entry into archive by Ednaide Gondim Magalhães(ednaide@ufba.br) on 2013-04-10T13:54:10Z (GMT) No. of bitstreams: 1 BASTOS%20Tese%20%20seg.pdf: 1472419 bytes, checksum: 9ef5c772213a13806ac4fe74f4464b50 (MD5) / Made available in DSpace on 2013-04-10T13:54:10Z (GMT). No. of bitstreams: 1 BASTOS%20Tese%20%20seg.pdf: 1472419 bytes, checksum: 9ef5c772213a13806ac4fe74f4464b50 (MD5) Previous issue date: 2010 / O estudo trata do fenômeno de apropriação de temáticas e convenções formais do noticiário jornalístico pela telenovela brasileira produzida na atualidade. Procura-se compreender as interfaces geradas entre as instâncias,a priori ontologicamente separadas, ficção e realidade, que se revelam por meio das interseções entre dramaturgia e jornalismo, na elaboração do produto midiático de expressiva relevância na dinâmica da vida nacional. A prática da teledramaturgia contemporânea de beber nas fontes jornalísticas para a elaboração de seu formato mais prestigiado – a telenovela – é acompanhada também do fenômeno em vetor contrário: o produto ficcional inspira as pautas jornalísticas, evidenciando aí a existência de um processo de retroalimentação contínuo. A migração de pautas temáticas se dá nos dois sentidos, revelando influência mútua. A teoria das mediações, formulada por Jesús Martín-Barbero, é o alicerce deste trabalho, que adota a categoria fato-notícia, como uma mediação no processo comunicacional complexo, que envolve produção, produto e recepção da telenovela, como instâncias em interação. O uso do noticiário – entendido como fonte de mediação,a partir do que sugere Orozco Gómes – ocorre por meio da absorção de acontecimentos verídicos publicizados, para o interior da narrativa ficcional dos telefolhetins, cada vez em espaços temporais mais curtos, indicando movimento de aproximação em direção da dinâmica própria de elaboração da notícia jornalística, que persegue o “tempo real”,desde a entronização das tecnologias de comunicação eletrônico-digitais.Tendo em vista que o merchandisingsocial,ferramenta socioeducativa enxertada nas tramas da telenovela, é um dos pontos da interseção entre realidade e ficção, procede-se a uma análise com base neste enfoque da dialógica entre jornalismo e teledramaturgia. Designado genericamente por edutainment (produto híbrido de educação e entretenimento), o merchandising social, além de sua característica de instrumento publicitário, sugerida até mesmo pelo próprio nome, também avança no sentido de absorver as funções sociais do jornalismo, de informar, esclarecer, difundir, levantar questões e promover o debate e a confrontação de opiniões. A aderência quase obrigatória deste recurso de elevado poder de persuasão às narrativas das telenovelas, a partir da década de 1990, indica o surgimento de um subgênero teledramatúrgico. A construção estética da telenovela atualiza a codificação de origem do melodrama, com alterações mais de acordo com a doxa contemporânea, relativizando os pólos tradicionais do bem e do mal, embora sua arquitetura de base se configure nos termos esquemáticos de raiz, de onde se aproximam ou se distanciam oportunamente, ao sabor de adequações que preservem o seu poder de empatia com as megaudiências. A atualização da estética bicentenária ao formato do telemelodrama contemporâneo se processa pela intimidade que a abordagem ficcional estabelece com o jornalismo. Assim, pode-se afirmar que, também, é mediada pelo fato-notícia, que parece estender seus tentáculos aos domínios da ficção num movimento de sobrevida da notícia fugaz, efêmera e com prazo de validade a se extinguir no momento seguinte. / Salvador

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Submitted by Amanda Silva (amanda.osilva2@ufpe.br) on 2015-04-14T13:49:02Z No. of bitstreams: 2 DISSERTAÇÃO Beatriz Braga.pdf: 4354315 bytes, checksum: 2776a33313fdbcd7742e0febadb10baf (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) / Made available in DSpace on 2015-04-14T13:49:02Z (GMT). No. of bitstreams: 2 DISSERTAÇÃO Beatriz Braga.pdf: 4354315 bytes, checksum: 2776a33313fdbcd7742e0febadb10baf (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Previous issue date: 2014 / A publicidade objetiva persuadir o consumidor sobre determinado produto ou serviço; o cinema tem por premissa o entretenimento, mas também informa e pode defender uma ideia ou conceito. A constante mudança do perfil dos consumidores, cada vez mais críticos e munidos de diferentes tecnologias que alteram suas práticas sociais – para a publicidade e o cinema – faz com que não só as mensagens persuasivas se adequem ao público e suas exigências, mas também a produção cinematográfica considere um novo potencial a ser trabalhado nas películas. O trabalho pretende investigar de que forma a comunicação persuasiva se insere no ambiente cinematográfico do país e de que maneira esses discursos dialogam. Para alcançar tal objetivo, serão pontuados diversos filmes no intuito de exemplificar os níveis e tipos de inserções existentes e já categorizadas. Anúncios publicitários serão também detalhados buscando localizar as etapas fundantes do roteiro. A pesquisa agrupa referenciais teóricos da publicidade, do cinema e das narrativas, passando por estratégias contemporâneas utilizadas na prática suasória e teorias da linguagem que inspiram o hibridismo entre as áreas. Como culminância, analisa-se um roteiro fílmico nacional, buscando aprofundar o conhecimento sobre as negociações de marca, bem como a interferência das inserções na trama.

Brand extension and lifestyle branding have been the most commonly used marketing strategies. Unlike other consumer goods, fashion products, or other lifestyle products contains strong meaning of the users identity, thus, once done well, the parent non-fashion brands could benefit from not only the profit generated by the extension, but also creating a closer and stronger relationship with customers. Therefore, the purpose of this research is to examine how fashion product attributes affect consumers behavioral intention towards the fashion extension, to examine how perceived fit and brand extension authenticity affect consumers behavioral intention towards the fashion extensions, to explore the important parent brand factors and examine how these factors affect consumers behavioral intentions of fashion extensions; and to test the influence of ownership status and consumer characteristics on consumers behavioral intension of the fashion extensions. Data was collected through Qualtrics with a national sample. A total of 453 valid responses were collected. Structural equation modeling, factor analysis and MANOVA were used to test the hypotheses. Results show that compared to parent band affect, the other independent factor, brand extension attribute evaluation, contributes a larger portion on brand extension behavioral intention through the mediating effects of fit, brand extension authenticity, and brand extension attitude. Brand extension behavioral intention is directly affected by attitude toward the extension, perceived, and parent brand affect. The results of sub-model testing show that parent brand affect is impacted by other parent brand factors, including parent brand trust, consumer-brand identification, parent brand identity expressiveness, parent brand prestige image, and parent brand quality. Among these factors, parent brand identity expressiveness and consumer-brand identification contributes the largest portion to the parent brand affect, which consequently leads to a favorable brand extension behavioral intention. Parent brand ownership status and consumer characteristics, including brand engagement, product knowledge, and need for self-expression moderate the effects on brand extension behavioral intention. These results provide some suggestions to both brand managers and manufacturers who intend to be licensees of the brands. Future research may focus on emerging market and the impact of cultural differences on consumers perception of fashion extensions, and explore co-branding strategies.