Impact of Cultural Trends and Consumer Perception on Brand Cultural Trends Reputation in the Fashion Industry of Lahore and Faisalabad
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Management Letters https://doi.org/10.47262/SL/8.2.132020011https: Research article 2020 | Volume 1 | Issue 1 | Pages 75-83 ARTICLE INFO Open Access Impact of Cultural Trends and Consumer Received June 29, 2020 Perception on Brand Reputation in Revised September 10, 2020 Accepted Emerging Clothing Brands of Pakistan September 13, 2020 Tabinda Tubbasam*, Sundas Fatima Published October 25, 2020 School of Textile & Design, University of Management & Technology, Lahore, Pakistan ABSTRACT *Corresponding author The current view of consumers about a brand is based on norms, dogmas, Tabinda Tubbasam attitudes, and practices that constitute the lifestyle of people. The process, E-mail by which an individual chooses, sorts out, and considers a good fashion [email protected] brand shows his life patterns, which is the actual picture of the fashion world. Therefore, brand reputation is an indicator to decide to buy new clothes according to cultural norms and values in a society. This study aims Keywords to predict the impact of cultural trends and consumer perception on brand Cultural trends reputation in the fashion industry of Lahore and Faisalabad. The nature of Consumer perception this study is cross-sectional and data gathered from 200 respondents of the Brand reputation fashion industry of Lahore and Faisalabad, Pakistan. This study applied Brands of Pakistan descriptive statistics, correlation analysis and linear regression analysis to test the proposed hypotheses. The output of this study indicated that the cultural trend is positively and significantly related to the brand reputation. How to cite Moreover, the study finding shows that consumer perception is also Tubbasam, T., Fatima, S. positively and significantly associated with the brand reputation. (2020). Impact of cultural trends Furthermore, this study discussed the implication and conclusions. and consumer perception on brand reputation in emerging clothing brands of Pakistan. Management Letters, 1(1), 75- 83 This work is licensed under the Creative Commons Attribution-Non- SCAN ME Commercial 4.0 International License. 75 Management Letters 2020; 1(1):75-83 1. INTRODUCTION some garments are made. The morals of the fashion business are a vital portion of this different business This research aims to emphasize the novice clothing and will be a reliable subject all through this work brands in Pakistan. It shows that the intensity of the (Lambert, 2014). The managers and retails build a brand reputation is directly proportional to cultural higher image in customers' minds. Under the growing trends and consumer perception. The study focuses importance of brand management, consumers on consumer’s preferences depending upon social convince them to understand the actual value of norms and values and the influence of the brand’s emerging clothing brands. The idea of the brand marketing promotions. The research focuses on the resulted in a brand reputation as more consumers get launching of the new arrival on consumer’s buying ready to purchase it (Ashraf, Li, & Murad, 2017; decisions. During the past six years, many changes Ashraf, Li, Dodor, & Murad, 2018). have been taken place in the buying behavior of consumers concerning social and cultural trends 2. LITERATURE REVIEW (Ajaz, Mehmood, Ali, & Ashraf, 2014; Akhtar, Hongyun, Iqbal, & Ankomah, 2020; Akhtar, Xicang, Culture referred to a complex concept and is & Iqbal, 2017; Becerra & Badrinarayanan, 2013). associated with such activities as profession, The impact of brands on consumers' purchasing literature, architecture, rituals, and dress code. conduct is exceptionally unique and has extraordinary Moreover, these forms are related to urban life, and significance in Pakistan. Customers keep focusing on culture is identified with civilization. There is an quality, function ability, pricing, and style of excellent difference between elite social class and low garments according to social, psychological, religious social class as culture fluctuates between these two concerns. The design industry incorporates fashion concepts. In other words, the idea of culture gives apparel with the young generation in Pakistan, and shape and course to conduct that culture is situated in individuals are categorically connected with fashion the region, examples of thoughts, rehearse, and style (Khakhan & Siddiqui, 2015). Pakistan has establishments, items, and artifacts (Shavitt, Lee, & still possessed the capacity to make a significant Johnson, 2008). Cultural difference is the term of image in it. It has a considerable measure of design clashes among different cultures, as differed to a creators, experts, and design managers and single culture. This phrase's cultural difference also merchandisers working in this field. Pakistan has refers to distinctive cultures among different zones of achieved a striking position overall due to its land. The phrase Cultural Difference is also used to extensive scale textile industry. The apparel industry mean the variety of humans’ adaptations of Pakistan experienced many changes from raw or cultures in a specific region, or the globe. This materials to the finishing of garments. Many difference also stimulates the psychology and designers, engineers, professional tailors, and philosophy of people having different tastes. workers gather up different clothing (Ahmed & Globalization is often said to have a negative effect Siddiqui, 2013; Iqbal, Akhtar, & Kankam, 2019). on the world's cultural diversity. Many distinctive There are numerous creators and producers of nations have differed from each other, and many of modern apparel, such as Maria B, Junaid Jamshed, these differences have emerged in the clothing Sana Safinaz, Gul Ahmed, Mausummery, Wardah, attitude of people. Similarly, the more obvious Firdous, and Lata Textiles are producing pieces of cultural differences that exist between people, such as clothing and ready to wear articles of clothing. Inside profession, status, dress code, and rituals and Pakistan, they are showcasing through Radio, TV, customs, are also important to understand social Print, and online media. They are offering at outlets values. Cultural diversity can be seen as similar and displays held locally and universally. A great deal to biodiversity (Butt, Altaf, Chohan, & Ashraf, 2019; of promoting campaigns is presently being helped Engelen & Brettel, 2011). through Social Media Networking sites (Abdul The behavior of a consumer towards a fashion Ghani, 2010; Ashraf, Li, Butt, Naz, & Zafar, 2019; brand refers to the overall estimation of a brand’s Ashraf, Li, & Mehmood, 2017). We experience our image, quality of products, style, pricing. The elite lives in apparel, we make a psychological judgment class of Faisalabad uses branded clothes with high on someone’s dressing, we convey what needs be quality fabric, good printing results, sophisticated through attire, and many individuals acquire their color schemes, and delicate designs. The middle-class livings by making the dress. Not all parts of the people focus and preferred the durability and price, business are delicate and shining; all do not see how and both classes are also conscious of their cultural concepts and social dominancy (Li, Murad, Shahzad, 76 Management Letters 2020; 1(1):75-83 Khan, Shafique, et al., 2020; Wu & Lo, 2009). societies. Social contrasts and consumer perception to Specialists have investigated the effect of the brand buy from extravagance brands; uniqueness, quality, picture on the fulfillment and nature of customer perfection, and style of garment include. The results recognition. Speculatively, it can be contended that of a social circle and cultural trends demonstrate that apparent quality and purchaser satisfaction will this affect both buyer conduct and brand notoriety. directly influence the brand reputation (Li, Naz, This examination shows that the demands of people Dodor, Ashraf, & Akolgo, 2018; Ogba & Tan, 2009). are connected to shape the efficiency of brands. Effective brands alter their image systems as per the Besides, the discoveries of past research and reasoning and psychology of individuals as per their hypothesis show that the purchasing behavior of groups of friends. Variety in culture is a key factor in people augments the efficiency of brands crosswise the triumph or thrashing of brand notoriety. There is over societies (Bian & Forsythe, 2012; Waqas, Qalati, a vast scope of situations in which culture has been Hafeez, Rana, & Farhan, 2020). found to impact the purchaser’s state of mind. Brand Consumers build up a strong enthusiastic reputation is determined by customers ‘or clients’ connection to brands that are connected to central cultural norms and values (Buil, de Chernatony, & dispositions. The mental approach of customers Hem, 2009). It is firmly accepted by scholastic and reflects passionate, emotional reactions, such as experts that brand notoriety is noticeably critical. satisfaction and delight. Purchasers frequently react Brands ought to have a positive image in the mind of according to their self-dominating and self- consumers for the smooth growth of brand repute representing qualities and objectives because they are (Veloutsou & Moutinho, 2009). guided by their wishes to augment the consistency On the alternate hand, it describes a far-reaching between their brands and values. In this way, model of five brand-related procedures: recognizing, effective self-presentation as one's status and encountering, incorporating, flagging, and profession fortifies the