Apparel Brand Perceptions: An examination of consumers’ perceptions of six athletic apparel brands by Katelyn Conway A THESIS submitted to Oregon State University Honors College in partial fulfillment of the requirements for the degree of Honors Baccalaureate of Science in Merchandising Management (Honors Scholar) Presented June 15, 2017 Commencement June 2018 AN ABSTRACT OF THE THESIS OF Katelyn Conway for the degree of Honors Baccalaureate of Science in Merchandising Management presented on June 15, 2017. Title: Apparel Brand Perceptions: An examination of consumers’ perceptions of six athletic apparel brands Abstract Approved: _____________________________________________________________ Kathy Mullet Brands are becoming more relevant in today’s society, especially in order to differentiate among competitors and in the eyes of the consumer. As a result of this relevance, it is becoming increasingly more difficult to maintain a strong brand perception among consumer markets. Therefore, it is fundamental for brands to understand how consumers perceive them and if this aligns with how brands want to be perceived. The purpose of this thesis is to understand the importance of branding and brand perception. An online survey was conducted to determine the perception of six apparel companies regarding ten characteristics. Key Words: Athletic brands, consumer perceptions Corresponding e-mail address:
[email protected] ©Copyright by Katelyn Conway June 15, 2017 All Rights Reserved Apparel Brand Perceptions: An examination of consumers’ perceptions of six athletic apparel brands By Katelyn Conway A PROJECT submitted to Oregon State University University Honors College in partial fulfillment of the requirement for the degree of Honors Baccalaureate of Science in Merchandising Management (Honors Scholar) Presented June 15, 2017 Commencement June 2018 Honors Baccalaureate of Science in Merchandising Management project of Katelyn Conway presented on June 15, 2017.