Analysis of brand-consciousness in youth fashion consumption

• Main Authors: Ho, Fong Lin, Loh, Foong Har
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/56388
• Institution: Nanyang Technological University

For the purpose of this study, eight factors were conceptualised to be in the domain of brand-consciousness after a comprehensive literature review. A primary research was conducted whereby questionnaires were administered to a judgement sample of 400 youths between the ages of 13 and 25. An arbitrary classification was done after the data collection, whereby youths who own more than fifteen pieces of branded apparels or accessories were classified as brand-conscious and those who own five pieces or less were classified as nonbrand-conscious.