CODECS / MODSPE PARIS

BRAND: the role of branding in the determinants and purchasing behavior. Beyond the pictures drawn about specific brands (Dior, Benetton, ...), that represents the NOTION brand (the brand in the generic sense) for consumers of fashion? What importance does it give them? What effects do they produce these perceptions about triggers purchase? And consequently on the purchasing behavior? In other words, the consumer gives does not systematically or prefer a product "marked" in front of a product "unmarked" and why? What relationship the consumer is there between the brand and price? The brand and quality? The brand and product aesthetics? What does "fashionable" means in Romania? Benchmarked by different classes of customers. Under what conditions a Romanian clothing brand can hope to succeed in the domestic market?