Final Manuscript Abm 11 2ra Group 5

i
Brand Image of Well-Known Clothing Brands and Their Impact on Teen Consumers’
Perception
Sophia Ruth C. Manuel123, Erica Mea Balatucan123, Princess Mae C. Bonhayag123, Vincent Joshua
T. Ilagan123, Mary Joy S. Lozano123, Zairylle A. Malonzo123, Angelo M. Padilla123, Sebastian T.
Salgado123, Earl Warren G. Soriano123, Gabriel B. Tarenio123, and Mrs. Dalia D. Jose234
1
Senior High School Accountancy, Business and Management Strand
2
Research Development and Innovation Center
3
Our Lady of Fatima University
4
Research Adviser
June 2022
BRAND IMAGE OF WELL-KNOWN CLOTHING BRANDS AND
THEIR IMPACT ON TEEN CONSUMER’S PERCEPTION ii
Endorsement
This qualitative research paper entitled: Brand Image of Well-Known Clothing Brands and Their
Impact on Teen Consumers’ Perception as perceived by Grade 11-ABM in Our Lady of Fatima
University: prepared by Sophia Ruth C. Manuel, et al. of ABM 11-2RA, in partial fulfillment of
the requirements for the strand Accountancy, Business and Management has been examined and
now recommended for Oral Examination.
This is to certify that Sophia Ruth C. Manuel, et al. are ready for the Oral Examination.
Mrs. Dalia D. Jose
Adviser
This is to certify that the research entitled: Brand Image of Well-Known Clothing Brands and
Their Impact on Teen Consumers’ Perception as perceived by Sophia Ruth C. Manuel, et al. by
Grade 11-ABM in Our Lady of Fatima University: prepared and submitted by ABM11-2RA, is
recommended for Oral Examination/ has been examined by the panel of examiners with a grade
of ___.
_________________________
Chairman
____________________________ ____________________________
Member Member
Dr. Rommel Joseph G. Lazatin

Program Head, College of Business and Accountancy
Chairman
OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

THEIR IMPACT ON TEEN CONSUMER’S PERCEPTION iii
Certificate of Originality
We hereby declare that this thesis is our own work and that, to the best of my knowledge
and belief, it contains no material previously published or written by another person nor
material to which to a substantial extent has been accepted for award of any other degree or
diploma of a university or other institute of higher learning, except where due
acknowledgement is made in the text.
We also declare that the intellectual content of this thesis is the product of our work, even
though we may have received assistance from others on style, presentation and language
expression.
Sophia Ruth C. Manuel

Principal Investigator
Members:
Erica Mea Balatucan
Princess Mae C. Bonhayag
Vincent Joshua T. Ilagan
Mary Joy S. Lozano
Zairylle A. Malonzo
Angelo M. Padilla
Sebastian T. Salgado
Earl Warren G. Soriano
Gabriel B. Tarenio
Mrs. Dhalia D. Jose

Research Adviser
Date Signed:
__________

THEIR IMPACT ON TEEN CONSUMER’S PERCEPTION iv
Table of Contents
Endorsement ……………………………………………………………………………………... ii
Certificate of Originality ………………………………………………………………………... iii
Table of Contents ………………………………………………………………………………... iv
List of Appendices ……………………………………………………………………………...... v
Acknowledgement ………………………………………………………………………………. vi
Abstract …………………………………………………………………………………………. vii
CHAPTER I: THE PROBLEM AND ITS BACKGROUND
Introduction ………………………………………………………………………………………. 1
Statement of the Problem ………………………………………………………………………… 4
Significance of the Study ………………………………………………………………………… 5
Scope of Delimitation ……………………………………………………………………………. 6
Definition of Terms ……………………………………………………………………………… 6
CHAPTER II: REVIEW OF RELATED LITERATURE
Review of Related Literature ……………………………………………………………………. 8
CHAPTER III: METHODOLOGY
Research Design ………………………………………………………………………………… 15
Participants ……………………………………………………………………………………… 15
Study Locale ……………………………………………………………………………………. 16
Research Instruments …………………………………………………………………………… 16
Research Ethics …………………………………………………………………………………. 16
Data Collection …………………………………………………………………………………. 17
Data Analysis …………………………………………………………………………………… 18

THEIR IMPACT ON TEEN CONSUMER’S PERCEPTION v
CHAPTER IV: RESULTS AND DISCUSSION
Presentation and Interpretation of Data ………………………………………………………… 19
CHAPTER V: CONCLUSION AND RECOMMENDATIONS
Conclusion ……………………………………………………………………………………… 36
Recommendation ……………………………………………………………………………….. 37
References ……………………………………………………………………………………… 38
LIST OF APPENDICES
Appendix A: Consent Form …………………………………………………………………….. 46
Appendix B: Assent Form ……………………………………………………………………… 47
Appendix C: Questionnaire …………………………………………………………………….. 50
Appendix D: Research Locale ………………………………………………………………….. 52
Appendix E: Documentation …………………………………………………………………….53
ACKNOWLEDGEMENT

THEIR IMPACT ON TEEN CONSUMER’S PERCEPTION vi
First and foremost, praise and appreciation to God, the Almighty, for His abundant
blessings during our research project, which enabled us to successfully accomplish this
research.
We would like to convey our heartfelt gratitude to Ms. Dhalia D. Jose, our research
adviser, for her unwavering support and advice during the project. We have been
tremendously inspired by her genuineness, passion, and perseverance to make this research
better and valuable.
We thank Ms. Sophia Ruth C. Manuel, our research leader, for guiding us through
this study. Her leadership and dependability have enabled us in making this research a
success.
We extremely appreciate our parents’ love, prayers, and support for this research.
We were able to accomplish our research thanks to their support and guidance.
Finally, we extend our gratitude and blessings to everyone who helped us complete
this study.

THEIR IMPACT ON TEEN CONSUMER’S PERCEPTION vii
ABSTRACT
The objective of this research study is to analyze and investigate the impact of brand image on the
consumption behavior of teenage consumers. The study also wants to see if teen consumers’
motivation for status affects their purchase intention for branded clothing. This study made use of
qualitative phenomenological research design. It is a systematic study about lived experiences of
individuals. In this study, the researchers focus on the lived experiences of the respondents in
buying clothing from well-known brands. The sample of the study is 30 respondents in which it
comprises senior high school students from two different strands. Data were collected through a
structured questionnaire with ten individual open-ended questions. Questionnaires were
distributed online to the respondents which are grade 11 students in two different strands namely
Accountancy, Business and Management (ABM) and Science, Technology, Engineering and
Mathematics (STEM) through Google Forms.
After the researchers have analyzed, tabulated and interpreted the gathered data, the results
revealed that the teens' motivation for status affects their purchase intentions for branded
clothing. This study also found out that brand image has a little impact on the perception of teen
consumers when it comes to apparel purchase. Marketers can use the information to develop
advanced marketing techniques that target teenagers more precisely

THEIR IMPACT ON TEEN CONSUMER’S PERCEPTION 1
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Expanding long-term relationships with consumers is crucial and necessary for producers'
success and survival in today's competitive and changing business climate, where retailers' power
and customers' demand levels are always growing. Previous research has shown that pricing is a
significant factor, but other factors such as product and service quality also play a role in
customers' purchasing decisions (Giovanis et al., 2013). Customers in this period are targeted by
mass media, which alters their thinking by appealing to their emotions, needs, wants, and
expectations. Market researchers and organizations have spent a fortune on consumer research in
order to find key elements that impact consumer choices. The examination of customer behavior
is effective in detecting consumer behavior orientation (Thapa, 2011).
Moreover, any type of consumer perception that is intended to be created is considered a

matter of marketing communication and brand management. In this way, the positioning of a mix
of pricing, brand, and shop attributes tries to form messages and obligations for customers in
order to instill a specific perception in their thoughts. Consumer perception, which is viewed to
some extent as controllable by marketing strategists (Erdil and Uzun, 2010), is built using brand
recalls of consumers for the brand's performance and experience (Granot et al., 2010). This leads
to cognitive and emotional fulfillment (Kumar and Kim, 2014). In this light, brand image shows
the ability to meet the needs of customers. The value and identity established for the customers
are also revealed by the brand image (Rayburn and Voss, 2013). Consumer perceptions of
products and shop brands are shaped not just by good recalls, but also by negative cues and
recalls (Aghekyan-Simonian et al, 2012). Unfavorable goods performance or a bad experience
with the brand might lead to a negative attitude toward the brand, which can lead to risk
perception. Customers with a high-risk perception may be less likely to purchase the brand.
In line with the growing and competitive business climate, the fashion industry has taken
a toll. The fashion industry has become very significant as clothing serves a wide range of
purposes in a person's life. It's more than just a basic requirement. Data and trends that can be
used to scatter over the globe not only urge consumers to buy clothing, but they also push them to
buy more clothing by providing them with a wider range of options. In addition, brand names
nowadays have become a status symbol, especially for the younger generation. This has resulted
in a shift in traditional consumer culture, with teen consumers preferring brand names and
fashion, which refers to things that have social significance in addition to being utilitarian, such
as those that convey status, pique attention, and are inventive. Many elements influence the
purchasing choice of teen consumers, including personal, psychological, cultural, and societal
considerations, making it challenging for marketers to determine what motivates them to buy or
not buy. The fact that customers prefer one brand of apparel over another has significant
implications for the marketing team and the product. Failure to comprehend it will result in
market failure and ramifications for the enterprise's growth.
Customers are aware that brands deliver emotional rewards (Pawle and Cooper, 2006 in
Morgan-Thomas and Veloutsou, 2013). Because of their potential to transmit the wearer's
identity, fashion product brands are known to have symbolic meanings when contrasted to other
product categories (Escalas & Bettman, 2005 and Campbell, 1986; Hebdige, 1987). O'Cass and
Siahtiri (2013) define consumption habits as the desire to own certain brands in order to acquire
status and self-fulfillment. Customers' lifestyles are believed to be influenced by fashion labels in
particular (McColl & Moore, 2011). Furthermore, young consumers have become more fashion-
conscious and keener to stay current with current trends (D'Aveni, 2010 in Casidy, 2012). Young
people are a target demographic for the luxury goods market because of their "propensity to
spend money, paired with the desire of displaying fashion savvy and status to others" (Mundel,
Huddleston, & Vodermeier, 2017, p. 69). Park et al. (2008) found that purchasing frequency was
the most important indicator of luxury consumption in a Korean millennial sample, while Grotts
and Johnson (2013) claim that young adults are loyal to status brands. This shows that after
they've consumed for the sake of status or branded things, they're more likely to buy again. The
question then becomes, what motivates teenagers to acquire branded fashion products with the
purpose of being brand conscious and interested in luxury and status at a young age? In a study
by Park et al. (2008), it was discovered that young adults' purchase for branded things such as
garments was affected by both a desire to stand out among their peers (a Veblen or snob effect)
and a desire to conform or fit in (a bandwagon effect). While both needs had a considerable
impact in Park et al. (2008)’s study, conformity was the more influential of the two categories.
Because Korea has traditionally been regarded as a collectivist country, it's not unexpected that
the demand for conformity showed a larger link with purchase intentions than the need for social
recognition (Hofstede, 1994). Will these findings, however, hold true with young consumers in
the Philippines? Will the desire to fit in trump the desire to stand out among Filipino teenagers?

Based on their motive to acquire branded apparel, marketers would approach and target this
market niche in a variety of ways.
The following five broad research questions are addressed in this study: (1) Does teen
consumers' motivation for status affect their purchase intention for branded clothing? (2) What
factors affect the perception of teen consumers toward well-known clothing brands? (3) How
does brand image of clothing brands affect the purchasing behavior of teen consumers? (4) Do
teens purchase branded clothing because of its quality or because of its brand image? (5) What
are the significant factors that young consumers consider when purchasing clothing from
different brands?
The structure of the paper is as follows. Following a brief introduction to the study's
context, the literature review, which includes a larger discussion of the study, is presented. The
methodology section covers the study method and statistical approaches employed, using a novel
approach in statistical design. In the results section, the outcomes from the measurement and
structural model evaluation are reported. The final portion contains the conclusion,
recommendations, and future directions.

Statement of the Problem
This research has a chief concern regarding the primary factors affecting the purchase
intentions, purchasing behavior and perception of teen consumers towards well-known clothing
brands. This research also aims to investigate whether teen consumers' motivation for status
affect their purchase intention for branded clothing The research sought to answer the following
critical questions in order to gather all necessary knowledge, data, and information:
1. Do teen consumers' motivation for status affect their purchase intention for branded
clothing?
2. What factors affect the perception of teen consumers towards well-known clothing
brands?
3. How does brand image of clothing brands affect the purchasing behavior of teen
consumers?
4. Do teens purchase branded clothing because of its quality or because of its brand
image?
5. What are the significant factors that young consumers consider when purchasing
clothing from different brands?

Significance of the Study
This study will be undertaken to investigate the factors that affect the perception of
teen consumers among the well-known clothing brands from which they purchase from.
This study seeks to provide significant insights for the benefit of the individuals
listed below:
 To the Teenage Consumers. This study would help teens to gain more
knowledge about the clothing market in today’s era of fashion. This may
also assist them in their financial aspects as this would affect their
purchasing habits when it comes to apparel shopping.
 To the Parents. This study can help the parents to increase their awareness
about their child’s purchasing behavior, especially when it comes to
apparel shopping. This would help them in providing their children to
foster sound money management.
 To the Clothing Companies. This study would help clothing businesses or

companies to better plan their marketing strategies and campaigns. In
addition, this would contribute to a better image branding of these
companies because it reflects what consumers think about their company
culture.
 To the Future Researchers. This would help the researchers to obtain an

in-depth knowledge and new perspectives on the subject. This is a
relatively new issue that has mostly gone unnoticed by researchers from the
standpoint of developing countries. This research also acts as extra
literature or a reference for them who will use the findings for enhanced
advancement. Additionally, the findings of this research will also be able to
be used as an effective guide and basis for new related investigations, and
can be used for further development.

Scope of Delimitation
Out of numerous senior high school students from different strands, this study
targets 30 senior high school student respondents from Accountancy, Business and
Management (ABM) and Science, Technology, Engineering and Mathematics (STEM)
strands in Grade 11 and who are willing to participate and cooperate with the interview
questions that will be handed out to them. This will take place in one of the well-known
private universities in the City of San Fernando, Pampanga at Our Lady of Fatima
University.
The core aim of this study is the primary elements influencing teen consumers'
purchase intentions, purchasing behavior, and perceptions of well-known clothing
companies. The goal of this study is to see if brand image has a significant impact on the
buying behavior and the perception of teenage consumers.
Definition of Terms
For better understanding of this study, the following terms are clearly defined based on
how they were used in this study:
 Adolescence - It is the age range between 13 and 19 when a person transitions from
childhood to adulthood (Cleveland Clinic, 2018).
 Apparel - It is when clothes of a certain type are being sold in a store (Cambridge
Dictionary, 2022).
 Behavioral Intention - It is a person's subjective likelihood of performing a specific
action (Fishbein and Ajzen, 1975).
 Brand Equity - It refers to the power of a brand name in the minds of consumers, as well
as the benefit of having a well-known an d recognized brand (Marketing Evolution,
2020).
 Brand Image - It is the current customer perception of a brand. It can be characterized as
a unique set of associations that target customers have in their heads (Juneja, 2019).
 Consumer - Consumers are individuals or organizations who purchase goods or services.
The term is often used to describe the hiring of commodities and services. They are

individuals or other economic entities who make use of a product or service (Nordqvist,
2016).
 Consumer Perception - Consumer perception is described as the act of organizing,
interpreting, and giving meaning to a marketing stimulus by consumers (Jyosthna, 2020).
 Luxury - It is generally referred to as the high-end market segment, however the
lower limit of this category and its distinction from everyday consumer products are
a bit hazy (Donze & Fujioka, 2017).

CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter proffers the related literature and studies after the thorough and in –
depth forage done by the researchers. The literature and studies presented in this chapter
cover a wide range of concepts, generalizations, and conclusions, as well as the evolution of
the study from its inception to the present. This will serve as guide for the researchers in
developing the project. Moreover, the information included in this chapter helps in
familiarizing details that are apposite and similar to the present study.
Brand Image and Consumer Perception
Brand image is important in the development of a brand because it is linked to the brand's
reputation and credibility, which later becomes the "guideline" for the consumer audience to try
out a product or service, resulting in a unique experience that determines whether the consumer
will be a brand loyalist or not (easy to switch to another brand). Zhang (2015) defined brand
image as the most important driver of brand equity, which refers to a consumer's overall view and
feelings about a brand and influences their behavior. For marketers, the main goal of their
marketing activities, regardless of their companies' marketing strategies, is to influence
consumers' perceptions and attitudes toward a brand, establish the brand image in consumers'
minds, and stimulate consumers' actual purchasing behavior of the brand, resulting in increased
sales, increased market share, and increased brand equity. Because of its relevance in establishing
brand equity, brand image has been researched extensively throughout the twentieth century. In
order to establish effective marketing strategies in the increasingly competitive global
marketplace, organizations must have a deeper understanding of customer behavior and educate
consumers about the brand.
On the other hand, customer perception, according to Fornell (1992) relates with how
satisfied customers are with their overall buying experience with a certain product or service.
Furthermore, according to Solomon (2011), consumer perception refers to the psychological
processes that consumers use to identify needs and develop solutions to meet those needs through
purchase decisions. What we buy, how we buy, where and when we buy, and how much we buy
are all influenced by our perceptions, self-concepts, social and cultural backgrounds, age and
family cycle, attitudes, beliefs, values, motivation, personality, social class, and a variety of other

internal and external influences. He implies, for example, whether or not to buy a thing and, if so,
which brand and where to buy it. Another example is interpreting information, making plans, and
putting those plans into action, as well as comparative shopping or purchasing a product.
Moreover, because of the abundance of brands on the market, people base their
purchasing decisions mostly on the brand image rather than the product itself. Therefore, when
the brand image is aligned with the consumers' perception, they are more likely to choose it
(Zhang, 2015). Norazah (2013) also states that consumers are unlikely to purchase products if
they are unfamiliar with the brand image. Additionally, according to Kahle and Kim (2006), in
today's more competitive market, buyers must choose between a selection of products or brands
in the market that differ just slightly in price or function. They claim that in such cases, their final
judgment is influenced by the image they associate with various brands. Furthermore, the authors
state that the brand image has grown in repute as a result of the feelings and pictures connected
with the brand, and that a well-known and acknowledged brand image is one of the most valuable
assets a company can have. On top of that, brand image which constitutes both rational and
emotional evaluations in consumers’ minds will lead to brand perceptions, ultimately affecting
decisions to buy or not to buy. According to this logic, once planned and implemented, brand-
related facts would differ from what consumers recall and how they value the brand due to
variances in perception. (Erdil and Uzun, 2010).
Brand Image on Consumer’s Behavioral Intention
The combination of attitude toward the behavior, subjective norm, and perceived
behavioral control results in behavioral intention. Motivational factors determine how much
effort a person is willing to expend in order to perform a behavior (Ajzen, 2002; 2012). However,
according to Malhotra and McCort (2001), progress towards a better understanding of consumers’
behavioral intentions remains a primary concern for marketing researchers. Individuals’
behavioral intentions, in that they form their intentions to do an exact behavior in the direction of
which they will have a positive outcome (Tan & Teo, 2000). In the context of this study, the
current definition of behavioral intention refers to the degree of favorability or disinclination of
people's feelings toward a psychological object. The more positive an individual's attitude toward
an object/product, the more likely he or she will intend to shop for or purchase it (Ajzen &
Fishbein, 2000). Furthermore, customer satisfaction and customer loyalty are the most widely
used predictors of consumer behavioral intention (Prema, 2018). Now, what factors can influence
consumer behavioral intention?

Chovanová et al. (2015) concluded from their research that “brand” is a factor that
influences consumer purchase decisions. Brands provide information about products and create
associations that influence the consumer’s mind during the purchasing process. Brand awareness
is a critical component of consumer behavior research. Appropriate forms of marketing activities
as a whole can create positive brand associations and initiate purchases of positively perceived
brands. In the mind of the consumer, a brand represents a certain value. Similarly, Mokhtar et al.
(2019) discovered a causal relationship between brand image and customer behavioral intentions.
Their research, however, was limited to a mobile-services-centered business. On the other hand,
Ashraf et al. (2017) focused on footwear brands. Advertisements create a positive brand image
and increase the preference and suggestion for purchase during the purchasing decision. The
impact of brand image, brand loyalty, and brand association is similar. Significant influence on
consumer purchasing behavior. Furthermore, Rambocas et al. (2017) look into the relationship
between brand equity, or a consumer's perceptions and experiences with a brand, and specific
consumer behavioral intentions. Consumer behavior intentions were divided into four categories:
repeat purchases, willingness to pay a higher price, switching, and providing positive feedback.
The findings of their study showed that brand equity and all four measures of behavioral intent
have a strong relationship, with customer satisfaction mediating these relationships to some
extent.
Thus, the reviewed literature indicates that brand has an impact on consumer behavioral
intentions. Although some of the above-mentioned studies and literature did not use the exact
words “brand image” and” behavioral intention”, they all fall into the same categories and
classifications. Chovanová et al. (2015) discovered, for example, that customer purchasing
behavior is influenced by positive brand perceptions and high brand awareness. According to
Aizen and Fishben (2000), positive brand perceptions are among the factors that influence
consumers' behavioral intentions. The more favorable an individual's attitude toward shopping,
the more likely he or she will intend to shop.
Brand Image on Apparel Purchase
Fashion is an activity in which a person uses clothing to show their personal tastes and
interests. Fashion is viewed as an objective representation of consumer behavioral processes
through which they express their lifestyles (Vieira, 2009). Consumers value a fashion product's
brand image because they employ its rich symbolic significance to convey their self-identity
(Bearden and Etzel,1982; Escalas and Bettman, 2005). Furthermore, Keller (1997) denoted that

brand image is important in apparel purchase behavior because it influences consumers'

preferences and purchase intentions, as well as their willingness to pay a premium price and
suggest the brand to others. As a result, when consumers hold a positive and strong brand image,
regardless of price, people will be more inclined to see the clothes product favorably.
In an analysis from Interbrand.com (2014), fourteen fashion-related brands (i.e., items

that are significantly influenced by fashion trends), including clothing and athletic labels (e.g.,
Gap, Gucci, H&M, Louis Vuitton, Nike, Ralph Lauren, and Zara), were ranked among the top
100 globally based on their level of brand equity. This demonstrates the need of developing a
positive brand image for clothing-related businesses, as well as the importance of comprehending
the dimensions of brand image. Additionally, the findings of a study by Cho and Fiore (2015)
found that customers' future aspirations represent a desire to one day own a brand due to its ideal
brand image. Some of the interviewees stated that they wished to own the brand. A few
interviewees said they liked a clothing brand because it mirrored their ideal self-image and future
ambitions, and they thought their personality, character, and/or social position were all linked to
it.
Because brand image provides information about product/service quality, price-quality

matching cues, and recollections of service quality, brands offered in stores help consumers
develop a distinct understanding and impression of shop image, which they subsequently use to
make purchasing decisions. This leads to a pattern of purchasing. As a result, it's critical for the
store to brand itself with the correct mix of brands it sells and/or private label brands it offers to
customers (Sabri Erdil, 2015). Moreover, fashion apparel, attributes like image and identity are
definitely more evident than in other retailing forms (Kim & Ma, 2014). Doorn et al. (2010) argue
that brand features are antecedents to customer involvement and recommend that this relationship
be empirically investigated. Consumers are more inclined to engage with a brand when its image
is appealing, as well as boosting one's self-image and self-identity (Hansen & Jensen, 2009).
The Impact of Brand Image on Teen Consumer’s Consumption Behavior
In their studies, McNeal (1993) and John (1999) found that teenagers have multiple
stages while purchasing things or brands, and act differently depending on the product or brand.
Teenagers pay more attention to the social aspects of being a consumer in the last stage, which
they refer to as the reflective stage. According to Ward (1974), several elements help teenagers to
socialize, including family members, friends, the media, school, and retailers. Additionally,
advertisement is also one of the factors that affect their preferences when it comes to brands.

Advertisement is a tool, according to Driessen (2005), whereby companies are able to generate
and change their own and their brand image. He went on to say that firms primarily target
teenagers and young adults through advertising because they accept conventional direct
advertising more readily than older adults and respond to it more positively and rapidly.
Moreover, in a study by Durrani, Godil, D.I., Baig, M.U., & Sajid (2015), it was
concluded that brand image has a significant positive influence on consumer buying behavior and
is playing a dynamic role especially in the behavior of teenagers. The results of their study shows
that teenagers buying behavior is significantly 36% correlated with teenager’s loyalty and 49%
with advertisement impact on brand image. Thus, teenagers buying behavior is really influenced
by the brand image of the product that they are purchasing.
Thus, in the light of the analysis and interpretations, it is suggested in their study that
companies that are targeting teenagers should focus more on teenager advertisements because it
was found that most of the teens were influenced by advertisements. In line with that, it was also
stated that brand image plays a significant role in the buying decision of teenagers.
Teens and their Clothing Consumption Behavior
Children, preadolescents, and teens are the fastest growing market sectors in the world.
Teenagers are defined as young people between the ages of 13 and 19, though BBC News (2000)
defined them as being between the ages of 14 and 19, and the majority of published study has
focused on this latter group. According to John (1999), when a child reaches the age of
adolescence, he is in the reflective stage of consumer behavior. His awareness of brands, pricing,
and advertising is becoming more socialized. More complicated, as does his need to fit in and
give his identity value. Teenagers as consumers are highly obsessed with fashion (Williams and
Page, 2011), and they play a big role in the marketplace due to their influence on spending across
several product kinds, including the fashion industry (Tee et al., 2013). Teen shoppers spend over
70% of their money on fashion and apparel items due to their fascination with fashion (Bakewell
and Mitchell, 2003). Teenagers are an essential generation group when it comes to fashion
purchasing (Colucci and Scarpi, 2013). Researchers always consider this important market
segment while researching the fashion apparel industry (O'Cass and Choy, 2008; Joo Park et al.,
2006). Teens are outgoing and fashion-conscious. They search and gather information through
traditional and social media to adopt new fashion trends (Geraci and Judit, 2004). They are the
most imaginative and youthful demographics that engage in internet shopping and social media
(Smith, 2011).

Nowadays, clothing trends change rapidly that the average time for a single fashion trend
to be in vogue is only six to three months (North et al., 2003). Furthermore, garment retailers
encounter difficulty in effectively segmenting young consumers (Sullivan and Heitmeyer, 2008).
Because the garment market is characterized by shifting consumer tastes and fashions, it is
important to comprehend the basic psychology of apparel consumption (Goldsmith et al., 2012)
by looking at the underlying elements that influence this generation's attitude and purchase
behavior. According to Tan (1999), young people think their clothing choices to be essential
because they believe they are being scrutinized by others in society, which explains their
fascination with brands. The argument that young people demonstrate devotion to their peers by
being loyal to and wearing "culturally accepted" brands backs this up (Schroeder et al., 2006).
Moreover, clothing style helps teen consumers express themselves, according to Fernandez
(2009), and the proper style helps young consumers be viewed as trendy by their peers, resulting
in social acceptance.
Furthermore, teenagers are a powerful, effective group willing to join a social group if
given the opportunity. Young individuals can receive, exchange, and spread information using
today's social and digital channels (IndiaRetailing,2017). They are fashionable while also being
smart consumers. They are more brand conscious, but value-focused. They make decisions based
on reliable information (Forbes, 2017). This makes them a backbone and future of the apparel
industry. When a brand no longer gives value for the customer's time, money, and effort, they
move brands. Thus, to promote brand loyalty, marketers should use various channels to establish,
educate, entertain, and update brand-related content through brand pages.
Brands (Clothing) as a Status Symbol for Teens
Consumers’ perception of a brand's quality, prestige, and price, as well as its ability to
serve as a status or success symbol, are referred to as brand status (Vigneron and Johnson, 1999;
Elliott, 1994; O'Cass and Frost, 2002). Consumers were found in a previous study by Gardner and
Levy (1955) to be interested not only in product functionality, but also in brand status, or the
symbolic meaning or property of the brand. In reality, consumer perceptions of the brand's
association with symbolism and prestige have a big role in its position (Bhat and Reddy,1998). In
other words, the perceived projectability of the symbolic quality embedded within the brand or
brand name determines the brand's position (del Rio et al., 2001). Additionally, using fashion
apparel as an example, Michaelidou and Dibb (2006) discovered that consumer participation is

closely tied to the symbolic aspect of the product, as consumers use clothing as a way of self-
expression.
Moreover, according to Tan (1999), young people think their clothing choices to be
essential because they believe they are being scrutinized by others in society, which explains their
fascination with brands. The argument that young people demonstrate devotion to their peers by
being loyal to and wearing "culturally accepted" brands backs this up (Schroeder et al., 2006). In
addition, style helps teen consumers express themselves, according to Fernandez (2009), and the
proper style helps young consumers be perceived as trendy by their friends, resulting in social
acceptance. Clothing style is one of the most important traits that 16-19-year-old females use as a
criterion to be considered "cool," according to Lee Taylor and Cosenza (2002), and the proper
clothing style will satisfy that requirement. Young consumers are frequently fashionable,
according to Bakewell et al. (2006), since they like purchasing up-to-date things in order to
appear fashionable. Teenagers are a viable segment for the luxury goods market because of their
"propensity to spend money, paired with the goal of signaling fashion consciousness and status to
other people" (Mundel, Huddleston, & Vodermeier, 2017, p. 69).
Furthermore, clothing with a prestigious brand name is particularly important (Lachance

et al., 2003), and branding is an important part of status products (Chao & Schor,1998; Park et al.,
2008; Valentine & Powers, 2013). As a result, the literature suggests that buying branded apparel
may be a way for young consumers driven by status to feel more at ease among their peers and
signal their status in the society.

CHAPTER III
METHODOLOGY
This chapter explains various methodologies that were used in gathering data and
analysis which are relevant to the research. The methodologies will include areas such as the
location of the study, research design, participants, instruments, data collection, data collection
method and its management.
Research Design
The researchers used the qualitative phenomenological research design. Harrapa (2022)
defines phenomenological research as a qualitative research approach that aids in characterizing
an individual's life experiences. The phenomenological method is concerned with the phenomena
that have affected a person. This method emphasizes the details and pinpoints a phenomenon as
experienced by a single person in a certain scenario. It can also be used to look for patterns in a
collection of people's behaviors.
The researchers used this type of research design because the researchers want to study
the insights, perception, and awareness of teenage consumers about the brand image of well-
known clothing brands. The researchers also want to learn the buying behavior and experiences
of teenage consumers when it comes to apparel consumption.
Participants
The participants of this study were thirty (30) grade 11 students from the Accountancy,
Business and Management (ABM) strand and Science, Technology, Engineering and
Mathematics (STEM) strand from a private school in Pampanga. The participants in this research
will be selected through convenience and quota sampling technique.
The quota sampling method is a non-probability sampling approach that is used to collect
representative data from a group. Quota sampling guarantees that the sample group reflects the
characteristics of the population selected by the researcher (Saunders, M., Lewis, P. & Thornhill,
A.,2012). The researchers used this sampling technique because the researchers have a specific

number of target participants. Additionally, the researchers, screens and qualifies the participants
if they are fit for the criteria of choice.
The researchers also made use of convenience sampling method which was defined by
Saunders, M., Lewis, P. & Thornhill, A., (2012) as a type of sampling in which the first available
primary data source is used without any further constraints for the research. In other words, this
sampling strategy entails locating people wherever they can be found, which is usually
convenient. The researchers used this technique since our country is still in the middle of
pandemic which makes it difficult for the researchers to gather data that is far or not inside the
vicinity of the campus. The researchers planned to let the grade 11 ABM and STEM students be
the participants of the study for the reason that they are easier to reach, easier to qualify, and
easier for the researchers to conduct an interview.
Study Locale
This study will be conducted at Our Lady of Fatima University Pampanga Campus which
is located at McArthur Highway, Dela Paz Norte, City of San Fernando, Pampanga.
Instruments
In collecting data that was used in this study, the researchers made use of open-ended
questionnaires. QuestionPro (2018) defined open-ended questions as survey questions that allow
respondents to respond in open text format, allowing them to express their full knowledge,
feeling, and comprehension. It means that the answer to this query isn't restricted to a few
alternatives.
There are several questions that will be asked to the respondents and would be given to
the selected grade 11 students from ABM strand and STEM strand. Questionnaires were made
through Google Forms and was developed based on the impact of well-known clothing brands’
brand image to teenage consumers’ perception in different related literature and studies. The
questionnaires were inspected and reviewed by a research mentor to ensure their validity.
Research Ethics
The researchers strictly adhere to the fair use and copyrights act norms and regulations.
Regarding the image on the study paper, the researchers promise to credit the source of any
information to the owner of the ideas or thoughts and take a note of where the researchers got
their information from. The researchers vow not to compel respondents to respond, but rather to

allow them to express themselves freely with their consent, and to accept their responses
subjectively. The researchers will also ensure that the responses submitted by the respondents are
kept private between the researchers and the professor who will review them.
Data Collection
This part of the research will present the procedure that the researchers used in gathering
and collecting data from the participants.
STEP 1
The researchers politely asked the permission of participants to be

part of their study.
STEP 2
The researchers explained the purpose and the nature of the study.
STEP 3
The researchers distributed the proper and valid questionnaire through
sending the link of Google Form where the questionnaire was made. The
participants were asked to answer the questions based on their own
experience.
STEP 4
After the participant has answered the questionnaire, the

answers were retrieved as recorded through Google Forms.
STEP 5
The researchers checked the answered questions thoroughly to

verify the answers and avoid blank or missing spaces.
STEP 6
Lastly, the researchers politely thanked the participants for their

time and cooperation in the study.
Figure 1: Data Collection Process

Data Analysis
Steynberg (2022) defined data analysis as the most important aspect of any research. Data
analysis summarizes the information gathered. It entails the use of analytical and logical
reasoning to data in order to identify patterns, correlations, and trends.
The researchers analyzed the data step-by-step. First, after the data collection and
reviewing of the answers, the researchers transcribed the data. According to Manyam (2019), the
transcription of semi-structured interviews, journals, or other qualitative datasets is the first step
after data collection. Next, the researchers focused on organizing the data by coding them.
Coding is the technique of methodically categorizing excerpts from qualitative data in order to
uncover themes and patterns ‌(Delve. Ho, L., & Limpaecher, 2022). After coding, the researchers
categorized the data. Saldaa (2013) stated that once the codes have been determined, you must
begin categorizing them. Lastly, the researchers identified the common themes and made
interpretations of the data. A researcher deduces interpretations based on the common patterns or
themes observed and relates them to the larger picture or objective of the study at this stage of the
data analysis process (Manyam, 2019).
Below is the presentation of the data analysis procedure for better understanding of the process.
1 Review the answered questionnaires and analyze the results.

STEP
units.
2
Read the transcribed data line by line and then divide the data into a meaningful analytical
STEP
group.
3
Note all the data that had been gathered and categorize them into a meaningful analytical
STEP
4 Group codes with commonalities into concepts.

STEP
5 Catalyzed themes and categories to similar concepts.

STEP
6 Themes will be presented through comprehensive discussion.

STEP
Figure 2: Data Analysis Process

CHAPTER IV
RESULTS AND DISCUSSION
This section of the study shows the participants’ complex responses. The results are
presented based on the participants’ responses to each question. In addition, the results are
displayed and categorized, backed up by properly cited related literature to support the
participants’ claims and ideas. In this way, the findings have a greater impact as they were
supported by existing studies and literature.
The gathered data are presented in this section according the sequence of the questions
asked.
What are the factors that you consider when purchasing from different clothing brands?
Consumer purchasing intent is positively influenced by brand image, service quality, and
price. Brand trust, the initial stage of the brand-building process plays a vital role in consumers'
purchasing decisions. According to (Keller 1993) a good brand image can be produced by
connecting the brand's specific and strong association with consumers' impressions of the brand
via marketing activities. Also, (Buehler and Halbherr 2017) stated that one of the variables that
boost brand image is price. A consumer will purchase those brands which have a good image and
frequently correlate price with product level, implying that a perceived high price represents good
quality and vice versa. As a result, both brand image and pricing are important determinants in
purchasing decisions.
7 out of 10 participants said that quality is one of the factors that they consider when
purchasing from different clothing brands. These are P1Q1, P2Q1, P3Q1, P4Q1, P5Q1, P6Q1,
and P7Q1. On the other hand, 3 out of 10 participants stated that they consider the prominence
and the popularity of the brand when shopping for apparel. These are P8Q1, P9Q1, and P10Q1.
“The factors that I consider when purchasing from different clothing brands is the quality.” -
P1Q1
“For me I don't look for the brand, I look for the quality of the product.” - P2Q1

“The quality and the design.” - P3Q1
“The quality of the clothes.” - P4Q1
“The quality of the fabric used and how comfortable it is when worn.” - P5Q1
“The quality and its price.” - P6Q1
“The clothing quality, color, fit, and the price and budget.” - P7Q1
“The one that is a very unique and known brand of clothes.” - P8Q1
“I consider the brand and the quality of the clothing before I purchase it.” - P9Q1
“Prominent and well-known brands at the current time.” - P10Q1
When you think of “well-known” clothing brands, what brand/s come to mind?
Some brands never compromise on quality, and they have satisfied millions of people all
around the world. Because of their flair and ability to create the latest trends among the public,
these businesses have become favorites. When it comes to the apparel industry in the Philippines,
there is no doubt that there are also a couple of apparel brands that are highly purchased by
Filipinos.
TopTen.ph (2016) ranked Bench as one of the popular clothing brands in the Philippines.
Bench has remained one of the country's top indigenous leisure and fashion brands since its
inception in 1987. Its popularity stems largely from its hip and pop designs aimed squarely
towards the youth market. Folded & Hung was also mentioned as one of the top apparel brands in
the Philippines. Folded & Hung stores can be found in all of the country's major retail centers.
Their inventory contains items for both men and women that are both fashionable and
inexpensive. Many of its ensembles, which include tops, bottoms, and accessories, have a young
feel to them. Additionally, international brands like H&M, Zara, and Forever21 were also
included as one of the popular brands in the Philippines in the retail-fashion industry. The wide
variety of apparel and accessories options were few of the reasons why Filipino shoppers love to
shop from these brands (Upsize, 2018).

10 out of 10 participants, P1Q2, P2Q2, P3Q2, P4Q2, P5Q2, P6Q2, P7Q2, P8Q2, P9Q2
and P10Q2 included H&M as one of the brands that comes to their mind when they think of well-
known clothing brands. Moreover, brands such as OXGN, Zara, Mango, Uniqlo, Chanel, and
Gucci were also mentioned and added by P3Q2, P4Q2, P5Q2, P6Q2, P7Q2, P8Q2, P9Q2, and
P10Q2 as one of the brands that comes to their mind when well-known clothing brands are
mentioned.
“H&M.” - P1Q2
“H&M.” - P2Q2
“H&M, OXGN, and JAG Jeans.” - P3Q2
“PENSHOPPE, H&M, OXGN.” - P4Q2
“H&M or Mango” - P5Q2
“H&M, Cotton On, Zara, Stradivarius.” - P6Q2
“Zara, Uniqlo and H&M.” - P7Q2
“Nike, Adidas, Zara, H&M and Uniqlo.” - P8Q2
“H&M, Gucci and Chanel.” - P9Q2
“H&M or sometimes the signature clothes like Chanel/Gucci, etc.” - P10Q2
What are your experiences in buying clothes from well-known brands?
Bold Knight (2022) claimed that clothing brands work hard to ensure that customers are
surprised every time they shop. With high-quality products, brands maintain their customers' trust
while providing them with the comfort, joy, and fulfillment they require. Consumers regard
brands trustworthy because they provide a great shopping experience. Consumers also are
looking for experiences from a brand they like, rather than product specifics or service pleasure.
Consumers seeking emotional rewards from intriguing store atmospheres, excellent customer

service, and amusing experiences do not just look for quality or low costs while experiencing a
brand, whether it is a product, service, or retail store. They also want to use consumption or
support of a specific brand to represent who they are and the relationships that are important to
them (Kim et al. 2014; Kumar and Kim 2014).
P1Q3 and P2Q3, 2 out of the 10 participants, claimed that their experience in buying
clothes from well-known brands is that the clothes are very comfortable to wear. P3Q3, P4Q3,
and P5Q3, 3 out of the 10 participants, furthermore stated that they experienced good and high-
quality clothing from well-known brands. On the other hand, 2 out of 10 participants, P6Q3 and
P7Q3 said that shopping from well-known clothing brands gives them the feeling of satisfaction.
Lastly, P8Q3, P9Q3, and P10Q3, 3 out of 10 participants claimed that the clothing from well-
known brands are trendy and up to hype. P10Q3 also added that when she shops from well-
known clothing brands, she feels more confident.
“My experiences in buying clothes from well-known brands is that it is very comfortable to wear
and has a good quality.” - P1Q3
“The quality of the clothing is very comfortable and their designs are unique.” - P2Q3
“High quality standards of their clothes that buyers can purchase.” - P3Q3
“Good quality and it lasts long.” - P4Q3
“They have a great quality of clothes.” - P5Q3
“I feel satisfied when I buy from well-known clothing brands.” - P6Q3
“I feel satisfied because I purchased what I really wanted.” - P7Q3
“I think that they are up to the hype and I feel comfortable knowing that the brand is well
known.” - P8Q3
“It's fine and it's nice that I can go on with the trend.” - P9Q3

“Picking items made by popular clothing brands that will stay cool despite the next fashion trend
is also very important. I feel more confident.” - P10Q3
What make/s your purchase clothing from well-known brands (e.g., quality, brand image,
advertisements, price, trends, social media, peers, family, etc.)?
Brand named clothing is purchased for a variety of reasons. Many buyers are particularly
devoted to their favorite brands for a variety of reasons, including past positive experiences with
the brand and a desire to project a certain image (Kokemuller, 2019). Furthermore, in a study
from Getman (2020), it was stated that consumers desire comfort, happiness, and fulfillment in
their lives, which they obtain in part through the items they purchase. Consumers create the idea
that a brand is trustworthy if the brands they use consistently produce a great experience, which
gives them peace of mind when purchasing. Tsiotsou (2006) has also stated that the quality of
clothing has the most significant impact on an individual's clothing interest. Quality products
consistently meet or exceed customer expectations while also providing good value for money.
That is why, among fashion customers, quality is the most crucial factor.
3 out of 10 participants said that quality and brand image is what makes them purchase
clothing from well-known brands. These are P1Q4, P2Q4 and P3Q4. While 4 out of 10
participants, P4Q4, P5Q4, P6Q4 and P7Q4 claimed that quality and trends are the reasons why
they purchase from well-known clothing brands. Moreover, P8Q4 and P9Q4, 2 out of the 10
participants said that peers and trends are what influences them to shop apparel from well-known
brands. P10Q4, 1 out of the 10 participants, on the other hand mentioned family and social media
as the reason for his purchase of clothing from well-known brands.
“Quality and brand image.” - P1Q4
“The quality of the clothing and brand image.” - P2Q4
“The quality and the brand image. The trend also. When I purchase clothes from a well-known
brand, I just pay for the brand and the quality.” - P3Q4
“The quality and the trend.” - P4Q4
“Quality and trends.” - P5Q4

“The quality and some trends.” - P6Q4
“I mostly look for the quality. Trends also influence me in purchasing these clothing from
different brands.” - P7Q4
“Even if it is expensive, you can use it for a long time because of the good quality of the clothes
and the influence of a friend.” - P8Q4
“Peers and trends.” - P9Q4
“Social media and family.” - P10Q4
What do you think is/are the benefit/s or advantage/s of wearing clothing from well-known
brands?
According to Ciera (2016), one of the benefits of wearing branded clothing is that it is
highly comfortable, in addition to being durable. They are made of high-quality materials that
make you feel really calm and at ease when you wear them. These branded stores do not cut
corners when it comes to product quality, so their prices are slightly higher (Rudyard, 2020).
Additionally, in a study by Robin (2021), it was found that wearing branded clothing improves
your appearance. They give you a stylish look while maintaining decency as a top priority. They
say something about your personal style.
4 out of 10 participants said that the comfortability of the material of the clothing is one
of the advantages of wearing clothing from well-known brands. These are P1Q5, P2Q5, P3Q5
AND P4Q5. P5Q5 and P6Q5 additionally noted that when you wear clothing from well-known
brands, you will look and feel more elegant. 3 out of 10 participants, P7Q5, P8Q5 and P9Q5
moreover, said that one of the benefits for wearing clothing from popular brands will make other
people think that you are rich. Lastly, P10Q5 claimed that wearing popular clothing brand makes
him feel confident.
“It’s comfortable to wear.” - P1Q5
“Comfortable material of clothing.” - P2Q5

“They make sure that their clothes are very comfortable to wear.” - P3Q5
“It has comfortable material.” - P4Q5
“You'll look more elegant and it makes you happy since you bought something you really wish
for.” - P5Q5
“It makes me feel elegant.” - P6Q5
“Commonly, people who follow the fashion trends and well-known brands can show their
position and how rich they are.” - P7Q5
“From my point of view, what I will think is that 'this person must be rich or something'.” - P8Q5
“Some people will think that you are rich.” - P9Q5
“It makes me confident.” - P10Q5
If you were to choose between branded and non-branded clothing, what would you choose?
Tell us the factors that led to your choice (e.g., quality, brand image, advertisements, price,
trends, social media, peers, family, etc.).
In today's highly competitive and volatile market, customer loyalty has become a very
fickle term. Customers may prefer one brand over another if they believe it has a higher perceived
value (quality) and better fits their self-image (fit) (Holbrook and Corfman 1985; Jacobson and
Aaker 1987; Olshavsky, 1985). In a study by Agarwal, Reeti & Mehrotra, Ankit (2009), it was
found that customers see the greatest difference between branded and unbranded clothing in
terms of status symbolism, with branded clothing being considered as far superior than unbranded
clothing. Although, it was also stated on the other hand that, except for the status indicator
supplied by branded clothing, there is little difference in customer perception between branded
and unbranded clothing.
8 out of 10 participants said that they will choose branded clothing over non-branded
clothing. These are P1Q6, P2Q6, P3Q6, P4Q6, P5Q6, P6Q6, P7Q6 and P8Q6. Trust and quality

are one of the factors that P1Q6, P2Q6, and P3Q6 considered in their choice. P4Q6 and P5Q6
then, mentioned that they chose branded because it is an investment. P6Q6, P7Q6, and P6Q6
furthermore, said that the quality of branded clothing is one of the factors that led to their choice
even though they know that it is expensive. On the other hand, 1 out of 10 participants, P9Q6
chose nonbranded clothing because it is more affordable and he believes that both branded and
nonbranded clothing have the same quality. Lastly, P10Q10 said that he would choose either of
the two and the only factor that influences his choice is the quality of the apparel.
“I'd choose branded clothing. It guarantees quality, budget, and at least trust.” - P1Q6
“For me, I go for the branded one. Since I already have experience with branded clothes, I find it
more comfortable and I can trust its quality.” - P2Q6
“I will choose the branded one because aside from it being a known brand, it will also come up
with a good quality at a good price.” - P3Q6
“I would choose branded because buying clothes from branded clothing is like an investment.” -
P4Q6
“I would rather choose the branded one, aside from having a good quality you won’t regret the
money you've spent because no matter how many times you wear it, it won't have damage.” -
P5Q6
“I choose the branded one since I love to have unique clothes even if it is expensive.” - P6Q6
“Branded clothing because it has a good quality and fashionable design even if it is expensive.” -
P7Q6
“Branded because of the quality even if it's expensive.” - P8Q6
“I'll choose non branded clothes because it is more affordable and for me the quality of
nonbranded and branded clothing are almost the same.” - P9Q6

“For me, I would choose either of them. The important factor that I only recognize is the quality
of the clothing.” - P10Q6
Why do you think clothing from well-known brands are perceived to have better quality
than other brands?
Consumer interest is based on how they perceive product quality, according to previous
studies (Cook 2010; Ruban 2002). Customers' perceived quality and their interest in clothing are
linked with each other, according to studies in the fashion business (Kawabata and Rabolt 1999;
Lee and Burns 1993).
In a study conducted by Couter (2009) on young consumers, it was revealed that quality
was the "single most significant characteristic of a branded product" for these customers, while
reliability was another valued feature. Furthermore, it also has to do with consumer preferences
and quality perceptions. Consumers generally believe that a brand-name product is of higher
quality than one that does not. Consumers will pay more for clothing if they believe it is of higher
quality than if they believe it is of lower quality. Here's where branding comes into play.
Consumers' perceptions of quality are influenced by the creation and promotion of a brand. They
will pay extra for the good once they realize this (Schimell, 2011).
5 out of 10 participants, P1Q7, P2Q7, P3Q7, P4Q7 and P5Q7 stated that well-known
brands use expensive materials in their products that’s why they are perceived to have better
quality than other brands. P6Q7, P7Q7, P8Q7, P9Q7 and P10Q7 on the other hand, said that the
reason they think well-known brands are perceived to have better quality than other brands is
because they have a big name, image and trust from the consumers to take care of.
“Because it costs a lot of money and effort. I believe quality doesn't lie.” - P1Q7
“Because they use more expensive products than the other brands.” - P2Q7
“The materials can be very expensive and unique.” - P3Q7
“Because if it is branded, then they have a lot of funds and money for making high quality
products.” - P4Q7

“Because the materials used are expensive and the value of wearing and using the clothes.” -
P5Q7
“They don't want to destroy their image and trust in the consumers.” - P6Q7
“Because well-known brands earned the trust of people.” - P7Q7
“Because it is tested and many people trust it and they cannot lower the quality because the price
is expensive.” - P8Q7
“I think clothing from well-known brands is perceived to have better quality than other brands
because they have a big name that they need to take care of.” - P9Q7
“They don't want to destroy their image and trust from the consumers.” - P10Q7
As a consumer of well-known clothing brands, does wearing clothing from well-known

brands make you more fashionable than wearing clothes from non-branded or lesser-
known brands? Why or why not?
Many individuals will buy particular brands solely to fit in with a certain group and
experience a feeling of belonging, which is a basic human need, because famous brands pay too
much money to generate a high degree of brand awareness and popularity (Alexander, 2022). Van
Edwards (2016) also claimed that people dress in branded clothing to appear appealing and
impress others. Moreover, wearing branded clothing improves your attractiveness. They provide
you a fashionable appearance while prioritizing decency. They convey information about your
personal taste (Robin, 2021).
4 out of 10 participants agreed that wearing clothing from well-known brands makes
them more fashionable than wearing clothes from lesser-known brands. Their reasons are because
it is more expensive (P1Q8), it boosts your confidence (P2Q8), it fits with the trend (P3Q8), and
it makes you more recognized (P4Q8). On the other hand, 6 out of 10 participants disagreed that
wearing clothing from popular brands makes you more fashionable than wearing less popular
brands. These are P5Q8, P6Q8, P7Q8, P9Q8 and P10Q8. According to them, being fashionable is
not about the names of the brand of the clothes you are wearing. It depends on how you will wear
or style the clothing.

“Yes, it does. Because it is more expensive.” - P1Q8
“Yes, because wearing those well-known clothing brands will boost your confidence.” - P2Q8
“Yes, because it fits with the trend.” - P3Q8
“Yes, because it makes you more recognized.” - P4Q8
“For me, it's a no. Because it is not about the brand that will make you more fashionable. For
me, it is how you will style yourself and how confident you will wear it even if it is branded or
not.” - P5Q8
“Personally, no. Even if you are wearing branded products, some people do not have any idea
that you are wearing branded products. They will not look for the tag and say "oh it is branded".
Because people will just look at how you wear it, on how you style the clothes. That is why if you
have a pretty fashion style, it does not matter if you are wearing non-branded clothes. As long as
you look neat, clean and expensive as well.” - P6Q8
“I don't think so. It really depends on the fashion style of the person. Branded or not, you could
pull off your outfit as long as you have a fashion sense.” - P7Q8
“No, it depends on a person how she/he wears the product if it is well known or even non
branded products.” - P8Q8
“No, because being fashionable does not depend on the price of clothing. It depends on how you
wear it.” - P9Q8
“No, it is based on how you wear it and how you will be a presentable person.” - P10Q8
Why do you think the brand image or identity of the clothing brand from where you are
purchasing is important?
A brand image is a set of perceptions about a product that is mirrored in the consumer's
memory by the brand association (Keller, 1993). In marketing, the brand image of a product is
crucial. It acts as a source of information for identifying with the product's distinct traits (Aaker,

2009). In a variety of ways, brand image delivers value for consumers. It aids consumers with
processing product information, distinguishing one product from another, providing reasons to
acquire the product, generating favorable sentiments from the product, and establishing a
foundation for continued use of the product (Rajagopal, 2006).
3 out of 10 participants, P1Q9, P2Q9 and P3Q9 said that brand image is important for
clothing brands because it is where the distinction of their clothing designs are coming from. It
makes the identity of their products (P3Q9). P4Q9 then stated that it is important because it is
where the reputation of the brand comes from. P5Q9 said that it is important because it makes the
store reliable. P6Q9 claimed that it is important because brand image makes sure that the
products they are selling are of high quality. P7Q9 and P8Q9 said that brand image is important
because it is the key driver for the attention of shoppers. Lastly, P9Q9 and P10Q9 claimed that it
is important because it builds their credibility and customer loyalty and trust.
“I think to also avoid purchasing copied items for other brands or from lesser-known brands.
Reputation is everything for a certain brand. A brand can be well-known but with products
similar or copied by an original or just someone.” - P1Q9
“It is important because it makes their clothing designs their own.” - P2Q9
“Because it is where the identity of their products comes from.” - P3Q9
“Because it is where the reputation of the brand comes from.” - P4Q9
“To know if it is a reliable store or brand in case, you have a complaint.” - P5Q9
“Because we want to know the quality of it and the advantages of branded clothing is that we can
make sure that their clothes are in a good condition. We purchase branded clothing because
many people purchase it and because of this we can make sure that it's good product/clothes.” -
P6Q9
“Because it can catch people's attention to try that brand.” - P7Q9
“Because it affects the brand itself, it depends on whether many people will buy from that
brand.” - P8Q9
“Because it can gain the trust of the consumers.”- P9Q9

“It enhances customer loyalty and trust, and increases credibility and authority.” - P10Q9
From your perspective, what do you think are the factors that contributed to teens wearing
branded clothing as a "status symbol"?
When a child reaches the age of adolescence, he enters the reflective stage of consumer
socialization, which means that his understanding of brands, price, and advertising, as well as his
need to fit in and fill his identity with meaning, become more sophisticated (John, 1999).
Teenagers use brands to symbolically display the world their personality and characteristics, as
well as the image they want to project. They believe that clothes are crucial for making first
impressions, associating with people who wear the same brands, and agree that clothing can
reveal a lot about a person (Piacentini & Mailer, 2004).
6 out of 10 participants, P1Q10, P2Q10, P3Q10, P4Q10, P5Q10 and P6Q10 stated that
being influenced by trend is the key driver for teens wearing branded clothing as a status symbol.
Additionally, P1Q10 and P3Q10 noted that peers are also one of the key influences to this. P610
also noted that wearing branded clothing makes teens more confident. P7Q10 and P8Q10, 2 out
of 10 participants said that due to teens wanting to be called and viewed as rich people is the
reason for them wearing branded clothing as a status symbol. P9Q10 said that it is because teens
have the capacity to buy branded clothing and they know that some people do not have. Lastly,
P10Q10 claimed that it is because of the price and the prominence of the brand of the clothing
that they are wearing.
“Social media and peers. These days, many people dress for others, for social media, and not for
themselves. They dress prettily for others to accept, for others to be in awe, for others to copy
their fashion— which I think is okay, but it is better to dress the way you want to dress for the
day, and not because you want to please other people.” - P1Q10
“I think teens are being heavily influenced by social media that they think they need to be
something that they are not. If you have a budget for a specific branded clothing, then it’s okay to
purchase from it. But if you are just joining the trend, it might not be healthy for you.” - P2Q10
“Because it is trending, they are influenced by their friends or maybe they saw it on social
media.” - P3Q10

“Trends and social media.” - P4Q10
“It is in trend nowadays.” - P5Q10
“To some teens wearing branded clothing makes them more confident and fits into the
popularity.” - P6Q10
“I think teens wear branded clothing as a status symbol to join the trends and also they want to
be called a rich kid.” - P7Q10
“For them to look good and look rich.” - P8Q10
“Because of their capacity to buy branded clothes and because they know somebody can't afford
to buy it.” - P9Q10
“Because of the prominence and the price of the branded clothing they are wearing.” - P10Q10
The main purpose of this study is to know whether brand image affects the perception of
teen consumers towards well-known clothing brands. The study also wants to sought if teen
consumers’ motivation for status affect their purchase intention for branded clothing.
Here is the comprehensive discussion of the important points collected and analyzed from
the findings of the study and the incorporation of various inputs from grade 11 ABM and STEM
students as the participants and other related studies and literatures.
The first question asked about the factors that the participants consider when purchasing
from different clothing brands. Majority of the participants said that quality is one of the major
factors that they are looking for when they shop for clothes. Consumers' perceptions of a
product's overall performance or superiority, rather than the product's actual quality, are referred
to as perceived quality (Zeithaml 1988). Consumers assess product quality based on a variety of
informational cues and then create a set of beliefs about the product. Consumers frequently
develop an interest in a certain sort of clothes based on their sensory observations—the sight,
touch, and feel of the clothing products—when shopping for clothing. The sensory perception
would determine how good or poor the clothes were in terms of material, design, and

workmanship (Tsiotsou 2006). Previous studies found out that consumer interest is based on how
they perceive product quality (Cook 2010; Ruban 2002).
The next question asked about the certain brands that come to their mind when they think
of well-known clothing brands. Many participants stated that the retail brand H&M is the brand
that comes to their mind when they think of well-known apparel brands. H&M, or Hennes &
Mauritz AB (STO: HM-B), a Swedish apparel company founded in 1947, has become one of the
most famous names in the fashion business. H&M employs 120,000 people worldwide and has
over 5,000 stores (Tun, 2021). According to Davies (2022), H&M was one of the forerunners of
the fast fashion trend. H&M has cracked the code to combine fashion with affordability. H&M
offers clients runway fashion at an accessible price. H&M stands out for its innovative marketing
methods and quick turnaround times. It is one of the most well-known fashion labels in the world.
Different aspects that distinguish the brand from others are included in the brand's secret to
success.
For question number three in the interview guide, most of the participants stated that they
experienced comfortability and high-quality clothing in purchasing from well-known clothing
brands. Some participants also said that they are satisfied when they purchase from these popular
brands. According to Kim et al. (2014) and Kumar and Kim (2014) consumers are seeking
emotional rewards from intriguing store atmospheres, excellent customer service, and amusing
experiences. Consumers do not just look for quality or low costs while experiencing a brand,
whether it is a product, service, or retail store. They also want to use consumption or support of a
specific brand to represent who they are and the relationships that are important to them.
For question number four, the participants were asked what makes them purchase
clothing from well-known brands. Majority responded that they purchase from these brands
because they believe that their products are of high-quality. According to Tsiotson (2006), the
quality of clothing has the most significant impact on an individual's clothing interest. Quality
products consistently meet or exceed customer expectations while also providing good value for
money. That is why, among fashion customers, quality is one of the most crucial factors.
The next question asked the participants about what they think are the benefits or
advantages of wearing clothing from popular brands. Few participants said that they feel
comfortable when wearing clothes from these brands. Other participants claimed that they feel
more elegant, stylish and confident. According to Ciera (2016), one of the benefits of wearing

branded clothing is that it is highly comfortable, in addition to being durable. Moreover Robin
(2021) found out in their study that wearing branded clothing improves your appearance. They
give you a stylish look while maintaining decency as a top priority. They say something about
your personal style.
For the sixth question, the participants were asked to choose between branded and
nonbranded clothing. They were then given a follow up question about the factors that led to their
choice. Majority of the participants said that they would choose branded clothing. One of the
most significant factors that led to their choice is because they believe that clothing from popular
brands are of high-quality. They also said that it is like an investment when purchasing from these
brands. Cham, Tat-Huei & Ng, Caryn & Lim, Yet & Cheng, Boon (2017) found in their study
that the perceived quality of clothing has a positive impact in the clothing interest of consumers.
The use of reasonably high-quality materials, high-quality stitches, and competent workmanship
can improve the quality of garments (Tsiotsou, 2006). For example, Levi's, a prominent apparel
manufacturer from the United States, has long placed a premium on quality. Quality products,
according to Levi's, will be able to keep the company afloat (levistrauss.com, 2015).
For the seventh question, the participants were asked why clothing from well-known
brands are perceived to have better quality than other brands. Many participants stated that since
the price of the clothing is expensive, it means that they use high-quality and expensive materials
as well. Some participants also stated that brands need to have better quality because it is where
the consumers base their purchase and trust on the brand. In a study conducted by Couter (2009)
on young consumers, it was revealed that quality was the "single most significant characteristic of
a branded product" for these customers, while reliability was another valued feature. Furthermore,
it also has to do with consumer preferences and quality perceptions. Consumers generally believe
that a brand-name product is of higher quality than one that does not.
The next question asked the participants if wearing clothing from well-known brands
makes them more fashionable than wearing clothing from lesser-known brands. Majority
disagreed that it makes them more fashionable wearing clothing from well-known brands. The
reason they stated is that fashion depends on the person. According to them, being fashionable is
not about the names of the brand of the clothes you are wearing. It depends on how you will wear
or style the clothing. According to Fox (2007), fashion is an expression of a person's personality.
It is up to you to determine how you want to express yourself. A personality, not the price of the
clothes, defines a man.

The ninth question asked the participants about why they think the brand image of the
clothing brand from where they are purchasing is important. Few participants stated that brand
image is important for clothing brands because it is where the distinction of their clothing designs
are coming from. Some also said that it is important because it is where the reputation of the
brand comes from. Lastly, few also said that it is important because it is the key driver for the
attention of shoppers, and it is the foundation of consumers’ trust. Any company's brand image is
significant. When customers purchase a product or service, they are purchasing what your brand
represents (Thimothy, 2016).
And for the last question in the interview guide, the majority of the participants stated
that being influenced by trends is the key driver for teens wearing branded clothing as a status
symbol. Some participants also claimed that peers, social media, and the motivation to be seen in
a higher status in the society is what makes teens see clothing as a status symbol. According to
Tan (1999), young people believe their clothing choices are important because they believe they
are being judged by others in society, which explains their interest in brands. This is supported by
the concept that young people exhibit loyalty to their peers by wearing "culturally accepted"
brands (Schroeder et al., 2006).
Generally, the study presumes that the teens motivation for status affects their purchase
intentions for branded clothing It has been shown that teenagers choose clothing based on their
own distinctive qualities and identities. This study also revealed that adolescents want to set
themselves apart from the rest of society with the brands from which they buy. Lastly, this study
found out that brand image has a little impact on the perception of teen consumers. Thus, it does
not equate to the fact that brand image has a significant relationship with the purchasing behavior
of the adolescents according to past literature studies.

CHAPTER V
CONCLUSION AND RECOMMENDATION
This chapter includes the summary of findings that the researchers have analyzed,
documented, conclusion and recommendation that will help in enhancing students’ writing
quality, in upgrading the curriculum and for the future studies.
Conclusion of the Study
After coding, interpreting and discussing the results, the researchers discovered that in
general, teens motivation for status affect their perception and purchase intention for branded
clothing. Tan (1999) stated that young people believe their clothing choices are important because
they believe they are being judged by others in the society, which explains their interest in
brands. Teenagers are a viable segment for the luxury goods market because of their "propensity
to spend money, paired with the goal of signaling fashion consciousness and status to other
people" (Mundel, Huddleston, & Vodermeier, 2017, p. 69).
After further analysis, the study also revealed that teenagers place a high value on
branded clothing, design, quality and style, and that they recognized which brands fit them best.
The findings also demonstrated that brand image had just a minor impact on teen consumers'
perceptions and purchasing decisions. Although this may be true, previous literature research
have found it to be significant. It is an implicit device that has the potential to favorably influence
their purchasing behavior, and teenagers are becoming increasingly cognizant of branded things
as a way to display their individuality symbol.
Moreover, the quality and comfortability of the clothing are the most significant factors
that teenage consumers consider when they buy clothing from popular brands. The researchers
found out that it ranks first because most of the participants relate their answers to quality and
comfortability. Few of the answers they stated include that they believe clothing from these
brands have high quality because they are made of expensive materials. Additionally, some
participants said that the clothing they buy from these brands has a really comfortable and high-
quality fabric based on their experiences. In a study conducted by Couter (2009) on young
consumers, it was revealed that quality was the "single most significant characteristic of a

branded product" for these customers, while reliability was another valued feature. Furthermore,
it also has to do with consumer preferences and quality perceptions.
Recommendations
The proponents wished to recommend the following:
1. Marketers are encouraged to understand the underlying elements that shape the attitudes
and purchasing intentions of teen consumers in order to segment them. Marketers must
increase their marketing efforts, campaigns, and promotional activities to stay engaged
with teen consumers.
2. This research also shows that self-identity and brand are crucial beginning points for
forming attitudes among teenagers. At this stage, teenage consumers are evaluating
brands from both a self-concept (self-identity) and a functional standpoint (i.e. quality)
perspective, and because they evaluate the value of a product based on benefit and cost,
marketers may be able to identify these consumers by understanding their intentions,
whether they want to switch brands or not. The higher the brand's quality and the closer
the product is to the customers' self-concept, the more consumer self-identity is formed,
which leads to a favorable attitude formation (Das, 2014) and buy intention (Ko and Jin,
2017) over the competitor brand.
3. Communicating a brand with appropriate status relevant to target consumers, especially
those with higher engagement, will help to build favorable perceptions of the brand,
which will influence consumers' willingness to pay a higher price for it. As seen by the
consumer behavior of this group, teens, such branding of items for the aim of upholding
and boosting status would be expected to have a strong beneficial effect on customers'
brand attitudes and willingness to pay a premium.

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Appendix A
Informed Consent Form
Dear Participants,
Thank you for allowing this survey to be completed. This knowledge will be used to know
the motivations of selected ABM students on a private school in Pampanga. Your
participation plays significant part of this process. Please be advised that your participation
in this survey is strictly voluntary and will not affect your grades.
Your individual responses in this survey are confidential and will not be connected with
you as an individual in any reporting of this data.
If you have any inquiries with regards on this survey, or to learn more about the study in
general, you may contact Juan Dela Cruz 09283
Please sign and put the date below indicating your agreement to participate in this (survey
questionnaire).
Thank you.
Name (signature): Date:

Appendix B
ASSENT FORM (13-17 Year Olds) (For Practical Research 1)
Our Lady of Fatima University Pampanga Campus
ASSENT TO PARTICIPATE IN A RESEARCH STUDY

Title of Study: Motivations of Grade 12 ABM Students of a Private School in Pampanga
in Taking up Accountancy Course in College
I am a Senior High School Student at Our Lady of Fatima University Pampanga Campus. I
am doing a research study. I am working with my teacher, Ms. Miljoy R. Manalo, MBA (c),
on a research study. I'd like to tell you about this study and ask if you will take part in it.
What is a research study?

A research study is when people like me collect a lot of information about a certain thing to
find out more about it. Before you decide if you want to be in this study, it’s important for
you to understand why we’re doing the research and what’s involved.
Please read this form carefully. You can discuss it with your parents or anyone else. If you
have questions about this research, just ask me.
Why are we doing this study?

We are doing this study to find out what are the motivations of ABM students in selecting
Accountancy course for college. This study is not part of your school work, and you won't
get grades on it.
Why are we talking to you about this study?
We're asking about 50 adolescents if they would like to participate. We’re inviting you to
take part because you are this age and you go to a school where we’re doing the study.
What will happen if you are in this study?

If you agree to be in the study and your parents give permission, we will ask you to:
 Answer a questionnaire

You will be asked to complete a survey questionnaire that we will provide for you. This
part will take about a minute.
Study location: Study will be conducted at Our Lady of Fatima University Pampanga
Campus
If you don’t want to be in the study, what can you do instead?

This study will be held only during your free time so that there will be no intervention on
your part.
Are there any benefits to being in the study?

There is no benefit to you personally for taking part in this study. But we hope that the
results of the research will other reader in the future.
Are there any risks or discomforts to being in the study?
• You might get bored or tired and decide that you don’t want to finish the study activities
or the interview. If so, just tell us that you want to stop.
• A possible risk for any research is that people outside the study might get hold of
confidential study information. We will do everything we can to make sure that doesn't
happen.
Who will know about your study participation?
Besides you and your parents the researchers are the only ones who will know the details of
your study participation. If we publish reports or give talks about this research, we will only
discuss group results. We will not use your name or any other personal information that
would identify you.
Will you get paid for being in the study?

You will not be paid for being in this study.
Do you have to be in the study?

No, you don’t. Research is something you do only if you want to. No one will get mad at
you if you don’t want to be in the study. And whether you decide to participate or not, either
way will have no effect on your grades at school.
Do you have any questions?

You can contact us if you have questions about the study, or if you decide you don’t want
to be in the study any more. You can talk to me, or your parents, or someone else at any
time during the study. My phone number is 09283888683
If you have any questions or concerns about your rights and treatment as a research subject,
you can contact us 09283888683
*********************************************************************
ASSENT OF ADOLESCENT (13–17 years old)
If you decide to participate, and your parents agree, we'll give you a copy of this form to
keep for future reference. If you would like to be in this research study, please sign your
name on the line below.
Child's Name/Signature (printed or written by child)* Date
Signature of Investigator/Person Obtaining Assent Date
*****************************************

Appendix C
Research Title: Brand Image of Well-Known Clothing Brands and Their Impact on Teen
Consumers’ Perception
General Instructions: Kindly answer the following questions. All the information will be kept
confidential
Name (optional): _______________ Gender:

Age:
Strand and Section: ______________
1. What are the factors that you consider when purchasing from different clothing brands?
2. When you think of "well-known" clothing brands, what brand/s come to mind?
3. What are your experiences in buying clothes from well-known brands?
4. What make/s you purchase clothing from well-known brands (e.g. quality, brand image,
advertisements, price, trends, social media, peers, family, etc.)?
5. What do you think is/are the benefit/s or advantage/s of wearing clothing from well-
known brands?

6. If you were to choose between branded and non-branded clothing, what would you
choose? Tell us the factors that led to your choice (e.g. quality, brand image,
advertisements, price, trends, social media, peers, family, etc.).
7. Why do you think clothing from well-known brands are perceived to have better quality
than other brands?
8. As a consumer of well-known clothing brands, does wearing clothing from well-known

brands makes you more fashionable than wearing clothes from non-branded or lesser-
known brands? Why or why not?
9. Why do you think is the brand image or identity of the clothing brand from where you are
purchasing important?
r
10. From your perspective, what do you think are the factors that contributed to teens
wearing branded clothing as a "status symbol"?

Appendix D
Figure 1.1 Research Locale
Figure 1.2 Research Locale

Appendix E



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i

Mrs. Dalia D. Jose

Dr. Rommel Joseph G. Lazatin

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Sophia Ruth C. Manuel

Mrs. Dhalia D. Jose

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Certificate of Originality ………………………………………………………………………... iii

Table of Contents ………………………………………………………………………………... iv

List of Appendices ……………………………………………………………………………...... v

Abstract …………………………………………………………………………………………. vii

CHAPTER I: THE PROBLEM AND ITS BACKGROUND

Statement of the Problem ………………………………………………………………………… 4

Significance of the Study ………………………………………………………………………… 5

Scope of Delimitation ……………………………………………………………………………. 6

Definition of Terms ……………………………………………………………………………… 6

CHAPTER II: REVIEW OF RELATED LITERATURE

Review of Related Literature ……………………………………………………………………. 8

CHAPTER III: METHODOLOGY

Research Design ………………………………………………………………………………… 15

Study Locale ……………………………………………………………………………………. 16

Research Instruments …………………………………………………………………………… 16

Research Ethics …………………………………………………………………………………. 16

Data Collection …………………………………………………………………………………. 17

Data Analysis …………………………………………………………………………………… 18

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

CHAPTER IV: RESULTS AND DISCUSSION

Presentation and Interpretation of Data ………………………………………………………… 19

CHAPTER V: CONCLUSION AND RECOMMENDATIONS

Appendix A: Consent Form …………………………………………………………………….. 46

Appendix B: Assent Form ……………………………………………………………………… 47

Appendix C: Questionnaire …………………………………………………………………….. 50

Appendix D: Research Locale ………………………………………………………………….. 52

Appendix E: Documentation …………………………………………………………………….53

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

THE PROBLEM AND ITS BACKGROUND

Moreover, any type of consumer perception that is intended to be created is considered a

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Statement of the Problem

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Significance of the Study

 To the Clothing Companies. This study would help clothing businesses or

 To the Future Researchers. This would help the researchers to obtain an

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Brand Image and Consumer Perception

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Brand Image on Consumer’s Behavioral Intention

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Brand Image on Apparel Purchase

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

brand image is important in apparel purchase behavior because it influences consumers'

In an analysis from Interbrand.com (2014), fourteen fashion-related brands (i.e., items

Because brand image provides information about product/service quality, price-quality

The Impact of Brand Image on Teen Consumer’s Consumption Behavior

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Teens and their Clothing Consumption Behavior

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND

Brands (Clothing) as a Status Symbol for Teens

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL - ABM STRAND