The Making of a Successful Retail Fashion Brand:Abercrombie and Fitch Co. as an Example

• Main Authors: Fan, Christine, 樊亭余
• Other Authors: Kuo, Cheng
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/2449u8

碩士 === 國立政治大學 === 國際傳播英語碩士學位學程(IMICS) === 103 === In this study the researcher examined the influence of Taiwanese consumers behavior towards overseas retail fashion brand Abercrombie and Fitch Co. The brand was established in the United States of America that offers a range of products such casual sportswear apparel, outerwear, and accessories for men, women, and kids. This study investigated on Taiwanese consumers brand awareness, brand image and purchase intention for the brand. A quantitative analysis will be used for this research by using convenience sampling survey which were distributed online. A total of 192 samples were used for this study (34.9%) of the respondents were male and (65.1%) were female. The researcher used hierarchical multiple regression analysis to test for the results that were needed for this study. The findings indicated that purchase intention is heavily influenced by brand awareness and brand image; meanwhile, consumers with higher levels of conspicuous consumption and fashion conscious orientations have greater brand knowledge and better brand image about Abercrombie and Fitch Co. Getting fashion information from friends and internet led to greater brand awareness about Abercrombie and Fitch Co.