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MD4064 Online Fashion Industry And Its Affect On Consumer Behavior

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  • Course Code: MD4064
  • University: University Of Central Lancashire
  • Country: United Kingdom


In the Global Business, a solid branding program is just as important for small and medium businesses. Customers like to feel that they are dealing with an established, reliable business. A branding campaign designed for your target market should not require a huge investment. It can take a form of a website, a well-designed logo, a concept that differentiates your business from the competition or some other form of corporate identity. To develop such an identity, it is necessary to first learn what customers want and then send a clear message that your product or service can fulfil their needs and expectations better than the competition. Today, the most important thing in terms of branding, is a 'clear program for communication', without that, you just become a part of the scenario. So you promote, position and advertise at an attempt to develop your brand identity and image. A gap between your brand identity and brand image can cause major concerns with your overall brand. The result is your audiences get inconsistent, sometimes conflicting impressions and information. Or they miss your message entirely. The objectives of this research, in the light of the research problem are to:

Define the Brand Identity

  1. Explain through Real Cases Study how Brand Identity affects the Consumers Behaviours
  2. Explain how the internal corporate values affect the consumer's behaviours and the impact of perceived corporate values on brand preference
  3. Analysis and Comment about how the Brand Identity affects the Consumers Behaviours: how the brand Personality (Identity) affects the Consumers Behaviours

1 - Introduction

Background to the research problem Research Objectives

Research Methodology


Outline of the Research Report

2 - Literature Review Background

Brand identity

Process of creating your company's identity

Branding Tips

Brand Identity Image Traps Brand Identity System

Why the Corporate Identity is so important today

Brand Identity for Brand Recall

Brand Identity for taking advantage of new global media

Brand identity for brand image and brand personality

Brand Identity for enabling global and local communications

Identity for brand architecture and high level brands

Identity as a relationship builder

Identity and Employees: Bringing Brand Image to Life

How to create a strong Network of Employee Ambassadors

What should a company consider before change its identity?

Evaluation of the Brand Identity System

My literature Analysis Summary

3 - Join a Brand Means Join a Tribe

Cultural Brands

Iconic Brands

The Italian Context

Important factors for Iconic Brands

Research Methodology Research Results

My analysis of the Data Summary

4 - The Impact of Perceived Corporate Brand Values on Brand preference Conceptual framework

Model and Hypotheses Methodology and Measurement

Discussion of Results

5 - Discussion

Reflect the brand identity by the customer's identity Brand behaviour affects the brand-customer relationship Create a Global brand Identity Connection

Affect the Consumer behaviour is the key to success Summary

6 - Conclusion

Achievement of the Research objectives

Recommendations for managers and areas for future research

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