The brand types influence on the choice and pricing of a T-shirt

Maria Aparecida Gouvêa, Luiz Alberto Marcondes Homen de Mello Castro, Noel Alves Vicente


Apparel brands communicate social identity and membership of the person that consume it. Knowing this, many brands were developed, some exploring their relationship with fashion, whereas others use a cause association. In order to increase knowledge about the brand influence, this study aimed to analyze the impact of tag types (social, generic and manufacturer), on the choice and the price of a shirt. It was developed a quantitative survey with a accidental sample of the 248 people with high degree of education. Through the use of conjoint analysis, it was obtained a model that ranked three attributes according their importance to the choice of a T-shirt and the most relevant characteristics of each attribute. Also, it was analyzed the relationship of the three brand types and the T-shirt price. The study revealed that the quality in this segment is more important than the brand, and that different brands can add value to a product at varying levels, depending on the consumer segment.


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Revista de Administração da UFSM. Brazilian Journal of Management

Universidade Federal de Santa Maria, Santa Maria, Rio Grande do Sul, Brasil, eISSN 1983-4659