Research Prospectus

Running head: RESEARCH PROSPECTUS 1
Research Prospectus
Name
Institutional Affiliation
RESEARCH PROSPECTUS 2
Research Prospectus
1.0 Introduction
1.1 background
From a managerial viewpoint, fashion houses need to establish the constructs of brand
authenticity that affect marketing effectiveness. Once managers determine the factors that affect
brand authenticity as a whole, they should then categorize these elements into predictors of brand
authenticity, brand loyalty, and brand attachment. The holistic managing perspective can profit
greatly from understanding brand authenticity in terms of tailoring management approaches and
product innovation in the fashion industry.
1.2 problem statement
Customers’ attitudes and perceptions vary due to various factors. When it comes to the
fashion industry, these aspects are heightened, making it absolutely necessary for luxury fashion
brands to get their marketing right. Exploring brand authenticity through a wide range of models
facilitates insights about the holistic management practices in the fashion industry.
1.3 purpose of the study
The aim of this study is to explore the multidimensional components of brand authenticity and
the respective effect of each construct. These components are brand loyalty, brand attachment,
and brand commitment in luxury fashion wear. For the study, two luxury fashion houses, Prada
and Givenchy will be examined.
1.4 study hypothesis
RESEARCH PROSPECTUS 3
There are seven multidimensional constructs that influence brand authenticity, namely
innovativeness, authority, consistency, fashionability, heritage, sustainability, and originality.
2.0 Literature Review
According to Napoli et al., (2014), brand authenticity can be reviewed through social
marketing theory since it relates to communicating with masses. It integrates marketing tools and
techniques that promote communication that is beneficial to the community. Morhart et al.,
(2015) use the social marketing theory to explain brand authenticity. The authors elaborate four
major marketing components, commonly referred to as 4Ps of marketing. They are product,
place, price, and promotion. In brand authentication of luxury fashion attire, the role of company
is to encourage target populations to buy socially acceptable products that have a place in
society. Schallehn (2014) points out that in matters of price, social marketing takes both
monetary and non monetary forms. Products with minimum price requirements are deemed more
profound by customers. Matters f place pertain to placing the product in a place where it is easy
to find the target population. Finally, aspects of promotion refers to a technique of positioning
the product by providing information to potential buyers. Choi et al., (2015) further observe that
when it comes to fashion products, it is crucial to evoke the psychological aspects of a product
by addressing objective setting, consumer needs, and empirical evidences.
Fritz et al., (2014) uses the social exchange theory to explain how brand authenticity can
be achieved. Customers need to view the purchase of luxury fashion wear as an equal exchange
of benefits otherwise perceived inequalities jeopardize buyer-seller relationships. Customers can
feel positively about a certain brand based on a combination of three factors namely comparison
level, cost benefit analysis, and comparison of alternatives. Choi et al., (2014) add that the
central concept in the theory is that fashion brands that engender approval from other people are
RESEARCH PROSPECTUS 4
likely to be repeated while items or brands that elicits disapproval will be shunned. Of course for
the effective applicability of social exchange theory in improving brand authenticity, fashion
brands must assume that human gratification comes from other people.
Moulard et al., (2014) conducted a study of brand under non verbal communication
theories. They found out that the most significant fields is pragmatics, which relates to how
people create ad use codes in their daily lives. Branding fashion items requires designers to
create and disseminate pragmatics that improve people’s perception of the brand, therefore
affecting their behavior in purchasing the product. According to Napoli et al., (2014), customer
brand theory states that brands are important in making certain products or services to be the
preferred choice for customers. When it comes to brand authenticity, this theory helps luxury
apparel dealers to make sales in micro moments. The authors’ findings indicated that the four
steps involved in this theory are understanding customer needs, answering their questions,
placing apparel in their desired location, and speedy delivery. This chain if actions creates brand
differentiation and produces the difference that makes customers choose one fashion house over
the other.
3.0 Methodology
3.1 Data collection
Quantitative research methodologies, namely case studies, are going to be utilized in this
provides researchers with broader perspectives of the phenomenon under study. The case studies
to be examined will be selected on a relevance basis developed from several criteria. To qualify,
a journal article must be published between 2010 and 2017 and has to have brand authenticity in
RESEARCH PROSPECTUS 5
luxury fashion wear as the primary focus. A total of 10 cases will be reviewed and an analysis of
the findings recorded.
3.2 Ethical considerations
The data collection process will observe confidentiality of information and will protect
the identity of participants. The findings of the study will be available publicly to encourage the
participants of the study and the general public as well.
4.0 Conclusion
The role of this research is to determine the multifaceted components affecting brand
authenticity that can enable managers in the fashion industry to make marketing efforts more
fruitful. The literature reviewed reveals that social theories can be used to improve buyers’
perceptions of brands as long as marketers act within the confines of these theories with an aim
of determining influencers of brand authenticity.
RESEARCH PROSPECTUS 6
References
Choi, H., Ko, E., Kim, E. Y., & Mattila, P. (2015). The role of fashion brand authenticity in
product management: A holistic marketing approach. Journal of Product Innovation
Management, 32(2), 233-242.
Fritz, K., Schoenmueller, V., Schaefer, D., & Bruhn, M. (2014). What makes a brand authentic
and why should we care? Investigating the antecedents and consequences of brand
authenticity. In Proceedings of the Winter Marketing Educators Conference Proceedings,
eds. Hunter, G. & Steenburg.
Morhart, F., Malär, L., Guevremont, A., Girardin, F., & Grohmann, B. (2015). Brand
authenticity: An integrative framework and measurement scale. Journal of Consumer
Psychology, 25(2), 200-218.
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2014, February). What is brand authenticity?
Introducing the entity-referent correspondence framework of authenticity and its
application to brands. In Proceedings of the Winter Marketing Educators Conference
Proceedings (Vol. 25, pp. A32-A33).
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based
brand authenticity. Journal of Business Research, 67(6), 1090-1098.
Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: model development and
empirical testing. Journal of Product & Brand Management, 23(3), 192-199.

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