Influence of Branding on Consumer Preference of Fashion Fabrics:  Study of Consumers on Awka, Metropolis, Anambra State, Nigeria

Influence of Branding on Consumers Preference of Fashion fabrics: Study of Consumers’ in Awka Metropolis, Anambra State, Nigeria

Chukwuemeka Chidiadi Okereke & Abude Peter

Nnamdi Azikiwe University Awka, Anambra State, Nigeria

DOI: https://dx.doi.org/10.47772/IJRISS.2025.9020141

Received: 20 January 2025; Accepted: 04 February 2024; Published: 07 March 2025

ABSTRACT

This study on the influence of branding on product preference: case study of selected consumers of fashion design and fabrics in Awka, Anambra State, Nigeria and specifically students of Faculty of Management Sciences, Nnamdi Azikiwe University, Awka, Anambra State, Nigeria.

Branding as it were has gone beyond its traditional concept and scope. It is no longer just about promoting a product or service but about building emotional connections with one’s audience (Marty Neumeirer 2023). It now involves immersive experiences and emotional connections with storytelling creating solutions to customers problems.

The objectives of this study were to determine how branding influence consumer preference on fashion design and fabrics within the focused population of the study as aforementioned. The sample size of the respondents was 367 using Taro Yamane ‘s formula. Instrument for data collection was structured Questionnaires. Out of 367 questionnaires distributed, 360 were duly returned, while 7 were not returned. The survey research method was adopted for the study while Chi-square distribution for goodness of fit was used to test the hypothesis. The sources of data used in this study, were primary and secondary data. Analytically, the study shows that there is significant relationship between effective branding and consumer preference of product, while highlighting the significant relationship between branding and consumer perception, as well as the significant relationship between purchasing decision of a consumer and branding. In conclusion, the study established that branding is a key component of the marketing system and plays an important role in shaping product preference by creating an emotional and rational connection with consumers.

Keywords: Branding, Buying Behaviour, Consumer Preference.

INTRODUCTION

Background of the Study

(Marty Neumeier, 2023) renowned branding expert, noted that “Branding is not what a lot of people say it is.” It is not just a mere a logo”. A logo though is a useful tool for a business, but it’s not a brand. A logo is a symbol for the brand. “A brand is not a product”, so when people talk about buying this brand or that brand, they’re really talking about buying one product or the other. Brand is said to be to a promise a company makes to customers and there’s some truth in that, it does end up acting as a promise, but that’s not what it is. A brand is a result, it is a customer’s gut feeling about a product or service of a company. It ends up in their heads and in their hearts. They take whatever raw materials you throw at them and they make something out of it.

(Adam Erhart, 2023) Branding is one of the most confusing and misunderstood business marketing strategy out there and seems to mean something different to everyone. It is the feeling consumers create and their perception of your business that really forms what your business brand is. For businesses, building a strong brand is crucial as it attracts new customers and helps them stand out in a crowded market. Branding involves associating a product with a specific name, symbol, or set of features to make it easily recognizable and desirable to consumers. Although branding originated in the 1500s, significant transformations occurred during the 19th and 20th centuries. Way back when, branding was used to denote ownership of something. The most well-known examples of this type of branding were cows, which were often marked with numbers and symbols so their ownership was known. Throughout the decades and multiple revolutions, branding became a way to stand out from competitors and build business. Many of the world’s best known brands such as Chanel, Ford Motor Company and Coca-Cola were founded between 1880 and 1910. They stood out for offering something that was not yet available to the public at that time. With production being efficient and new products on the market, these brands took to advertising. Using the most effective platform at the time from radio, then to TV (now on social media). As times changed, brands understood that they had to keep up with the times.

Jeff Bezos, the richest man on Earth and the founder of Amazon, once said “Your brand is what other people say about you when you’re not in the room”. For any business, branding is essential. It differentiates a company from its competitors and ensures that customers remember its name. It shapes how customers and clients perceive the company and its offerings. A robust brand can help a business thrive in a competitive environment by attracting new customers and influencing consumer choices and preferences. Understanding the impact of branding on product preference is crucial for businesses aiming to enhance their marketing presence and build customer loyalty. In a business landscape marked by rapid changes and fierce competition, branding serves as a strategic tool that helps businesses differentiate their products, establish a unique identity, and foster emotional connections with customers.

The primary objective of branding is to safeguard the product, but it also serves as a powerful instrument for promoting a company’s marketing efforts and boosting sales. Effective branding ensures safe and easy delivery of products, helping businesses distinguish their offerings from other brands. Businesses must comprehend what influences consumers during their buying process. Market research is vital for creating the ‘right’ branding for a product, identifying the branding elements that matter most to consumers.

Alvarez and Casielles (2020) noted that organizations develop brands to attract and retain existing customers. Elements such as shapes, colors, sizes, and labels can significantly influence consumer behavior. Businesses must cultivate a consumer-brand relationship (CBR) to achieve profitability.  (Nelson, 2023) A strong brand image is a valuable asset, and developing a corporate brand is essential because a positive brand image instills confidence in consumers about the entire range of products and activities associated with the industry. This study succinctly seeks to examine the influence of branding on consumer tendency to make purchase, embedded in this research topic: influence of branding on product preference in the fashion industry with selected consumers in Awka municipality as a case study.

Statement of Problem

Despite the recognized importance of branding, there is limited understanding of how it can be effectively utilized to influence product preference among industries. This gap in knowledge presents a challenge for businesses in tailoring their branding efforts to meet the unique needs and preferences of local consumers, hence the study.

Often, when asked the non- price reason behind their choice for a particular brand of product over another, most consumers will readily point to “Quality”. However, one would accept this answer with a lot of ambivalence, given the fact that it is only on rare occasions that consumers would have what it takes to make an objective quality differentiation among alternative product brands. (Robert Cialdini, 2022) It, therefore follows that those entrepreneurs who know how best to manipulate consumer perception and therefore better position their brand in the minds of the consumers will definitely emerge winners in the marketing warfare.

The major problem facing many entrepreneurs in Nigeria today has to do with poor branding which affects the rate at which consumers ‘patronise their products. This could be as a result of poor brand management, poor perceived quality which affect consumers willingness to purchase such product.

Basically, this study seeks to provide the antidote that negates the realisation of influence of branding amongst fashion industry operators in Awka in marketing their products to achieve consumer preference and choice of brands.

Objective of the Study

The primary objective of this study is to examine the influence of brand on customer preference: a study of Awka metropolis fashion market.

The specific objectives include:

1. To identify the key branding elements that impact consumer preference
2. To analyze how consumers perceive different fashion brands
3. To assess the extent to which branding influences purchasing decisions among fashion consumers in Awka.

Research Questions

To achieve these objectives, the study will address the following research questions:

1. What are the key branding elements that influence consumer preference in the fashion design industry in Awka.
2. How do consumers in Awka perceive various fashion brands.
3. To what extent does branding affect the purchasing decisions of fashion consumers in Awka.

Significant of the Study

This research offers valuable insights for entrepreneurs, providing guidance on developing effective branding strategies and elements. Specifically, entrepreneurs in the fashion industry will benefit from understanding the impact of branding on purchasing power, consumer buying behavior, profitability, customer satisfaction.

This knowledge will enable them to exponentially overcome challenges, increase profits, and contribute to the growth of the industry.

It provides actionable approaches through recommendations to tackle challenges, improve performance and drive growth in the fashion industry while outlaying the contributions of the fashion industry to the economy, especially Nigeria’s economic development.

Leeway for Future Research: This study will add value to further exploration and discovery regarding the essentials of branding within different contextual environments and conceptual dimensions and serve as background and elixir on the study of branding and its influence on consumer choices.

Scope of the Study

 This study examined the influence of branding on product preference in the fashion design industry, specifically among customers in Awka, Anambra State, Nigeria. The study is specifically targeted on the consumers of fashion fabrics and design amongst students in the Faculty of Management Sciences, Nnamdi Azikiwe University, Awka. the sample of this study is selected for its unique significant, mobile and trendy cognition with a distinct environment to study consumers behaviour in the fashion industry.

The study examines various elements of branding such as brand name, logo, brand image, and brand reputation, and their impact on consumer preferences.  It also explores how these branding elements influence the purchasing decisions and perceptions of fashion consumers in Awka.

Limitation of Study

This research is limited to Awka municipality, the capital city of Anambra state of Nigeria. The sample, was specifically drawn from students of Faculty of Management Sciences, Nnamdi Azikiwe University, Awka which may not allow the findings to be generalized in other regions cum environments with different consumer behaviours and market dynamics. In otherwards, the study may not fully represent the diverse population of fashion consumers in the entire city and other environments. Yet it gives a portrayal of likelihood to the general concept of the place of branding in consumer preferences of goods and services. Limited timeframe and financial resources affected the scope of the study.

REVIEW OF RELATED LITERATURE

Concept of Branding

Branding is a multifaceted construct that encompasses the creation and management of a brand’s identity and image, with the ultimate goal of differentiating it from competitors and establishing a distinctive position in the minds of consumers. It involves a strategic orchestration of various elements, including the brand name, logo, tagline, packaging, advertising, and overall brand messaging. Effective branding goes beyond mere visual aesthetics; it embodies the core values, personality, and promises of a brand, fostering emotional connections with consumers and cultivating a loyal customer base.

Jean-Noel Kapferer(2022) noted that “the brand is a unique factor” whose function is to disclose a hidden qualities of a product which are inaccessible to contact. Brand serves as a “REVEALER” because it disclose and monitor these intangible, hidden qualities to consumers. Brand is not merely a name or logo but a vital element that reveals and communicates the hidden qualities of a product to consumers.

DIMENSIONS OF BRANDING

Here are some expanded notes on branding concept which includes the following:

Brand Identity:

A strong brand identity establishes trust and credibility in the minds of consumers. When individuals encounter a familiar and well-regarded brand, they are more likely to feel comfortable and confident in their purchase decisions. Trust is a crucial factor, especially when consumers are faced with multiple choices or when dealing with unfamiliar products. A reputable brand can provide a sense of security, reducing the perceived risk associated with a purchase.

Brand Positioning: This has to with the unique selling or valuable proposition. It refers to the strategic process of establishing a brand’s unique place in the market and in the minds of consumers. It involves defining how the brand differentiates itself from competitors and the value it offers to its target audience. A Unique Value Proposition (UVP) in branding is a statement that clearly communicates the unique benefits, value, and differentiators of a brand, product, or service. It answers the question, “What sets us apart, and why should customers choose us over others?

A strong UVP should be:

1. Unique: Clearly differentiated from competitors
2. Valuable: Relevant and beneficial to the target audience
3. Proposition: A promise or offer that resonates with customers

A well-crafted UVP can help you differentiate your brand in a crowded market, Attract and retain customers, Guide marketing and branding efforts, Focus product development and innovation, Create a competitive advantage

Brand Personality: Brand personality refers to the human-like characteristics attributed to a brand, reflecting its values, character, and tone of voice. A strong brand personality can create an emotional connection with consumers, making the brand more relatable and memorable. By aligning the brand personality with the target audience’s values and aspirations, marketers can effectively influence product preference and build a loyal customer base. Brand personality encapsulates how your brand communicates its values and beliefs to your audience through visual cues, communications, and marketing. Every brand has a personality, but brands that put the work into defining their personality have a much better chance of connecting with their target audience. That’s why it’s essential to define your brand personality early in the brand strategy process and refine it as you go.

Establishing this personality is all about connecting with people on an emotional level and when brands do it correctly, they can build relationships and loyalty with their customers. In fact, 88% of consumers say authenticity is a crucial factor when deciding which brands to support. If the tone and character of your brand don’t resonate with customers, they’re probably not going to buy from your company.

Just like people have personalities, brands can have personalities, which help customers connect and understand brands on a deeper level. Brand personality is how your company expresses itself through its tone of voice, core values, beliefs, and visual identity. It’s not just about what your brand looks or sounds like it’s about how customers feel when interacting with your business.

Jennifer Aaker, a behavioral scientist and marketing professor, created a Brand Personality Framework that includes five dimensions that help characterize and define a brand’s personality: Sincerity, excitement, competence, sophistication, ruggedness. Understanding and incorporating these brand personality traits into your branding strategy can help you to effectively communicate your brand’s identity, values, and essence to your target audience. This consistency in portraying your brand personality types will help you connect with your audience on a deeper level, foster brand loyalty, and leave a lasting impression.

Brand Essence: What are the core values and purpose of the product you are offering to the consumers of your product. Branding your business is important, you already know that, but it goes well beyond the graphic design assets such as a logo and brand colors. In today’s consumer world, building true, lasting relationships with your consumer base is integral to continuous success.

Brand essence is the soul of a brand and acts as a foundation so the brand appears consistent and authentic. It defines what a brand stands for, shapes the overall identity, and aims to invoke a particular thought, feeling, or emotion in consumers. Typically, it’s expressed in two to three words.

Like people, brand essence can’t be fake. Consumers can tell when a brand isn’t being true to itself, which can hurt sales and long-term customer loyalty. Your brand essence is the core characteristics of your business – your values, what your company stands for, and how you want your customers to feel about your business.

Brand Image:

(Aaker, 2022) Brand is the image that consumers have in mind. (Murphy 2023) It is also the special features that have been developed all the time in other to differentiate actual products from the competitors Brand concept must address customer’s interest and lifestyle.

Brand Perception (how customers see the brand): People’s perception of a brand is shaped by their individual experiences, interactions, and exposures to the brand.

Brand perception is what customers believe a product or service represents and how it makes them feel. It’s not what the company owning the brand says it does. Brand perception comes from customer use, experience, functionality, reputation and word of mouth recommendation

Brand Reputation (overall impression):  Branding is all about how people see you and experience you. First impressions and lasting impressions that build your business through attracting new customers and keeping existing ones coming back, and telling others about you. A good reputation is hard to beat. A bad reputation is hard to overcome (Feyisitan 2020)

Brand Expression: it is the various ways a brand communicates its personality, values, and unique identity to its audience through consistent visual, tonal, and experiential elements. Brand expression helps create an emotional connection with the audience, differentiates the brand from competitors, and builds brand recognition and loyalty. Consistency across all touchpoints is key to effective brand expression

Visual Identity (logos, typography, color palette): Visual identity pertains to the specific design elements—such as logos, color palettes, typography, and visual styles—that form the visual cornerstone of a brand’s overall identity. These elements play a pivotal role in establishing brand recognition, consistency, and emotional connection with the audience.

These elements include the brand’s logo, color palette, typography, imagery, and overall graphic style. Each component plays a significant role in shaping how a brand is perceived by its audience. For example, the logo serves as the visual symbol of the brand, instantly recognizable and representing its core values. The color palette not only enhances visual appeal but also evokes specific emotions and associations tied to the brand.

Typography ensures consistency in messaging and enhances readability, while imagery and graphics convey the brand’s personality and resonate with its target audience. Together, these elements create a cohesive “look” that strengthens brand recognition and fosters deeper connections with consumers across various touchpoints.

Brand Experience: Hoeffler&Ariely (2020) noted that “Consumer experiences are the foundation of their preferences. Brand experience may have a direct impact on brand preferences and an indirect impact mediated by brand knowledge”

Brand Loyalty: Unlike customer loyalty, which is money-based (prices and discounts), brand loyalty is perception-based (image and experience). Brand-loyal customers believe that a certain brand represents both higher quality and better service than any competitor—and the price does not matter. Brand-loyal customers might make fewer total purchases, but the profit margins on their purchases are larger. Once established, brand loyalty is fairly easy to retain—assuming, of course, that product quality and service level remain high. Brand loyalty is also less expensive to retain than customer loyalty, which requires constantly offering low prices and regular discounts to maintain best-deal-on-the-market status.

Importance and Metrics of Branding

Branding is not just important, it’s key in the entire gamut of the marketing system. In a crowded competitive environment, where you’re up against millions of other competing brands for consumers’ attention, time and money, one can’t afford not to stand out.

Branding communicates who you are, what you offer, why you’re a better choice than your competitors and why you’re the best choice for the specific buyer you’re targeting. It’s a means of survival and the key to thriving.

Specifically the importance of branding can be ventilated as follows:

Recognition and Recall: Strong branding enhances recognition and recall by establishing a distinctive and memorable identity for a company or product. When consumers are exposed to a well- branded entity, they are most likely to remember it and differentiate it from competitors. Also when a consumer is familiar with a brand it can lead to increase in trust and preference of that consumers, making it easier for the consumer to choose that brand when making purchasing decisions.

Competitive Advantage: A well-established brand can provide a competitive edge by creating a loyal customer base and differentiating itself in the market. A strong brand builds trust and emotional connections with its customers and it helps to differentiate a company or business from his competitors by clearly communicating its unique value proposition, quality and personality.

Customer Perception: Branding shapes customer perceptions by communicating key attributes and values associated with a company products or services. Strong branding creates a cohesive and positive image that influences customers’ perception, fostering a sense of quality, reliability and consistency, which in turn can drive customer loyalty and preference.

Market Positioning: Branding plays an important role in positioning a company in the market because it helps define and communicate the brand’s unique value proposition, making it appealing to specific consumer group and also help the company to know its position in the market (either the market leader, market challenger, market follower, market nitcher). Effective branding helps position a company or product in the market, targeting specific demographics and aligning with consumer preferences.

Long-Term Success: Consistent branding can lead to long-term success by creating a stable and recognizable presence in the market, fostering trust and loyalty. When a company is consistent with its branding, it gives cutting edge for long term success as it builds a stable and recognizable presence in the market which in turn fosters trust and loyalty among consumers.

Product Preference

At the heart of this study lies the concept of product preference, which refers to the consumer’s inclination to select one product over another from a range of available options. Product preference is a complex phenomenon influenced by a multitude of factors, including personal tastes, needs, and values. However, the present study focuses on the role of branding in shaping product preference. Consumers often form perceptions and attitudes towards products based on the associated brand image and personality. A strong and positive brand identity can significantly influence consumer choice by creating a sense of trust, credibility, and desirability.

Influence of Branding on Product Preference

Branding significantly influences product preference by shaping consumer perceptions and satisfaction. There are key factors that influencing brand preference like product quality and attributes, brand image and awareness, co-branding effect and consumer satisfaction.A brand is an element that signals the quality of the product. The credibility of brands is generally developed through considerable efforts by individual firms and is often based on consumers’ personal experiences over time. By using trusted labels, firms signal to the consumer the quality or presence of specific attributes. Brand image has a significant impact on brand equity, which refers to the consumer’s overall perception and feeling about a particular brand and influences consumer behavior. Consumers are always looking for famous brands, so their preferences for the brand of a product or service are variable. Businesses need to identify what influences brand preference and how consumers create brand preference. Often customers, when they are satisfied with a particular product or brand, repeatedly buy the product. When a customer repeatedly buys a product, showing a favorable attitude towards the brand, the customer becomes loyal.

Customer satisfaction also influence brand preference because it is the customer satisfaction from a product or service that will determine how the customer view the brand itself, when the customer is satisfied with the product they will recommend the product and even the brand to his relatives.

Relationship between Branding and Fashion design industry.

In the ever-evolving world of fashion, the significance of branding cannot be overstated. In an industry where trends change rapidly, successful fashion brands understand that building a strong brand identity is the key to standing out from the competition, fostering customer loyalty, and achieving long-term  success. This research explores the importance of branding in the fashion industry and highlights how a well-crafted brand can make a significant impact on a fashion business.

Differentiation and Identity: In a crowded marketplace, fashion branding serves as a powerful tool for differentiation. A distinctive brand identity helps fashion businesses carve out a unique position, allowing them to capture the attention of consumers. By establishing a clear brand message, values, and visual elements, a fashion brand can create a sense of identity that resonates with its target audience. This identity becomes the foundation upon which consumers connect emotionally with the brand.

Building Trust and Credibility: Branding in the fashion industry plays a crucial role in building trust and credibility with consumers.  When a fashion brand consistently delivers on its promises and maintains a strong brand image, it establishes a reputation for quality, reliability, and authenticity. A well-established brand cultivates consumer confidence, encouraging repeat purchases and word-of-mouth recommendations.  Trustworthy brands are more likely to attract new customers who seek reliability and a positive shopping experience.

 Emotional Connection and Lifestyle Association: Fashion is inherently emotional, and effective branding taps into these emotions to create a strong bond between the brand and its customers. Successful fashion brands go beyond simply selling clothes; they create an experience and tell a story. By aligning with the aspirations, values, and lifestyles of their target audience, fashion brands can evoke emotional connections. These connections create a sense of belonging and foster loyalty, turning customers into brand ambassadors.

Brand Loyalty and Repeat Business: A strong fashion brand establishes a loyal customer base that goes beyond individual product purchases.  Brand loyalty is built through consistent brand experiences, excellent customer service, and a deep understanding of the target audience. When customers feel a strong connection to a fashion brand, they are more likely to remain loyal and choose that brand over competitors. Loyal customers become brand advocates, influencing others through positive reviews, social media engagement, and word-of-mouth recommendations.

Competitive Advantage and Market Positioning: Brand positioning is crucial in the fashion industry, where competition is fierce. A well-defined brand strategy helps fashion businesses stand out and gain a competitive edge. By understanding their target market, fashion brands can develop unique selling propositions, differentiate themselves from competitors, and effectively communicate their value proposition. A strong brand becomes an intangible asset that attracts customers, enables premium pricing, and secures a sustainable market position.

In the fashion industry, branding is an essential ingredient for success. By crafting a unique brand identity, building trust, creating emotional connections, fostering loyalty, and gaining a competitive advantage, fashion businesses can thrive in a dynamic and highly competitive marketplace. Brands that invest in branding strategies and consistently deliver on their promises will not only attract and retain customers but also leave a lasting impact on the industry as a whole.

Conceptual Framework Indicators/Features

RESEARCH METHODOLOGY

This chapter deals with the systematic process used in gathering and collecting data for solving of the research problems. The method used in the data collection is presented in this chapter. Research design, population of the study, sample size determination and sampling technique, sources of data collection, description of research instrument, validity and reliability of the research instrument and method of data analysis. Research design generally relates to the general approach adopted to execute research study. Descriptive Survey will be used to carry out the study. Survey research is one in which a group of people or items is studied by collecting and analyzing data from only a few, or items considered to be representative of the entire group.

DATA PRESENTATION AND ANALYSIS

The data collected and used in carrying out this study was through questionnaires distributed to the consumers. Frequency tables were used to represent the data collected from the respondents. Also, in this chapter the analysis of the presented data used is percentage. Brief explanatory discussions were attached to the tables for clarification. In testing of the hypothesis, the researcher applied Chi-square test for goodness of fit.

 Instrument Administration and Collection

A total of 367 copies of questionnaire with 15 questions for weighing the 3 core research questions were distributed to the respondents, out of which 360 were returned while 7 were not. All the returned questionnaires were validly filled and were optimal for data analysis.

Personal Data

Table 4.1: Sex distribution of Respondents

The table 1 shows that 150(41.7%) of the respondents are males while 210 (58.3%) of the respondents are females. The above table shows the sex distribution of respondents.

Table 4.2: Age distribution of Respondents

The table 2 shows that 290 (80.6%) of the respondents are between 17-25 years old, 70 (19.4%) are between 25 years old and above. The above table shows the age distribution of the respondents.

Table 4.3: Marital distribution of Respondents

Table 3 shows that 301 (83.6%) of respondents are single, 59 (16.8%) are Married. The above table shows the marital distribution of respondents.

Table 4.4: Education of Respondents

From the Table 280 (77.8%) are undergraduate students, 80 (22.2%) are post graduate students. The above table shows the educational/occupational level of respondents.

Note: (See Attached Appendix on Questionnaire for Details)

Influence of Branding on Product Preference in the fashion design industry

Table 5: Distribution according to influence of branding on product preference

 Influence of Branding on Product Preference in the fashion design industry

Table 6: Distribution according to influence of branding on consumer perception

Influence of Branding on Product Preference in the fashion design industry

Table 7: Distribution according to influence of branding on purchasing decision of the consumers

SUMMARY OF FINDINGS

Having analyzed the data as collected from the questionnaires, completed and returned by the respondents, the following findings were made:

1. There is a significant relationship between branding and product preferences of a consumer.
2. Branding influences a consumer’s purchasing decision.
3. Consumers perceive branded products as higher quality than unbranded products.
4. A strong brand identity increases consumer loyalty to a product.
5. Branding of fashion goes beyond physical appearance of the product, it also entails prestige attracted to individuals who use them
6. Good Branding contributes to increasing awareness and retention of customers
7. Branding is an important method of creating a unique identity. Its metric in the purchase decision is very high and fashion designers and fabric dealers should effectively utilise this marketing strategy for brand loyalty.

CONCLUSION

According to the findings of this research, Branding is an important component of the marketing system which plays an important role in shaping product preference by creating an emotional and rational connection with consumers. A well-executed brand strategy can differentiate products in a crowded market, foster trust, and build loyalty. By understanding the target audience, delivering consistent messages, emphasizing unique values, and offering a superior customer experience, brands can significantly influence consumer choices. Ultimately, a strong brand identity that resonates with the audience not only encourages product preference but also drives long-term business success.

RECOMMENDATIONS

Based on the research findings the following recommendations are of essence.

1. Fashion designers and dealers should be able to highlight what makes their product different and why consumers should choose it over others.
2. Fashion designers and dealers should learn what drives their audience preferences whether it’s quality or price. And also tailor their Branding to different customers segment
3. Fashion designers and dealers in an industry should create a brand personality that resonates emotionally with their target audience.
4. it is necessary to focus on customer experience by offering customised solutions to make customers feel valued.
5. Fashion designers and dealers should endeavour to create unique brand personality for their products and services to bond with their customers and have long lasting relationship for the much needed brand loyalty.
6. it is also recommended that it is important for every industry to pay proper attention to all the elements of branding for a good brand image in other to stand out among their competitors.

ABOUT THE AUTHORS

Chukwuemeka Chidiadi Okereke, PhD. Is a Lecturer in Marketing Department, Faculty of Management Sciences, Nnamdi Azikiwe University, Awka, Anambra State, Nigeria. He has a good number of publications in International Journals and Book Chapters.

Abude Peter is a Lecturer in the Department of Entrepreneurship and Business Innovation, University of Delta, Agbor, Delta State, Nigeria. He has published a number of Peer reviewed journals.

Funding: The authors received no funding undertaking this research.

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APPENDIX

SECTION A

Respondent’s personal information/ Demographics

Instruction: please tick (✓) only one option where appropriate in each question.

Gender: Male (   ) Female (   )

Age: 17-25 (   ) 26 and above (   )

Marital status: Single (   ) Married (   )

Educational level: Undergraduate (   ) Postgraduate (   )

SECTION B

Please tick (✓) the option that best indicates your feeling about each statement below.

Note: using the 5 Likert model the following are the meaning to the acronyms below:

(SA = Strongly Agree, A = Agree, UD = Undecided, D = Disagree, SD = Strongly Disagreed).