Influence of the brand on price and disign

Leslie Kam Arteaga
Francisco Arbaiza Rodriguez



The purpose of this investigation is to confirm that brands are more influential than the price and the design in the purchase decision making of fashion products. For this, two quasiexperiments were applied to peruvian millennials.It is shown that this segment is loyal to brands, but not to all its products categories, because the price and the design may be more relevant in the purchase of some of these in specific. In this way, it is determined that brand equity or the value of a fashion brand may vary depending on clothing types.


El propósito de esta investigación es comprobar que la marca es más influyente que el precio y el diseño en la decisión de compra de productos de moda. Para ello, se aplicaron dos cuasiexperimentos a millennials peruanas. Se demuestra que este segmento es fiel a las marcas, aunque no precisamente a todas sus categorías de productos, puesto que el precio y el diseño pueden ser más importantes en la compra de algunos en específico. De este modo, se determina que el brand equity de una marca de moda puede variar en función de sus tipos de prendas.


O objetivo desta pesquisa é comprovar que a marca é mais influente que o preço e o design na tomada da decisão de compra de produtos de moda. Para tanto, foram aplicados dois quasiexperimentos a peruanas da geração millennial. Demonstrou-se que essa parcela da população é fiel às marcas, ainda que não necessariamente para todas as categorias de produtos, já que o preço e o design podem ser mais importantes na compra de alguns itens. Deste modo, se determina que a marca de equidade de uma empresa pode variar em função dos seus tipos de roupas.


fashion brands, brand equity, purchase decision making, price, design

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