Women of generous proportions: An empirical study of full-figured brands and the consumer bonding experience

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Article

Source Title

Academy of Marketing Studies Journal

Volume

16

Issue

2

First Page

97

Last Page

106

Publication Date

12-1-2012

Abstract

The paper explores the values "owned" by local plus-size brands and if these values are sought by plus-size consumers. According to recent studies, plus-size women had difficulty in finding well-fitting fashionable clothing in general, making then unhappy shoppers. The paper aimed to address the problem-determining if: plus-size consumers associate plus-size brands with attributes that differentiate them from competition, consumers connect a brand's "owned" attribute to consequent values and express a preference for the brand whose consequent value is most congruent with their own. The ever-changing lifestyle that led to a change in eating patterns resulted to the rise of hefty-sized consumer market called the "plus-size"-women with body and clothing measurements of 14 and larger. These plus-size consumers who give importance to specific values likely to prefer the brand with the attribute is its functional or psychosocial benefit. Furthermore, perceive each of the brands as owning an attribute entirely different from the brand's positioning. Perhaps, "Moda Plus' brand position is "providing clothes with styles that flatter the full-figured" being the value they offer, yet consumer perception dictates that "Moda Plus brand" owns an entirely different value. The paper presents the uniqueness of the Philippine market in comparison with its foreign counterparts. Existing researches anchored their study on various contexts such as: aesthetics, store image and perception, it somehow failed to explore consumer perception of brand value and its consistency with brand positioning. The paper provides relevant insights for plus-size brands about consumer perceptions of value and suggested marketing communication.

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Disciplines

Marketing

Keywords

Plus-size women's clothing; Consumers--Attitudes; Branding (Marketing)

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