Brand Name Awareness and Image Perception of Women's Daytime Apparel

The objectives were (1) to investigate brand name awareness and image perceptions of nationally known women's brand name apparel and (2) to identify these characteristics of female consumers which influence brand preferences. The statistical analysis of data collected from 130 female students and 75 working women indicated brand name awareness was influenced by subjects' occupational status and clothing expenditure. Calvin Klein and Ralph Lauren showed more distinctive image characteristics than 12 other national apparel brands. Brand preference was affected by brand attributes, clothing interest, clothing expenditure, and age. A few marketing implications were suggested.