The influence of culture on consumer brand engagement: a case study of ready-to-wear

This study aims to explore the influence of culture on consumer brand engagement in the ready-to-wear industry. Within this framework, an in-depth study was conducted using a quantitative research method on a sample of 183 individuals to examine the relationship between culture and consumer brand engagement in the ready-to-wear sector. Drawing upon cultural elements such as traditions, beliefs, and values, the results obtained from this research were analyzed using Microsoft Excel as a statistical analysis tool. This allows for precise and thorough analysis of the results, as well as clear visualization of the data through dynamic charts and tables, facilitating understanding and interpretation of the data. The data analysis performed revealed that individuals attach great importance to the congruence of values between the brand and the consumer. For instance, the majority of participants are willing to pay a higher price for ready-to-wear brands that align with their values. Furthermore, the results demonstrate that individuals who perceive a strong influence of culture in their choice of ready-to-wear brands are more inclined to engage with a brand that respects their beliefs. Additionally, the results indicate that individuals influenced by culture in brand engagement take traditions into consideration. This study will significantly contribute to future research in the field of ready-to-wear by providing valuable insights into the influence of culture on consumer brand engagement. It will offer innovative and relevant solutions that enrich existing knowledge on this subject.