Impact of Brand Name on Consumer Preference

Abstract

This paper focuses on the impact of the name of branded fashion and
boutique houses on consumer preference for the apparel outlets in Bangladesh. In
seeking to expand our understanding of brands and their impact on consumer
preference, it assesses the relationship between brand associations which contribute
to consumption preference. The results of study indicate that there are impacts of a
brand name on consumer preference for the apparel outlets. The main contribution
of this paper is the completion of an exhaustive analysis of the brand name effect and
its preference.