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Subsequently, social media has become an important marketing tool for advertising companies’ messages.
This study focuses upon the impact of branding strategies of luxury fashion brands in Nigeria upon young consumers and aims to discuss the various branding strategies used and their effectiveness.
The study aims to apply special emphasis upon the brand Tiffany and Amber which is known for its uniqueness and use of luxuriant fabric and vibrant colors.
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With the use of a closed-ended questionnaire, the study is designed to be both qualitative and quantitative in nature as it will contact 60 Tiffany and Amber customers through email for their opinion regarding the brand prominence and branding strategies employed by Tiffany and Amber and their effectiveness.
The study will conclude by providing recommendations according to the data obtained.
While the Western fashion industry is highly developed, the Nigerian fashion industry is slowly progressing into prominence as young affluent Nigerian consumers begin to appreciate Ankara fabric.
However, these young affluent Nigerians are also highly comfortable with wearing Western labels, which makes it highly important for Nigerian fashion brands to appropriately brand their product lines to appeal to young Nigerian customers.
Findings from this study revealed that there is no moderating effect of brand comments of the relationship between other consumer’s postings and brand trust, while positive other consumer’s postings has a significant effect on consumers’ brand trust.
Also, there were no significant differences among other consumer’s postings, brand comments and purchase intention relationships.