23. THE INFLUENCE OF CULTURE ON CONSUMER BRAND ENGAGEMENT: A CASE STUDY OF READY-TO-WEAR

The present study aims to investigate how culture affects consumer brand engagement. The relationship between culture and brand engagement in the ready-to-wear market is examined by a quantitative study that included 183. participants. In fact, cultural dimensions, such as traditions, beliefs, and values, which characterize every culture and influence consumption decisions, were used as the basis for analyzing the results. Then, Microsoft Excel is used to conduct a comprehensive analysis and to illustrate the obtained results in the form of graphics and tables. The results of the research indicate that, to increase consumer engagement with the brand, people place great importance on. the values they share with a brand. A large number of consumers are willing to pay more for brands in the ready-to-wear market that share the same values. Findings also indicate that people whose culture influences the purchasing of ready-to-wear are more likely to engage with brands. that respect their beliefs. Additionally, the findings of this research indicate that individuals influenced by culture are in the ready-to-wear market, considering traditions. The current study will contribute significantly to future-ready-to-wear studies by gaining an in-depth look into the effects of culture on brand engagement and by coming up with practical and innovative solutions to this vital matter that will increase knowledge and understanding in this field.

KASSOU, ROUMAISSAE; CHAKOR, ABDELLATIF

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.58433

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/58433