The Psychological, Social and Economic Effect of The Purchase of The Fake Brand in Ready-To-Wear Sector in The Saudi Arabia: Case Study Done on Saudi Women
Received Date: May 29, 2023; Published Date: June 14, 2023
The American Marketing Association (2010) defines a brand name as “a name, term, design, symbol, or any other characteristic intended to identify the good or service of a seller and to differentiate it from those of other sellers”. customers interact with several brands and products over the course of their lives and build an attachment to a well-defined brand category (Schouten; MC Alexander 1985), which differs from one consumer to another, which is not always the same and it’s not stable. One of the most important factors interfering here, in this relationship: the values. Those values perceived by this individual justify his consumption of such a product to the detriment of the other. In addition, the existence of a variety or patchwork of brands of “like” products from the same industry puts the consumer in a confusion.