The tradeoff between brand logo prominence and customers’ willingness to pay for luxury fashion clothing : the case of ‘Polo Ralph Lauren’

Abstract

Purpose – This study aims to identify consumers’ willingness to pay for different brand logo prominence levels – case of Polo Ralph Lauren Clothing. The study also investigates the psychological and sociological factors behind consumers’ connection with the brand in play, Polo Ralph Lauren Clothing. Design/Methodology/Approach – A quantitative online questionnaire was created to measure consumers’ willingness to pay for different brand logo prominence levels and to identify what motivates consumers to purchase Polo Ralph Lauren Clothing. Findings – Results suggest that there consumers are willing to pay for their logo to be prominent on their clothing, however, to a certain extent. Research Limitations – Limitations of this research study emerge from the fact that only online platforms were employed which totally excluded the offline segment of the population. Moreover, semantic scales used in the study were slightly altered in order to eliminate/ decrease the amount of participants dropping out of the online questionnaire. Practical Implications – This study can be used by policy makers who can shape marketing campaigns in order to correspond with the factors that motivate consumers to actually pay a premium for such brand Originality/Value – There are no local studies that focus on the trade-off between Brand Logo Prominence and Customers’ Willingness to pay for Luxury Fashion Clothing, This study is particularly targeted to Polo Ralph Lauren personnel in Malta as the study offers an effective representation of local consumer attitudes toward the brand. Clear analysis with respect to the extent to which 18-35 year old are willing to pay in order to have a brand logo present on their clothing is also discussed.