Consumers Brand Relationships and Attitudes Towards Branded Clothes: A Comparison Between British and Greek Young Consumers.

Abstract This dissertation is concerned with consumers brand relationships and attitudes towards branded clothes comparing British and Greek young consumers. With this study the researcher tries to investigate whether Greek and British young consumers develop weak or strong relationships with particular brands, as well as the factors that influence the development of such relationships. Thus, in order to investigate these factors the study does not exclusively draw upon the theory of relationship marketing but takes a broad perspective using the literature of consumer behaviour and paying particular attention on the role of national culture. The results of the study show that brand relationships as well as attitudes towards branded clothes differ a great deal between Greek and English young consumers. Greeks seem to develop stronger brand relationships whereas British seem to develop weaker brand relationships. The main difference is that Greek consumers are leaning more towards the labelled clothes, expressing a need of showing off, compared to British consumers of similar status and financial situation who turn to less expensive and non-labelled clothes. National culture proved to be the main influential factor which made consumers brand relationships as well as consumers attitudes towards branded clothes, to differ between the two countries