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The proposal will commence with describing the research design and methodology including methods of data collection and data analysis and conclude with a short summary of all the relevant crucial points in the proposal.Fashion is not a necessity but is usually a luxury exploited by and available to consumers who are willing to purchase fashionable clothes and have the resources to do so.Theses and dissertations represent a wealth of scholarly and artistic content created by masters and doctoral students in the degree-seeking process.
However, research regarding this topic is limited as the social networking sites is relatively a new phenomenon.
Therefore, the purpose of this research is to examine the effect of the brand’s comments in attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust and purchase intention of other consumer’s postings on social media.
One of the largest groups of consumers who are influenced by fashion are the young generation or young consumers and this particular target market is also known to spend the most upon purchasing fashionable clothing.
Accordingly, designers of luxury brands incorporate different branding strategies within their marketing plan in order to increase their influence upon young consumers (Kotler, 1988).
Subsequently, social media has become an important marketing tool for advertising companies’ messages.
As a result, fashion brands such as H&M and Victoria’s Secret started to show more brand ads on Facebook.
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.
While Nigerian or African fashion was not highly prominent in the West previously, Nigerian designers have gained recognition and formed their own luxury brands (Okonkwo, 2009a).
This dissertation will seek to explore the branding strategies of Nigerian luxury brands, specifically Tiffany Amber, in context of socio-economic class, magnitude of fashion, age group, and other relevant factors which influence the branding strategy of a luxury brand.