A field study in e-commerce apparel retail industry on the effect of sales development activities on brand image

Businesses offer their products and services to the market with certain brand names due to the benefits they provide both to themselves and to consumers. In order for businesses to benefit from the functions expected by the brand, it is necessary to pay attention to the moral elements that represent the brand image as well as the material factors that the brand will provide to the consumer.Sales development activities have a great place in the successful creation of a brand image by ready-to-wear companies; Developing their brand image by using sales development activities increases their competitiveness in e-commerce both in target markets and on the internet. In this context, the aim of this thesis is to investigate the effects of the sales development activities of the ready-made clothing businesses in the e-commerce environment on the brand image. In this study, a quantitative research method was carried out in order to test the model and hypotheses within the scope of the research in order to examine the effects of sales development activities carried out in the e-commerce environment in ready-made clothing businesses on the brand image. The population of the research consists of everyone who is a ready-made clothing consumer; The data in the research were obtained by applying an e-survey on the internet to 789 ready-to-wear consumers. The model of the research is designed to measure the effects of the sales development activities of the ready-made clothing companies in the e-commerce environment on the brand image with the support of the factors of brand preference and the importance of the brand in purchasing. Within the scope of the study, the relationship between these variables was determined using correlation and regression analyzes, t-tests and anova tests. As a result of the research, it has been determined that there is a statistically significant and strong relationship between sales development activities and brand image, brand preference reason and the importance of the brand in purchasing. In addition, it has been found that the relationship between brand image and brand preference is strong, and there is a statistically significant and strong relationship between the importance of the brand in purchasing and brand image. The effect of brand preference factor on brand image is more than the effect of sales promotion activities factor.