Investigating the Impact of Brand Title, Brand Awareness, Brand Attitude, and Brand Reputation on Brand Performance in Garment Industries (Case study of Lc Man Brand)

Today, one of the criteria for success in gaining market share in the Apparels market is to focus and invest in the organizational brand, which is achieved as a result of the positive performance of the organization and the organizational brand. Therefore, the purpose of this study is to investigate the effect of brand title, brand awareness, brand attitude, and brand reputation on brand performance in the Garment industry (case study of LC_man brand). The research method is applied in terms of purpose and in the category of descriptive and survey research. The studied statistical population is the customers of LC_man brand in Tehran. The sampling method was simple random sampling, and 384 people were selected and distributed as a sample using Krejcie and Morgan's table. Data were obtained using standard questionnaires. To calculate the reliability of the questionnaire, Cronbach's alpha and combined reliability and content validity from the perspective of professors were used. Smart Pls3 software was used for data analysis. The result of the hypotheses showed that Brand signature (including two dimensions of brand name and brand logo) has a positive and significant effect on brand attitude and brand awareness of customers. Also, brand awareness has a positive and significant impact on brand attitude and these two variables also affect the brand reputation and finally the brand reputation has a positive and significant effect on brand performance.