Skip to main content
Kent State University Home

Open Access Kent State (OAKS)

  • About
    • About
    • Frequently Asked Questions
    • Rights and Reuse
  • Browse
    • Authors
    • Collections
    • Communities
    • Subjects
  • Login

Capitalistic Transparency

  1. Open Access Kent State
  2. Conferences & Events
  3. Undergraduate Research Symposium
  4. 2020 - Kent State University Undergraduate Symposium on Research, Scholarship and Creative Activity
  5. Social Science/Education/Public Health
  6. Capitalistic Transparency
Author(s)
  • Linh Phung Senior, Fashion Merchandising
Abstract
Regardless of the number of dollars spent on marketing or cleaning up the past, we know that customers have the final say when it comes to brand image. That is why brand transparency is essential to any successful business of this generation. An issue, however, is that brand transparency is becoming a marketing device for major apparel brands to make them appear more likable and thus, establishing customer’s trust and loyalty. The purpose of our research is to examine apparel brands that label themselves as “transparent”. Recently, the label “transparency” has been clouded with lies and uncertainty by brands who use it in a capitalistic way. Our research aims to clear the air and re-establish the truth in brands that say more than they do. To do so we examined consumers’ understanding of “brand transparency” and how it impacts consumers’ overall perception of the brand’s image. Specifically, we conducted a content analysis of consumer comments in various social media platforms, and also distributed an online survey. Our results suggested that brand image can be easy to build up but difficult to change once the public already associates the company as being trustworthy or not.
Format
Conference Proceeding
Contributor(s)
Faculty Mentor
Jonghan Hyun
Modified Abstract

Recently, the label “transparency” has been clouded with lies and uncertainty by brands who use it in a capitalistic way, becoming a marketing device for major apparel brands to make them appear more likable and thus, establishing customer’s trust and loyalty. The purpose of our research is to examine apparel brands that label themselves as “transparent”. Our research aims to clear the air and re-establish the truth in brands that say more than they do. To do so we examined consumers’ understanding of “brand transparency” and how it impacts consumers’ overall perception of the brand’s image. Our results suggested that brand image can be easy to build up but difficult to change once the public already associates the company as being trustworthy or not.

  • Facebook
  • Linkedin
  • Twitter
  • Pinterest
  • Email
Open Access Kent State
University Libraries

Street Address

1125 Risman Dr.
Kent, OH 44242

Mailing Address

P.O. Box 5190
Kent, OH 44242-0001

Contact Us

  • oaks [at] kent [dot] edu

Quick Links

  • About
  • Frequently Asked Questions
  • Rights and Reuse

Information

  • Accessibility
  • Annual Security Reports
  • Emergency Information
  • For Our Alumni
  • For the Media
  • Health Services
  • Jobs & Employment
  • May 4th, 50th Commemoration
  • Privacy Statement
  • Website Feedback
Kent State University Home
© 2021 Kent State University All rights reserved.