Social class categories and brand-name loyalty in Jordan : the case of the wearing apparel

Abstract EN

The influence of social classes on the consumption behavior of their members cannot be underestimated.

Based on a quantitative approach, this study examined the link between social class categories and brand-name loyalty, regarding the wearing apparel in Jordan.

Using a simple random procedure, a sample of 1000 households of the capital of Jordan (Amman) was selected for this study.

The results suggested that high and upper-middle social class members are loyal to certain brand-names.

Lower-middle and low social class members are not loyal to certain brandnames.

Jordanian manufacturers of the wearing apparel could make good use of the concepts of social class and brand-name loyalty.

This could be reached through promoting an information environment where the psychological influence and the social prestige of the product is promoted.