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Abstract
The purpose of this study was to discuss the importance of the brand name on premium denim and the effect it has on the perceptions of the denim, the wearer and their brand loyalty behaviors. Implications for Premium Denim brands were found by researching the relationships between Brand Name, Back Pocket Embellishment, Perceptions of Quality and Perceptions of the wearer and how these variables lead to Brand Loyalty behaviors. The results of this study will provide takeaways for the branding aspects of Premium Denim brands. The medium for studying the impact of the brand name was an online survey in which participants were asked to give their opinions based on the back pocket embellishments of premium denim. This study found that Brand Loyalty amongst Premium Denim Wearers can be explained by the Perception of Quality. This has implications for Premium Denim producers and marketers that have the potential to increase their presence in the Premium Denim and apparel market.