An Analysis of the Decision Makers and Decision Making Process for Corporate Image Apparel Purchases

The purpose of this study was to acquire information about the decision makers and decision making process for corporate image apparel purchases to provide direction for industry and academic researchers in better understanding this growing market. Corporate image apparel, or company logo apparel, is widely used across companies for a range of purposes that relate internally to the employees or externally to the company's image to the public. The Organizational Buying Process Model (Kotler, 2000) provided the conceptual framework for this study.The sample consisted of 10 companies who currently purchase image apparel to fulfill the needs of an image apparel program. Using a case study approach, company representatives were interviewed via the telephone or e-mail. Respondent companies were categorized based on their primary use of corporate image apparel, including employee dress code, employee incentive, corporate promotion, and corporate identity. These four groups were then compared for similarities and differences both among and across industry and supplier designations as related to the appropriate stages of the Organizational Buying Process Model and nine research statements. Results successfully identified the primary decision makers and decision making processes for corporate image apparel purchases.