Branded or not branded. Purchase drivers of jeans consumer

The paper aims to identify the role of the brand in the definition of the determinants of purchase jeans. The methodology is of mixed type method. The first, quantitative, focused on a survey using a structured questionnaire to a non-probabilistic sample of 300 consumers; the second, qualitative in-depth, made ​​with the technique of laddering, with which he attempted to reconstruct the chain "means-ends" for the field of jeans. The benefits of work relate to the opportunity to gain useful information for the consumer knowledge management and the consequent planning of marketing strategies.