https://scholars.lib.ntu.edu.tw/handle/123456789/612395
Title: | Fast fashion brand extensions: An empirical study of consumer preferences | Authors: | TSAN MING CHOI Liu N. Liu S.-C. Mak J. To Y.-T. |
Keywords: | brand extension; consumer behaviors; consumer preferences; fast fashion | Issue Date: | 2010 | Journal Volume: | 17 | Journal Issue: | 7 | Start page/Pages: | 472-487 | Source: | Journal of Brand Management | Abstract: | This study examines the consumer behaviors and preferences towards different kinds of extensions in fast fashion brands (FFBs). The study identifies six factors, including brand loyalty, involvement, perceived quality, self-image, brand concept consistency and product feature similarity, which may affect the consumer behaviors towards brand extensions. An evaluation model was constructed. A questionnaire survey was conducted with a sample size of 304 respondents. Questions were focused on the respondents attitudes towards the general FFBs as well as their preferences towards different brand extensions. The study includes statistical analyses to examine the data. The study examines the hypotheses and offers managerial insights. ? 2010 Macmillan Publishers Ltd. |
URI: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-77954972004&doi=10.1057%2fbm.2010.8&partnerID=40&md5=4883cc1cd812c06d37cfdd0c26022801 https://scholars.lib.ntu.edu.tw/handle/123456789/612395 |
DOI: | 10.1057/bm.2010.8 |
Appears in Collections: | 工商管理學系 |
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