Marketers cannot neglect the X Generation, yet targeting this group has proven difficult, since “Xers” reject any segmentation and marketing techniques that attempt to generalize their characteristics. The targeting is made more difficult due to their advertising‐literate subculture. In...

Purpose – The purpose of this paper is to examine the difference in consumer attitudes towards fashion brand extensions (FBEs) between designer labels (DLs) and mass‐market labels (MLs) in Hong Kong. The authors investigate in depth the factors that would affect consumers' evaluations...

Purpose – China, Japan, and the USA represent three of the world's most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information utilized by 14‐ to 17‐year olds in these three nations. Nine hypotheses are developed based on the...

Purpose – The purpose of this paper is to determine and assess generational differences in Chinese women's perception of appearance and appearance products that can be explained by the political, economic, and social policies of China over the past 40 years. Design/methodology/approach –...