Purpose – The purpose of this paper is to operationalize the ubiquitously used concept of “cool,” specifically considering its meaning to Generation Y consumers of apparel. Using Churchill's rigorous scale generating method, the authors generate items, pre‐test, and the test with a...

Purpose – This study aims to investigate the relationship between young consumers' innovativeness and their hedonic/utilitarian attitudes toward cool clothing and to examine the moderating role of income on this relationship. This study uses five cool factors (singular cool, personal cool,...

Purpose – The purpose of this study is to investigate mature consumers' perceived risks and benefits and purchase intentions in the context of online apparel shopping and the role of age and past experience in their perceptions and intentions. Design/methodology/approach – A national sample...

Purpose – The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research involving print media in sporting magazines. Design/methodology/approach...