Purpose – Knowledge of brand awareness and its role is important for the design of an organisation's marketing strategies. This study aims to determine the brand awareness of high‐ and low‐involvement products among Black and non‐Black students enrolled at a South African university....

Purpose – This paper aims to test hypothesized relationships of consumer need for uniqueness, attention to social comparison information, status consumption, and role‐relaxed consumption with opinion leadership and opinion seeking for new fashionable clothing. Design/methodology/approach –...

Purpose – This paper aims to examine differences in generational perceptions of market cues related to price, quality and shopping enjoyment in the apparel retailing context. Design/methodology/approach – A cross‐section of US apparel consumers ( n =342) constitutes the sample for the...

Purpose – This paper aims to study the shopping preferences of the mainland Chinese travelers who visit Hong Kong under the solo travel policy (STP), and identify the differences between their expected and actual satisfactory levels towards fashion retailers in Hong Kong....

Purpose – The purpose of this paper is to explore how the shopping mall environment influences the shopping experience and approach behaviour of female fashion shoppers. Design/methodology/approach – Female shoppers were first clustered along the fashion orientation of the stores they...

Purpose – The purpose of this paper is to investigate Hispanic consumers' shopping orientations and their apparel retail store evaluation criteria and to examine age and gender differences in their shopping orientations and retail store evaluation criteria. Design/methodology/approach – A...

Purpose – The purpose of this paper is to gain a better understanding of the “fashion process” by exploring and comparing fashion‐process networks and friendship networks in small groups of adolescents, and to explore the factors involved in the causation of “clothing leadership” and...