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 –...

Purpose – The purpose of this paper is to disseminate research findings that compared attitudes regarding apparel and fit preferences as well as actual buying behaviors for 229 female baby boomers employed at a midwestern university. Design/methodology/approach – Researchers created a...

Purpose – This study seeks to develop and test a model of consumers' adoption of highly technological fashion products (HTFPs) through modifying the technology acceptance model (TAM). Design/methodology/approach – Using a convenience sampling method, students between 18 to 26 years old were...

Purpose – The purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study seeks to develop a better understanding of fashion leadership and determine the primary shopping motivations...

Purpose – This study seeks to investigate value branding in the fashion context and young consumer perceptions of, and attitudes towards, supermarket value branded clothing with a view to identifying potential barriers to adoption. Design/methodology/approach – A mixture of methodologies was...

Purpose – The production, distribution and consumption of counterfeit goods have been increasing at an alarming rate. Current legislation addresses the supply side of the problem, but not the demand side of the problem. The purpose of this paper is to examine, empirically, factors affecting...

Purpose – The purpose of this paper is to investigate the influence that marketing has on teenagers and their development of identity and question the ethical implications of this influence. It aims to explore the extrinsic identity and the intrinsic identity using Erikson's model of identity...

Purpose – Previous studies regard purchasing of environmentally friendly clothing (EFC) as a subset of environmental behavior. However, like all clothing, EFC also reflects a consumer's fashion choices, and the many variables that influence EFC purchase decisions must be understood for apparel...

Purpose – The purpose of this paper is to explore brand association dimensions important to consumers of US specialty apparel brands targeting young women and develop a valid and reliable brand association scale for assessing and monitoring consumers' associations about brands in this market....