Purpose – This study sets out to examine the causal relationships among consumers' need for uniqueness, brand perceptions, and purchase intention of a US apparel brand among Japanese Generation Y consumers. Design/methodology/approach – A self‐administered questionnaire was used to collect...

Purpose – The paper seeks to investigate fit preferences of female consumers in the USA based on the relationship between their fit preferences, body cathexis, fit problems, and personal profiles. Design/methodology/approach – Female subjects ( n =1,026) between the ages of 19 and 54 were...

Purpose – The purpose of this study was to find different effects of e‐tailer attributes on consumer attitude in fashion product purchase situations according to e‐tailer types. Design/methodology/approach – A quantitative study with a survey method was adopted to test the significance...

Purpose – This study aims to examine the influence of attitudes toward particular clothing web sites, specifically favorite ones, on information search at those web sites and on the choice to purchase items from those web sites and from non‐internet channels after finding the items at the...

Purpose – The purpose of this paper is to examine the importance of cognitive‐ versus chronological‐age factors in activewear apparel advertisements targeting female baby boomers in the USA. Design/methodology/approach – A total of 50 female participants aged 41‐65 were asked to view...

Purpose – The purpose of this study is to measure and compare the consumer‐based brand equity of apparel products by three consumer groups across cultures – Americans in the USA, South Koreans in the USA, and South Koreans in Korea. Also examined was cross‐cultural effects of brand...

Purpose – This paper seeks to examine women's perceptions of brand personality in relation to women's facial image and cosmetic usage. This study seeks to develop a better understanding of how various factors influence perceptions of cosmetic brands. Design/methodology/approach – An...

Purpose – The purpose of this study is to investigate the effects of consumers' shopping orientation on their satisfaction level with the product search and purchase behavior using multi‐channels. Design/methodology/approach – A total of 181 students in a large US mid‐western university...

Purpose – This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China). Design/methodology/approach – A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven...

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....