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 –...

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 research aims to examine how the amount of information provided on a web site affects consumers' perceived risk, satisfaction, intention to revisit, and purchase intent. Design/methodology/approach – A convenience sample of 220 female college students participated in an online...

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...