This study examines how consumer involvement with apparel influences perceptions of an apparel product (T‐shirt) presented in a print advertisement. Consumer involvement with apparel was examined in relation to three advertisement response concepts: attitude toward the advertisement, product...

Purpose – The purpose of this study is to examine if older female consumers prefer apparel advertising models more closely resembling their age. Design/methodology/approach – The sample for this study consisted of 163 women between the ages of 60 and 80. Full‐color photographs of fashion...

The study examined how consumers responded to apparel advertisements with varying environmental claims. Respondents were 274 undergraduate students at a US university. Three attitudinal perceiver variables (environmental knowledge, concern and commitment) were analysed in relation to perceptions...

Purpose – The research purpose was to identify whether changes occurred between 2000 and 2003 in the retail channel use of rural consumers for searching product information and for purchasing food and fiber products and to investigate whether differences existed between channel use groups...

Purpose – The purpose of this study was to explore strategies used by successful female entrepreneurs to manage the challenges of running a small apparel business. Design/methodology/approach – A qualitative research design was used. Primary and secondary data were collected on small...