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Social values and female fashion leadership: A cross‐cultural study

Social values and female fashion leadership: A cross‐cultural study As international marketing activities grow in importance, researchers are paying increased attention to cultural differences in market segments. The present study examined the relative importance placed on social values by women fashion leaders compared with nonleaders in two samples, one from the U.S. and one from the United Kingdom. A self‐report scale of fashion leadership was carefully validated for both samples and used to identify fashion leaders. As hypothesized, these consumers reported the value of excitement to be more important than nonleaders. This finding suggests that, at least where value appeals are used in fashion advertising, similar appeals stressing the excitement of new fashions may be suitable in both countries. © 1993 John Wiley & Sons, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Social values and female fashion leadership: A cross‐cultural study

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References (23)

Publisher
Wiley
Copyright
Copyright © 1993 Wiley Periodicals, Inc., A Wiley Company
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.4220100504
Publisher site
See Article on Publisher Site

Abstract

As international marketing activities grow in importance, researchers are paying increased attention to cultural differences in market segments. The present study examined the relative importance placed on social values by women fashion leaders compared with nonleaders in two samples, one from the U.S. and one from the United Kingdom. A self‐report scale of fashion leadership was carefully validated for both samples and used to identify fashion leaders. As hypothesized, these consumers reported the value of excitement to be more important than nonleaders. This finding suggests that, at least where value appeals are used in fashion advertising, similar appeals stressing the excitement of new fashions may be suitable in both countries. © 1993 John Wiley & Sons, Inc.

Journal

Psychology & MarketingWiley

Published: Sep 1, 1993

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