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Fashion brand preferences among young consumers

Fashion brand preferences among young consumers Although there has been some research into young consumers, for instance their approaches to product categorization; their decision‐making strategies; and their role in family decision making, considerable work remains to be done to understand how young consumers develop brand loyalty, brand preference and reliance. This paper reports the initial findings from an exploratory study of over 200 young consumers (aged 7‐10) which examined perceptions of branded fashion clothing; and the impact of social influences on young consumers’ evaluations of branded fashion products. The findings indicate that product/brand imagery is clearly established among young consumers, particularly for branded fashion sportswear; and the results suggest that research design must take account of both age and gender differences when choosing methods for eliciting data from young consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Fashion brand preferences among young consumers

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References (15)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559810231742
Publisher site
See Article on Publisher Site

Abstract

Although there has been some research into young consumers, for instance their approaches to product categorization; their decision‐making strategies; and their role in family decision making, considerable work remains to be done to understand how young consumers develop brand loyalty, brand preference and reliance. This paper reports the initial findings from an exploratory study of over 200 young consumers (aged 7‐10) which examined perceptions of branded fashion clothing; and the impact of social influences on young consumers’ evaluations of branded fashion products. The findings indicate that product/brand imagery is clearly established among young consumers, particularly for branded fashion sportswear; and the results suggest that research design must take account of both age and gender differences when choosing methods for eliciting data from young consumers.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: Sep 1, 1998

Keywords: Brand image; Brand loyalty; Brand names; Consumer behaviour; Fashion; Young people

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