Fast fashion brand extensions: An empirical study of consumer preferences

被引：41

作者：

Choi T.-M. ^{[1
]}

Liu N. ^{[2
]}

Liu S.-C. ^{[3
]}

Mak J. ^{[4
]}

To Y.-T. ^{[3
]}

机构：

[1] Business Division, Institute of Textiles and Clothing, Hong Kong Polytechnic University, Hung Hom, Kowloon

[2] Beijing University of Clothing Technology, Qingdao University

来源：

Journal of Brand Management | 2010年 / 17卷 / 7期

关键词：

brand extension; consumer behaviors; consumer preferences; fast fashion;

D O I：

10.1057/bm.2010.8

中图分类号：

学科分类号：

摘要：

This study examines the consumer behaviors and preferences towards different kinds of extensions in fast fashion brands (FFBs). The study identifies six factors, including brand loyalty, involvement, perceived quality, self-image, brand concept consistency and product feature similarity, which may affect the consumer behaviors towards brand extensions. An evaluation model was constructed. A questionnaire survey was conducted with a sample size of 304 respondents. Questions were focused on the respondents attitudes towards the general FFBs as well as their preferences towards different brand extensions. The study includes statistical analyses to examine the data. The study examines the hypotheses and offers managerial insights. © 2010 Macmillan Publishers Ltd.

引用

页码：472 / 487

页数：15

共 50 条

[21] Factors affecting college students' brand loyalty toward fast fashion A consumer-based brand equity approach
Su, Jin
Chang, Aihwa
INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, 2018, 46 (01) : 90 - 107
[22] Consumer responses to brand extensions: a comprehensive model
Martinez, Eva
Pina, Jose M.
EUROPEAN JOURNAL OF MARKETING, 2010, 44 (7-8) : 1182 - 1205
[23] Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions
Eren-Erdogmus, Irem
Akgun, Ilker
Arda, Esin
JOURNAL OF FASHION MARKETING AND MANAGEMENT, 2018, 22 (04) : 476 - 493
[24] Drivers of autonomous vehicles-analyzing consumer preferences for self-driving car brand extensions
Eggers, Felix
Eggers, Fabian
MARKETING LETTERS, 2022, 33 (01) : 89 - 112
[25] Role of consumer relationships with a brand in brand extensions: Some exploratory findings
Park, JW
Kim, KH
ADVANCES IN CONSUMER RESEARCH, VOL XXVIII, 2001, 28 : 179 - 185
[26] STRATEGIC BRAND MANAGEMENT IN EMERGING MARKETS: CONSUMER PERCEPTIONS OF BRAND EXTENSIONS
Ozretic-Dosen, Durdana
Brlic, Marta
Komarac, Tanja
ORGANIZATIONS AND MARKETS IN EMERGING ECONOMIES, 2018, 9 (01) : 135 - 153
[27] An Empirical Study of Consumer-Brand Relationships in the Hospitality Industry
Alizadeh, Hamid
Kashani, Hamed Nazapour
IRANIAN JOURNAL OF MANAGEMENT STUDIES, 2023, 16 (04) : 857 - 872
[28] Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions
Pourazad, Naser
Stocchi, Lara
Pare, Vipul
AUSTRALASIAN MARKETING JOURNAL, 2019, 27 (04): : 249 - 260
[29] Consumer preferences for retailer brand architectures: results from a conjoint study
Grunert, Klaus
Esbjerg, Lars
Bech-Larsen, Tino
Brunso, Karen
Juhl, Hans Jorn
INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, 2006, 34 (08) : 597 - +
[30] Exploring the role of green brand extensions and greenwashing in the fashion industry
Roozen, Irene
Raedts, Mariet
Henderix, Margot
JOURNAL OF GLOBAL FASHION MARKETING, 2025, 16 (01) : 32 - 46

← 1 2 3 4 5 →