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Article
Publication date: 1 March 2001

H. Jessie Chen‐Yu and Doris H. Kincade

The purpose of this study was to examine the effects of product image at three stages of the consumer decision process for apparel products: alternative evaluation, purchase and…

10118

Abstract

The purpose of this study was to examine the effects of product image at three stages of the consumer decision process for apparel products: alternative evaluation, purchase and post‐purchase stages. The three specific objectives of the study were to examine at the alternative evaluation stage the effect of product image on perceived quality and performance expectation, at the purchase stage the effect of product image on purchase intention and the price the consumer was willing to pay, and at the post‐purchase stage the effect of product image on consumer satisfaction and the effect of product image with product consumption performance on consumer satisfaction. The experimental design was used to determine the cause‐and‐effect relationships between the treatment variables (independent variables) and the dependent variables. Sweatshirts were used as the sample product category and 120 university students were recruited as participants. Results showed that at the alternative evaluation stage, product image significantly and positively influenced perceived quality and performance expectation. At the purchase stage, product image was not a determinant of purchase intention, but significantly and positively influenced the price participants were willing to pay for the product. At the post‐purchase stage, product image did not directly influence participants’ satisfaction, but product image with product consumption performance significantly affected satisfaction. When consumption performance was good, product image significantly and positively influenced satisfaction. When consumption performance was poor, product image significantly and negatively influenced satisfaction.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 5 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 2 March 2010

Jessie H. Chen‐Yu, Keum‐Hee Hong and Yoo‐Kyoung Seock

The purpose of this study is to compare South Korean (SK) and United States (US) adolescents' clothing motives and their store selection criteria, examine whether adolescents with…

3324

Abstract

Purpose

The purpose of this study is to compare South Korean (SK) and United States (US) adolescents' clothing motives and their store selection criteria, examine whether adolescents with different primary clothing motives would have similar or different store selection criteria, and examine an interaction effect of country of residency and clothing motives on store selection criteria.

Design/methodology/approach

A total of 307 US students and 297 SK students participated in the study. The convenience sampling method was used to recruit teachers who volunteered to help with the study and administer the survey.

Findings

Results showed that clothing motives and store selection criteria differed significantly between SK and US participants. Participants with different primary clothing motives had significantly different store selection criteria. SK and US participants with the same primary clothing motive did not have significantly different store selection criteria.

Research limitations/implications

Participants were recruited using a convenience sampling method and, therefore, they could not represent adolescents generally in either country.

Practical implications

Based on the findings, suggestions for store positioning, service management and international marketing strategies for apparel companies that target adolescents were provided.

Originality/value

Limited studies have examined adolescents' motives behind the clothes they purchase and wear, and their store selection criteria.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 1 December 2002

198

Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 6 no. 4
Type: Research Article
ISSN: 1361-2026

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