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Using Rogers’ theory of diffusion of innovation, this paper reports the results of a study that had two objectives: the first objective was to compare the number of male and female adolescents in each of Rogers’ five categories of consumer adopters. The second, was to verify if there were differences among the five distinct categories of adopters with respect to brand sensitivity. Results show that, as with other market segments, there are more female than male adolescents in the categories “innovators” and “early adopters”, and more male than female adolescents in the categories “late majority” and “laggards”. Further, it appears that brand sensitivity is an increasing function of fashion “adoptiveness” among adolescents.

This paper studies how Chinese consumers respond to foreign goods in the post‐WTO era. Specifically, it examines brand sensitivity as a mediator and product cues as moderator of purchase intention. Additionally, it examines consumer preferences for different products and consumption plans for the subsequent five years. The survey sample is drawn from a population of foreign product users from 34 cities in 18 provinces in China. Results provide evidence that brand sensitivity mediates the relationship between consumer ethnocentrism and purchase intention; product cues moderate the effect of ethnocentrism on purchase intention. As the first study to link consumer ethnocentrism directly to brand sensitivity and purchase intention, this research provides some managerial implications. Global marketers can offset the negative effect of ethnocentrism by emphasizing brand image of its products, taking advantage of specific product cues, or by providing more comprehensive after‐sale service to reduce the perceived risk of purchasing imports. Also, price is still a hurdle that prevents Chinese consumers from mass consumption of foreign products. Global firms should not overestimate the purchasing power of Chinese consumers. This study represents a “snapshot” of Chinese consumers’ decision making at a time when their economic system is undergoing rapid change.

This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite fashion-related brands, the contribution of these dimensions to lovemarks (brand love and respect) and lovemarks’ consequent effect on brand loyalty.

A Web-based survey was conducted using a national sample of 2,492 US male and female consumers between the ages of 18 and 76. Structural equation modeling tested the hypotheses.

Results indicated positive, statistically significant associations between the six variables. Among the three brand image dimensions, sensory associations exhibited the strongest relationship with FI, whereas lovemarks displayed stronger relationships with cognitive and affective associations. Lovemarks affected loyalty toward fashion-related brands.

The survey of the US consumers and the focus on fashion-related brands may limit the generalizability of the findings. This empirical study illustrated how FI impacts an extended consumer-based brand equity model.

Fashion-related brand managers should not only promote pleasant sensory associations to attract those with a high level of FI but also promote cognitive and affective associations to foster lovemarks (high brand love and respect) to achieve the end goal of customer loyalty.

Even though consumers with a high level of FI may contribute significantly to long-term brand success, past research has not explored the relationship between FI and the factors that lead to consumer-based brand equity. The present study is the first to examine the role of FI in fostering brand equity.

The purpose of this paper is to understand and compare Generation Y’s knowledge and perceptions of cashmere as a luxurious fibre.

Dual qualitative-quantitative approach, comprising interviews with cashmere farmers and suppliers plus a structured questionnaire completed by 334 young Italians and Americans. Data were analysed statistically for comparison and interpretation.

Interviews confirmed the literature and provided insights why cashmere is “branded” as luxurious; e.g. comes from combing the undercoat of cashmere goats thus it is rare, expensive, very warm, light, and soft. Quantitative analysis showed: the majority (+85 per cent) of the young Italians and Americans perceive cashmere fibre as luxurious and expensive, although statistically Americans participants perceive it as more luxurious and more expensive. For example, 75 per cent Italian, 85 per cent Americans think it is expensive, (µ=2.914/4 and µ=3.156/4, respectively). Americans do not perceive it as being as rare as the Italian group. Italians were more able to answer the question about richness of the fibre. Lastly and surprisingly both groups knew very little about the origin: 40 per cent of both groups thought it comes from sheep whereas 20 per cent from Alpaca.

While neither sample knew the source, they both mentioned they would like to know more about the origin, attributes, etc., opening the door to marketing experts.

This study complements and enhances the relatively limited body of knowledge in the academic and professional literature and provides useful information for producers, suppliers, retailers, and especially marketers of cashmere.

The purpose of this paper is to examine the influence of acculturation on immigrant consumer behaviours in their host country. Mainly, the role of acculturation and luxury brand purchasing intentions were investigated.

The research conducted an online survey of 400 Indian sub-continent born immigrants in Australia.

The findings confirm that the behaviour acculturation dimension of immigrants is significantly negatively related to their luxury brand purchase intention. Although immigrants' overall acculturation is significantly related to the luxury brand purchase intention, their language and identity acculturation have no significant effect, supporting the multidimensional framework’s influence on immigrant consumer behaviour. Immigrants with higher family income, younger age and less academic education show more luxury brand purchase intention; however, no moderating demography was found between the relationship of acculturation and purchase intention. In spite of the limitation of sampling, this study demonstrates that immigrants' level of acculturation influences their luxury brand purchase intention in the host country.

This study aims to help marketers formulate a unified segmentation strategy of purchasing luxury brands based on immigrants' acculturation and sociodemographic stance. This paper highlights the specific needs of ethnic consumers. Incorporating immigrant consumers into the marketplace will help create a homogenised society and more integration of immigrants into the larger society in the host country. Findings shed light on the role of culture change as a crucial element that affects immigrants' luxury brand purchase behaviour considering their integration level into the host country.

The aim of this paper is to call for an increased focus on the ethics of direct-to-consumer (DTC) prescription drug advertising. This is important, not only to improve DTC prescription drug advertising, but also to inform DTC advertising of future medical advances.

This conceptual paper discusses two examples of medical advances – personal genetic testing services and surgically implanted medical devices – to explain how investigating the research of DTC prescription drug advertising can set the stage for more ethical advertising of future medical advances.

Specific issues related to health literacy, at-risk populations impacted by health disparities, and medicalization of issues common to aging relate to the DTC advertising of prescription drugs and other medical advances. Creative approaches to investigating these issues in the context of prescription drug advertising can enrich the debate about drug advertising, but also prepare researchers, policymakers, and consumers for future advertising of new medical developments.

The value of this paper is its call for increased focus on the ethics of DTC prescription drug advertising, to improve the current marketing environment but also lay the foundation for other healthcare marketing in the future.

The purpose of this study is to examine how doctoral students in the biological sciences understand their research skill development and explore potential racial/ethnic and gender inequalities in the scientific learning process.

Based on interviews with 87 doctoral students in the biological sciences, this study explores how doctoral students describe development of their research skills. More specifically, a constructivist grounded theory approach is employed to understand how doctoral students make meaning of their research skill development process and how that may vary by gender and race/ethnicity.

The findings reveal two emergent groups, “technicians” who focus on discrete tasks and data collection, and “interpreters” who combine technical expertise with attention to the larger scientific field. Although both groups are developing important skills, “interpreters” have a broader range of skills that support successful scholarly careers in science. Notably, white men are overrepresented among the “interpreters,” whereas white women and students from minoritized racial/ethnic groups are concentrated among the “technicians.”

While prior literature provides valuable insights into the inequalities across various aspects of doctoral socialization, scholars have rarely attended to examining inequalities in research skill development. This study provides new insights into the process of scientific learning in graduate school. Findings reveal that research skill development is not a uniform experience, and that doctoral education fosters different kinds of learning that vary by gender and race/ethnicity.

Looks at the way in which public transport is used for evacuation of personnel in the event of emergencies or disasters. Although the work of the emergency services is well documented, it seems that the important task of evacuation, and particularly the planning, operation and documentation is often overlooked. This article looks at how public transport copes with this task, and suggests that this is due to the sometimes unpredictable nature of the transport system due to roadworks, road closures, accidents, etc. Special events, such as football matches, are a regular occurrence, which include the need to move large crowds to and from the venue. This strategy and planning can be used in the evacuation of people in the event of a disaster.