Kang, Jiyun; Park‐Poaps, Haesun - In: Journal of Fashion Marketing and Management: An … 14 (2010) 2, pp. 312-328
Purpose – The purpose of this study is to investigate the relationships between fashion innovativeness …/opinion leadership and utilitarian/hedonic shopping motivations. This study seeks to develop a better understanding of fashion leadership … and determine the primary shopping motivations associated with fashion leadership. Design/methodology/approach – A survey …