understood. The study examined the relationship between self‐monitoring, materialism, and involvement with clothing and brands … materialism, to clothing involvement, and to interest in marketplace events and brands. Discusses implications for the meaning of …

with mock advertisements for personal computers ostensibly with brands originating in Japan and Korea. Their personal …

brands of two products categories of contrasting involvement levels. Unexpectedly, samples from Australia and Malaysia were …

generic brands in non‐generic product categories. Design/methodology/approach – A total of 500 generic consumers participated … generic consumers of the 1980s. Furthermore, generic consumers are prepared to purchase generic brands even in categories not …, which may contribute to strong readiness to purchase generic brands even in product categories not generic by definition …

/methodology/approach – Materialism level and perceived status associated with status brands are measured amongst Bangkok people. The correlation between …

for the significant effects of all three product characteristics on the intent to purchase private brands. A moderating … that retailers identify appropriate product categories as they develop private brands. Private brand marketing strategies …