Purpose: The purpose of this study is to utilize consumers' regulatory focus as a segmentation variable to understand how and why consumers shift their tendency to prioritize certain apparel attributes. Design/methodology/approach: Six hypotheses are developed and then tested via two...

Purpose – The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research involving print media in sporting magazines. Design/methodology/approach...