Purpose – The purpose of this study was to explore strategies used by successful female entrepreneurs to manage the challenges of running a small apparel business. Design/methodology/approach – A qualitative research design was used. Primary and secondary data were collected on small...

Purpose – In response to the impact of market globalization and concerns over the universality of marketing measures, this study seeks to examine the measurement invariance of consumers' price perception scales cross‐culturally with samples drawn from four Eastern Asian countries, i.e....

Purpose – Recent liberalization of the world's textile and apparel trade policies and the consequent changes in trade patterns posited threats to smaller textile‐ and apparel‐exporting nations, including Thailand. Thus it is important to understand how the new trade environment affects the...

Purpose – The purpose of this paper is to investigate the effect of apparel care label information presentation formats (i.e. symbols only, text only, and the combination) and the individual trait of need for cognition on consumers' confidence in and risk perceptions about the post‐purchase...

Purpose – The purpose of this paper is twofold. First, this study aims to understand whether and how sales employee clothing style would influence consumers' perceptions of store image through their expectations of service quality. Second, this study hopes to uncover how fashion orientation...