Purpose – The purpose of this study is to examine and interpret post‐socialist consumer experiences in relation to clothing consumption practices when consumers shop, acquire, and wear clothing and other fashion‐related products. Design/methodology/approach – The in‐depth interview was...

Purpose – The purpose of this study is to examine the reasons that Greek consumers purchase imported high fashion apparel over Greek designers high fashion apparel. The objective of the research is to detect the underlying factors that affect their purchasing behaviour. Design/methodology...

Purpose – This research aims to investigate differences between cohorts and perceptions of luxury goods and services. Design/methodology/approach – A survey asked participants to rate goods to determine their perceptions of luxury. Participants also provided information concerning elasticity...

Purpose – The paper seeks to explore key differences in the perceptions of parents and children towards branding, examining differences and potential implications. Design/methodology/approach – This study was conducted over a six‐month period utilising focus groups, a school census and a...

Purpose – This study sets out to examine the causal relationships among consumers' need for uniqueness, brand perceptions, and purchase intention of a US apparel brand among Japanese Generation Y consumers. Design/methodology/approach – A self‐administered questionnaire was used to collect...

Purpose – The paper seeks to investigate fit preferences of female consumers in the USA based on the relationship between their fit preferences, body cathexis, fit problems, and personal profiles. Design/methodology/approach – Female subjects ( n =1,026) between the ages of 19 and 54 were...

Purpose – The purpose of this study was to find different effects of e‐tailer attributes on consumer attitude in fashion product purchase situations according to e‐tailer types. Design/methodology/approach – A quantitative study with a survey method was adopted to test the significance...

Purpose – This study aims to examine the influence of attitudes toward particular clothing web sites, specifically favorite ones, on information search at those web sites and on the choice to purchase items from those web sites and from non‐internet channels after finding the items at the...

Purpose – The purpose of this paper is to examine the importance of cognitive‐ versus chronological‐age factors in activewear apparel advertisements targeting female baby boomers in the USA. Design/methodology/approach – A total of 50 female participants aged 41‐65 were asked to view...

Purpose – The purpose of this study is to measure and compare the consumer‐based brand equity of apparel products by three consumer groups across cultures – Americans in the USA, South Koreans in the USA, and South Koreans in Korea. Also examined was cross‐cultural effects of brand...