Purpose – This paper seeks to examine women's perceptions of brand personality in relation to women's facial image and cosmetic usage. This study seeks to develop a better understanding of how various factors influence perceptions of cosmetic brands. Design/methodology/approach – An...

Purpose – The purpose of this study is to investigate the effects of consumers' shopping orientation on their satisfaction level with the product search and purchase behavior using multi‐channels. Design/methodology/approach – A total of 181 students in a large US mid‐western university...

Purpose – This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China). Design/methodology/approach – A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven...

Purpose – Knowledge of brand awareness and its role is important for the design of an organisation's marketing strategies. This study aims to determine the brand awareness of high‐ and low‐involvement products among Black and non‐Black students enrolled at a South African university....

Purpose – This paper aims to test hypothesized relationships of consumer need for uniqueness, attention to social comparison information, status consumption, and role‐relaxed consumption with opinion leadership and opinion seeking for new fashionable clothing. Design/methodology/approach –...

Purpose – This paper aims to examine differences in generational perceptions of market cues related to price, quality and shopping enjoyment in the apparel retailing context. Design/methodology/approach – A cross‐section of US apparel consumers ( n =342) constitutes the sample for the...

Purpose – This paper aims to study the shopping preferences of the mainland Chinese travelers who visit Hong Kong under the solo travel policy (STP), and identify the differences between their expected and actual satisfactory levels towards fashion retailers in Hong Kong....

Purpose – The purpose of this paper is to investigate young adult consumers' (i.e. university undergraduates') evaluations of consumer behavior scenarios as ethical or unethical in relation to the respondents' philosophies of human nature. Design/methodology/approach – An existing ethical...

Purpose – This paper aims to identify the key factors in children's choice of clothing from six to 11‐year‐olds. Design/ methodology/ approach – This exploratory study was developed through a questionnaire answered by 313 children, between the ages of six and 11, from four different...

Purpose – The purpose of this paper is to explore how the shopping mall environment influences the shopping experience and approach behaviour of female fashion shoppers. Design/methodology/approach – Female shoppers were first clustered along the fashion orientation of the stores they...