Fashion Adoption Groups and Consumer-Brand Relationships

The goal of the study was to compare fashion adoption groups on brand variables linked to consumer-brand relationships. Hypotheses were: Fashion change agents and fashion followers will differ in (a) brand attachment, (b) brand love and (c) brand trust

What do consumers think about widespread fashion counterfeits? A Q-methodological analysis of the diverse viewpoints

This study explores the complex facets of fashion counterfeits, focusing on (1) why such purchasing behaviors are widespread and (2) whether or not the behaviors are morally accepted and can be eliminated through law and regulations. In order to identify and categorize perceptual factors of the fashion counterfeits problem, we used Q-methodology with a combination of qualitative and quantitative techniques to identify different patterns of subjective perceptions (Brown, 2008)

Brand Charisma: Word-Of-Mouth and Gender

Although there are a few scales for assessing human charisma (e.g., Vercic & Vercic, 2011), there is no instrument for measuring brand charisma. Thus, it is meaningful to examine if a human charisma scale can be adapted for brand charisma, and to investigate brand charisma with regard to WOM and gender. The purpose of the study is to examine if 1) a human charisma scale can be adapted to measure brand charisma, particularly to fashion brand, 2) men and women differ in ratings of brand charisma and 3) higher ratings on brand charisma are related to higher levels of WOM.</p

Fashion Adoption Groups and Consumer-Brand Relationships

The goal of the study was to compare fashion adoption groups on brand variables linked to consumer-brand relationships. Hypotheses were: Fashion change agents and fashion followers will differ in (a) brand attachment, (b) brand love and (c) brand trust.</p

What do consumers think about widespread fashion counterfeits? A Q-methodological analysis of the diverse viewpoints

This study explores the complex facets of fashion counterfeits, focusing on (1) why such purchasing behaviors are widespread and (2) whether or not the behaviors are morally accepted and can be eliminated through law and regulations. In order to identify and categorize perceptual factors of the fashion counterfeits problem, we used Q-methodology with a combination of qualitative and quantitative techniques to identify different patterns of subjective perceptions (Brown, 2008).</p