| By: |
Rajagopal (Tecnológico de Monterrey, Campus Ciudad de México) |
| Abstract: |
This study examines the effectiveness of different fashion marketing
strategies and analyzes of the consumer behavior in a cross-section of
demographic settings in reference to fashion apparel retailing. This paper
also discusses the marketing competencies of fashion apparel brands and
retailers in reference to brand image, promotions, and externalmarket
knowledge. The study examines the determinants of consumer behavior and their
impact on purchase intentions towards fashion apparel. The results reveal that
sociocultural and personality related factors induce the purchase intentions
among consumers. One of the contributions that this research extends is the
debate about the converging economic, cognitive and brand related factors to
induce purchase intentions. Fashion loving consumers typically patronage
multi-channel retail outlets, designer brands, and invest time and cost
towards an advantageous product search. The results of the study show a
positive effect of store and brand preferences on developing purchase
intentions for fashion apparel among consumers. |
| Keywords: |
Consumer behavior, purchase intention, socio-cultural values, designer brands, store brands, fashion apparel, brand promotion, personalization, fashion retailing, psychographic drivers |
| JEL: |
M31 |
| Date: |
2010–12 |
| URL: |
http://d.repec.org/n?u=RePEc:ega:wpaper:201001&r=cul |