Over many years fashion clothing has been an area of interest to many consumer researchers. This study examines the effect of age, gender, materialism and self-image product-image congruency on consumers involvement in fashion clothing. Data were gathered via a mail survey of 450 respondents. The results indicate that fashion clothing involvement is significantly affected by a consumers age, gender, degree of materialism and degree perceived person-product image congruency.
Conference paper
Fashion clothing consumption: studying the effects of materialistic values, self-image/product-image congruency relationships, gender and age on fashion clothing involvement
Massey University Press
Bridging Marketing Theory and Practice: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference (Auckland, New Zealand, 1-5 December)
2001
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Abstract
Details
- Title
- Fashion clothing consumption: studying the effects of materialistic values, self-image/product-image congruency relationships, gender and age on fashion clothing involvement
- Creators
- Aron O'Cass - Griffith UniversityCraig C Julian - Griffith University
- Conference
- Bridging Marketing Theory and Practice: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference (Auckland, New Zealand, 1-5 December)
- Publisher
- Massey University Press; Auckland, New Zealand
- Identifiers
- 1388; 991012820704602368
- Academic Unit
- Faculty of Business, Law and Arts; School of Business and Tourism
- Resource Type
- Conference paper