Fashion brand preferences among young consumers
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 September 1998
Abstract
Although there has been some research into young consumers, for instance their approaches to product categorization; their decision‐making strategies; and their role in family decision making, considerable work remains to be done to understand how young consumers develop brand loyalty, brand preference and reliance. This paper reports the initial findings from an exploratory study of over 200 young consumers (aged 7‐10) which examined perceptions of branded fashion clothing; and the impact of social influences on young consumers’ evaluations of branded fashion products. The findings indicate that product/brand imagery is clearly established among young consumers, particularly for branded fashion sportswear; and the results suggest that research design must take account of both age and gender differences when choosing methods for eliciting data from young consumers.
Keywords
Citation
Hogg Margaret Bruce, M.K. and Hill, A.J. (1998), "Fashion brand preferences among young consumers", International Journal of Retail & Distribution Management, Vol. 26 No. 8, pp. 293-300. https://doi.org/10.1108/09590559810231742
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited