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Journal cover: Journal of Fashion Marketing and Management

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Online from: 1996

Subject Area: Marketing

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Consumer attitudes towards brand extensions of designer-labels and mass-market labels in Hong Kong


Document Information:
Title:Consumer attitudes towards brand extensions of designer-labels and mass-market labels in Hong Kong
Author(s):Shuk-Ching Liu, (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong), Tsan-Ming Choi, (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong)
Citation:Shuk-Ching Liu, Tsan-Ming Choi, (2009) "Consumer attitudes towards brand extensions of designer-labels and mass-market labels in Hong Kong", Journal of Fashion Marketing and Management, Vol. 13 Iss: 4, pp.527 - 540
Keywords:Brand extensions, Consumer behaviour, Fashion, Hong Kong, Retailing
Article type:Research paper
DOI:10.1108/13612020910991385 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:The authors sincerely thank Professor Steven Hayes, Professor Richard Jones, and the anonymous reviewers for their helpful comments and recommendations which led to a significant improvement of the paper. This paper is an extension of the first author's final year project. The first author would like to thank her final year project advisor Dr Priscilla Chan, Dr K.F. Choi, Linda Chow, and Tina Yeung for their advice, help and input for this piece of work.
Abstract:

Purpose – The purpose of this paper is to examine the difference in consumer attitudes towards fashion brand extensions (FBEs) between designer labels (DLs) and mass-market labels (MLs) in Hong Kong. The authors investigate in depth the factors that would affect consumers' evaluations towards FBEs with respect to the two target groups of fashion brands. In addition, comparisons between the attitudes of male and female consumers are also conducted.

Design/methodology/approach – The paper presents a piece of empirical research. A consumer survey with a respondent size of 211 and an interview with a brand operations manager of an international designer label in Hong Kong are conducted.

Findings – The results reveal that consumers possess more complicated attitudes when they evaluate brand extensions of DLs. To be specific, the findings reveal that consumers' intention to evaluate the extended products in DLs is not significantly affected by the product quality perception. For MLs, the concept consistency of the extended category does not significantly influence the consumers' attitudes in terms of their evaluations of the new product. On the other hand, image projection and product quality appear to be more important in affecting female consumers than male consumers with respect to their attitudes towards DLs and MLs.

Research limitations/implications – The sample size, which is relatively small, is a major limitation for this research.

Practical implications – In this paper, the authors propose some managerial insights and suggestions to fashion marketers in terms of establishing proper brand extension strategies for DLs and MLs. The interview with a local company's brand manager further provides some additional industry insights.

Originality/value – This paper explores, via a consumer survey and a company interview, how consumers in Hong Kong react to FBEs of DLs and MLs. The potential differences and similarities between the attitudes of male and female consumers are also explored.



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