Consumer Behavior
Authors: Farhan Haque (University of North Carolina at Greensboro) , Annie Williams (University of North Carolina Greensboro) , Md Arif Iqbal (The University of North Carolina at Greensboro) , Kavita Singh (University of North Carolina at Greensboro) , Mikaylah Perry (University of North Carolina at Greensboro) , Kittichai Watchravesringkan (University of North Carolina Greensboro)
This study aims to employ signaling theory to investigate how a brand’s information-disclosing strategy affects attitudes toward the brand, perceived price fairness, and brand equity. This study also examines the moderating effect of consumer aliteracy on the relationships between information-disclosing strategy and attitudes toward the brand. A one-way between-subjects design was employed, and a total of 116 responses were collected. A series of one-way ANOVA, a one-way MANOVA, and regression were conducted to test hypotheses. The findings show that consumers have more favorable brand attitudes and evaluations of those brands that are more transparent. However, the level of transparency does not significantly impact consumers’ perceived price fairness. This study suggests that if the disclosing strategy is more transparent and consumers have a high aliteracy level, then their perception of price fairness is low compared to consumers with a low aliteracy level.
Keywords: Transparency, Disclosing strategy, Brand equity, Consumer aliteracy, Brand attitude
How to Cite: Haque, F. , Williams, A. , Iqbal, M. , Singh, K. , Perry, M. & Watchravesringkan, K. (2022) “Investigating the Effect of a Fashion Brands’ Supply Chain Transparency Disclosing Strategy on Fashion Brand Evaluations”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: https://doi.org/10.31274/itaa.16041
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