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Consumer Behavior

Fashion Adoption Groups and Consumer-Brand Relationships

Authors
  • Jane E. Workman (Southern Illinois University)
  • Seung-Hee Lee (Southern Illinois University)
  • Kyangho Jung (Seoul National University)

Abstract

The goal of the study was to compare fashion adoption groups on brand variables linked to consumer-brand relationships. Hypotheses were: Fashion change agents and fashion followers will differ in (a) brand attachment, (b) brand love and (c) brand trust.

How to Cite:

Workman, J. E., Lee, S. & Jung, K., (2015) “Fashion Adoption Groups and Consumer-Brand Relationships”, International Textile and Apparel Association Annual Conference Proceedings 72(1).

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Published on
11 Nov 2015
Peer Reviewed
License
Creative Commons Attribution 4.0