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.

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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).