Understanding Consumers' Perceptions of Fashion

Despite the prevalence of fashion in the consumer market, previous research on fashion has primarily focused on the characteristics, motivations and behaviors of fashion innovators/leaders and little is known about the meanings of fashion to the broader range of consumers and their perceptions of fashion. The aim of this research is to provide a conceptual foundation for understanding consumers’ perceptions of fashion and thier various orientations toward fashion consumption. Furthermore, through a series of five studies, we develop and validate a scale that measures consumers' different orientations toward fashion. This research offers important theoretical and practical implications.



Citation:

Jingyun Zhang and Ayse Banu Elmadag (2007) ,"Understanding Consumers' Perceptions of Fashion", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 452-455.

Authors

Jingyun Zhang, Bowling Green State University
Ayse Banu Elmadag, University of Alabama



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect

Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA

Read More

Featured

Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations

Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore

Read More

Featured

Social Class and Prosocial Behaviors

Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.