Fast fashion brand extensions: An empirical study of consumer preferences

Tsan Ming Choi, Na Liu, Shuk Ching Liu, Joseph Mak, Yeuk Ting To

Research output: Journal article publicationJournal articleAcademic researchpeer-review

50 Citations (Scopus)


This study examines the consumer behaviors and preferences towards different kinds of extensions in fast fashion brands (FFBs). The study identifies six factors, including brand loyalty, involvement, perceived quality, self-image, brand concept consistency and product feature similarity, which may affect the consumer behaviors towards brand extensions. An evaluation model was constructed. A questionnaire survey was conducted with a sample size of 304 respondents. Questions were focused on the respondents attitudes towards the general FFBs as well as their preferences towards different brand extensions. The study includes statistical analyses to examine the data. The study examines the hypotheses and offers managerial insights.
Original languageEnglish
Pages (from-to)472-487
Number of pages16
JournalJournal of Brand Management
Issue number7
Publication statusPublished - 1 Jul 2010


  • brand extension
  • consumer behaviors
  • consumer preferences
  • fast fashion

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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