Fast fashion brand extensions: An empirical study of consumer preferences

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

doi:10.1057/bm.2010.8

Fast fashion brand extensions: An empirical study of consumer preferences

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

The Hong Kong Polytechnic University

Research output: Journal article publication › Journal article › Academic research › peer-review

60 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	472-487
Number of pages	16
Journal	Journal of Brand Management
Volume	17
Issue number	7
DOIs	https://doi.org/10.1057/bm.2010.8
Publication status	Published - 1 Jul 2010

Keywords

brand extension
consumer behaviors
consumer preferences
fast fashion

ASJC Scopus subject areas

Strategy and Management
Marketing

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

More information

10.1057/bm.2010.8

Cite this

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abstract = "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.",

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AU - Mak, Joseph

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AB - 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.

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KW - consumer behaviors

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Fast fashion brand extensions: An empirical study of consumer preferences

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

More information

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