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Consumer Culture and Purchase Intentions towards Fashion Apparel

  • Rajagopal


    (Tecnológico de Monterrey, Campus Ciudad de México)

This study examines the effectiveness of different fashion marketing strategies and analyzes of the consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing. This paper also discusses the marketing competencies of fashion apparel brands and retailers in reference to brand image, promotions, and externalmarket knowledge. The study examines the determinants of consumer behavior and their impact on purchase intentions towards fashion apparel. The results reveal that sociocultural and personality related factors induce the purchase intentions among consumers. One of the contributions that this research extends is the debate about the converging economic, cognitive and brand related factors to induce purchase intentions. Fashion loving consumers typically patronage multi-channel retail outlets, designer brands, and invest time and cost towards an advantageous product search. The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers.

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Paper provided by Tecnológico de Monterrey, Campus Ciudad de México in its series Marketing Working Papers with number 2010-01-MKT.

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Date of creation: Dec 2010
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Handle: RePEc:ega:wpaper:201001
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