Reference groups and self-brand connections for apparel products
| Author(s) | Kim, Sooyeon | |
| Date Accessioned | 2011-07-08T11:52:18Z | |
| Date Available | 2011-07-08T11:52:18Z | |
| Publication Date | 2010 | |
| Abstract | This study focused on self-brand connections for the apparel product category by extending previous research on self-brand connections. The purpose of this study was to examine the relationship between reference groups (in-groups vs. out-groups) and self-brand connections, the influential role of self-brand connections on apparel brand attitudes, and brand image perceptions of design, prestige, and workmanship. The moderating role of apparel product involvement, and self-construal on the relationship between self-brand connections and perceptions of brand images were also examined. The results revealed that self-brand connections with in-group/out-group brands are closely related to consumers' favorable/unfavorable brand attitudes. In addition, the findings showed that individuals' apparel product involvement does not moderate the relationship between self-brand connections and brand image perceptions. Only independent self-construal had a moderating effect on the degree of self-brand connections concerning design image perception. Overall, the findings in this study indicate that consumer responses toward apparel brands (e.g., brand attitudes, brand image perceptions) can vary according to self-brand connections with different type of reference groups. In addition, the design aspect of the brand image was found to be very critical in one's self-expression of uniqueness. The influential role of reference groups on consumers' apparel brand preferences is highlighted in this study with special marketing implications for apparel companies. | en_US |
| Advisor | Kim, Hye-Shin | |
| Degree | M.S. | |
| Department | University of Delaware, Department of Fashion and Apparel Studies | |
| URL | http://udspace.udel.edu/handle/19716/9796 | |
| Publisher | University of Delaware | en_US |
| dc.subject.lcsh | Reference groups | |
| dc.subject.lcsh | Consumers -- Attitudes | |
| dc.subject.lcsh | Brand loyalty | |
| dc.subject.lcsh | Clothing and dress -- Psychological aspects | |
| Title | Reference groups and self-brand connections for apparel products | en_US |
| Type | Thesis | en_US |