Fashion Clothing Consumption: Studying the Effects of Materialistic Values, Self-Image/Product-Image Congruency Relationships, Gender and Age on Fashion Clothing Involvement
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Over many years fashion clothing has been an area of interest to many consumer researchers. This study examines the effect of age, gender, materialism and self-image product-image congruency on consumers involvement in fashion clothing. Data were gathered via a mail survey of 450 respondents. The results indicate that fashion clothing involvement is significantly affected by a consumers age, gender, degree of materialism and degree perceived person-product image congruency.
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