Status consciousness and fashion consumption
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In seeking to expand our understanding of fashion brands this study examines the relationship between personal characteristics and fashion brands, focusing particularly on the effect of susceptibility to interpersonal influence on status consumption tendencies and attributing status, value and purchase intent to specific brands. Data were gathered via a selfadministered survey of young people in a between subjects design for two fashion brands. The results indicate that individuals who are susceptible to interpersonal influence are likely also to be status conscious and those who were susceptible to interpersonal influence and status conscious ascribed greater status to the focal brands in the study and perceived them to have higher value and purchase intention than those who were less susceptible to influence and not as status conscious.
Proceedings of the Australian and New Zealand Marketing Academy Conference
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