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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Julian, Craig
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Sylvie Chetty and Brett Collins
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Auckland, N.Z.
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Abstract
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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ANZMAC Conference: Bridging Theory and Practice
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© The Author(s) 2001. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).