Article2009

Consumer attitudes towards brand extensions of designer‐labels and mass‐market labels in Hong Kong

22 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Behavior in Brand Consumption and Identification Fashion and Cultural Textiles Consumer Perception and Purchasing Behavior

Abstract

Purpose - The purpose of this paper is to examine the difference in consumer attitudes towards fashion brand extensions (FBEs) between designer labels (DLs) and mass-market labels (MLs) in Hong Kong. The authors investigate in depth the factors that would affect consumers' evaluations towards FBEs with respect to the two target groups of fashion brands. In addition, comparisons between the attitudes of male and female consumers are also conducted.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1990Consumer Evaluations of Brand Extensions 1993Price Perceptions and Consumer Shopping Behavior: A Field Study 2007Strategic Brand Management 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1992The Effects of Sequential Introduction of Brand Extensions 1999The Malleable Self: The Role of Self-Expression in Persuasion

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2011Pre‐purchase alternative evaluation: prestige and imitation fashion products 2023Consumer hate and boycott communications of socially irresponsible fashion brands: Applying complexity theory in psychology and marketing research 2019Consumer attitudes toward downward extensions: an exploration of Giordano’s extension in Hong Kong 2011A cross‐cluster and cross‐region analysis of fashion brand extensions 2020Brand and retailer co-branding

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