Article1985

Effects of Physical Quality and Brand Labeling on Perceptions of Clothing Quality

73 citations0/0 files storedPerceptual and Motor Skills

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

Abstract

The effects of brand label and physical quality on perceptions of quality of clothing were investigated using a 3 × 2 complete factorial, between-subjects experimental design. 78 women individually examined and rated the quality of one of two similarly styled skirts. For half of the subjects, the skirt was high in quality, and for half it was low in quality. In addition, the skirt had either a nondesigner brand, a designer brand, or no brand-label attached to it. Analysis of variance indicated that perceptions of quality were higher for the skirt of high quality and for the skirt with either a designer or nondesigner label. Perceptions were marginally related to subjects' awareness of fashion as measured by a Fashion Knowledge Awareness scale.

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References

1971Price, brand name, and product composition characteristics as determinants of perceived quality.1977The Effects of Price, Store Image, and Product and Respondent Characteristics on Perceptions of Quality 1976Psychological Theories of Consumer Choice 1968The Price-Quality Relationship in an Experimental Setting 1964A Note on the Relationship of Price and Imputed Quality 1969The Price-Quality Relationship: An Extension 1970The Price-Perceived Quality Relationship: Experimental Evidence

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1997Development of a multidimensional measure of perceived product quality 1995Underlying Determinants of Clothing Quality: The Consumers' Perspective 1991Effect of Private, Designer, and National Brand Names on Shoppers' Perception of Apparel Quality and Price 1995Consumers' Perceptions of Apparel Quality Over Time: An Exploratory Study 2001Effects of product image at three stages of the consumer decision process for apparel products: alternative evaluation, purchase and post‐purchase 2021Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products

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