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The Effect of Fashion Orientation and Consumer Needs for Uniqueness on Buying Intentions for Luxury Brands  

Jeon, Kyung-Sook (Division of Apparel & Fashion Business, Hansugn University)
Park, Hye-Jung (Dept. of Liberal Arts, Korea Polytechnic University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.29, no.2, 2005 , pp. 231-241 More about this Journal
Abstract
The purpose of this study was to identify the buying intentions for luxury fashion brands. The data used in this study were gathered through surveying university students living in Seoul metropolitan area. The variables included in this study were demographics, which are gender, age, academic major, area of residence, expenditure for apparel, pocket money, and family income, and fashion orientation and consumer needs for uniqueness were included as personal value variables. All demographic variables except academic major and area of residence were significantly related to the buying intentions. Among the fashion orientation factors, fashion intered was significantly related to the buying intentions while fashion leadership and importance of being well-dressed were not. Consumer needs for uniqueness was indirectly related to the buying intentions for luxury brands through fashion interest. The creative choice counterconformity was positively related to fashion interest, whereas the unpopular choice counterconformity was negatively related to it.
Keywords
Consumer needs for uniqueness; Fashion orientation; Buying intention for Luxury brand;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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