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http://dx.doi.org/10.5850/JKSCT.2019.43.6.779

Effects of Brand Belief of a Mass Offline Retailer on the Perceived Value, Attitude, and Purchase Intention toward the Products of Emerging Fashion Designer Brands -In the Context of Marketing Collaborations between Emerging Fashion Designer Brands and a Mass Offline Retailer-  

Shim, Soo In (Dept. of Fashion Design, Jeonbuk National University/Research Institute of Human Ecology, Jeonbuk National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.43, no.6, 2019 , pp. 779-794 More about this Journal
Abstract
This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.
Keywords
Emerging fashion designer brands; Mass offline retailers; Marketing collaborations; Brand belief; Perceived value;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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