Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers
MetadataShow full item record
Brand prominence is an important part of branding luxury fashion goods. Some consumers seek to „display‟ the brand name prominently and some do not. Research has begun to explore this phenomenon however; no previous research has explored the preferences amongst fashion change agents and fashion followers. The research found that need-for-status and liking for the product was positively related to preference for brand prominence, which need for uniqueness was not related to preference for brand prominence and that fashion change agents and fashion followers did not differ in their preference for brand prominence. The results help clarify the drivers of preference for brand prominence and have implications for brand marketers attempting to understand consumer preferences for prominence on luxury fashion products.
Showing items related by title, author, creator and subject.
Butcher, Luke; Phau, I.; Teah, M. (2016)This study extends the existing analysis of brand prominence undertaken by Han et al (J Mark 74:15–30, 2010), to individually measure a broader range of prominence measures, including branding elements of style, design, ...
Phau, Ian; Matthiesen, Insa (2005)In the quest for globalisation, luxury brands are affected by brand image inconsistencies across countries. With greater regularity of consumer travel and increasing international media, consumers expect brands to deliver ...
Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship optionsDixon, H.; Scully, M.; Wakefield, M.; Kelly, B.; Pettigrew, Simone (2017)Copyright © The Authors 2017 Objective: To explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options. Design: ...