Dress with finesse: why people wear clothes with logos

IF 1.9 Q3 BUSINESS
Carolina Coco, Paulo Rita, Ricardo Ramos, Nuno Fortes
{"title":"Dress with finesse: why people wear clothes with logos","authors":"Carolina Coco, Paulo Rita, Ricardo Ramos, Nuno Fortes","doi":"10.1080/17543266.2023.2277257","DOIUrl":null,"url":null,"abstract":"ABSTRACTLogos are part of a brand’s identity, responsible for its recognizability and what it stands for. Research showed that buying products easily recognizable by others is associated with status and/or conspicuous consumption. This research aimed to determine the reasons behind consumers wearing logo clothes. Building on existing literature, it investigated how status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influenced wearing visually branded clothing. A conceptual model was developed combining these constructs. An online questionnaire was conducted amongst 206 individuals, and the model was tested using PLS-SEM. Results indicated that materialism, conspicuous consumers, and brand loyalty affected the decision to wear logo clothes, whereas status consumers, self-monitors, self-esteem, and opinion seekers and leaders were not significant in explaining the dependent variable. Future research could expand the research to different countries and age groups.KEYWORDS: Statuslogobrand conspicuousnessconsumer behaviourfashion AcknowledgementsPaulo Rita was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UIDB/04152/2020 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.Disclosure statementNo potential conflict of interest was reported by the author(s).","PeriodicalId":39443,"journal":{"name":"International Journal of Fashion Design, Technology and Education","volume":"76 9","pages":"0"},"PeriodicalIF":1.9000,"publicationDate":"2023-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Fashion Design, Technology and Education","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/17543266.2023.2277257","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

ABSTRACTLogos are part of a brand’s identity, responsible for its recognizability and what it stands for. Research showed that buying products easily recognizable by others is associated with status and/or conspicuous consumption. This research aimed to determine the reasons behind consumers wearing logo clothes. Building on existing literature, it investigated how status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influenced wearing visually branded clothing. A conceptual model was developed combining these constructs. An online questionnaire was conducted amongst 206 individuals, and the model was tested using PLS-SEM. Results indicated that materialism, conspicuous consumers, and brand loyalty affected the decision to wear logo clothes, whereas status consumers, self-monitors, self-esteem, and opinion seekers and leaders were not significant in explaining the dependent variable. Future research could expand the research to different countries and age groups.KEYWORDS: Statuslogobrand conspicuousnessconsumer behaviourfashion AcknowledgementsPaulo Rita was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UIDB/04152/2020 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.Disclosure statementNo potential conflict of interest was reported by the author(s).
穿着要讲究:为什么人们会穿带有商标的衣服
摘要商标是品牌身份的一部分,负责其可识别性及其所代表的内容。研究表明,购买容易被别人认出的产品与地位和/或炫耀性消费有关。这项研究旨在确定消费者穿标志服装的原因。在现有文献的基础上,该研究调查了地位、引人注目、自我监督、自尊、物质主义、品牌忠诚度、征求意见者和领导者以及性别对穿着视觉品牌服装的影响。结合这些构念形成了一个概念模型。对206名个体进行了在线问卷调查,并使用PLS-SEM对模型进行了检验。结果表明,物质主义、炫耀性消费者和品牌忠诚度对穿着标志服装的决定有影响,而地位消费者、自我监督、自尊、意见寻求者和领导者对解释因变量的影响不显著。未来的研究可以将研究扩展到不同的国家和年龄组。关键词:状态标识品牌显著性消费者行为时尚致谢通过FCT (funda para a Ciência e a tecologia),在UIDB/04152/2020 - Centro de investigationa o em gesto de informa (MagIC)/NOVA IMS项目下,paulo Rita得到了国家基金的支持。披露声明作者未报告潜在的利益冲突。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
International Journal of Fashion Design, Technology and Education
International Journal of Fashion Design, Technology and Education Arts and Humanities-Visual Arts and Performing Arts
CiteScore
3.10
自引率
0.00%
发文量
36
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信