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).
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。