Brand-Centred Fashion Clothing Behaviour Modelling within Generation Y. A Two-Country Comparison

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2023-06-21 DOI:10.24818/18423264/57.2.23.13

Ionescu Stefan-Alexandru, Duffett Rodney, Edu Tudor, Negricea Iliuta Costel

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引用次数: 0

Abstract

. The study focuses on investigating the fashion clothing buying behaviour and potential brand loyalty within Generation Y by using buying antecedents, demographic, and behavioural variables. Samples of 400 people (Romanians/South Africans) were considered in a step-by-step methodology, using principal component analysis and logistic regressions. A rational buying behaviour for both nationalities was displayed, influenced by magazines and scholarship/bursary (Romanian sample), and celebrities, TV advertisements, buying frequency and budget for clothes (South African sample). Brand loyalty was established only for the South African sample. This study enriches the literature by exhibiting an intra-Generation Y image and extending this cohort’s heterogeneity view through the uncovered brand loyalty differences. Managers can position fashion clothing brands for Generation Y based on rational buying motives, using magazines or endorsers in TV advertisements. The model can be improved by including the number of brands purchased from one clothing category, employing more metric scales, and other predictors.

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以品牌为中心的y世代服装行为模型:两国比较

．本研究主要通过使用购买前因、人口统计学和行为变量来调查Y一代的时尚服装购买行为和潜在的品牌忠诚度。采用主成分分析和逻辑回归的逐步方法考虑了400人(罗马尼亚人/南非人)的样本。受杂志和奖学金/助学金(罗马尼亚样本)以及名人、电视广告、购买频率和服装预算(南非样本)的影响，两国的人都表现出理性的购买行为。只有南非的样本建立了品牌忠诚度。本研究通过展示Y世代内部的形象，并通过揭示品牌忠诚度差异来扩展这一群体的异质性观点，从而丰富了文献。管理者可以根据理性的购买动机，利用杂志或电视广告中的代言人，为Y一代定位时尚服装品牌。该模型可以通过包括从一个服装类别购买的品牌数量，使用更多的度量尺度和其他预测因素来改进。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.