Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/55750
Title: Fast fashion brand extensions : an empirical study of consumer preferences
Authors: Choi, TM 
Liu, N
Liu, SC
Mak, J
To, YT
Keywords: Brand extension
Consumer behaviors
Consumer preferences
Fast fashion
Issue Date: 2010
Publisher: Henry Stewart Publications
Source: Journal of brand management, 2010, v. 17 , no. 7, p. 472-487 How to cite?
Journal: Journal of brand management 
Abstract: This study examines the consumer behaviors and preferences towards different kinds of extensions in fast fashion brands (FFBs). The study identifies six factors, including brand loyalty, involvement, perceived quality, self-image, brand concept consistency and product feature similarity, which may affect the consumer behaviors towards brand extensions. An evaluation model was constructed. A questionnaire survey was conducted with a sample size of 304 respondents. Questions were focused on the respondents attitudes towards the general FFBs as well as their preferences towards different brand extensions. The study includes statistical analyses to examine the data. The study examines the hypotheses and offers managerial insights.
URI: http://hdl.handle.net/10397/55750
ISSN: 1350-231X
DOI: 10.1057/bm.2010.8
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