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Title: The examination of attitudes and behavioural patterns of Hong Kong female youth in clothing brands
Authors: Waliman, S 
Chu, WC 
Keywords: Retailing
Young female
Consumer behaviour
Brand awareness
Issue Date: 2002
Publisher: Emerald Group Publishing Limited
Source: Research journal of textile and apparel, 2002, v. 6, no. 1, p. 91-100 How to cite?
Journal: Research journal of textile and apparel 
Abstract: Towards the new century the young generations of Hong Kong seem to be extremely marketing concerned, and brands are more important to them than ever before. Due to the change of fashion advertising from selling product to selling image, a new concept of consumer buying have emerged among these youth who are more complex, flexible, multifaceted and indulging different desires at different times. This study was designed to identify the change of such buying behaviour of young females on clothing brands. Four archetypes on female buying behaviour of clothing namely “Brand Cognizant”, “Peer Conformist”, “Style Leader” and “Value Seeker” were identified.
ISSN: 1560-6074
DOI: 10.1108/RJTA-06-01-2002-B009
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