Accessibility navigation


Clothing consumption in two recent EU Member States: a cross-cultural study

Millan, E., De Pelsmacker, P. and Wright, L. T. (2013) Clothing consumption in two recent EU Member States: a cross-cultural study. Journal of Business Research, 66 (8). pp. 975-982. ISSN 0148-2963

Full text not archived in this repository.

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1016/j.jbusres.2011.12.020

Abstract/Summary

Marketing research efforts across Eastern European countries continue growing since the introduction of market reforms in this region. Nonetheless, questions remain unanswered as to cross-cultural differences in Eastern Europeans' consumer behavior. The present research addresses this knowledge gap by developing and testing hypotheses about cross-cultural variations in a number of clothing-related consumer behavior phenomena in the Czech Republic and Bulgaria. Our findings indicate significant differences regarding consumer interest in clothing, preference for utilitarian, self-expressive and hedonic meanings of clothing artifacts, preference for well-known clothing brands, brand loyalty, and importance of clothing attributes. The study advances research in marketing by investigating clothing value-expressive symbolism and consumption in the tworecentEUMember States. The study provides valuable insights to marketers for developing effective marketing strategies.

Item Type:Article
Refereed:Yes
Divisions:Faculty of Life Sciences > School of Agriculture, Policy and Development > Economic and Social Sciences Division > Food Economics and Marketing (FEM)
ID Code:27320
Uncontrolled Keywords:Brand image; Value-expressive symbolism; Clothing consumption; Hofstede's cultural framework
Publisher:Elsevier

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation