Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/29689
Autoria: Coco, C.
Rita, P.
Ramos, R.
Fortes, N.
Data: 2024
Título próprio: Dress with finesse: Why people wear clothes with logos
Título da revista: International Journal of Fashion Design, Technology and Education
Volume: 17
Número: 2
Paginação: 260 - 275
Referência bibliográfica: Coco, C., Rita, P., Ramos, R., & Fortes, N. (2024). Dress with finesse: Why people wear clothes with logos. International Journal of Fashion Design, Technology and Education, 17(2), 260-275. https://doi.org/10.1080/17543266.2023.2277257
ISSN: 1754-3266
DOI (Digital Object Identifier): 10.1080/17543266.2023.2277257
Palavras-chave: Status
Logo
Brand conspicuousness
Consumer behavior
Fashion
Resumo: Logos 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.
Arbitragem científica: yes
Acesso: Acesso Embargado
Aparece nas coleções:ISTAR-RI - Artigos em revistas científicas internacionais com arbitragem científica

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