Ciência-IUL
Publications
Publication Detailed Description
Journal Title
International Journal of Fashion Design, Technology and Education
Year (definitive publication)
2024
Language
English
Country
United Kingdom
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Abstract
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.
Acknowledgements
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Keywords
Status,Logo,Brand conspicuousness,Consumer behavior,Fashion
Fields of Science and Technology Classification
- Civil Engineering - Engineering and Technology
- Mechanical Engineering - Engineering and Technology
- Chemical Engineering - Engineering and Technology
- Educational Sciences - Social Sciences
- Arts (arts, history of arts, performing arts, music) - Humanities
Funding Records
Funding Reference | Funding Entity |
---|---|
UIDB/04152/2020 | Fundação para a Ciência e a Tecnologia |