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Title
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Clothing consumption in two recent EU member states : a cross-cultural study
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Author
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Abstract
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| 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 two recent EU Member States. The study provides valuable insights to marketers for developing effective marketing strategies. (C) 2011 Elsevier Inc. All rights reserved. |
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Language
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English
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Source (journal)
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Journal of business research. - New York
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Publication
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New York
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2013
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ISSN
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0148-2963
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DOI
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10.1016/J.JBUSRES.2011.12.020
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Volume/pages
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66
:8
(2013)
, p. 975-982
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ISI
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000320221100004
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Full text (Publisher's DOI)
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Full text (publisher's version - intranet only)
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