Title
Clothing consumption in two recent EU member states : a cross-cultural study Clothing consumption in two recent EU member states : a cross-cultural study
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
New York ,
Subject
Economics
Source (journal)
Journal of business research. - New York
Journal of business research. - New York
Volume/pages
66(2013) :8 , p. 975-982
ISSN
0148-2963
ISI
000320221100004
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/d1403a/6144518.pdf
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