Journal article
Profiles of Signature Goods Consumers and Avoiders
Journal of retailing, Vol.57(4), pp.19-38
01 Dec 1981
Abstract
Despite current skyrocketing sales of clothes and accessories with prestigious external brand marks, there is little evidence that producers and resellers of fashion goods have conducted research to identify the market segments that prefer these products or those that avoid them. A study was done to identify and contrast signature good buyers and avoiders in terms of demographic, personality, sociographic, and price-sensitivity dimensions. Questionnaires were completed by 600 persons who had a variety of demographic backgrounds, personalities, lifestyles, and sociographic orientations. The results of the study indicate that a person's sex, race, level of education, aggressiveness of personality, and propensity to engage in interpersonal relationships are significant predictors of his/her propensity to favor the purchase of items with prestigious external brand marks. It is suggested that people who buy signature goods view them as symbols of achievement in a highly competitive world.
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Details
- Title
- Profiles of Signature Goods Consumers and Avoiders
- Creators
- Marvin JolsonRolph AndersonNancy Leber
- Publication Details
- Journal of retailing, Vol.57(4), pp.19-38
- Publisher
- Elsevier Limited
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Identifiers
- 991019295310004721
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