Do fast fashion consumers prefer foreign brands? The moderating roles of sensory perception and consumer personality on purchase intentions
Abstract
The fast fashion phenomenon has revolutionized the apparel industry over the past decade. However, research focused on the implications of brand country-of-origin (brand-COO) and sensory perception for consumer behavior remains scarce. This study draws on construal-level theory and active traits theory to develop and test a framework to identify the boundary conditions of the relationships among brand-COO, sensory perception, and consumer...
Paper Details
Title
Do fast fashion consumers prefer foreign brands? The moderating roles of sensory perception and consumer personality on purchase intentions
Published Date
Jun 1, 2021
Volume
26
Issue
2
Pages
103 - 111
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