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Clothing consumption in two recent EU Member States: A cross-cultural study

Millan, Elena, De Pelsmacker, Patrick and Wright, Len Tiu (2013) Clothing consumption in two recent EU Member States: A cross-cultural study. Journal of Business Research, 66 (8). pp. 975-982. ISSN 0148-2963

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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.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
Schools: The Business School
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Depositing User: Sara Taylor
Date Deposited: 04 Dec 2012 11:54
Last Modified: 23 May 2013 10:32
URI: http://eprints.hud.ac.uk/id/eprint/16196

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