Female Consumers` Attitudes and Purchase Intentions toward Intimate Apparel Brands

( Jennifer Rose ),( Eunjoo Cho ),( Kathleen R Smith ) 복식문화학회 2016 Fashion, industry and education Vol.14 No.2

The purpose of this study was to examine female consumers` attitudes and purchase intentions toward intimate apparel brands. To understand female consumers` shopping behaviors for intimate apparel products, this study examined interrelationships among brand familiarity, perceived risk, attitudes, and purchase intentions toward intimate apparel brands. A conceptual model was developed by adopting perceived risk theory (Cox, 1967) and theory of reasoned action (Ajzen & Fishbein, 1980). A pre-survey using a paper and pencil was conducted to identify the most familiar intimate apparel brand to young female consumers. The majority of pre-survey respondents (66 female college students) indicated Victoria`s Secret as the most prominent intimate apparel brand. Therefore, Victoria`s Secret was used to examine possible effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the brand. Using a web-based survey, 384 complete responses were collected from young female college students between the ages of 18-29 at a Mid-southern U.S. university. A structural equation modeling was employed to test the proposed research model and hypotheses. Results showed positive, statistically significant associations among the four variables (e.g., brand familiarity, perceived risk, attitudes, and purchase intentions). The findings suggested that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive, strong attitudes with purchase intentions toward that particular intimate apparel brand. This suggests establishing brand familiarity through integrated marketing communication is crucial for risk reduction strategy in intimate apparel shopping.

Female Consumers' Attitudes and Purchase Intentions toward Intimate Apparel Brands

Rose, Jennifer,Cho, Eunjoo,Smith, Kathleen R. The Costume Culture Association 2016 Fashion, industry and education Vol.14 No.2

The purpose of this study was to examine female consumers' attitudes and purchase intentions toward intimate apparel brands. To understand female consumers' shopping behaviors for intimate apparel products, this study examined interrelationships among brand familiarity, perceived risk, attitudes, and purchase intentions toward intimate apparel brands. A conceptual model was developed by adopting perceived risk theory (Cox, 1967) and theory of reasoned action (Ajzen & Fishbein, 1980). A pre-survey using a paper and pencil was conducted to identify the most familiar intimate apparel brand to young female consumers. The majority of pre-survey respondents (66 female college students) indicated Victoria's Secret as the most prominent intimate apparel brand. Therefore, Victoria's Secret was used to examine possible effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the brand. Using a web-based survey, 384 complete responses were collected from young female college students between the ages of 18-29 at a Mid-southern U.S. university. A structural equation modeling was employed to test the proposed research model and hypotheses. Results showed positive, statistically significant associations among the four variables (e.g., brand familiarity, perceived risk, attitudes, and purchase intentions). The findings suggested that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive, strong attitudes with purchase intentions toward that particular intimate apparel brand. This suggests establishing brand familiarity through integrated marketing communication is crucial for risk reduction strategy in intimate apparel shopping.

린 노티지의 극에 나타난 공간(성)과 인식의 재전유: 『폐허』, 『속옷』, 그리고 『스웻』을 중심으로

전연희 한국동서비교문학학회 2019 동서 비교문학저널 Vol.0 No.47

This paper aims at studying the process of re-appropriation in the theatrical space of Lynn Nottage’s Ruined, Intimate Apparel, and Sweat with their sociological meaning. By these plays, Nottage suggests unique space such as bars and Boudoir, which embraces the possibilities to speculate it as the place of “sociological representation” and to approach it in the perspective of social spectrum. The space of three plays suggested in this paper shows not only its physical attributes as a place of residence and experience of everyday lives but also as a site of creative and multi-dimensional insight. Nottage foregrounds the space in Ruined, Intimate Apparel, and Sweat to the center of the stage, where audience can detect sociological meaning of the space from the active communications in the community. The space represents its function as a site of transformation with blurred boundary, deviation or the place of refuge, and the place of recovery and reconciliation. This space also provides the rediscovery or reconstitution of the characters’ identities and re-appropriation of perception which activates creativity and production in the community. The function of the space in three plays embodies the deconstruction of the patriarchal authorities set in the liminality of the wall, facade or fence and the practices of the power of abjection which is independent upon the social and political ideology. The characteristics of private/public space in three plays represent the deconstruction of the static boundaries of nationality, race, gender, and class and also pursue the humanity and the harmony in the world, which can be associated with the cosmopolitanism. By foregrounding the specific space on the stage, Nottage represents the recovery of subjectivity and identity of otherness and pursue reconciliation and humanity.

린 노티지의 극에 나타난 코스모폴리타니즘 철학: Intimate Apparel, Las Meninas, Fabulation, Ruined, Sweat을 중심으로

전연희 한국현대영미드라마학회 2019 현대영미드라마 Vol.32 No.2

This paper aims at exploring the philosophy of cosmopolitanism in the five representative plays of Lynn Nottage, Intimate Apparel, Las Meninas, Fabulation, Ruined, and Sweat. The discussion on the philosophy of cosmopolitanism in these plays reveals “we” consciousness which includes diversity, flexibility, and generosity beyond region, national boundary, race, class and leads expansion of theatrical territory intersected with macrocosm and microcosm. In Ruined which exposes cosmopolitan ethics and world citizenship Nottage suggests the direction of community and practice of the original announcement of “I am the world citizen.” In Fabulation and Sweat, Nottage shows the justified attribute of ‘Gemeinschaft’ of cosmopolitan society. Finally, Intimate Apparel and Las Meninas indicate the recovery of the subjection of subaltern and Weltburgerrecht. This is an attempt to persue the reconciliation of humanity indicating the crisis of “we” consciousness and practice Kant’s idea of cosmopolitan global community which includes recognition, respect, open-mindedness, beneficence to the ‘others’ sharing humanitarian perspectives as a world citizen. The aesthetics of cosmopolitanism which applied in specific dramatic methodology in each play along with the common issues including ‘otherness’, ‘humanity’, ‘reconciliation’, and practicability of the cosmopolitan ideals anticipates Nottage’s infinite potential power as a playwright. Thus, Nottage’s theatrical works which have gotten attention from theatrical territory as well as politics for these reasons suggest the alternatives and direction of 21st American Theatre. ,

Hidden Beauty of Women: Brassieres

Ercan†, Emine 한양대학교 2010 韓國 生活 科學 硏究 Vol.30 No.1

The meaning of brassieres much more than a piece of underwear for women because breasts are considered the symbol of feminine sexuality, throughout the history, women have used various intimate apparel or device to shape their body. In this article, have highlighted the relationships between fashion and technology, attractiveness, identity and, all of which are important components of aspects and evaluation of bra. The relationships between the comfort of brassieres and the physical attributes of the body have been partially examined within the textiles and clothing discipline. This study was designed to uncover any linkages between physical and social psychological attributes of the body, and aesthetic attribute preferences in brassieres. This research was conducted four age group; under 17 years old, between 18-30 years old, 30-55 years old and over 56 years old women. In this paper is revealed that 18-30 years old women participants results. The survey contained demographic, product evaluate, aesthetic preferences, social aspects, body cathexis, self-esteem scales. The results indicated that body cathexis and self esteem have positive correlation. Self esteem and body cathexis have affected with style and color choice of the brassieres.

Hidden Beauty of Women: Brassieres

Ercan, Emine The Costume Culture Association 2009 Fashion, industry and education Vol.12 No.2

The meaning of brassieres much more than a piece of underwear for women because breasts are considered the symbol of feminine sexuality, througout the history, women have used various intimate apparel or device to shape their body. In this article, have highlighted the relationships between fashion and technology, attractiveness, identity and, all of which are important components of aspects and evaluation of bra.

린 노티지의 Intimate Apparel

전연희(Chun, Yon Hee) 한국현대영미드라마학회 2016 현대영미드라마 Vol.29 No.3

Hidden Beauty of Women: Brassieres

( Emine Ercan ) 복식문화학회 2009 Fashion, industry and education Vol.12 No.2

The Impact of Country-of-Origin and Joy on Product Evaluation

Nils O. Ommen,Tobias Heußler,Christof Backhaus,Manuel Michaelis,Dieter Ahlert 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.2

Consumer’s differentiated perception and appraisal of a product’s country-of-origin (COO) exerts large influence on perception of the COO-image (COI) and on the perceived product quality. At peripheral information processing COO-Image (COI) provides a basis to ease requirements for information processing in form of heuristics. Most of internationalization literature examines the COO effect with respect to high-involvement products and in context of cognitive processing. However studies from Maheswaran and Chen (2006) point out, that besides cognitive influences, also specific emotions impact on COO-effects. Whereas the influence of negative emotions like anger, sadness or frustration on processing and judgments could be exposed, the issue of positive emotions’ impact still stays open. Since the question should be answered, if emotions impact on COO-Effects, it is emphasized to focus on COO as an affective heuristic operating as a “halo” effect on attitudes towards a product. Because both marketing and evolutionary theories of emotion act on the assumption of satisfaction of human needs, latter is specified, describing emotions as complex chains of events with stabilizing feedback loops. Particularly, in the context of impulsive purchasing emotion plays a vital role. Impulsive buyers are more emotionalized, experiencing more enthusiasm, joy, and glee than nonbuyers. Thus “joy” leads to impulsive decision making behavior. Drawing on the extant literature, we develop our conceptual framework to analyze whether, and if so, how positive emotions (such as joy) affect the impact of COO on product evaluation. Based on an experimental study including 130 respondents, we test three hypotheses: whether the COO has an impact on product evaluation (H1), whether the positive emotion of joy has a stronger positive influence on product evaluation than neutral emotional states (H2), and whether the positive emotion of joy reduces the positive relationship of COO on product evaluation (H3). In the experimental design, it is hypothesized that the latent variable Emotion impacts on the latent variable COI and in addition that these latent variables, both influence beliefs towards the product in terms of a halo effect. Latent variables in each case get measured with manifested variables in form of validated scales. Cause-and-effect relations are revealed in an experiment concerning a factorial test arrangement with a 2x2 factor design, consisting of two COOs (China vs. Germany) and two emotional states (joy vs. neutral state). Complex pictures from International Affective Picture System state standardized stimuli obtaining specific emotions. The apparel industry serves as the product category used in the experiment because impulsive buying behavior is quite common in this product category. Moreover, we chose women as respondents because they rather purchase for emotional and relationship-oriented reasons. Products get labeled with woven tags and tags at clothes hangers manipulating COO. Analysis of variance (ANOVA) can be counted among the most important analysis methods in marketing research and is used for analysis, with emotional state and COO being the independent variables and product evaluation as the dependent variable. Prior to probing hypothesized assumptions a manipulation check concerning induced emotions was successful. Participants primed with the joyful IAPS checked a significantly higher percentage of positive adjectives than respondents primed with the neutral IAPS (joyful=.76, neutral =.61; F=7.59, p<.001). Also the used scale of Product Evaluation could be validated by confirmatory factor analysis. The main effect of emotion is highly significant for product evaluation. Following Cohen (1988), the strength of the effects is large (η2 = 10.8 %). Product evaluation is influenced by a highly significant interaction effect (Emotion * COO, EtaSquare: 6.2 %).

An Exploratory Study on Identification of Age/Occupation Wise Brand Experience Factors for Lingerie Buying Consumers

Neetu Singh 한국복식학회 2018 International journal of costume and fashion Vol.18 No.1

The concept of brand experience was first put into a measurable scale by Brakus, Schmitt, and Zarantonello who proved in their article “Brand experience: What is it? How is it measured? Does it affect loyalty?” that brand experience factors are further divided as sensory, affective, intellectual and behavioral and positively affect consumer satisfaction and loyalty. Several studies have been done on the subject with lingerie as an exception despite it being a deeply personalized experience for women, affecting their external appearance as well as their self-image, confidence and sexuality. Hence the objective of this research is to identify the age/occupation wise factors imparting positive brand experience to lingerie buying consumers in India based on the brand experience scale propounded by Brakus, Schmitt, and Zarantonello. About 109 Indian women were interviewed in order to identify the factors which impart positive brand experience to them, and results significantly varied between different ages and occupation, proving that lingerie brands have to alter their products offering accordingly in order to enhance repeat purchase and foster brand loyalty.