Consumers of charity bracelets: cause-supporters or fashion-followers? Yurchisin, Jennifer Kwon, Yoo Jin Marcketti, Sara Marcketti, Sara
dc.contributor.department Apparel, Events and Hospitality Management 2018-02-13T17:10:52.000 2020-06-29T22:47:29Z 2020-06-29T22:47:29Z Thu Jan 01 00:00:00 UTC 2009 2013-11-08 2009-01-01
dc.description.abstract <p><em>Purpose</em> – The purpose of this paper is to compare personal characteristics of buyers of rubber charity bracelets with those of non-buyers so that a deeper understanding of the success of this cause-related fashion product may be attained.</p> <p><em>Design/methodology/approach</em> – A convenience sample of 244 individuals in Texas and Iowa was gathered via a survey method. Items on the questionnaire were contained within three sections: assessing participants' level of fashion involvement and celebrity involvement; participants' attitudes toward the consumption of cause-related fashion products; and demographic information.</p> <p><em>Findings</em> – Results from this study indicated individuals who purchased rubber charity bracelets were more involved with fashion and celebrities than individuals who did not purchase rubber charity bracelets and that those who purchased the bracelets had purchased significantly more cause-related fashion products than those who had not purchased any bracelets. Purchasers of bracelets were significantly less involved with the cause than those who had not purchased any bracelets. Purchasers did not have a significantly more positive attitude toward purchasing cause-related fashion products than those who had not bought any bracelets.</p> <p><em>Research limitations/implications</em> – The predominately female sample of young adults may not be representative of the average US consumer.</p> <p><em>Practical implications</em> – This study provides useful information to manufacturers and sellers of cause-related products. Future efforts to manufacture and sell cause-related products should focus on developing products that incorporate fashion trends with celebrity endorsers.</p> <p><em>Originality/value</em> – This paper provides useful information for organizations wishing to create similarly successful cause-related fashion products.</p>
dc.description.comments <p>This is an author's final manuscript from <em>Journal of Fashion Marketing and Management</em> 13 (2009): 448–457, doi:<a href="" target="_blank">10.1108/13612020910974546.</a></p>
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dc.identifier archive/
dc.identifier.articleid 1015
dc.identifier.contextkey 4807039
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath aeshm_pubs/16
dc.language.iso en
dc.source.bitstream archive/|||Fri Jan 14 20:50:05 UTC 2022
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dc.source.uri 10.1108/13612020910974546
dc.subject.disciplines American Material Culture
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.keywords Accessories
dc.subject.keywords Charity
dc.subject.keywords Consumption
dc.subject.keywords Fashion
dc.title Consumers of charity bracelets: cause-supporters or fashion-followers?
dc.type article
dc.type.genre article
dspace.entity.type Publication
relation.isAuthorOfPublication ec86a51f-8e32-4326-80ba-46e34052e526
relation.isOrgUnitOfPublication 5960a20b-38e3-465c-a204-b47fdce6f6f2
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