The Double-edge Sword of Limited Edition Fashion Marketing Choi, Jin Woo Cluver, Brigitte Kim, Minjeong 2018-10-19T00:52:27.000 2020-06-30T05:36:46Z 2020-06-30T05:36:46Z 2016-11-09
dc.description.abstract <p>The primary purpose of this study was to investigate the underlying psychological process by which limited edition marketing of fashion goods impacts consumers' attitudes and behavioral intentions. An online experiment was conducted using Amazon Mechanical Turk. Fictitious scenarios reflecting two different levels of perceived competition (high and low) were carefully developed from pretest. Also, two different fashion products (sneakers and fast-fashion brand jackets designed by high-fashion designers) that are known to use limited-edition strategy frequently were used in the scenario. To test the hypotheses, t-test, simple regression and hierarchical regression analyses were conducted. While the perceived competition increased the perceived popularity (β=.710, p<.05), the perceived competition had no influence on the perceived inequity (β=.103, p=.25). As predicted, the perceived popularity positively influenced the attitude (β=.469, p<.05), while the perceived inequity negatively influenced the attitude (β=.-439, p<.05). The attitude positively influenced the behavioral intentions (β=.706, p<.05).</p>
dc.identifier archive/
dc.identifier.articleid 1677
dc.identifier.contextkey 10440092
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2016/posters/30
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/|||Fri Jan 14 23:27:30 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.title The Double-edge Sword of Limited Edition Fashion Marketing
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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