Black Urban Professionals' Motivation for Conspicuous and Status Clothing Brand Consumption Cronje, Adele Jacobs, Bertha 2018-10-19T00:42:11.000 2020-06-30T05:37:37Z 2020-06-30T05:37:37Z 2016-11-08
dc.description.abstract <p>This study explored the differences in Black urban consumers' clothing brand consumption in terms of motivational factors related to conspicuous (communication of belonging, status demonstration, ostentation) and status consumption (normative receptiveness: value expressiveness and utilitarian influences, high self-monitoring) across different professions. A survey research design was followed. The sample consisted of 246 Black urban consumers, aged 24 to 36 years, living in an urban metropolitan and currently working in professional positions. Data were collected from a convenience sample, through a self-administered questionnaire. Post hoc Bonferroni tests determined exactly where the differences in means across various professions occur. Mixed support in terms of motivational factors for conspicuous consumption occurred. In terms of status consumption across profession, all three motivational factors were significant. Profession proved to be a trustworthy indicator to engage in status consumption since individuals tend to build their identity around what they do for a living and consume accordingly.</p>
dc.identifier archive/
dc.identifier.articleid 1624
dc.identifier.contextkey 9919166
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2016/presentations/141
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/|||Fri Jan 14 20:14:01 UTC 2022
dc.title Black Urban Professionals' Motivation for Conspicuous and Status Clothing Brand Consumption
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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