TY - JOUR
T1 - Dress with Finesse
T2 - Why People Wear Clothes with Logos
AU - Coco, Carolina
AU - Rita, Paulo
AU - Ramos, Ricardo F.
AU - Fortes, Nuno
N1 - info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04152%2F2020/PT#
Coco, C., Rita, P., Ramos, R. F., & Fortes, N. (2024). Dress with Finesse: Why People Wear Clothes with Logos. International Journal of Fashion Design, Technology and Education, 17(2), 260-275. https://doi.org/10.1080/17543266.2023.2277257 ---Paulo Rita was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UIDB/04152/2020 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.
PY - 2024/5
Y1 - 2024/5
N2 - Logos are part of a brand’s identity, responsible for its recognizability and what it stands for. Research showed that buying products easily recognizable by others is associated with status and/or conspicuous consumption. This research aimed to determine the reasons behind consumers wearing logo clothes. Building on existing literature, it investigated how status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influenced wearing visually branded clothing. A conceptual model was developed combining these constructs. An online questionnaire was conducted amongst 206 individuals, and the model was tested using PLS-SEM. Results indicated that materialism, conspicuous consumers, and brand loyalty affected the decision to wear logo clothes, whereas status consumers, self-monitors, self-esteem, and opinion seekers and leaders were not significant in explaining the dependent variable. Future research could expand the research to different countries and age groups.
AB - Logos are part of a brand’s identity, responsible for its recognizability and what it stands for. Research showed that buying products easily recognizable by others is associated with status and/or conspicuous consumption. This research aimed to determine the reasons behind consumers wearing logo clothes. Building on existing literature, it investigated how status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influenced wearing visually branded clothing. A conceptual model was developed combining these constructs. An online questionnaire was conducted amongst 206 individuals, and the model was tested using PLS-SEM. Results indicated that materialism, conspicuous consumers, and brand loyalty affected the decision to wear logo clothes, whereas status consumers, self-monitors, self-esteem, and opinion seekers and leaders were not significant in explaining the dependent variable. Future research could expand the research to different countries and age groups.
KW - Status
KW - logo
KW - brand conspicuousness
KW - consumer behaviour
KW - fashion
UR - http://www.scopus.com/inward/record.url?scp=85176556028&partnerID=8YFLogxK
UR - https://www.webofscience.com/wos/woscc/full-record/WOS:001100876700001
U2 - 10.1080/17543266.2023.2277257
DO - 10.1080/17543266.2023.2277257
M3 - Article
SN - 1754-3266
VL - 17
SP - 260
EP - 275
JO - International Journal of Fashion Design, Technology and Education
JF - International Journal of Fashion Design, Technology and Education
IS - 2
ER -