Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers
Brand prominence is an important part of branding luxury fashion goods. Some consumers seek to „display‟ the brand name prominently and some do not. Research has begun to explore this phenomenon however; no previous research has explored the preferences amongst fashion change agents and fashion foll...
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| Other Authors: | |
| Format: | Conference Paper |
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Australian and New Zealand Marketing Academy
2012
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| Online Access: | http://www.anzmac.org/conference_archive/2012/papers/373ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/27171 |
| _version_ | 1848752189043900416 |
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| author | Thwaites, Zoe Ferguson, Graham |
| author2 | Svetlana Bogomolova |
| author_facet | Svetlana Bogomolova Thwaites, Zoe Ferguson, Graham |
| author_sort | Thwaites, Zoe |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Brand prominence is an important part of branding luxury fashion goods. Some consumers seek to „display‟ the brand name prominently and some do not. Research has begun to explore this phenomenon however; no previous research has explored the preferences amongst fashion change agents and fashion followers. The research found that need-for-status and liking for the product was positively related to preference for brand prominence, which need for uniqueness was not related to preference for brand prominence and that fashion change agents and fashion followers did not differ in their preference for brand prominence. The results help clarify the drivers of preference for brand prominence and have implications for brand marketers attempting to understand consumer preferences for prominence on luxury fashion products. |
| first_indexed | 2025-11-14T08:04:40Z |
| format | Conference Paper |
| id | curtin-20.500.11937-27171 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:04:40Z |
| publishDate | 2012 |
| publisher | Australian and New Zealand Marketing Academy |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-271712023-02-02T07:57:40Z Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers Thwaites, Zoe Ferguson, Graham Svetlana Bogomolova Richard Lee Jenni Romaniuk Brand prominence is an important part of branding luxury fashion goods. Some consumers seek to „display‟ the brand name prominently and some do not. Research has begun to explore this phenomenon however; no previous research has explored the preferences amongst fashion change agents and fashion followers. The research found that need-for-status and liking for the product was positively related to preference for brand prominence, which need for uniqueness was not related to preference for brand prominence and that fashion change agents and fashion followers did not differ in their preference for brand prominence. The results help clarify the drivers of preference for brand prominence and have implications for brand marketers attempting to understand consumer preferences for prominence on luxury fashion products. 2012 Conference Paper http://hdl.handle.net/20.500.11937/27171 http://www.anzmac.org/conference_archive/2012/papers/373ANZMACFINAL.pdf Australian and New Zealand Marketing Academy restricted |
| spellingShingle | Thwaites, Zoe Ferguson, Graham Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers |
| title | Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers |
| title_full | Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers |
| title_fullStr | Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers |
| title_full_unstemmed | Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers |
| title_short | Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers |
| title_sort | brand prominence on luxury fashion goods: the preferences of fashion change agents versus fashion followers |
| url | http://www.anzmac.org/conference_archive/2012/papers/373ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/27171 |