A brief affair with underwear: Uniquness and innovativeness in male underwear brand purchases
This study investigates the role of consumers’ need for uniqueness and fashion innovativeness when purchasing a male underwear brand. Data were collected from male participants through an intercept method in malls, public arenas and university campuses in Western Australia. A total of 388 usable que...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Korean Academy of Marketing Science
2015
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| Online Access: | http://www.tandfonline.com/ http://hdl.handle.net/20.500.11937/33652 |