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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...

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Bibliographic Details
Main Authors:	Phau, Ian, Teah, Min, Lim, A., Ho, R.
Format:	Journal Article
Published:	Korean Academy of Marketing Science 2015
Online Access:	http://www.tandfonline.com/ http://hdl.handle.net/20.500.11937/33652

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