The purpose of this study is to better understand the interest of university students in fashion products and to ascertain how different social variables explain variance in their brand sensitivity.Fashion happens to be a relevant and powerful force in our lives. At every level of society, people greatly care about the way they look, which affects both their self –esteem and the way other people interacr with them. For young adults wearing fashion brands seems to be a way of feeling adequate. This phenomenon is studied in the context of consumer involvement and brand sensitivity of university students in their choice of fashion products by underlining influence of socialization factors and their habits in fashion adoption.

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