Kemal KURTULUŞ, Zeynep ERTEKİN ÖZDAMAR

5334

Consumers' attitude to and choice of store brands in fashion apparel: Role of gender and shopping style

Mağaza markaları ile ilgili önceki çalışmaların çoğu tüketicilerin gıda sektöründeki tutumunu inceler. Bu çalışma tüketicilerin mağaza markalarına karşı tutumunu moda perakendeciliği alanında araştırır ve müşterilerin mağaza tercihlerini ve bu tercihleri etkileyen faktörleri inceler. Cinsiyet ve alışveriş tarzının, mağaza ve marka tercihi, mağaza markası tutumu ve mağaza sadakati üzerindeki etkisini anlamak için, 300 katılımcıdan veri toplanmıştır. Bulguların ve ileride yapılacak çalışmalar için verilen önerilerin, moda, pazarlama ve perakendecilik alanlarında çalışan araştırmacılara ve uygulayıcılara yol göstermesi ve yeni ampirik araştırmalara ışık tutması beklenmektedir.

Moda perakendeciliğinde mağaza markalarına karşı tüketici tutumu ve tercihi: Cinsiyet ve alışveriş tarzının rolü

Most of the prior studies on store brands have focused on consumers’ attitudes towards store brands in the grocery sector. This article studies consumers’ attitudes towards store brands in apparel industry, examining whether shoppers’ prefer brand-specific or multi-brand fashion retailers and the factors influencing their preferences. Data is gathered from 300 participants in an emerging market context to assess the effect of gender and shopping styles on store choice, brand selection, store brand attitude, and store loyalty. The findings and future research guidelines provided can be beneficial for both academicians and practitioners working in the fields of fashion, marketing, and retailing, inspiring further studies to be carried out in emerging markets.
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ODTÜ Gelişme Dergisi-Cover
  • ISSN: 1010-9935
  • Yayın Aralığı: Yılda 3 Sayı
  • Başlangıç: 2018
  • Yayıncı: ODTÜ İİBF
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