No abstract

Data were collected in large lecture classes from 269 students in 50 majors at a mid-western US university (138 men, 131 women; m age = 21.96). Data were analyzed with descriptive statistics and M/ANOVA. Reliability was acceptable; Cronbach's alpha ranged from .70 to .92. Results. Using Hirschman and Adcock's procedure, participants were categorized as fashion change agents (n=68) and fashion followers (n=195). MANOVA with fashion adoption groups (change agents/followers) as the independent variable, and brand attachment, brand love, and brand trust as dependent variables was significant [F(3,259) = 3.09, p < .027]. ANOVA revealed that fashion followers scored significantly higher (p < .05) than change agents on brand attachment (M followers = 3.64; M change agents = 3.17), brand love (M followers = 5.19; M change agents = 4.87) and brand trust (M followers = 5.25; M change agents = 4.94). Thus, all hypotheses were supported. Discussion & Implications. This study found that fashion followers indicated stronger brand relationships than change agents. Perhaps followers depend on brand names as a safe and trustworthy way to keep up with trends without being a trend-setter. Each season brand companies offer minor changes to existing styles (e.g., new colors, slight changes in design) allowing consumers to try new ideas within safe boundaries. Recognizing the connection that fashion followers have with their favorite brands may encourage a marketing approach that focuses on fashion followers. For further study, a variety of variables related to consumer-brand relationships need to be investigated such as brand engagement, brand loyalty, or brand commitment. Also, it would be significant to explore brand love, brand attachment, and brand trust for fashion adoption groups within and across cultural contexts.

No abstract