2012
DOI: 10.1080/08961530.2012.728506
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Discovering Consumer Personality Clusters in Prestige Sensitivity and Fashion Consciousness Context

Abstract: This article aims to discover the differences among consumer personality clusters in regard to their extent of fashion consciousness and prestige sensitivity. Data were collected from 251 undergraduate students using self-administered questionnaires. Cluster analysis and MANOVA were employed to assess whether significant differences exist among four personality clusters. The study used the Big Five scale items to measure consumer personality and found that respondents who score low on the "openness to experien… Show more

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Cited by 19 publications
(19 citation statements)
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“…The most obvious seems to be that fashionable consumers tend to buy clothes having brand names that are famous and are known by majority of people in their social circles. Therefore, in order to showoff, they buy original brands though they have to pay a higher price for their acquisition as fashion conscious people pay more attention to prestigious brands than those who are less fashion conscious (Casidy, 2012). Moreover, peer pressure is another factor that may have a significant influence.…”
Section: Discussionmentioning
confidence: 99%
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“…The most obvious seems to be that fashionable consumers tend to buy clothes having brand names that are famous and are known by majority of people in their social circles. Therefore, in order to showoff, they buy original brands though they have to pay a higher price for their acquisition as fashion conscious people pay more attention to prestigious brands than those who are less fashion conscious (Casidy, 2012). Moreover, peer pressure is another factor that may have a significant influence.…”
Section: Discussionmentioning
confidence: 99%
“…A status consumer purchases goods for the purpose of gaining status and is conscious of displaying achievement, thus holds unfavorable attitude towards counterfeit goods. One way of gaining status is by buying goods having designer labels (Oneto, Gelb, Walker, & Hess, 2012) as prestigious brands are usually seen as an icon of value and status (Casidy, 2012). There are people who buy branded products just to enhance their image in the eyes of others (Taormina & Chong, 2010) therefore, the social risk involved in the purchase and consumption of counterfeit products can actually inhibit consumers from purchasing counterfeit products (Bian & Moutinho, 2011a;Koklic, 2011).…”
Section: Status Consumptionmentioning
confidence: 99%
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“…Araştırmanın anket uygulaması, hedeflenen amaçlara ulaşılabilmek için Erzurum ilinde Atatürk Üniversitesi'nde okuyan kız öğrenciler üzerinde gerçekleştirilmiştir. Moda bilinçli tüketicilerin daha iyi eğitimli olması (Casidy, 2012), kadınlarda moda bilincinin daha yüksek olması (Gould ve Stern, 1989) ve üniversite öğrencilerinin daha fazla içgüdüsel alışveriş yaptıkları (Ünal, 2008) sonuçlarıyla bu örneklemin uygun olduğu düşünülerek anket formu uygulanmıştır. Örnekleme yöntemi olarak kolayda örnekleme yöntemi kullanılmıştır.…”
Section: öRneklem Süreci Ve Veri Toplama Yöntemiunclassified
“…Researchers have found significant links between personality traits and consumer behavior constructs in relation to fashion consciousness, status consumption and materialism. However, these relationships were examined independently in terms of the relationship between fashion consciousness and status consumption (Lertwannawit and Mandhachitara, 2012;O'Cass and Siahtiri, 2014); status consumption and materialism (Heaney et al, 2005;Kim and Jang, 2014); materialism and fashion consciousness (Handa and Khare, 2013;O'Cass, 2001;O'Cass, 2004); personality and fashion consciousness (Casidy, 2012a;Casidy, 2012b); and personality and materialism (Sharpe and Ramanaiah, 1999). Additionally, most research has typically been performed in the context of highly individualistic Western cultures and may not be fully generalizable across cultures (Mueller et al, 2011).…”
Section: Introductionmentioning
confidence: 99%