Fashion innovativeness, fashion diffusion and brand sensitivity among adolescents

Abstract

Using Rogers' theory of diffusion of innovation, this paper reports the results of a study that had two objectives: the first objective was to compare the number of male and female adolescents in each of Rogers' five categories of consumer adopters. The second, was to verify if there were differences among the five distinct categories of adopters with respect to brand sensitivity. Results show that, as with other market segments, there are more female than male adolescents in the categories``innovators'' and``early adopters'', and more male than female adolescents in the categories``late majority'' and``laggards''. Further, it appears that brand sensitivity is an increasing function of fashion``adoptiveness'' among adolescents.

Development of a brand image scale and the impact of lovemarks on brand equity

“…Behling (1992) stated that fashion innovative consumers tend to be female, higher in education, younger in age, very social, high in self-confidence, and financially stable. Other studies confirmed that typically female consumers more than male consumers are fashion innovative (Beaudoin et al, 2003;Goldsmith et al, 1987).…”

“…Demographic (e.g., age and gender) and psychographic characteristics (e.g., shopping styles and opinion leadership) have been found to affect search behavior and brand preference/choice (e.g., Beaudoin & Lachance, 2006;Beaudoin, Lachance, & Robitaille, 2003;Hogg, Bruce, & Hill, 1998;Nysveen, Pedersen, & Thorbjørnsen, 2005).…”

“…For instance, female consumers are more likely than male consumers to search for product information (Darley & Smith, 1995;Meyers-Levy, 1988Meyers-Levy & Maheswaran, 1991) and have higher interest in brands (Beaudoin & Lachance, 2006;Beaudoin et al, 2003). On average, female consumers are more fashion innovative than 6 male consumers (Beaudoin et al, 2003;Behling, 1992;Goldsmith, Stitch, & White, 1987).…”

“…On average, female consumers are more fashion innovative than 6 male consumers (Beaudoin et al, 2003;Behling, 1992;Goldsmith, Stitch, & White, 1987). This level of innovativeness and information search may affect consequent level of fashion brand awareness.…”

Order in Garment Markets

“…However, only as a result of consumers' choices -and trendsetters' choices in particular -to buy and wear garments will certain garments come to be in fashion and others not (cf. Beaudoin et al, 2003). No one is in total control of the social game being played, especially since actions are seldom made in concert.…”