Examining the antecedents of recreational shopper identity
Hawkins, Sally, Bougoure, Ursula, & Neale, Larry (2009) Examining the antecedents of recreational shopper identity. In Proceedings of Australia and New Zealand Marketing Academy Conference 2009, Melbourne, Victoria.
In a fashion clothing context, this study explores the relationships between materialism,gender, fashion clothing involvement and recreational shopper identity. These relationships are tested using (N = 200) Australian Generation Y consumers. Results suggest that fashion clothing involvement is significantly affected by materialism and gender, and in turn fashion clothing involvement influences recreational shopper identity. A direct relationship was also found between materialism and recreational shopper identity.
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|Item Type:||Conference Paper|
|Keywords:||Fashion Marketing, Involvement, Shopper Identity, Generation Y|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2009 Please consult the authors.|
|Deposited On:||03 Feb 2010 17:30|
|Last Modified:||05 Jan 2011 23:55|
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