“Mix-and-Match” Fashion Trend and Luxury Brand Recognition: An Empirical Test Using Eye-tracking
2015; Routledge; Volume: 20; Issue: 3 Linguagem: Inglês
10.1080/1362704x.2015.1082294
ISSN1751-7419
AutoresCesare Amatulli, Gianluigi Guido, Antonio Mileti, Carla Tomacelli, M. Irene Prete, Anna E. Longo,
Tópico(s)Fashion and Cultural Textiles
ResumoAbstractThe paper explores the "mix-and-match" consumption trend and the brand recognition of luxury fashion brands. Results show that consumer recognition of luxury fashion brands increases when pairing these branded products with those made by fast-fashion companies. Findings also show that luxury fashion brands are mainly recognized through accessories. Eye-tracking technology has been used to conduct the study.Keywords: mix-and-matchluxury fashion brandfast-fashion brandeye-trackingconsumer behavior AcknowledgmentsThe authors would like to thank Prof. Mirko Grimaldi and Engineer Francesco Sigona of the Centro di Ricerca Interdisciplinare sul Linguaggio (CRIL, University of Salento, Italy) for their assistance in data collection and codification.Disclosure StatementNo potential conflict of interest was reported by the authors.Additional informationNotes on contributorsCesare AmatulliCesare Amatulli is an Adjunct Professor of "Trade and Retail Marketing" at the LUISS University, Rome, Italy.camatulli@luiss.itGianluigi GuidoGianluigi Guido is a Full Professor of Marketing and Place Marketing at the University of Salento, Italy.gianluigi.guido@unisalento.itAntonio MiletiAntonio Mileti is an Assistant Professor of Marketing at the University of Salento, Italy.antonio.mileti@unisalento.itCarla TomacelliCarla Tomacelli is an Assistant Professor of Marketing at the University of Salento, Italy.carla.tomacelli@unisalento.itM. Irene PreteM. Irene Prete is an Assistant Professor of Marketing at the University of Salento, Italy.mariairene.prete@unisalento.itAnna E. LongoAnna E. Longo is a Research Assistant of Marketing at the University of Salento, Italy.annaelenalongo@gmail.com
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