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Pregled bibliografske jedinice broj: 456503

Fashion brands loyalty in the times of economic crisis


Tomašević Lišanin, Marija; Razum, Andrea
Fashion brands loyalty in the times of economic crisis // International Journal of Management Cases, Special Issue: 7th International CIRCLE Conference 2010 Vol. 12, Issue 2 / Davies, B.J. & Vignali. C. (ur.).
Lancahire, Velika Britanija: Access Press UK, 2010. (ostalo, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)


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Naslov
Fashion brands loyalty in the times of economic crisis

Autori
Tomašević Lišanin, Marija ; Razum, Andrea

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International Journal of Management Cases, Special Issue: 7th International CIRCLE Conference 2010 Vol. 12, Issue 2 / Davies, B.J. & Vignali. C. - Lancahire, Velika Britanija : Access Press UK, 2010

Skup
The 7th International CIRCLE Conference for Consumer Behavior and Retailing Research

Mjesto i datum
Estoril, Portugal, 7. - 9. 04. 2010

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Fashion; Brand loyalty; Student buying behaviour; Economic crisis

Sažetak
The over-arching purpose of this research was to explore the issue of the fashion brands loyalty in the context of the decrease of purchasing power resulting from the current economic crisis. Furthermore, the purpose of the research was also to determine the source of the change brand loyalty and to establish the connection between the level of loyalty and the value of fashion brands (high-end, mid-range, low-end). The research was conducted among students of the Faculty of Economics and Business at the University of Zagreb through a self completed e-mail questionnaire. Student population was used as they are prone to express themselves through fashion and are reactive to stylish trends. The findings therefore are limited to the young Croatian population and cannot be generalized to other nationalities or age cohorts. Based on the nature of the quantitative data, the paper provides useful insight into the change of behaviour of young adults while purchasing fashion products in the times of the crisis as opposed to the periods of prosperity. There are implications for practical perspectives of fashion marketing in Croatia aimed at young population. The phenomenon of fashion brand loyalty in Croatia is under-researched academically thus this paper fills the existing gap in the literature and current research. Also, this paper offers insights into the sources of fashion brand loyalty which deserves further research attention.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekt / tema
067-0000000-2493 - Razvoj suvremenih prodajno-distribucijskih sustava u hrvatskim poduzećima (Marija Tomašević-Lišanin, )

Ustanove
Ekonomski fakultet, Zagreb

Citiraj ovu publikaciju

Tomašević Lišanin, Marija; Razum, Andrea
Fashion brands loyalty in the times of economic crisis // International Journal of Management Cases, Special Issue: 7th International CIRCLE Conference 2010 Vol. 12, Issue 2 / Davies, B.J. & Vignali. C. (ur.).
Lancahire, Velika Britanija: Access Press UK, 2010. (ostalo, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Tomašević Lišanin, M. & Razum, A. (2010) Fashion brands loyalty in the times of economic crisis. U: Davies, B. (ur.)International Journal of Management Cases, Special Issue: 7th International CIRCLE Conference 2010 Vol. 12, Issue 2.
@article{article, editor = {Davies, B.}, year = {2010}, keywords = {Fashion, Brand loyalty, Student buying behaviour, Economic crisis}, title = {Fashion brands loyalty in the times of economic crisis}, keyword = {Fashion, Brand loyalty, Student buying behaviour, Economic crisis}, publisher = {Access Press UK}, publisherplace = {Estoril, Portugal} }




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