Clothing consumption in two recent EU Member States: A cross-cultural study

Elena Millan, Patrick De Pelsmacker and Len Tiu Wright

Journal of Business Research, 2013, vol. 66, issue 8, 975-982

Abstract: Marketing research efforts across Eastern European countries continue growing since the introduction of market reforms in this region. Nonetheless, questions remain unanswered as to cross-cultural differences in Eastern Europeans' consumer behavior. The present research addresses this knowledge gap by developing and testing hypotheses about cross-cultural variations in a number of clothing-related consumer behavior phenomena in the Czech Republic and Bulgaria. Our findings indicate significant differences regarding consumer interest in clothing, preference for utilitarian, self-expressive and hedonic meanings of clothing artifacts, preference for well-known clothing brands, brand loyalty, and importance of clothing attributes. The study advances research in marketing by investigating clothing value-expressive symbolism and consumption in the two recent EU Member States. The study provides valuable insights to marketers for developing effective marketing strategies.

Keywords: Brand image; Value-expressive symbolism; Clothing consumption; Hofstede's cultural framework; Eastern Europe (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:8:p:975-982

DOI: 10.1016/j.jbusres.2011.12.020

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