L'AGE SUBJECTIF PAR DELA LES FRONTIERES: UNE ETUDE CROSS CULTURELLE DANS LE SECTEUR DE LA MODE VESTIMENTAIRE

Denis Guiot (), Benny Barak, Stephen Gould, Keun Lee and Yong Zhang
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Denis Guiot: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Benny Barak: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Stephen Gould: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Keun Lee: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Yong Zhang: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper compares the relevance of subjective age as a criterion to segment the fashion market in four countries: China, South Korea, France and USA.Following the validation of a new invariant scale between cultures, the effects of subjective age on innovativeness and consumer media habits are highlighted. The obtained results make it possible to consider a glocalization strategy based on subjective age in the fashion industry.

Keywords: symbolisme compensatoire; implication envers la mode vestimentaire; Tendance d'âge subjectif; âge chronologique; âge cognitif; marketing des seniors; implication envers la mode vestimentaire. (search for similar items in EconPapers)
Date: 2006
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00169081v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2006, N°43-44, pp.55-65

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00169081

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