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Effects of Level of Internet Retailer's Service Quality on Perceived Apparel Quality, Perceived Service Quality, Perceived Value, Satisfaction, and Behavioral Intentions Toward an Internet Retailer

Kim, J., Damhorst, M. L. — 2009-09-14

The purpose of this study was to examine the effects of the level of Internet retailer’s service quality (IRSQ) on perceived apparel quality, perceived service quality, consumer value perception of apparel shopping, satisfaction with apparel shopping experience, and future behavioral intentions regarding apparel shopping with the Internet retailer. We also investigated interrelationships among these variables in both IRSQ levels. The qualityvaluesatisfaction model (Cronin, Brady, & Hult, 2000) was adopted and expanded to serve as a theoretical framework for this study. A convenience sample of 361 female college students in two U.S. regions participated in and provided usable responses to this experimental study. Multigroup analysis via a structural equation modeling technique revealed positive interrelationships between perceived apparel quality, perceived service quality, perceived value, satisfaction, and behavioral intentions. In addition, these interrelationships were stronger in higher IRSQ level, compared to the lower level. Implications and recommendations for future research are discussed.

Exploring Gen Y Responses to an Apparel Brand's Use of Cause-Related Marketing: Does Message Matter When It Comes to Support for the Breast Cancer Cause?

Hyllegard, K. H., Ogle, J. P., Yan, R.-N., Attmann, J. — 2009-08-24

This study explored Gen Y's responses to cause-related marketing (CRM) in apparel advertising. Data were collected from 349 Gen Y consumers to examine the influence of CRM on attitudes and purchase intentions toward an apparel brand. Attitude toward the brand was predicted by awareness of the apparel brand, perception of CRM, evaluation of the advertisement, involvement in the breast cancer cause, and gender. The theory of reasoned action was used to predict Gen Y's purchase intentions and the utility of the classic model was compared to that of an extended model that included variables external to the theory. In the classic model, purchase intention was predicted by attitude toward the brand and subjective norm. In the extended model, purchase intention was predicted by attitude toward the brand, subjective norm, awareness of the apparel brand, evaluation of the advertisement, and involvement in the breast cancer cause. A calculated F-ratio indicated that the extended model provided additional explanatory power.

Exploration of Apparel Brand Knowledge: Brand Awareness, Brand Association, and Brand Category Structure

Dew, L. K., Kwon, W.-S. — 2009-08-24

Four phases of research were conducted to explore female college consumers' apparel brand knowledge using students from a Southeastern university. First, results from a survey revealed a positive correlation between apparel brands' recall and recognition performances (Phase 1). In Phase 2, through a brand-sorting task, four major apparel brand categories commonly perceived by female college consumers were identified. An online survey with a random sample of students (Phase 3) discovered that brands with higher levels of brand awareness were not necessarily linked to more favorable brand associations. Finally, an online experiment revealed that consumers' cognitive structures of brand-category memberships were significantly affected by the model of categorization they were asked to use by the researchers (Phase 4). This study provided insight into the constructs of brand awareness, brand associations, and the three models of categorization which may aid consumers when identifying and classifying apparel brands in the market.

A Method to Identify and Validate Social Norms Related to Dress

Freeburg, B. W., Workman, J. E. — 2009-03-03

The purpose of this three-phase study was to develop a method to identify and validate social norms related to dress, specifically body modifications. In Phase 1, the process of social control framed the preliminary identification of 35 body modification norms using reports in advice columns. In Phase 2, some of the 35 norms were empirically validated by human participants, leading to the conclusion that a minimum of 61% consensus was needed to either confirm or refute a statement as a norm. In Phase 3, a more powerful statistical analysis and a second sample of human participants validated the norms based on strength of consensus. Subgroup analyses were used to investigate statements that were neither confirmed nor refuted. Between Phase 2 and 3 samples, agreement on the statements related to body modifications was 83%. Limitations of the study and suggestions for further research are provided.

Autumn Leaves: Excellence in Design Development Using Draping Techniques, 2006

Schactler, C. — 2008-08-08

The purpose of this project was to make a gown that glorifies the colors and shapes of fall leaves. The plan was to exhibit replica leaves of fabric by sandwiching them between layers of satin and tulle. The top layer of tulle was necessary to inhibit the abrasion of the raw fabric edges and to create the composite fabric. Inspiration came from the leaves themselves that displayed so many interesting shapes and brilliant autumn colors.