Customers of Common Fashion Brands in the Czech Republic: Innovators and Opinion Leaders

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F18%3A00005350" target="_blank" >RIV/46747885:24310/18:00005350 - isvavai.cz</a>

Výsledek na webu

<a href="https://fes.upce.cz/sites/default/files/public/mika0267/scipap_42_109416.pdf" target="_blank" >https://fes.upce.cz/sites/default/files/public/mika0267/scipap_42_109416.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Customers of Common Fashion Brands in the Czech Republic: Innovators and Opinion Leaders

Popis výsledku v původním jazyce

© University of Pardubice, 2018. This article concentrates on the identification of special customer categories known as innovators and opinion leaders, also collectively called Fashion Leaders. The article focuses only on customers buying clothing of medium price and quality, known as Common Brands clothing. The categories of Innovators and Opinion Leaders in this article were measured on the basis of rating scales from renowned international authors. Confirmation factor analysis confirmed that the rating scales belong to latent variables and also sufficiently explain them. The result of the correlation analysis proved that the Innovator and Opinion Leader categories strongly correlate and therefore may be measured jointly in subsequent research, as one shared category of Fashion Leaders. Differences between demographic characteristics of Fashion Leaders and Fashion Non- Leaders were identified using the two-sample t-test. It was particularly found that women with lower education who shop very often are Fashion Leaders. The results of this research may be used as a basis for further customer surveys of Common Brands in the Czech Republic. The practical contribution of this article is the identification and description of the Fashion Leaders customer segment that can help fashion producers in promoting new collections or raising awareness in the fashion field.

Název v anglickém jazyce

Customers of Common Fashion Brands in the Czech Republic: Innovators and Opinion Leaders

Popis výsledku anglicky

© University of Pardubice, 2018. This article concentrates on the identification of special customer categories known as innovators and opinion leaders, also collectively called Fashion Leaders. The article focuses only on customers buying clothing of medium price and quality, known as Common Brands clothing. The categories of Innovators and Opinion Leaders in this article were measured on the basis of rating scales from renowned international authors. Confirmation factor analysis confirmed that the rating scales belong to latent variables and also sufficiently explain them. The result of the correlation analysis proved that the Innovator and Opinion Leader categories strongly correlate and therefore may be measured jointly in subsequent research, as one shared category of Fashion Leaders. Differences between demographic characteristics of Fashion Leaders and Fashion Non- Leaders were identified using the two-sample t-test. It was particularly found that women with lower education who shop very often are Fashion Leaders. The results of this research may be used as a basis for further customer surveys of Common Brands in the Czech Republic. The practical contribution of this article is the identification and description of the Fashion Leaders customer segment that can help fashion producers in promoting new collections or raising awareness in the fashion field.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration

ISSN

1211-555X

e-ISSN

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Svazek periodika

25

Číslo periodika v rámci svazku

42

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

12

Strana od-do

165-176

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-85046279900