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Influence of Brands On Female Consumer
Influence of Brands On Female Consumer
3, June 2011
behavior.
Five dynamic factors of branded clothing adoption are
defined and their relationship is explored with consumer
behavior namely: brand status, brand attitude, willingness to
pay premium, self-concept and reference groups. A survey
of general female consumers is conducted in this study, data
is analyzed and model is given to provide policy
recommendations.
I.
INTRODUCTION
Sciences,
Pakistan,
Sciences,
Pakistan,
Sciences,
Pakistan,
225
International Journal of Trade, Economics and Finance, Vol. 2, No. 3, June 2011
III.
HYPOTHESES
International Journal of Trade, Economics and Finance, Vol. 2, No. 3, June 2011
V. RESEARCH FINDINGS
Five indicators of brand influence such as brand status,
brand attitude, willingness to pay premium, self-concept
and reference groups are considered for the study. There is a
direct relationship between brand influence elements and
consumer involvement in fashion clothing. The relationship
was determined by Pearson correlation in standard
statistical software Statistical Package for Social Sciences
International Journal of Trade, Economics and Finance, Vol. 2, No. 3, June 2011
Component
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
(CIFC) Pearson
Correlation (r)
Significance
(2-tailed)
Brand Status
.434(**)
.000
Brand Attitude
.528(**)
.000
.437(**)
.000
Self-concept
.501(**)
.000
Reference Groups
.327(**)
.000
Total
5.289
2.309
1.979
1.221
1.120
1.026
.953
.893
.846
.786
.761
.722
.693
.644
.635
.628
.589
.535
.501
.466
.424
.361
.349
.270
Initial Eigenvalues
% of Variance Cumulative %
22.037
22.037
9.619
31.656
8.247
39.903
5.089
44.993
4.665
49.658
4.276
53.934
3.971
57.905
3.722
61.627
3.525
65.153
3.274
68.427
3.172
71.598
3.007
74.605
2.889
77.494
2.685
80.178
2.647
82.825
2.616
85.441
2.452
87.894
2.230
90.123
2.086
92.209
1.942
94.151
1.766
95.917
1.503
97.419
1.454
98.873
1.127
100.000
International Journal of Trade, Economics and Finance, Vol. 2, No. 3, June 2011
Model
1
1
Regression
Sum of
squares
df
Mean
Squares
Sig.
.000(a)
32299.360
60.590
6459.87
42006.640
Residual
74306.000
394
106.62
Total
399
df= degree of freedom, F= regression mean square/residual mean square,
Sig=P-value
a. Predictors: (Constant), Reference group, Willingness to pay premium,
Brand Status, Self-concept, Brand attitude
b. Dependent Variable: consumer involvement in fashion clothing
Source: survey
R= Correlation coefficient
Predictors: (Constant), Reference group, Willingness to pay premium,
Brand Status, Self-concept, Brand attitude
Source: Survey
International Journal of Trade, Economics and Finance, Vol. 2, No. 3, June 2011
TABLE 5 COEFFICIENTS
Un-standardized
Coefficients
Standardized
coefficients
Model
B
1
Std. Error
(constant)
-3.770
4.232
Brand status
Brand attitude
WTP
Self-concept
Reference-group
.192
.284
.201
.279
.102
.050
.054
.052
.048
.044
Co-linearity
Statistics
t
Sig.
Beta
.171
.247
.168
.258
.095.
Tolerance
-.891
.374
3.872
5.295
3.890
5.844
2.321
.000
.000
.000
.000
.021
.739
.658
.764
.736
.917
VIF
1.352
1.519
1.308
1.359
1.095
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F. Conclusion
The author concludes that the research has answered the
research question, regarding the dimensions of affecting the
230
International Journal of Trade, Economics and Finance, Vol. 2, No. 3, June 2011
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