We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Türk ve Alman Gençlerin Giyim Motivasyonu, Marka Duyarlılığı ve Moda Yönelimi: Karşılaştırmalı bir Araştırma.
- Authors
İşcioğlu, Tutku Eker; Serap Atakan, M. G.
- Abstract
To identify the factors that affect young consumers' clothing and brand preferences is vital for the development of international marketing strategies. In international markets, it is suggested to research local culture and take culture adapted decisions. On the other hand, international companies also aim to provide standardized marketing activities to the markets by considering the similarities in consumer preferences and aiming to reduce costs. Within the scope of the research, clothing motivation, brand sensitivity, fashion innovativeness, fashion opinion leadership and fashion involvement of 153 adolescents aged between 12-18 were measured. Findings indicate that differences arise not because of their nationality (German vs. Turkish) but demographic characteristics like gender and age of the adolescents. This research is designed to guide the marketing activities of Turkish apparel companies operating especially in Germany.
- Publication
Journal of Business Research-Turk / Isletme Arastirmalari Dergisi, 2017, Vol 9, Issue 3, p300
- ISSN
1309-0712
- Publication type
Article
- DOI
10.20491/isarder.2017.301