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Creator:: Cheng, Yu-Chi
Abstract:: Counterfeits, unauthorized copies of a product presented for sale as if they were the legitimate manufacturer's product, are creating a sizeable and growing problem for the apparel and accessory industries (Olsen & Granzin, 1993). The purpose of the study was to investigate the relationship between consumers' likelihood of knowingly purchasing...
Resource Type:: Masters Thesis
Full Text:: Ratchford (1987), Rossiter, Percy, and Donovan (1991) presented and discussed a newer and improved

Creator:: Ti, Chihmin
Abstract:: Window displays are an important means by which retailers communicate with both current and potential consumers. The present study investigated how the use of context setting (with or without) in a window display and background music (with or without) influence consumers' mental imagery, arousal response, attitude toward the display, and...
Resource Type:: Masters Thesis

Creator:: Lee, Jennifer J.
Abstract:: The purpose of the present study was to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low awareness) on brand name recall and change in brand attitude. The study extends previous research by focusing on the sportswear market and including personal involvement towards...
Resource Type:: Masters Thesis
Full Text:: & Percy, 1997). The ability of a potential buyer to recognize or recall that a brand is a member of a

Creator:: Bell, Meagon M.
Abstract:: Although designer brand denim apparel has been popular since the early 1980’s, the term “premium denim” is a relatively new concept to the apparel industry. This study investigated evaluative criteria used by female consumers when purchasing premium denim jeans. Previous studies have examined evaluative criteria and its importance in purchasing...
Resource Type:: Masters Thesis
Full Text:: be highly- involved when making this purchase. Rossiter, Percy, and Donovan (1991) developed an

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