服装
合法性
价值(数学)
营销
享乐主义
市场细分
广告
消费者行为
感知
业务
社会学
社会心理学
心理学
政治学
法学
机器学习
政治
计算机科学
神经科学
作者
Khanyisa Brenda Nkuna,Alet C. Erasmus,Johan Olivier
摘要
Abstract Many established clothing brands did not survive the global COVID‐19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self‐worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means‐End‐Chain (MEC) analysis in a 3‐phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow‐up quantitative study. Implications for retail and business strategy are presented.
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