...Gail Taylor; Shuk‐Ching Liu; Tsan‐Ming Choi Purpose The purpose of this paper is to examine the difference in consumer attitudes towards fashion brand extensions (FBEs) between designer labels (DLs) and mass‐market labels (MLs) in Hong Kong. The authors investigate in depth the factors that would...

...Judith C. Forney; Eun Joo Park; Lynn Brandon Purpose To identify dimensions of evaluative criteria used when purchasing casual apparel and casual home furnishings and to determine which evaluative criteria served as predictors of brand extension purchase behavior of these products. Design...