...Durgesh Kumar Agrawal Purpose This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era. Design/methodology/approach For this purpose, a “mixed-method approach” was used with an explanatory sequential research design...

...Naser Valaei; S.R. Nikhashemi Purpose The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society...

...Fariba Esmaeilpour Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers...

... at: hyunhwa@inha.ac.kr © Emerald Group Publishing Limited 2015 Brand extension Generation Y Brand fit Cause-fit Extension evaluation Fast fashion Sustainability, along with its elements of social, environmental and economic preservation, is a popular topic in general cultural interest...

...Rodney C. Runyan; Mijeong Noh; Jon Mosier Purpose The purpose of this paper is to operationalize the ubiquitously used concept of “cool,” specifically considering its meaning to Generation Y consumers of apparel. Using Churchill's rigorous scale generating method, the authors generate items, pre...

... sustainability and environmental issues, both in general and in the apparel industry. Design/methodology/approach Data were collected through open‐ended survey questions collected from 80 young Generation Y college students, aged 18‐25. Findings Findings show a low level of knowledge of the holistic...

...) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready‐to‐wear sector from the perspective of Generation Y consumers. Design/methodology/approach The research employs a structural equation modeling method based on data collected from 564...