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Article
Publication date: 1 March 2001

Rennae Sletten Daneshvary and R. Keith Schwer

Since the early 1980s, many studies have assessed consumers’ preferences for domestic versus imported apparel; a few have addressed the influence of socio‐economic factors…

Abstract

Since the early 1980s, many studies have assessed consumers’ preferences for domestic versus imported apparel; a few have addressed the influence of socio‐economic factors on preference. This study provides a profile of the ethnocentric consumer, one who prefers their own goods over goods made in other cultures, by using an array of socio‐economic factors, including an eight‐category occupation variable and a “greatest generation” age variable, regressed on consumers’ perception of the importance of buying a garment made in the USA. Data were obtained from a convenience sample of rodeo attendees. Results from binary logistic regression reveal that younger, college‐educated respondents and those employed in service occupations are less likely to perceive buying US‐produced apparel as important than other groups.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 5 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 June 2000

Rennae Daneshvary and R. Keith Schwer

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement…

Abstract

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on consumers’ purchase intentions. Survey data were collected from 1,456 respondents attending six rodeos across the USA. Binary logit regression revealed that individuals who attended rodeo frequently and those with less than a college degree were the most likely to accept the association endorsement. The findings are explained within the social influence framework.

Details

Journal of Consumer Marketing, vol. 17 no. 3
Type: Research Article
ISSN: 0736-3761

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