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Dress for fit: an exploration of female activewear consumption
journal contribution
posted on 2018-08-01, 00:00 authored by X Zhou, C Hanlon, Jonathan RobertsonJonathan Robertson, R Spaaij, H Westerbeek, A Hossack, D C FunkWhile the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers' perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies.
History
Journal
Sport management reviewVolume
21Issue
4Pagination
403 - 415Publisher
ElsevierLocation
Amsterdam, The NetherlandsPublisher DOI
ISSN
1441-3523Language
engPublication classification
C Journal article; C1 Refereed article in a scholarly journalCopyright notice
2017, Sport Management Association of Australia and New ZealandUsage metrics
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