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Fast fashion has become a key feature of the global fashion industry over the last decade. With the aggressive international expansion of fast fashion retailers, young consumers in China are attracted to popular fast fashion brands, featuring updated looks, greater variety, and limited editions. This study aims to empirically investigate young consumer's perceptions towards fast fashion using brand personality approach from an international perspective. The concept of brand personality offered in the literature recognizes the use of human descriptors to portray brand identity or brand image. More formally, the most widely cited definition of brand personality is “the set of human characteristics associated with a brand (Aaker, 1997). Inspired by brand personality research, this study contributes to literature by examining Chinese college students' perceptions of fast fashion brands and identifying the personalities that are specifically associated with fast fashion brands.

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Nov 9th, 12:00 AM

How Chinese College Students Perceive Fast Fashion Brands: A Brand Personality Approach

Fast fashion has become a key feature of the global fashion industry over the last decade. With the aggressive international expansion of fast fashion retailers, young consumers in China are attracted to popular fast fashion brands, featuring updated looks, greater variety, and limited editions. This study aims to empirically investigate young consumer's perceptions towards fast fashion using brand personality approach from an international perspective. The concept of brand personality offered in the literature recognizes the use of human descriptors to portray brand identity or brand image. More formally, the most widely cited definition of brand personality is “the set of human characteristics associated with a brand (Aaker, 1997). Inspired by brand personality research, this study contributes to literature by examining Chinese college students' perceptions of fast fashion brands and identifying the personalities that are specifically associated with fast fashion brands.

 

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