Consumer Attitude towards Clothing Apparel of Unique Designer Brands in Bangladesh

Abstract

Early consumer behavior researchers rarely focused on the attitudinal
dimension of clothing buyers although it has always remained as a prime
building block of the Consumer Behavior (CB). This study adopts multiple
regression techniques to analyze the data collected from 140 apparel buyers to
examine the determinants of consumer attitude with respect to unique designer
clothing brands of Bangladesh. The analysis reveals that out of seven identified
predictors, three items, namely- celebrity endorsement, quality, and aesthetic
aspects, significantly influence consumer attitude towards unique designer
clothing apparel brands. The findings from this study is of critical importance
because it contributes to clothing marketers’ knowledge about the prominence
of Consumer Behavior (CB) in the fashion marketing paradigm and offers an
extensive understanding of the drivers of consumer attitude with respect to the
unique designer clothing apparel brands.