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Influence of normative and informative values on fashion clothing involvement of Indian women

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Abstract:

India's changing demographics present Indian women as an interesting segment to marketers. Earlier research posits that women's fashion clothing involvement depends on age and social norms. The current research studies the influence of normative and informative values on Indian women's fashion clothing involvement (n = 355). The findings suggest that influence of informative value on Indian women differs across age categories. Further, we also concluded that younger women were more involved with fashion clothing. Indian women's fashion involvement was affected by normative values and age.

Keywords: AGE; FASHION CLOTHING INVOLVEMENT; INDIAN WOMEN; INFORMATIVE VALUES; NORMATIVE VALUES

Document Type: Research Article

DOI: https://doi.org/10.1362/147539212X13286273975193

Publication date: 2012-03-01

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