Branded Counterfeits: A Functional Based Attitude Approach to Investigate the Consumption Motivations in Fast Fashion Industry

  • 段 清海雲

Student thesis: Master's Thesis


This research relied on the functional theories of attitude and experimental design methodology to examine the influences of psychological factors (social adjustive and value expressive function) on customers’ perception toward luxury brands conventional counterfeit luxury brands and fast fashion brands Firstly the new term “branded counterfeits” are suggested by author basing on instant fashion product characteristics Secondly this research illustrated the new consumption trend in fashion industry especially in newly developed countries Additionally resulted from current trends in fashion industry which is the collaboration between haute couture and fast fashion as well as the new norm to express fashion taste: “Mix and match” this study contributes to illustrate how customers’ brand perception change after exposing to different kinds of advertising messages underlying their psychological features and social motivation In a word the crucial purposes to conduct this research are filling some gaps in theories providing insights referring to prevailing transform in fashion industry and pointing out the more sophisticated thinking in what should be called “luxury” “fashion” and “taste”
Date of Award2015 Aug 6
Original languageEnglish
SupervisorJu-Faye Kao (Supervisor)

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