Abstract
Adolescents are very attention to their physical appearance, with regard to physical appearance, adolescents make efforts so that their physical appearance in accordance with the guidance of their social community. One product supporting physical appearance often hunted adolescents clothing. Based on this phenomenon, the researchers interested in studying about the analysis of consumer involvement toward willingness to pay a premium on fashion products, mediation by brand status and brand attitude. The purpose of this study was to determine the effect of consumer involvement on brand status of fashion products and brend attitude, then the influence of the brand status of fashion products and brand attitude toward the willingness to pay a premium price. This study used questionnaires distributed to adolescents aged 18-21 years, then the data is processed using an analysis SEM (Structural Equation Model) via AMOS software. Results from this research that consumer involvement has a positive and significant effect on the brand status and brand attitude, then the brand status of fashion products and brand attitude have a positive and significant impact on the willingness to pay a premium price.
 Key Words : Consumer Involvement, Brand Status, Brand Attitude, Willingness To A Pay Premium.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
