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Abstract
Purpose – The purpose of this paper is to examine the difference in consumer attitudes towards fashion brand extensions (FBEs) between designer labels (DLs) and mass‐market labels (MLs) in Hong Kong. The authors investigate in depth the factors that would affect consumers' evaluations towards FBEs with respect to the two target groups of fashion brands. In addition, comparisons between the attitudes of male and female consumers are also conducted.Design/methodology/approach – The paper presents a piece of empirical research. A consumer survey with a respondent size of 211 and an interview with a brand operations manager of an international designer label in Hong Kong are conducted.Findings – The results reveal that consumers possess more complicated attitudes when they evaluate brand extensions of DLs. To be specific, the findings reveal that consumers' intention to evaluate the extended products in DLs is not significantly affected by the product quality perception. For MLs, the concept consistency of th...
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