The effect of concept congruence on preference for culturally diverse apparel products

Abstract

ABSTRACTThe global market for designer apparel, especially the American market, is attractive to include in Asian designers’ internationalisation strategies. In an effort to identify factors that may impact acceptance of Asian designers’ culturally inspired work in the United States (US), one of the most challenging and largest apparel markets in the world, this study explored the effect of consumers’ perceptions of self- and product-concept congruence on their attitudes and intention to purchase Asian designers’ apparel products. Results suggest that US females whose self-concept is consistent with the product-concept will be likely to have a positive attitude towards that product and, consequently, to intend to purchase that product. Managerial implications suggest that Asian designers entering the American market could target consumers by designing communication efforts to appeal to Americans who share personality characteristics similar to their Asian designs.