Abstract
This paper assesses the relationship between self-reported fashion apparel innovativeness and opinion leadership, as well as these two traits' association with a wide variety of consumer variables for both male and female samples. Evidence was found that fashion innovativeness and opinion leadership function differently in male and female populations. Also, within each sex a wide variety of differing correlate traits were established for both innovativeness and opinion leadership.
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Barak, B., Gould, S. (2015). Male and Female Fashion Innovativeness and Opinion Leadership: A Research Note. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_23
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DOI: https://doi.org/10.1007/978-3-319-17052-7_23
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