Consumers' attitude to and choice of store brands in fashion apparel: Role of gender and shopping style

Most of the prior studies on store brands have focused on consumers’ attitudes towards store brands in the grocery sector. This article studies consumers’ attitudes towards store brands in apparel industry, examining whether shoppers’ prefer brand-specific or multi-brand fashion retailers and the factors influencing their preferences. Data is gathered from 300 participants in an emerging market context to assess the effect of gender and shopping styles on store choice, brand selection, store brand attitude, and store loyalty. The findings and future research guidelines provided can be beneficial for both academicians and practitioners working in the fields of fashion, marketing, and retailing, inspiring further studies to be carried out in emerging markets.Publisher's Versio