Fashion leadership,shopping enjoyment,and gender: Hispanic versus,Caucasian consumers? shopping preferences |
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| Institution: | 1. SUNY Buffalo State, Fashion & Textile Technology Department, Technology 311, 1300 Elmwood Ave., Buffalo, NY 14222, USA;2. University of North Texas, School of Merchandising & Hospitality management, 1155 Union Circle #311100, Denton, TX 76203, USA;1. SUNY Buffalo State, Fashion & Textile Technology Department, Technology 311, 1300 Elmwood Ave., Buffalo, NY 14222, USA;2. University of North Texas, School of Merchandising & Hospitality management, 1155 Union Circle #311100, Denton, TX 76203, USA;1. Department of Marketing and Logistics, College of Business, University of North Texas, Denton, TX 76203, United States;2. Department of Marketing and Management, College of Business and Entrepreneurship, Texas A&M University, Commerce, TX 75428, United States;1. ESG Management School France, 25 rue Saint-Ambroise, 75011 Paris, France;2. IRG, Institute of Research in Management, Université Paris Est, (UPEC), Place de la Porte des Champs, 4, route de Choisy, 94010 Créteil, France;1. Department of Economics, Sonoma State University, Rohnert Park, CA, USA;2. Sonoma Research Associates, Glen Ellen, CA 95442, USA |
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| Abstract: | The purpose of this study was to examine the role of gender and ethnicity of Hispanic and Caucasian Gen Y consumers as they impact fashion leadership and shopping enjoyment. Previous research comparing these groups on fashion leadership is limited. Results indicated that differences exist between ethnic groups, between genders, and between genders within the Hispanic group and among Hispanic fashion leaders. In general, Hispanics indicated higher levels of fashion leadership and shopping enjoyment. In addition, the research has implications regarding shopping channels and clothing idea sources among levels of Hispanic fashion leadership. |
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| Keywords: | Hispanic Fashion Leadership Gender |
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