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Consumer’s attitude toward co-branding between Luxury designer brand and Fast fashion brand I am a final year student studying in Institute of Textiles and Clothing at The Hong Kong Polytechnic University. I am now conducting a research on consumer’s attitude toward co-branding between Luxury designer brand and Fast fashion brand. It would be appreciated if you could spare a few minutes to complete the questionnaire as follows. All of the information provided would be kept confidentially and used for academic purpose only. Thank you for your cooperation.
“Co-branding” refers to the combination of two brand names to launch a single and unique product for a short to long term cooperation (Park et al., 1996; Boo and Mattila, 2002; Kumar, 2005)
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Section one: Screening questionsjavascript:closeInlinePopup('shadowedBox') |
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1. Have you heard of co- branding (crossover)? |
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2. Have you heard of Co-branding between luxury designer brand and fast fashion brand? (E.g. H&M X VERSACE) |
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3. I often purchase from (1) Luxury Designer brand (e.g.Versace, Louis Vuitton) (2) Fast fashion brand(e.g. H&M, Uniqlo) (3) Co-branding (crossover) (e.g. Versace for H&M)
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Section two: Attitude toward Luxury Designer Brand (e.g. Versace, Louis Vuitton) |
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Please indicate (circle) your level of agreement with the following sentences in a scale from 1 to 7 (1=strongly disagree, 7= strongly agree) |
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4. Purchasing Luxury Designer brand can signal social status.
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5. Purchasing Luxury Designer brand can signal wealth, power.
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6. Purchasing Luxury Designer brand improves the way that others see me.
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