CONSUMER ATTITUDE TOWARDS CLOTHING APPAREL OF UNIQUE DESIGNER BRANDS IN BANGLADESH

Early consumer behavior researchers rarely focused on the attitudinal dimension of clothing buyers although it has always remained as a prime building block of the Consumer Behavior (CB). This study adopts multiple regression techniques to analyze the data collected from 140 apparel buyers to examine the determinants of consumer attitude with respect to unique designer clothing brands of Bangladesh. The analysis reveals that out of seven identified predictors, three items, namely- celebrity endorsement, quality, and aesthetic aspects, significantly influence consumer attitude towards unique designer clothing apparel brands. The findings from this study is of critical importance because it contributes to clothing marketers’ knowledge about the prominence of Consumer Behavior (CB) in the fashion marketing paradigm and offers an extensive understanding of the drivers of consumer attitude with respect to the unique designer clothing apparel brands.