Working Women's Perceptions of Brand-Name Apparel in Enhancement of Their Occupational Attributes

Abstract

The major objectives were (1) to explore working women's perceptions of various apparel brands in the enhancement of their self-perceptions of occupational attributes, (2) to investigate the relationships between working women's self-perceptions of occupational attributes and the perception of each apparel brand image, and (3) to assess the effects of selected consumer variables of working women (clothing interest, age, education, and occupation) on their perceptions of brand-name apparel. The data from 81 working women showed that the well-known apparel brands generally enhanced their occupational attributes. Anne Klein was perceived most positively for enhancement of all the occupational attributes, while Junior House Collectibles was perceived as lowest in enhancement of those attributes. Evan Picone was rated highest in relation to subjects' clothing interest and was perceived most effective in enhancing the subjects' occupational attributes.