| dc.description.abstract | In recent years, the appearance of local clothing brands for the youth are
increasing strongly in the big cities like Ho Chi Minh City or Ha Noi. However, there is
still have not any research on this new and rising market that could be potential for the
domestic fashion industry. This study was conducted for the purpose of examine the
relationship factors affecting students’ Attitude and Purchase Intention towards LIBÉ
Clothing products in Ho Chi Minh city.
The research model was adapted from previous research from Nasehifar, Vahid,
and Seyed Mohammad SadiqEs-haghi (2014) that share similar research questions and
objectives with this research. Quantitative approach with the valid sample size of 351
samples from women students across Ho Chi Minh city were collected and analyzed by
SPSS software.
The findings of this research indicates a strong relationship between Fashion
Involvement, Social Comparison and Experiential Need to student’s attitude and purchase
intention toward youth’s local clothing brands and LIBÉ products.
Overall, the research findings are beneficial for youth local fashion brands in
particular and fashion industry in Vietnam in general. Due to the limitation of time and
finance, the research only focuses on Ho Chi Minh City. Hence, to helping the further
research in the future, further recommendations are provided in the last chapter of this
research. | en_US |
