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  5. Consumer’s attitude toward co-branding between Lux
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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)
 
 
 
Section one: Screening questionsjavascript:closeInlinePopup('shadowedBox')
 
 
 
1. Have you heard of co- branding (crossover)?
 
Yes
 
No
 
 
 
2. Have you heard of Co-branding between luxury designer brand and fast fashion brand? (E.g. H&M X VERSACE)
 
Yes
 
No
 
 
 
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)
 
1
 
2
 
3
 
1&2
 
1&3
 
1&2&3
 
 
 
Section two: Attitude toward Luxury Designer Brand (e.g. Versace, Louis Vuitton)
 
 
Please indicate (circle) your level of agreement with the following sentences in a scale from 1 to 7 (1=strongly disagree, 7= strongly agree)
 
 
4. Purchasing Luxury Designer brand can signal social status.
1 strongly disagree 2 moderately disagree 3 slightly disagree 4 neutral 5 slightly agree 6 moderately agree 7 strongly agree
 
 
 
5. Purchasing Luxury Designer brand can signal wealth, power.
1 strongly disagree 2 moderately disagree 3 slightly disagree 4 neutral 5 slightly agree 6 moderately agree 7 strongly agree
 
 
 
6. Purchasing Luxury Designer brand improves the way that others see me.
1 strongly disagree 2 moderately disagree 3 slightly disagree 4 Neutral 5 slightly agree 6 moderately agree 7 strongly agree
 
 
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