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  • 2011 Baltic Congress on Future Internet and Communications (BCFIC Riga 2011)
  • 2011
  • Proceedings (redaktörskap) (övrigt vetenskapligt)abstract
    • BCFIC Riga 2011 will address all the challenges of building the Future Internet, which will be based on mobile, wireless and fixed broadband communications infrastructures. It will become a stage for researchers, officials, decision makers, practitioners from the public sector and industry.
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  • Aagerup, Ulf, 1969- (författare)
  • The influence of real women in advertising on mass market fashion brand perception
  • 2011
  • Ingår i: Journal of Fashion Marketing and Management. - Bingley, United Kingdom : Emerald Group Publishing Limited. - 1361-2026. ; 15:4, s. 486-502
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: The purpose of this paper is to investigate how the weight of ideal users affects the perception of mass market fashion brands. Design/methodology/approach: An experiment was carried out in which 640 university students replied to a web survey, rating the brand personality of jeans and shirts according to Aaker's Big Five construct. The garments were worn by thin, overweight, and obese models. Findings: The findings show that consumers' impressions of mass market fashion brands are significantly affected by the weight of ideal users. Slender models lead to the most positive brand perceptionfollowed by obese models. Overweight user imagery is for pure fashion brand building the least attractive kind. Research limitations/implications: A limitation of this study is the use of convenient student samples. Consequently, the generalization of the results beyond this convenience sample may be limited. It is further possible, even probable, that high fashion would suffer more from the negative imagery of overweight and obese users than mass market fashion. It would therefore be interesting to replicate this experiment using clothes of higher fashion grade and price. Practical implications: The demonstrated effects of user imagery support theindustry practice of slim ideal female imagery. Social implications: The results inform the debate over skinny models vs real women in advertising. Originality/value: Previous research regarding the effectiveness of real women in advertising has been inconclusive. This paper demonstrates not only that model weight affects consumers' brand perception, but also how. © Emerald Group Publishing Limited.
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  • Aagerup, Ulf, 1969- (författare)
  • To sell or not to sell : Overweight users’ effect on fashion assortments
  • 2010
  • Ingår i: Journal of Brand Management. - London : Henry Stewart. - 1350-231X. ; 18:1, s. 66-78
  • Tidskriftsartikel (refereegranskat)abstract
    • Overweight people claim to be mistreated by the fashion industry. Fashion companies disagree. Despite the controversy, actual research has been scarce. This study compares the sizes of clothes that the four leading mass-marketing fashion retailers in Sweden offer to the body sizes of the population. Although branding theory would support the idea of rejecting fat consumers to improve user imagery for fashion brands, such practices were not evident. The main contribution of this article is that it provides the first quantified empirical evidence on the theory of typical user imagery. In the discussion, it is posited that, although mass-market fashion brands should be susceptible to negative user imagery related to overweight and obese users, the companies avoid such problems by making garments that are not directly attributable to a specific brand, thus mitigating the negative effect of overweight and obese user imagery.
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