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All Journal VCD (Journal of Visual Communication Design)
Rachel Audrey Effendi
a:1:{s:5:"en_US";s:17:"Hongik University";}
Arts Social Sciences

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The Relationship Between Slogan Prints on Apparel and Consumer Self-Expression Rachel Audrey Effendi; Boyeun Kim
VCD Vol. 9 No. 1 (2024): Journal of Visual Communication Design VCD
Publisher : Universitas Ciputra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/vcd.v9i1.4420

Abstract

Besides serving a purpose as clothing, slogan apparel is also a form of communication for self-expression. This paper researches consumers’ awareness and intention of self-expression through slogan apparel and consumers’ comfort levels with various types of slogans written on the apparel they wear. This research was conducted with a quantitative methodology which includes an online survey on Gen Z and millennials who wear slogan apparel from several countries. The result shows that consumers who wear slogan apparel are aware of self-expression through slogan apparel, but contradictingly their intention of self-expression through slogan apparel is low. Moreover, consumers’ comfort level with wearing slogan apparel varies on the type of slogan written on the apparel.
Co-Authors Boyeun Kim