Coco, CarolinaRita, PauloRamos, Ricardo F.Fortes, Nuno2023-11-212024-11-112024-051754-3266PURE: 74723226PURE UUID: a464828d-2f73-4015-9e73-86793c4b105dScopus: 85176556028WOS: 001100876700001ORCID: /0000-0001-6050-9958/work/151407839http://hdl.handle.net/10362/160255Coco, C., Rita, P., Ramos, R. F., & Fortes, N. (2024). Dress with Finesse: Why People Wear Clothes with Logos. International Journal of Fashion Design, Technology and Education, 17(2), 260-275. https://doi.org/10.1080/17543266.2023.2277257 ---Paulo Rita was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UIDB/04152/2020 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.Logos are part of a brand’s identity, responsible for its recognizability and what it stands for. Research showed that buying products easily recognizable by others is associated with status and/or conspicuous consumption. This research aimed to determine the reasons behind consumers wearing logo clothes. Building on existing literature, it investigated how status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influenced wearing visually branded clothing. A conceptual model was developed combining these constructs. An online questionnaire was conducted amongst 206 individuals, and the model was tested using PLS-SEM. Results indicated that materialism, conspicuous consumers, and brand loyalty affected the decision to wear logo clothes, whereas status consumers, self-monitors, self-esteem, and opinion seekers and leaders were not significant in explaining the dependent variable. Future research could expand the research to different countries and age groups.161023643engStatuslogobrand conspicuousnessconsumer behaviourfashionEducationVisual Arts and Performing ArtsIndustrial and Manufacturing EngineeringSDG 12 - Responsible Consumption and Productionjournal article10.1080/17543266.2023.2277257https://www.scopus.com/pages/publications/85176556028https://www.webofscience.com/wos/woscc/full-record/WOS:001100876700001