The relation between personality traits & prestige sensitivity with fashion consciousness among UiTM students in Sabah / Afniza Nadzariah Awang ... [et al.]

Fashion has always being in focus for over a decade globally. In hence, fashion is part of the daily air and even though it continues to change all the time but in every event, you still can notice the approaching of a revolution in fashion. The purpose of this study was to examine the personality trait and prestige sensitivity, as well as the fashion consciousness among the Generation Y . Furthermore, the data collected from 251 questionnaire by using University students as a sample had gives an insight that fashion consciousness had an proportion of an ideal way through, as a mediating role over the personality trait and sense of prestige sensitivity on the Generation Y to be intrude into their fashion sense. In other words, these adopted study, also had eventually found that at some points the relevance of personality trait implied of the big five trait had a relationship in affecting consumer attitude towards fashion brand's. Through these studies, it has eventually extended the scope on utilising the personality research in marketing by using the big five trait along with prestige sensitivity and the fashion consciousness phenomena, in essence to determine on how well these variables could be blending and bonding as a remedy to enhance the brand appeals among the Generation Y.