The Influence of Involvement and Awareness on UAE Women Attitude Towards Fashion Clothing

Hamza Salim Khraim


The landscape of fashion industry in UAE has changed and evolved over the years in unprecedented way. This study examines the influence of involvement and awareness on UAE women attitude towards fashion clothing. In addition, we will shed some light on fashion industry inside UAE. For collecting the required data, a self-administered survey was distributed for a convenience sample of female Emirati students resulting in 223 usable responses. Numerous statistical analysis tools were used, first factor analysis was conducted and followed by regression, in addition to items mean and frequency. The results indicate that women in UAE have a positive attitude towards fashion clothing. Self-confidence will increases by following fashion statement got the highest mean by respondents. Further, it was found that involvement has a significant influence on UAE women attitude towards fashion clothing. While awareness have no any influence on UAE women attitude towards fashion clothing.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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