An extended theoretical model of fashion clothing involvement

Valter Afonso Vieira (University of Brasilia, Brasilia, Brazil)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 8 May 2009



For centuries the phenomenon of fashion behaviour has been a subject of discussion for social analysts, cultural historians, moral critics, academic theorists and business entrepreneurs. These different fields suggest the relevance of the topic for marketing management, for example. In this context, some marketing models try to explain the determinants of fashion clothing involvement. However, they are incomplete. Based on this context, this paper aims to test an extended theoretical model of fashion clothing involvement.


The method used was a survey, where the sample was defined as non‐probabilistic by convenience. A total of 315 respondents filled in questionnaires.


The results showed that the hypothesised antecedents did not a have relationship with fashion involvement. Specifically, only age had significant impact on fashion clothing involvement. In addition, support was found for the fact that fashion clothing involvement meditates two theoretical relations: one is between age and commitment, and the other is between age and subjective knowledge.


The paper suggests an extended model of fashion clothing involvement, supporting the association between fashion involvement and time, between fashion involvement and commitment, and the mediator role of the fashion clothing involvement construct.



Afonso Vieira, V. (2009), "An extended theoretical model of fashion clothing involvement", Journal of Fashion Marketing and Management, Vol. 13 No. 2, pp. 179-200.

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