Journal of Fashion Marketing and Management: Volume 26 Issue 3

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Angel Herrero-Crespo, Nuria Viejo-Fernández, Jesús Collado-Agudo, María José Sanzo Pérez

This paper evaluates how the intention to develop webrooming or showrooming behaviour is affected by both the perceived usefulness and the perceived ease-of-use, as well as by the…

Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Beatriz Casais, Lucilene Ribeiro Gomes

This paper focuses on the analysis of fashion blog activity regarding brands under corporate crisis situations and discusses how these opinion leaders may be agents of corporate…

Fashion forecasting: an overview from material culture to industry

Clarice Carvalho Garcia

Although writings in the fashion forecasting field often mention the connections between industry and culture, it still requires further clarifications in a context of…

To be or not to be sustainable in an emerging market? Conjoint analysis of customers' behavior in purchasing denim jeans

Mônica Cavalcanti Sá de Abreu, Fabiana Nogueira Holanda Ferreira, João Felipe Barbosa Araripe Silva

This paper aims to investigate to what extent sustainable and nonsustainable attributes can be used to characterize different clusters of consumers in an emerging market, where…

The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study

Giada Mainolfi, Donata Tania Vergura

The study aims to contribute to the knowledge on the role of the fashion bloggers in the product adoption process in both advanced and emerging markets. Specifically, the study…

The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce

Aida Molina-Prados, Francisco Muñoz-Leiva, M. Belén Prados-Peña

The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work…

CSR ads matter to luxury fashion brands: a construal level approach to understand Gen Z consumers' eWOM on social media

Song-yi Youn, Eunjoo Cho

The purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young…

The future of maternity wear: Generation Z's expectations of dressing for pregnancy

Elizabeth Anne Weigle, Laura McAndrews

The purpose of this paper is to investigate Generation Z's physical expectations of being pregnant and their outlook for maternity wear shopping.

Organisational form and performance in fashion retailing

Pericles Ramón Mejía-Vásquez, Roberto Sánchez-Gómez, Sheila Serafim da Silva, Luis Vázquez-Suárez

This research seeks to discover how the organisational form (franchising vs vertical integration) of 384 fashion stores belonging to a Spanish franchise chain influences…