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The purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand.

The study uses a well-structured questionnaire developed and distributed to 266 millennial respondents using shoping malls and university campus intercept methods. Data were analyzed by applying the structural equation modeling.

The results show that brand awareness has a mediating effect on the millennials’ purchasing behavior toward fashion clothing brands. The study also confirms the active moderation role of brand schematicity on the purchasing behavior toward fashion clothing brands.

Based on these findings, the fashion clothing retailers should aim to maximize their sales from the millennial segments by enhancing brand awareness. The schematic consumers are more engaged in the numbers of quality hints to make their choice on the fashion clothing brands. Therefore, the practitioners must consider such information, and that should be available in the fashion clothing retail outlets.

The study contributes to the existing literature of the millennials’ purchasing behavior toward the fashion clothing brands. Moreover, research on this segment related to brand awareness and brand schematicity is insufficient, and the current study may add significant value.

The purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.

Data were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.

Fashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.

There is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if women's fashion clothing involvement varies according to their working and non‐working status.

The findings can prove helpful to international and national apparel manufacturers and brands in planning branding and marketing strategies to promote fashion clothing among Indian women.

This is the first study to understand the fashion clothing involvement of Indian women with respect to collective self esteem.

The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied.

Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India.

Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement.

One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness.

The findings can prove helpful to international apparel brands marketing luxury and fashion clothing in India. However, since conformance to social norms was important for Indians, clothing manufacturers should use reference groups, opinion leaders, and celebrities to generate awareness. A blend of global and local lifestyle should be used. International luxury brands can customize their products to combine ethnic tastes.

Fashion clothing market promises immense growth opportunities in India. There is limited research to examine influence cosmopolitanism on Indian consumers’ consumption behaviour. Knowledge about influence of global lifestyle, brands, mass media, and services on Indian consumers’ behaviour can help in targeting them effectively.

entailed assessing directions in subject matter content and the types of research strategy employed. In research using human participants, the purposes were to assess: sampling strategy, statements limiting generalizability, incentive use, and the use of undergraduates (UGs) as participants. Finally, with studies utilizing UG participants, the purpose of this paper was to assess: directions in subject matter content, research strategy, sampling strategy, justification of participants, statements limiting generalizability, and incentive use.

A content analysis of fashion/clothing research articles (n=963) appearing in three scholarly journals between 1996 and 2013.

Consumer behavior was the most frequent research topic and survey methodology dominated the research strategy employed. Majority of samples were nonprobability, slightly over half of the authors provided statements limiting generalizability of their findings, use of incentives was routinely not reported, and a little over a third used UGs as participants. Of researchers using UGs, consumer behavior was the most frequent topic, UGs were justified as participants, and when both UGs and nonstudents were included as participants, comparisons in responses were typically not made.

Articles included were limited to those published in three journals.

Author/reviewer guidelines should suggest providing: an appropriate rationale for UG use; descriptive population statistics; statements limiting generalization; information describing the sampling technique; and information on the use of incentives. Also when authors have UGs and nonstudent adults as participants it would be useful to analyze for significant differences between the two groups.

First investigation of use of UGs as participants in clothing/fashion research.

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.

For many years fashion clothing has been an area of interest in consumer research. This study examines the effect of materialism and self‐image product‐image congruency on consumers’ involvement in fashion clothing. It also examines purchase decision involvement, subjective fashion knowledge and consumer confidence. Data were gathered via a self‐completed mail survey, resulting in 478 responses being returned. The results indicate that fashion clothing involvement is significantly effected by a consumer's degree of materialism, gender and age. Further, it was found that fashion clothing involvement influences fashion clothing knowledge. Finally, the results indicate that fashion clothing knowledge influences consumer confidence in making purchase decisions about fashion.

This study aims to concern with Malaysian consumer involvement in fashion clothing. To achieve this, materialism, fashion clothing involvement and religiosity are examined as drivers of fashion clothing purchase involvement.

Gender, race and age are explored to have better understanding of fashion clothing purchase involvement in Malaysia. Data were gathered using a Malaysian university student sample, resulting in 281 completed questionnaires.

The results support the study’s model and its hypotheses and indicate that materialism, fashion clothing involvement and religiosity are significant drivers of fashion clothing purchase involvement. Also, materialism is a significant driver of fashion clothing involvement, and fashion clothing involvement mediates the relationship between materialism and fashion clothing purchase involvement. The results also show that Malaysian youth do not possess a high level of materialistic tendencies.

This study offers enormous opportunities for the international apparel marketers to formulate relevant business policies and strategies.

The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand.

A self‐completion questionnaire survey was administered in China to university students aged between 18 and 25.

A consumer's level of involvement was found to have positive effect on brand related responses such as perception of brand status and brand attitude. Further brand status and brand attitude were found to have positive impacts on consumer's willingness to pay a premium for a specific brand.

First, based on the student sample used for study it may not be possible to generalize the effects found to non‐students. Second, the findings from this study focusing on fashion clothing brands are perhaps limited in their generalisability to other product categories.

An important finding that is beneficial to marketing practitioners in China, especially for those in the fashion industry, is the findings that maintaining the status of a brand would be more effective with highly involved consumers leading to an overall more positive attitude. Marketing initiatives with status building objectives are therefore essential for enabling brands to command higher prices.

This paper expands understanding of consumer behaviour related to Chinese generation Y consumer behaviour, fashion clothing involvement and status branding.

This paper aims to clarify the effect of discount discrepancy (DD) on consumers’ purchase intention (PI). The authors propose, test and provide evidence and explanations about the moderation of justification in the relation between consumers’ perceived DD and PI.

The authors conducted three experimental studies with a 2 × 2 factorial design, focusing on consumers’ processing of price discounts. Participants were informed that this study aimed to gather opinions on fashion, clothing and retail sales promotions. They accessed the questionnaire via Qualtrics. Each participant took part in only one study. The experimental conditions were manipulated through scenarios.

Study 1 tested and supported the moderation of justification on the effect of DD on PI. Study 2 tested and supported the moderation of the type of justification for the effect of DD on PI. Study 3 confirmed the findings in Study 2 and revealed the more effective type of justification.

The authors focused on a typically hedonic product category (fashion clothing). Further research should include a wider variety of goods and services, which could lead to different explanations or generalizations.

Sales promotions must refrain from generating DD between the initial price discount and the subsequent smaller discounts. Practitioners must evaluate the gains of an initial, more considerable percentage discount to attract consumers to the store and sell them other products versus the cost of losing sales because of DD. Management should recognize the importance of giving the correct justification for perceived DD, aligning the firm’s justification with the consumer’s motivation to buy the product.

The authors offer subsidies for effective consumer protection policies.

By studying the influence of justification on the effect of DD on PI, the authors propose a mechanism that would reduce the negative effect of DD on consumers’ PI.

The purpose of the present study is to examine how local consumers disassociate themselves from migrants' acculturative practices and negotiate their identity through the symbolic consumption of fashion.

Data for this interpretive study were obtained via phenomenological interviews with locally-born Chinese youth in Guangzhou, China, to examine their acculturative consumption practices as well as their subjective experiences of perceived threats to their lifestyle imposed by the influx of outsiders. Snowballing and purposive sampling methods were adopted in recruiting the research participants.

Data analyses revealed that local consumers adopt three dissociative strategies (stigmatization, avoidance and self-assertion) in order to ascribe meanings to their fashion consumption practices as a means of resolving identity conflicts and differentiate themselves from the migrant consumers.

This research offers a single perspective (i.e. that of local-born young consumers residing in Guangzhou) on the locals' attitudes aimed at distinguishing and negotiating their identities in an intercultural setting via specific fashion-clothing choices. This research has theoretical implications for the consumer acculturation theory and identity negotiation.

Findings yielded by the present study have important implications for commercial companies focusing on fashion consumption, in particular for marketing practices aimed at rural-urban identification and youth market segmentation.

This study contributes to the existing discussion on consumer acculturation by offering an intracultural perspective to the understanding of local consumers' responses to migrants' acculturation. It also provides managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility in the marketplace and better understand how it alters the in-between social relationships that result in different consumption patterns and practices.

This study contributes to the existing discussion on youth consumer acculturation theories by offering an intercultural perspective to the understanding of local consumers' responses to migrants' acculturation attempts. It also offers managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility and better understand how it alters the social relationships that result in different consumption patterns and practices.