Search results

1 – 10 of 705
Click here to view access options
Article
Publication date: 28 February 2019

Ji Young Lee and Kim K.P. Johnson

The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the…

Downloads
2110

Abstract

Purpose

The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each.

Design/methodology/approach

An experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire.

Findings

Across all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/attractiveness, customer–brand identification, brand attitude, customer loyalty) was significant. The effect of corporate social responsibility image on perceived brand distinctiveness was strongest for cause-related event marketing, followed by cause-related experiential marketing, transaction-based CRM and sponsorship-linked marketing.

Practical implications

By providing information about the relative effectiveness of four types of CRM strategies, this research aids fashion marketers in their selection of the CRM strategy that generates the best performance. Adding an event component to their CRM activity would increase the effect of CRM strategies on consumer responses.

Originality/value

This research contributes to the extant literature on CRM by identifying types of CRM strategies, their relative effectiveness, and key variables (e.g., C–B identification) that explain the impact of CRM strategies on consumer responses.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Click here to view access options
Article
Publication date: 1 August 2004

Kerrie Brïdson and Jody Evans

The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in…

Downloads
15260

Abstract

The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in explaining variations in its retail offer advantage over competitors. This study provides a conceptualisation and operationalisation of brand orientation within the context of fashion retailing. Four dimensions of brand orientation are introduced including distinctiveness, functionality, value adding and symbolic. The results suggest that the more brand oriented the fashion retailer, the greater its retail offer advantage over competitors. It concludes with new insights and suggestions for fashion retailers in driving greater differentiation and competitive advantage.

Details

International Journal of Retail & Distribution Management, vol. 32 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Click here to view access options
Article
Publication date: 11 September 2017

Naser Valaei and S.R. Nikhashemi

The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to…

Downloads
16246

Abstract

Purpose

The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel.

Design/methodology/approach

A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach.

Findings

The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention.

Originality/value

This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Click here to view access options
Book part
Publication date: 10 November 2011

Eunju Ko and Seulgi Lee

In “the century of culture,” a current drift is toward utilizing cultural heritage branding. Cultural heritage brand referred to in this study means a brand with value…

Abstract

In “the century of culture,” a current drift is toward utilizing cultural heritage branding. Cultural heritage brand referred to in this study means a brand with value proposition based on cultural heritage. As Asian cultures are gathering global focus amid ongoing trend of exoticism and the growth of Asian economies, there is more opportunity especially for Asian brands to benefit from cultural heritage branding. Also, the advantages of cultural heritage branding can benefit fashion brands, considering that designs of great importance in fashion brand's competitiveness can earn creativity and originality from cultural heritage.

Therefore, this study (1) profiles cultural heritage fashion brands based on Asia: Japan, China, and Korea, (2) identifies components of cultural heritage fashion branding by comparative analysis, and (3) identifies characteristics in brand management strategy from the brands, and offer managerial implications for upcoming cultural heritage fashion brands.

This study adopts a case study approach that focuses on Asian fashion brands; Issey Miyake (Japan), Shanghai Tang (China), and Damyeon designed by Lee Hye Soon (Korea). The analytical contents of this research include general profiles (i.e., brand history, brand philosophy and concept, and BI and visual representation), cultural heritage perspectives and brand management perspective (i.e., product, price, place, promotion, and brand extension). Most of the information was retrieved from multiple sources including books, academic papers, brand's annual report, brand official website, news articles, etc.

Overall, this study shows cultural heritage fashion branding can be useful in distinctiveness in positioning and delivering brand value in depth, authenticity, and credibility for customers (Urde, 2007). The findings suggest some managerial as well as cultural heritage-related indications for upcoming cultural heritage fashion brands.

Although common components of cultural heritage fashion branding (i.e., utilization of traditional prototype, emphasis on traditional fabric, and preservation of traditional craftsmanship) were drawn out, achieving optimal balance between tradition and modernity was found critical as well. Managerial guidelines include foreign brand naming, premium pricing, art-related promotions, and extension for a total lifestyle brand. In further research, the type of industry and different country-of-origins can be applied in order to extensively study about the issue of cultural heritage branding.

Details

Tourism Sensemaking: Strategies to Give Meaning to Experience
Type: Book
ISBN: 978-0-85724-853-4

Keywords

Click here to view access options
Article
Publication date: 9 February 2021

Meena Rambocas and Jon Marc Mahabir

Consumers' attitude toward luxury brands remains a crucial area for many researchers and marketers. But, attitude toward domestically-produced luxury fashion brands in…

Abstract

Purpose

Consumers' attitude toward luxury brands remains a crucial area for many researchers and marketers. But, attitude toward domestically-produced luxury fashion brands in developing countries have not been sufficiently examined. Drawing on the social identity theory (SIT), this study proposes that consumer ethnocentrism (CE) and cultural sensitivity (CS) will significantly influence attitudes toward luxury fashion brands produced in Trinidad and Tobago. Furthermore, the study suggests that consumer demographical characteristics of age, gender and income will moderate the influence.

Design/methodology/approach

Data were collected from 160 fashion consumers and analyzed using exploratory factor analysis and multiple regression analysis.

Findings

The findings confirm the positive impact of CE on consumers' attitude toward domestically produced luxury products, while CS has a significant but negative effect. Also, the results show that these effects are consistent across different levels of income, but vary by age and gender.

Practical implications

These findings provide a deeper understanding of consumers' perceptions and inherent biases toward luxury brands. It further explains how brands with ostentatious value, in particular fashion brands, produced in Trinidad and Tobago, can compete against larger international brands.

Originality/value

The study is one of the few that examines the effects of personal values on attitudes toward luxurious fashion brands produced in a developing country. It uniquely extends the SIT model by examining the influence of CE, CS and demographical characteristics on preferential attitudes toward locally produced luxury fashion brands.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Click here to view access options
Article
Publication date: 13 September 2013

Aron O’Cass, Wai Jin Lee and Vida Siahtiri

Religion is a significant force in the lives of many people, however; its role in fashion clothing consumption is still unclear. To expand the knowledge on this issue, the…

Downloads
3191

Abstract

Purpose

Religion is a significant force in the lives of many people, however; its role in fashion clothing consumption is still unclear. To expand the knowledge on this issue, the present study seeks to understand the role of religiosity in affecting status consumption and fashion consciousness (FC) among Generation Y Muslim consumers, specifically focussing on Iran.

Design/methodology/approach

A survey was designed and administered in Iran to a sample of 300 young adults aged between 18 and 24.

Findings

The findings of research show an inverse association between status consumption and religiosity, where individual's FC is contingent upon the degree to which they are status conscious or religious. The other major finding of the present study is the importance of brand status in mediating the relationship between FC and willingness to pay (WTP) a price premium for fashion clothing brands.

Originality/value

The originality of the study rests on exploring the moderating role of religiosity on the relationship between status consumption and fashion conscious among Iranian Generation Y Muslim consumers. Further, contrary to the belief that fashion conscious customers are willing to pay extra to obtain fashion brands, this relationship is not direct. New fashion conscious consumers pay extra provided that the new fashion brand enhances their status. Thus, the importance of status is in acknowledging the relationship between FC and WTP a price premium.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Click here to view access options
Article
Publication date: 6 May 2014

Hye Jung Jung, Yuri Lee, HaeJung Kim and Heesoon Yang

This paper aims to identify the dimensionality of country image (CI) for luxury fashion brand and examine the multi-faceted impacts of CI on brand awareness, perceived…

Downloads
9626

Abstract

Purpose

This paper aims to identify the dimensionality of country image (CI) for luxury fashion brand and examine the multi-faceted impacts of CI on brand awareness, perceived quality, and brand loyalty in accordance with the brand resonance model. By identifying the constructs and conceptualizing and comparing the luxury fashion-brand resonance model between countries, this study demonstrates the pertinent CI impacts on luxury fashion-brand resonance in addition to exposing the cultural discrepancies between the Korean and the US samples.

Design/methodology/approach

Based on three studies conducted in South Korea and the USA, the Luxury Fashion Brand Resonance scale was validated. Confirmatory factor analysis and structural equation modeling revealed the 18 scales consisting of CI, brand awareness, perceived quality, and brand loyalty dimensions. Additionally, the country effect was controlled by comparing the composition of structural models between the Korean and US samples.

Findings

Analysis of online data (n=466) collected from the USA and Korea identifies the underlying dimensions of the CIs including cultural assets, fashion equity, and technology advancement. Findings also support all hypothesized relationships among CI, brand awareness, perceived quality, and brand loyalty. Upon a comparison of the country disparities, it is evident that technology advancement is the determinant of the increase in luxury fashion brand awareness for the Korean group, while cultural asset and fashion equity are pertinent to the enhancement of luxury fashion brand awareness for the US group.

Research limitations/implications

The structural relationships among the six dimensions of brand resonance may vary when different countries and brands are compared. To improve the generalizability of empirical findings, varied consumer samples should be employed, and other control effects, such as price and product categories, should be considered.

Originality/value

To provide insight into the transition toward a global consumer market, this study provides a theoretical orientation to account for multi-dimensional CI effects on the luxury fashion-brand resonance model and an empirical validation of the theoretical orientation which is useful for developing competitive global luxury branding strategies.

Details

Journal of Fashion Marketing and Management, vol. 18 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Click here to view access options
Article
Publication date: 19 September 2008

Ho Yin Wong and Bill Merrilees

This paper aims to undertake an empirical study to investigate the nature and magnitude of potential benefits that accrue to firms that have a high level of brand orientation.

Downloads
8390

Abstract

Purpose

This paper aims to undertake an empirical study to investigate the nature and magnitude of potential benefits that accrue to firms that have a high level of brand orientation.

Design/methodology/approach

A quantitative study is undertaken. The sample of firms surveyed included more than 400. The scope of the study included measuring the level of brand orientation among other variables. A conceptual model linking brand orientation and performance is developed and tested.

Findings

The overall structural model fits the data well, giving confidence to interpreting the individual paths within the model. The main result is a very strong positive relationship between brand orientation and brand performance. Brand orientation also exerts another, less direct influence on performance, via brand distinctiveness. Innovation mediates the influence of brand distinctiveness.

Research limitations/implications

The most obvious limitation is that the study pertains to one country only at this stage, pending more applications. The implication for firms is a very strong endorsement of the importance of using branding as a central driver of the entire marketing strategy process. The study identifies a number of brand barriers that stand in the way of becoming brand‐oriented. Recognising these brand barriers may assist firms to make progress towards becoming more brand‐oriented.

Originality/value

This is one of the first studies to quantify the performance benefits of being brand‐oriented. The study is also among the first to include the role of brand distinctiveness as a potential influence on brand performance.

Details

Journal of Product & Brand Management, vol. 17 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Click here to view access options
Article
Publication date: 24 July 2009

Janet Davey, Lily Schneider and Howard Davey

The purpose of this paper is to examine the nature and extent of intellectual and marketing capital disclosure among fashion companies, specifically to compare…

Downloads
4166

Abstract

Purpose

The purpose of this paper is to examine the nature and extent of intellectual and marketing capital disclosure among fashion companies, specifically to compare intellectual capital (IC) disclosure between European and North American fashion companies as well as between fashion industry sectors.

Design/methodology/approach

A coding framework proposed by Guthrie and Petty and adapted by Shareef and Davey was further developed for the fashion context and the top 15 European companies and the top 15 North American companies with accessible 2005 annual reports were analysed.

Findings

The voluntary annual report disclosures confirmed brands as highly valuable capital assets, central to competitiveness and differentiation in this industry. Fashion firm disclosures also reflected organisational change processes and philosophies in several cases. However it is concluded that fashion companies do not value the role of the consumer in the brand value dynamic, customer satisfaction, nor customer loyalty as intellectual capital assets.

Research limitations/implications

The limitations include the subjectivity of the coding process and because many fashion houses remain in private ownership.

Practical implications

Many items of IC are marketing related, however the disclosure of marketing capital and the implications for value adding potential needs better understanding. Traditional accounting practices only partially recognise the value of an organisation's intellectual capital and therefore, the organisation's ability to generate wealth in the future is poorly represented.

Originality/value

The findings contribute to the IC disclosure literature in a fresh and unique way by analysing the fashion industry for the first time.

Details

Journal of Intellectual Capital, vol. 10 no. 3
Type: Research Article
ISSN: 1469-1930

Keywords

Click here to view access options
Article
Publication date: 27 March 2009

Brad D. Carlson, D. Todd Donavan and Kevin J. Cumiskey

The purpose of this paper is to investigate the relationships between the brand personality of a sports team and the related consumer outcomes of identification and retail…

Downloads
13114

Abstract

Purpose

The purpose of this paper is to investigate the relationships between the brand personality of a sports team and the related consumer outcomes of identification and retail spending.

Design/methodology/approach

A field study was conducted with games watched and retail spending as outcomes. Structural equation modeling was used to explore the relationships among constructs.

Findings

The two brand personality dimensions of wholesomeness and successfulness are mediated through prestige to predict the consumer's identification with the team. The two brand personality dimensions of imaginativeness and toughness positively influence identification with the team while successfulness has a negative influence on identification with the team. Once a consumer identifies with the team quasi‐brand, retail spending and viewership increase.

Practical implications

Sports teams can utilise information gleaned from this study to better promote an attractive image, thereby increasing the number of games watched and retail spending.

Originality/value

This paper presents an original twist on personality research by looking at the influence of the brand personality of an intangible sport brand on consumer identification and retail spending.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

1 – 10 of 705