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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

This study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand.

This study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model.

All except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior.

SIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.

The young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and sustainability. The purpose of this study is to assess the impact of consumers’ consumption values (functional, experiential, and symbolic) and ethical values (ascribed responsibility) through flow experience (FE) on consumers’ attitudes towards sustainable luxury brands (SLB) in the young generation based on stimulus-organism-response theory.

The research design consists of Studies 1 and 2. Study 1 used a structured questionnaire on a sample of 396 respondents based on the scales of luxury consumption values. For Study 2, the authors collected 30 qualitative responses from the target group (young Indian shoppers who indulge in luxury fashion shopping frequently) via open-ended essays. PLS-SEM was used to test the hypothesised relationship.

As per the results, functional values are the most significant predictors of FE, followed by AR, experiential values and symbolic values. The study also discovered that FE has a substantial influence on the formation of attitudes towards sustainable luxury fashion brands. The qualitative findings were in line with the quantitative findings, except that the respondents have reservations with respect to the authenticity of sustainable initiatives by the brands.

As the young consumer represents the future development of the luxury market, it is crucial to fully comprehend their view with respect to consumption value and AR in an emerging economy like India, which constitutes one of the highest populations of young consumers. The new research framework will also assist luxury brand managers in the formulation of efficient brand marketing strategies for sustainable luxury apparel.

Previous studies have mainly focused on FE in the context of the service industry. There are limited studies exploring the impact of achieving FE in framing the attitude towards sustainable luxury fashion brands. Academic research in the area so far has limited its scope to quantitative and a few qualitative studies, but this study provides a mixed-methods approach in a luxury setting, contributing to the study’s distinctiveness.

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.

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.