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The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework.

A quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree.

The contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.

South Africa is increasingly becoming an attractive market for luxury fashion brands due to the growing middle-income consumer segment, which is perceived to be upwardly mobile. Despite evidence of black South African's exhibition of heightened interest in conspicuous consumption (CC), there seems to be limited research addressing the drivers and implications of such behaviour. This study aims to investigate the antecedents of CC by middle-income black South Africans and the marketing implications thereof.

This study employed a survey questionnaire approach and a quantitative methodology for primary data collection. Data were gathered from a sample of 170 respondents across South Africa and analysed using structural equation modelling (SEM) through SPSS and Mplus software. Confirmatory factor analysis was used to test model fit, reliability and validity of measurement instruments, while path modelling was used to test hypotheses adopted by this report.

Among the major findings made by this report was that social class signalling positively influenced CC. In contrast, CC was not predicted by status consumption (SC). This study concluded that social factors motivated the CC of luxury fashion brands by middle-income black South Africans.

This study's key recommendations were for marketing professionals to imbue overt status cues in their brand campaigns to drive the consumption of luxury fashion brands. Future studies could investigate whether or not the findings of this study are applicable across ethnic demographics in South Africa.

The study extends the discourse of the antecedents of ethnic consumer behavioural patterns in a historically segregated market. It weighs in on the growing research addressing factors driving the middle-income population from emerging economies to consume luxury fashion brands conspicuously.

This study aims to determine the influence of store attributes on customer experience, brand love and brand loyalty at Hijup stores.

This research uses quantitative methods. The technique of determining the sample used is purposive sampling. The sample criteria in this study were consumers who had visited and bought products directly at the Hijup store with a minimum age of 17 years. The amount of data collected is 224 samples. Data was collected by distributing online questionnaires. The data analysis technique used the structural equation modeling operated through the IBM AMOS 26.0 program.

The results of the study reveal that customer experience is influenced by all dimensions of the store attribute variable including merchandise, communication with staff, store atmosphere and transaction convenience. In addition, this study shows that customer experience also positively affects brand love and brand loyalty. Finally, the analysis shows that brand love positively affects brand loyalty.

The theoretical contribution of this research is the testing of four variables (store attribute, customer experience, brand love and brand loyalty) in the same model in the context of halal fashion, thus helping to broaden insight and understanding of the influence of store attributes on customer experience, brand love and brand loyalty in halal fashion. This research can be a reference for academics to develop further research following this research topic.

This study provides practical implications for managers to increase their efforts in creating good store attributes, to create a positive customer experience that can build customer brand love and brand loyalty.

The long-term effect of the company’s success in developing brand love and brand loyalty is that it makes it easier for customers to trust, be satisfied and recommend the brand to others.

In the context of the halal concept, several studies among Muslims in Asia and western countries have yielded important information about consumer behavior toward halal products such as food and tourism. Departing from previous research, this research is to fill the gaps of previous research and get better insights into the customer experience visiting halal fashion stores. Therefore, this study tries to define and validate consumer profiles about halal fashion and identify customer experience, brand loyalty and brand love in the context of halal fashion.

The purpose of this study is to investigate brand loyalty in halal fashion brands through three loyalty routes, namely, quality-satisfaction-loyalty model, information sources and religiosity-loyalty model.

Data were gathered from 447 customers of halal fashion brands through a survey. The structural equation model partial least square was used to validate the hypotheses empirically.

From the perspective of customers in halal fashion, brand loyalty is primarily determined by brand satisfaction, which is influenced by the perceived quality, firm-generated content (FGC) and user-generated content (UGC). While religiosity contributes significantly to brand loyalty, it has no direct impact on brand satisfaction. Perceived quality and information obtained through both FGC and UGC channels have a significant effect on brand satisfaction. Finally, perceived quality, FGC, UGC, religiosity and brand satisfaction play important roles in promoting brand loyalty among halal fashion customers.

This study will assist halal fashion companies in evaluating perceived quality, information sources (FGC and UGC) and religiosity to increase brand satisfaction and brand loyalty. This study expands to the existing knowledge about brand marketing literature on halal fashion brands.

This study is a preliminary empirical study that explains the three routes of brand loyalty through the quality-satisfaction-loyalty model, information sources and religiosity-loyalty model in the context of halal fashion brands. This study also provides insights for marketers and business managers to enhance brand loyalty in halal fashion brands.

By celebrating tourism destinations through cruise collections, luxury brands open to new influences. They may develop deeper connections with certain geographical areas, but may also challenge the quintessentially national dimension of luxury brand culture. The best example of synergies between a luxury fashion brand and tourism destinations are the Christian Dior cruise collections with Maria Grazia Chiuri at the helm. This chapter is to understand how cruise collections may enhance luxury fashion houses' brand culture through the connections they develop with tourism destinations. Further, the chapter assesses the extent to which destinations can benefit from the exposure provided by luxury fashion brands' cruise collections.

The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved in these strategies in practice.

First, the expert interview method is employed to extract the content marketing strategies of the fashion second-hand market. Then, a descriptive space that is able to identify various fashion brand images is established. Then, experts' perceptions of the relationships between content marketing strategies and fashion brand image dimensions are obtained through a subjective evaluation procedure. Data of semantic evaluation were quantified and analyzed using the fuzzy logic method.

When fashion brands expand to the second-hand market, they not only need to focus on improving the individual differentiation of products but also give priority to the quality of products and services and the overall customer experience. Exploring the “social impact strategy” will become an important direction for the development of fashion brands in the future.

The research methodology employed herein exhibits a noteworthy degree of novelty. This study introduces a pioneering theoretical prediction approach utilizing fuzzy logic, marking the inaugural exploration of this emerging and captivating dimension within the context of the study. Simultaneously, the study provides comparative results among content marketing strategies for expanding the fashion second-hand market, offering guidance for market expansion.

Social media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between brand social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context.

This study conducted a post-pandemic survey in five major metropolitan cities in Pakistan with a total of 584 eligible young consumers who follow the fan pages of fashion brands. Structural equation modeling was used to test hypotheses.

The findings reveal that BSMM activities have a significant influence on three emotion states (pleasure, arousal and dominance); however, only pleasure and arousal significantly drive CBE (i.e. affective engagement and activation). Moreover, the results show that pleasure and arousal partially mediate the relationships between BSMM activities and affective and activation dimensions of CBE, while dominance fully mediates the relationship between BSMM activities and cognitive engagement. Interestingly, only affective engagement was shown to be the most potent component of CBE in fostering positive emotions toward luxury fashion brands.

This study contributes to the literature on social media marketing and consumer brand engagement by revealing valuable insights into post-pandemic luxury fashion branding that could assist academicians and marketing practitioners of non-Western markets.

Today, collaborative fashion approaches are a popular method of reimaging and positioning in contested markets. Fashion collaborations see brands, designers, artists, and companies come together, offering consumers new, alternative products. While shopping continues to be a popular leisure and touristic activity, it is becoming comparable across cities. At present, scholars and practitioners have paid scant attention to collaborative fashion consumption (Botsman & Rogers, 2010). This chapter considers how destinations should become involved with fashion collaborations and drop culture from the offset, establishing specific events for tourists to experience. Ultimately, changing the culture and behavior of shopping tourists to one of event experience and not solely product ownership.