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Article
Publication date: 23 November 2020

Riham Mohamed Talaat

Fashion clothing has always been an interesting area for scholarly research on consumer behavior. This paper seeks to gain a better understanding of the youth involvement…

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Abstract

Purpose

Fashion clothing has always been an interesting area for scholarly research on consumer behavior. This paper seeks to gain a better understanding of the youth involvement with fashion clothing in the Egyptian context. Accordingly, the paper considers the Egyptian consumers’ attitude toward fashion involvement by investigating how fashion consciousness and materialism serve as main antecedents of fashion clothing involvement, while also determining the impact of fashion clothing involvement on fashion clothing purchase involvement. This paper aims to test an extended and adapted theoretical model of fashion clothing involvement in Egypt.

Design/methodology/approach

Using non-probabilistic convenience sample, a survey method was used, and 270 valid questionnaires were collected.

Findings

The hypothesized antecedents were found to influence fashion clothing involvement among young Egyptian consumers, which in turn significantly affect its purchasing. Moreover, materialism was also found to partially meditate the relationship between fashion consciousness and fashion involvement. On the other hand, the hypothesized gender role as a moderator between all variables of the study was not supported.

Research limitations/implications

Using a wider population is one avenue future research seeking to replicate this study can pursue. Specifically, because the sample consisted of university students, generalizing the results to non-students can be restricted. Likewise, findings are mainly related to fashion clothing; hence, extending the model to include other product categories can provide more support for the results.

Practical implications

As the results confirmed that there is a partial significant positive impact of fashion consciousness on fashion clothing involvement via materialism, the paper provides practical implications for fashion marketers to achieve successful communication with fashion-conscious and materialistic young Egyptian consumers. The aim is to develop strategies that are consistent with consumers’ values and communicate appeals to their aspirational lifestyle.

Originality/value

This paper contributes to the limited number of the published manuscripts on the fashion clothing marketing sector in Egypt. There is a void in literature related the investigation of fashion clothing involvement in the developing countries. Accordingly, this paper fills this gap by examining the fashion clothing consumption behavior of young Egyptian students in Cairo University. To the best of the author’s knowledge, it is among the first to investigate the antecedents and motives related to fashion clothing involvement and its purchases among young consumers in the Egyptian context. The paper develops a comprehensive model of fashion clothing involvement to highlight the relationships between fashion involvement and Fashion consciousness, materialism, and fashion clothing purchase-involvement. The paper also contributes to the research by exploring materialism as a mediator between fashion consciousness and fashion involvement constructs, in addition to exploring the gender role as a moderator between all constructs of the study. The study makes theoretical contribution to the body of knowledge around young Egyptian consumers’ fashion clothing involvement and purchase behavior toward luxury fashion clothes, which may be extended to other similar Arab non-Western developing countries. Moreover, it offers managerial insights for establishing effective communications with this potentially lucrative market segment.

Details

Journal of Humanities and Applied Social Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN:

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Article
Publication date: 17 May 2018

Muhammad Sabbir Rahman and Mahafuz Mannan

The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase…

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6477

Abstract

Purpose

The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior of local fashion clothing brands. The study also examines the influence of central and peripheral route on the consumer information adoption process.

Design/methodology/approach

The research design was cross-sectional. A total of 300 respondents from Bangladesh participated in the self-administered survey who have experienced of purchasing local fashion clothing brand online. Only 273 questionnaires were used in final data analysis after discarding incomplete questionnaires. The study applied PLS-SEM to test the proposed model.

Findings

Central and peripheral route were found to have positive influences on the consumer information adoption process in the context of online purchasing of local fashion clothing brands. Consumer information adoption was found to influence consumer online purchase behavior positively. The information adoption-consumer purchase behavior relationship was found to be partially mediated by e-WOM. Online brand experience was found to influence consumer online purchase behavior positively. The online brand experience-consumer purchase behavior relationship was found to be partially mediated by online brand familiarity.

Originality/value

So far, no studies have investigated how information adoption, e-WOM, online brand experience and online brand familiarity influence consumer purchase behavior of local fashion clothing brand, in a virtual environment under the perspective of a developing country like Bangladesh. This study is also a pioneer in exploring which dimensions have more leverage on central and peripheral route in information adoption in the context of local fashion clothing brand of Bangladesh.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 12 March 2018

Lisa S. McNeill

An individual’s identity is defined in the role that they devise for themselves, based on social positions. Examining identity motives can help in understanding what…

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3848

Abstract

Purpose

An individual’s identity is defined in the role that they devise for themselves, based on social positions. Examining identity motives can help in understanding what influences one to take on a particular role. Self-esteem is one of the major motivational drivers in determining the role that an individual takes on. Individuals, through self-presentation, are said to be motivated to control the impressions others form of them. In this way, self-concept and fashion innovativeness are linked – with prior research suggesting that those with high levels of fashion innovativeness are also those with a strong sense of self. Where a gap remains, however, in exploring the direction of the relationship between self-concept and being more innovative and fashionable in clothing choices, as well as how individuals reflexively judge their own fashion choices against their perception of others – e.g. can you force yourself to be a fashion leader? The paper aims to discuss these issues.

Design/methodology/approach

This study takes a lived experience approach to examine fashion as a tool in establishing social hierarchies amongst women. The study uses depth interviews with ten women to explore the developed self-concept of women actively engaged with fashion consumption.

Findings

The research presents a typology of fashion identities, exploring notions of security, dominance and innovativeness in self-fashioning using clothing.

Research limitations/implications

The research is exploratory, and limited to a sample of ten women. However, the study offers a number of key findings to drive future research in this area.

Practical implications

The research finds that both security of self-concept, in relation to fashion and general self-esteem, as well as insecurity, can motivate women towards fashion independence. This suggests that identity-based marketing is likely to be more successful than lifestyle-based marketing, when selling women’s fashion clothing.

Social implications

In prior research, self-concept and fashion innovativeness are linked – with prior research suggesting that those with high levels of fashion innovativeness are also those with a strong sense of self. This study finds that those with an insecure sense of self may also exhibit fashion independence, using fashion to acquire social capital.

Originality/value

This paper illustrates the concept that, unlike previous notions of fashion independence and engagement with fashion, these fashion-involved categorisations of behaviour are not always driven by sophistication, confidence, creativity and low fear of risk. Instead, this study has shown that fashion innovativeness can be motivated by an overarching fear of the outcomes of being judged unfashionable.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 11 September 2018

Mahfuzur Rahman, Mohamed Albaity, Che Ruhana Isa and Nurul Azma

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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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

Details

Journal of Islamic Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 1 July 2004

Aron O'Cass

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…

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25011

Abstract

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.

Details

European Journal of Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 8 July 2014

Aron O’Cass and Vida Siahtiri

The purpose of this paper is to examine fashion clothing consumption in relation to status consumption and perceptions of fashion clothing brand status (BS) in transition…

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3525

Abstract

Purpose

The purpose of this paper is to examine fashion clothing consumption in relation to status consumption and perceptions of fashion clothing brand status (BS) in transition economies.

Design/methodology/approach

A survey was designed and administered in China to a sample of 460 young adults aged between 18 and 24.

Findings

The results indicate that individuals’ status consciousness (SC) has an impact on fashion clothing brand preference (BP) and perceptions of the brand's status. Also, individuals’ BP and perceived BS were found to mediate the relationship between individuals’ SC and their willingness to pay (WTP) a premium for a specific brand of fashion clothing.

Originality/value

The originality of this study rests on a detailed examination of SC and status perceptions in the context of branded fashion clothing (western vs Asian brands) in China, where individuals’ wealth, status-consciousness and brand-consciousness are growing. Equally, it provides knowledge for academics about the development of status consumption in an emerging economy. Importantly, from a theory perspective this study is the first to examine the intervening roles of perceived BS and BP in the relationship between SC and WTP a price premium for fashion clothing brands. Further, studying this evolving market provides insights for practitioners into the design of marketing strategies for their brands. The findings may assist practitioners to address drivers of perception of their brands, especially for Asian brands competing against western brands.

Details

Journal of Fashion Marketing and Management, vol. 18 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 30 November 2020

Tat-Huei Cham, Boon Liat Cheng and Caryn Kar Yan Ng

The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and…

Abstract

Purpose

The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships.

Design/methodology/approach

The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software.

Findings

Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention.

Originality/value

This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

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Article
Publication date: 8 May 2009

Valter Afonso Vieira

For centuries the phenomenon of fashion behaviour has been a subject of discussion for social analysts, cultural historians, moral critics, academic theorists and business…

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7873

Abstract

Purpose

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.

Design/methodology/approach

The method used was a survey, where the sample was defined as non‐probabilistic by convenience. A total of 315 respondents filled in questionnaires.

Findings

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.

Originality/value

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 30 July 2018

Chunmin Lang and Cosette M. Joyner Armstrong

The purpose of this paper is to identify whether fashion leadership is an obstacle or catalyst to consumers’ purchasing intention in sustainable clothing product-service…

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2678

Abstract

Purpose

The purpose of this paper is to identify whether fashion leadership is an obstacle or catalyst to consumers’ purchasing intention in sustainable clothing product-service systems (CPSS), which include sale of redesigned clothing, clothing repair/alteration service, clothing renting, clothing swapping and style consultancy service.

Design/methodology/approach

The present study examined the causal relationship between fashion leadership and intentions to engage in CPSS. By applying the theory of planned behavior (TPB), this study also considered self-interest and social values in consumers’ intention to adopt CPSS. A series of multiple regression analyses and structural equation modeling were conducted on data collected from 431 females in the USA through an online survey.

Findings

A significantly positive influence of fashion leadership on consumers’ intention to engage in each CPSS retail model was found; and demographics, including age, income and education have moderating influences on these relationships. Furthermore, the results also confirmed positive relationships between fashion leadership with attitude and subjective norms as well as overall intention to adopt CPSS. Several implications related to the present study were discussed.

Originality/value

This study is the first of its kind in several aspects; first, affirming the argument that fashion need not contradict sustainability; second, extending TPB model by adopting fashion leadership as the external factor; third, providing new CPSS retail models advocating less material consumption by increasing product longevity and utilizing intangible services. Current studies mainly focus on the synthesis of general benefits of product-service systems (PSS) and how PSS are operated. Existing studies on CPSS primarily focus on consumer preferences and motivations in only a few exploratory qualitative studies. This is the first time that a quantitative study has been conducted to determine the interrelationship between the individual personal characteristic, fashion leadership and the intention to adopt PSS in the clothing industry.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 19 September 2008

Hyunsook Kim, Eun‐Young Rhee and Jaeyeol Yee

The purpose of this paper is to gain a better understanding of the “fashion process” by exploring and comparing fashion‐process networks and friendship networks in small…

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2259

Abstract

Purpose

The purpose of this paper is to gain a better understanding of the “fashion process” by exploring and comparing fashion‐process networks and friendship networks in small groups of adolescents, and to explore the factors involved in the causation of “clothing leadership” and “popularity” in such groups.

Design/methodology/approach

Fashion‐process networks and friendship networks are investigated by sociometric nomination with respect to “clothing acceptance” and “social acceptance” in three age groups of Korean adolescents. The patterns and structures of the networks are analyzed using UCINET 6.0 and Netminer 2.6. Certain factors contributing to “clothing leadership” and “popularity” are measured using Likert‐type scales; these include “clothing interest,” “fashion interest,” and “perceived clothing acceptance.” Other factors of interest (such as “academic grade,” “facial attractiveness,” and “bodily attractiveness”) are rated by peer informants.

Findings

Fashion‐process networks are found to be more centralized and polarized than friendship networks. Clothing acceptance is related to peer acceptance and is found to occur within and across friendship links. Clothing leaders are not necessarily the most popular subjects. The most significant factor determining “clothing leadership” is found to be “facial attractiveness.”

Research limitations/implications

Social network analysis is exploratory in nature and the results cannot be statistically verified. However, a better understanding of the characteristics of fashion‐process networks in small groups assists in bridging the gap between individual adoption of fashion at the micro‐level and fashion diffusion in society at the macro‐level.

Practical implications

By illuminating the dynamics of the fashion process in small groups, the study is of assistance in developing marketing strategies that target adolescents.

Originality/value

The study is original in that fashion process in small groups of Korean adolescents is investigated by social network analysis of “clothing acceptance,” and then compared to friendship networks.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 4
Type: Research Article
ISSN: 1361-2026

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