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This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative designs of one another.

Using a scenario inspired by a lawsuit involving admitted copying practices, this study used a one-way (time of product introduction: the traditional luxury brand launches the product design before the neo-mass luxury brand vs the neo-mass luxury brand launches the product design before the traditional luxury brand) between-subjects experimental design to examine the effect of time of product introduction (such that consumers are aware of imitation practices) on brand attitude, brand equity (measured via the dimensions of brand associations, brand image, brand credibility and brand leadership) and brand preference.

Results reveal that consumer awareness of imitation practices is important in determining changes in brand equity, brand attitude and brand preference, regardless of luxury brand type. The research also indicates that consumers evaluate traditional luxury brands that engage in imitation practices more negatively than neo-mass luxury brands that do so.

This research provides a deeper understanding of consumer response to imitation practices, along with managerial insight for luxury brands operating in that sphere. Limitations and future research directions are also offered.

This study appears to be one of the first to investigate imitation practices by using stimuli inspired by a copycat case, and one of few that assesses consumer evaluations of imitation by existing brands.

The purpose of this paper is to understand US and Chinese young Millennials’ perceptions of and consumption behaviour towards sustainable apparel products.

Quantitative research was conducted, and empirical data were collected from 590 US college students and 379 Chinese college students.

For both US and Chinese young Millennials, this study provides consistent empirical results of the positive and significant effects of young Millennials’ apparel sustainability knowledge and personal values on consumer attitude towards sustainable clothing, which in turn positively and strongly impacts purchase intention. In addition, a cross-cultural comparative analysis reveals similarities and differences regarding apparel sustainability knowledge and values between young Millennial consumers in the US and China.

The scale of environmental and social impacts from global apparel production and consumption makes sustainability increasingly important in the contemporary business environment. Young Millennials in the US and China represent large and influential consumer segments for sustainable consumption. This study contributes to the literature by surveying young Millennials in the US (developed market) and China (emerging market) in a cross-cultural context. The study offers insights into the global apparel industry in developing strategies for expanding sustainable apparel markets in the US and China.

The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior.

A total of 469 US responses collected using MTurk were retained for the analysis after screening for unengaged responses. Structural equation modeling was used to confirm the factor structure of the measurement model and to analyze the structural model. A two-step cluster analysis using log-likelihood distance measure and Akaike's Information Criterion was conducted to explore consumer profiles and past behavior.

Based on the model results, CCO positively impacts apparel sustainability knowledge, attitude toward purchasing sustainable apparel, perceived norm and sustainable apparel purchase intention. Attitude and perceived norm also impact sustainable purchase intention. The two-step cluster analysis, based mainly on sustainable past behavior, reveals that the group of sustainability engaged consumers knows more about apparel sustainability, has a stronger intention to purchase sustainable apparel, is more cosmopolitan and shows a higher tendency to follow social norms. Consumers in this group also tend to live in metropolitan areas and are slightly younger than unengaged consumers.

This study expands CCO research linking two major trends in society and industry: cosmopolitanism and sustainable apparel consumer behavior. The study reveals that CCO uplifts consumers' sustainable behavior and provides evidence in support of CCO as a driver of sustainable consumer behavior. Moreover, results imply a positive future outlook for the diffusion of sustainable apparel, as well as a much-needed mainstream consumer adhesion to more sustainable lifestyles. Given the repercussions of the findings, this research has numerous theoretical as well practical implications.

Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual model and examine consumers’ acceptance of artificial intelligence (AI) chatbots for apparel shopping.

Data from 353 eligible US respondents was collected through a self-administered questionnaire distributed on Amazon Mechanical Turk, an online panel. Confirmatory factor analysis and path analysis were used to test all hypothesized relationships using the structural equation model.

The results show that optimism and relative advantage of “reasons for” dimensions have a positive and significant influence on perceived ease of use (PEU), while innovativeness and relative advantage have a positive and significant influence on perceived usefulness (PUF). Discomfort and insecurity have no significant impact on PEU and PUF. However, complexity has a negative and significant impact on PEU but not on PUF. Additionally, PEU has a positive influence on PUF. Both PEU and PUF have a positive and significant influence on consumers’ attitudes toward using AI chatbots, which, in turn, affects the intention to use AI chatbots for apparel shopping. Overall, this study identifies that optimism, innovativeness and relative advantage are enablers and good reasons to adopt AI chatbots. Complexity is a prohibitor, making it the only reason against adopting AI chatbots for apparel shopping.

This study contributes to the literature by integrating TAM and BRT to develop a research model to understand what “reasons for” and “reasons against” factors are enablers or prohibitors that significantly impact consumers’ attitude and intention to use AI chatbots for apparel shopping through PEU and PUF.

There are numerous design principles that can guide strategic decisions and determine good product design. One principle that has received considerable attention in the literature is the MAYA principle, which suggests that consumers seek a balance of typicality and novelty in products. The purpose of this paper is to test the MAYA principle specific to various categories of apparel. By drawing from the MAYA principle as a two-factor theory, the effects of specific aesthetic properties (i.e. typicality and novelty) of apparel products on consumer response were examined.

An experimental design in three phases was implemented.

Results revealed that typicality is the primary predictor of aesthetic preference relative to pants and jackets, while both typicality and novelty are significant predictors of aesthetic preference relative to shirts, suggesting that the MAYA principle better explains aesthetic preference relative to shirts.

Understanding consumers’ reactions to product design provides potential value for academics as well as practitioners.

Consideration of both aesthetic properties is needed when implementing the MAYA principle in apparel design.

Although studies have examined the MAYA principle relative to consumer products, few have examined how the principle operates relative to apparel products. The definition of a design principle, such as the MAYA principle, assumes that the logic proposed should apply to all types of products. Yet, this empirical study reveals that this is not the case when applied across different apparel categories.

With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA.

A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships.

Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance.

The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments.

Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands.

Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands.

This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.

Consumers’ environmental behaviours are not only the result of their positive attitudes towards environments, but also different reasons and motivations exist. Thus, the purpose of this paper is to find out important factors affecting sustainable apparel buying behaviour. Applying the theory of planned behaviour (TPB), this study further examines how knowledge about sustainable apparel, perceived money availability, and perceived accessibility to the store influence sustainable apparel consumption.

Using a purposive college student sample, 235 usable responses were collected to answer the questions. An exploratory factor analysis with principal component analysis was first performed followed by confirmatory factor analysis, and a structural equation modelling analysis.

Results revealed that the TPB was successfully applied in the context of sustainable apparel buying behaviour. Furthermore, it was found that consumers’ perceived money availability and perceived store accessibility are important factors that affect control beliefs and sustainable consumption.

This study found the needs of educating college students for contexts of environmental apparel and textiles issues.

Even though previous literature often found the gap between the behavioural intentions and the actual behaviour, this study found the respondents of this study walk their talk. This study successfully applied the TPB to explain consumers’ sustainable apparel buying behaviour.

The purpose of this paper is twofold. First, this study aims to understand whether and how sales employee clothing style would influence consumers' perceptions of store image through their expectations of service quality. Second, this study hopes to uncover how fashion orientation would influence the aforementioned relationship.

A 3 (formality of employee clothing: formal vs moderate vs casual) × 2 (level of fashion orientation: low vs high) between‐subject experiment design was conducted. Data were collected from 105 university students in a laboratory setting.

Results indicated that formality of employee clothing (i.e. formal business, moderate, or casual attire) served as a cue in the retail environment for consumers to make inferences about the service quality expected to be provided by the sales employee. Furthermore, formality of employee clothing both directly and indirectly influenced consumers' perceptions of store image.

This study adds to existing literature by uncovering the moderating role of fashion orientation in consumers' service quality expectations and confirms the function of service quality as an antecedent to store image.

Retailers should pay attention to the design of their salespeople's clothing because different clothing styles draw forth different evaluations from customers about the service quality provided in retail stores.

This study investigates the role of clothing formality in influencing consumers' service quality expectations.

Recent liberalization of the world's textile and apparel trade policies and the consequent changes in trade patterns posited threats to smaller textile‐ and apparel‐exporting nations, including Thailand. Thus it is important to understand how the new trade environment affects the competitiveness of Thailand's apparel industry. This study seeks to provide insights into how Thailand's apparel industry has responded to increasingly fierce global competition by drawing on Porter's theory of The Competitive Advantage of Nations.

To assess the competitiveness of the Thai industry, the study triangulated data from various sources, including secondary statistics, media reports, and relevant industry publications. In‐depth, semi‐structured interviews were also conducted, and participants included key executives from Thailand's apparel industry, government officials, and academics. The interviews were conducted at various locations in three Thai provinces: Bangkok, Nonthaburi, and Samutsakorn, over a two‐week period.

Findings revealed the existence of four determinants supporting the Thai apparel industry: basic v. specialized factors; sophisticated and demanding consumer market; the presence of interdependent economic agents; and strategies and structure of Thai companies and domestic rivals. These four determinants are identical to the “diamonds” outlined in Porter's theory of The Competitive Advantage of Nations and a new source of competitiveness. Furthermore, the Thai government was found to play an important role, by providing support to enhance the global competitiveness of Thai companies.

The study is among the first to attempt to provide insights into the competitive national advantage of the Thai apparel industry. Based on the findings, the outlook is positive for the continued success of Thailand's apparel industry in the global arena.

This study aims to propose and empirically test a cognitive-behavioral model of the perceived benefits of social networking sites (SNSs), trust in SNSs, brand trust, brand loyalty and customer equity in the context of fast fashion brand communities in Thailand. Using a structural equation modeling (SEM) technique, a proposed model was successfully established. Importantly, this research delineates the mediating role of the relationship between the perceived benefits of SNSs and brand trust, as well as emphasizes the importance of trust in generating customer equity. In addition to its theoretical contribution, this study also provides practical implications for brand managers to develop customer equity through their brand pages on SNSs. Limitations and directions for future research are discussed.

The online surveys were administered to Thai consumers. An email invitation with an embedded link was sent by the researchers asking receivers to participate or forward the survey to others who were interested in participating in the study. As the purpose of this study is to investigate interrelationships among SNSs benefit, trust and customer equity in fast fashion retail domains, only responses from those who were current SNS users and had visited fast fashion SNS brand communities in the past three months were considered for analysis. A total of 227 participants completed the survey; however, eight of those responses were incomplete. Thus, 207 usable responses were analyzed by using SEM.

Thai SNS users who believe they receive practical and social benefits from engaging in SNSs were likely to trust the sites instead of directly forming trust toward the brand. However, perceived entertainment benefits did not influence trust in SNS. This study found that brand trustworthiness is not directly predicted by practical benefit from SNSs. Instead, brand trustworthiness is formed through consumers’ trust toward SNSs. Brand trust induces a high degree of brand loyalty for fast fashion brands, and those individuals with higher brand loyalty were likely to purchase the brand’s products more frequently as well as in a higher volume.

Although the research included general fashion SNSs brand communities users, the samples are not fully representative. Particularly, the majority of respondents of this study could be college students; as such, this may have influenced the results. Thus, to enhance generalizability of the findings, the model should be examined using non-student samples. In addition, a greater number of samples will better reflect the actual demographic profile of SNS users. Second, although the study results generally support the proposed model, the results are necessarily limited to the study’s context, which is Thailand. Likewise, the study needs to be replicated with consumers in other countries, particularly in countries with the fastest increase of SNS users such as India, Indonesia, Mexico, China and Brazil.

The results provide practical implications to apparel brands for establishing customer equity through their brand pages on SNSs. As discussed, consumer trust toward the SNSs is favorably strengthened by SNSs benefits (i.e., practical and social). Consumer trust in SNSs can impact how they perceive the brands and their purchase behaviors. This study encourages companies to strengthen consumers’ trust in SNSs by enhancing perceived practical and social benefits. In addition, companies need to closely monitor information/conversations about the product/brand being presented on their SNS brand community because the quality of information and conversation available in the SNS can affect consumer trust in that SNS.

This study contributes to the existing literature in the area of social media, trust, brand loyalty and customer equity in the context of the apparel industry. Importantly, this study uncovered the mediating role of trust in SNSs in a practical benefit-brand trust relationship, indicating that brand trustworthiness is not directly predicted by practical benefit from SNSs, but is formed through consumers’ trust toward SNSs. Brand trust induces a high degree of brand loyalty for fast fashion brands, which in turn, led to customer equity relative to number of purchases and purchase volume.