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Article
Publication date: 9 May 2008

Hye‐Jung Park, Nancy J. Rabolt and Kyung Sook Jeon

Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean…

16191

Abstract

Purpose

Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean consumers. This study aims to identify the determinants of young South Korean consumers' purchasing intentions toward foreign luxury fashion brands and their relative importance.

Design/methodology/approach

The data used in this study were gathered by surveying university students in Seoul, South Korea using convenience sampling, and 319 questionnaires were used in the statistical analysis. In analyzing data, factor analysis, correlation, and regression were conducted.

Findings

The results showed that all determinants, except for vanity, were significantly related to the purchasing of foreign luxury fashion brands. Regarding their relative importance, purchasing frequency was the most influential factor followed by conformity, age, consumer ethnocentrism, social recognition, and pocket money, in that order.

Originality/value

For the luxury brand marketers, practical implications of why young South Korean consumers have increasing demands for foreign luxury brands, the potential market growth, consumer profiles, and marketing strategies were discussed.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 15 May 2007

Hye‐Jung Park, Leslie Davis Burns and Nancy J. Rabolt

This study examines the impacts of fashion innovativeness and materialism on young Korean consumers' attitudes toward online purchasing of foreign fashion goods across…

7840

Abstract

Purpose

This study examines the impacts of fashion innovativeness and materialism on young Korean consumers' attitudes toward online purchasing of foreign fashion goods across national borders through local e‐commerce enablers and the moderating effect of internet innovativeness on these impacts.

Design/methodology/approach

The data used in this study were gathered by surveying female university students in Seoul, Korea, using convenience sampling, and 222 questionnaires were used in the statistical analysis. In analyzing data, correlation analysis, hierarchical regression, and simple slope analysis were conducted.

Findings

The results showed that fashion innovativeness and materialism are positively related to the attitude toward purchasing foreign fashion goods online across national borders, and that internet innovativeness exercises significant moderating effects on the relationships.

Originality/value

Past research found positive direct impacts of internet innovativeness on internet shopping, but no study has explored the interaction effects between internet innovativeness and other variables directly influencing online purchasing attitudes toward foreign fashion goods. Practical implications are discussed, and suggestions for future research are made.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 11 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Content available
Article
Publication date: 6 March 2007

435

Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 1361-2026

Content available
Article
Publication date: 29 February 2008

482

Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 1
Type: Research Article
ISSN: 1361-2026

Article
Publication date: 18 April 2017

Gargi Bhaduri and Nancy Stanforth

This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers…

1867

Abstract

Purpose

This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by influencing consumers’ perceived product values and the effect (if any) of consumers’ fashion clothing involvement on such value perceptions. In today’s intensely competitive market environment marked by minimal product differentiation, marketers are often using the terms artisan, handcrafted or similar to indicate that their products are different, produced with care, are of higher quality and even premium.

Design/methodology/approach

For the study, a 2 (Involvement: High/Low) × 4 (Cues: Control/Artisan-made/Part of a curated collection/Handcrafted) × 2 (products replications: Jeans/Handbags) mixed model repeated measures experiment was designed. A sample of 487 adult female US consumers was recruited using a market-based research firm.

Findings

Results indicated that framing luxury products as artisanal using product descriptor cues influenced the perceived value of these products. Moreover, consumers’ fashion involvement positively influenced their perceived value for artisanal luxury products.

Originality/value

The study is one of the few attempts in understanding the value of artisanal luxury products. Given the importance of the artisanal luxury industry to the global economy, focusing on how consumers perceive the value of artisanal luxury products is important to marketers and practitioners as well as academicians. From a theoretical perspective, the study indicates fashion involvement as a predictor of consumers’ perceived value, thereby filling a gap in literature. The study used two different product categories to aid in generalizability of the results.

Details

Journal of Product & Brand Management, vol. 26 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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…

3302

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

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