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Open Access
Article
Publication date: 2 February 2023

Liezl-Marié van der Westhuizen and Stefanie Wilhelmina Kuhn

This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of…

2417

Abstract

Purpose

This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth.

Design/methodology/approach

Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth.

Findings

Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario.

Research limitations/implications

The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth.

Practical implications

Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships.

Originality/value

Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.

Details

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

Keywords

Open Access
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 with…

8336

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. 4 no. 2
Type: Research Article
ISSN:

Keywords

Open Access
Article
Publication date: 20 July 2022

Mateusz Tomal

This paper aims to explore the drivers behind the accuracy of self-reported home valuations in the Warsaw (Poland) housing market.

Abstract

Purpose

This paper aims to explore the drivers behind the accuracy of self-reported home valuations in the Warsaw (Poland) housing market.

Design/methodology/approach

In order to achieve the research goal, firstly, unique data on subjective residential property values estimated by their owners were compared with market-justified ones. The latter was calculated using geographically weighted regression, which allowed for taking into account spatially heterogeneous buyers' housing preferences. An ordered logit model was then used to identify the factors influencing the probability of the occurrence of bias towards over or undervaluation.

Findings

The results of the study revealed that, on average, homeowners overvalued their properties by only 1.94%, and the fraction of interviewees estimating their properties accurately ranges from 20% to 68%, depending on the size of the margin of error adopted. The drivers of the valuation bias variation were the physical, locational and neighbourhood attributes of the property as well as the personal characteristics of the respondents, for which their age and employment situation played a key role.

Originality/value

In contrast to previous studies, this is the first to examine drivers behind the accuracy of self-reported home valuations in a Central and Eastern Europe country. In addition, this work is the first to consider heterogeneous housing preferences when calculating objective property values.

Details

Journal of European Real Estate Research, vol. 15 no. 3
Type: Research Article
ISSN: 1753-9269

Keywords

Open Access
Article
Publication date: 3 July 2017

Martín Solís

The relations telework-work interference with the family (WIF), telework-family interference with work (FIW), and telework-performance have been widely studied; however, results…

11149

Abstract

Purpose

The relations telework-work interference with the family (WIF), telework-family interference with work (FIW), and telework-performance have been widely studied; however, results of different investigations are contradictory. This may be related to third variables that moderate the effect of relations. The purpose of this paper is to analyze the moderating effect of worker responsibilities outside of the work environment on telework-FIW and telework-WIF relations, as well as the moderating effect of control by the supervisor on teleworkers in the telework-performance relation.

Design/methodology/approach

A total of 92 teleworkers were interviewed, and 72 non-teleworkers who work in four public institutions. Non-teleworkers work in the same departments as teleworkers, and carry out similar functions. In addition, 33 supervisors were interviewed who evaluated performance of both groups. Hierarchical lineal regression analysis models were used to evaluate the influence of telework on the dependent variables.

Findings

The results obtained reveal that where there are low-responsibility levels, teleworkers present a lower FIW than non-teleworkers; however, with high levels of responsibility, teleworkers show higher FIW. Additionally, supervisors’ control of teleworkers was found to have a negative effect on their pro-activity and adaptability to tasks.

Originality/value

The findings provide new empirical evidence about the effect of moderating variables in the relation between telework-work-family conflict and telework-performance. Besides the results provide practical and useful implications to organizations that implement telework programs.

Details

European Journal of Management and Business Economics, vol. 26 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

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