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This paper aims to address a fundamental research question on behavioral branding, as how behavioral branding experience in reference to self-congruence, brand attributes and vogue leads to a positive influence on behavioral branding.

This study is based on the qualitative information gathered from 25 purposively selected respondents using semi-structured research interviews in the Mexico City. The respondents belonged to the young executive segment within the age group of 20-40, who had trendy knowledge of fashion accessory brands and exhibited behavior toward buying high profile consumer brands. The respondents were located in the northern (Roma Sur) and southern (Coyoacan) municipalities of Mexico City representing 28 per cent male and 72 per cent female sample population.

Brands following the vogue in the market engage consumers emotionally toward its use and public expressions. The effect of vogue in fashion accessories was found to be greater for women. This effect influences personality traits, and comparison of appearance and social status. Brand attributes reveal a set of characteristics that identify the physical character and personality traits of the brand, congruent with the consumer emotions through which consumers identify themselves. Brand personality traits include brand image, responsiveness and trust among consumers. Consumer brand knowledge during the survey was explored in reference to the behavioral branding by gathering answers to what consumers identified as their favorite fashion accessory brands. Consumer perception on brand image, perceived use value and societal recognition to the brand drive the brand attachment feeling among consumers. Consumers personify the brands at an accelerated pace, and they get associated to these brands.

Like many other empirical studies, this study also has some limitations in reference to the research methodology, sampling, data collection and generalization of the findings. As this study is qualitative in nature, there are possibilities of subjectivity in the responses, which might not be compatible with the quantitative data, if researched with such methodology.

This study prompts specific managerial implications allowing managers with insights to better understand the consumer perceptions on fashion brands, vogue and the cognitive dimensions in adopting the behavioral brands of the fashion industry. The study demonstrates that the process of co-creation of fashion brands, and setting up vogue in the society is based on the social needs and consumer engagement in the vogue.

There is paucity of qualitative research literature on brand behavior in reference to hispanic consumers in general and in reference to Mexican consumer in particular. Hence, this paper contributes to the existing literature. There are not many empirical studies that have addressed these questions either in isolation, or considering the interrelationship of the above factors. The determinants of brand behavior analyzed in this study can be further explored broadly with the consumer value and lifestyle management.

Fashion is linked to destination branding as it constitutes an important aspect of cultural heritage. Fashion events and exhibitions enhance destination brand awareness and increase tourism demand. This chapter attempts to highlight the interdependence between fashion and destination branding focusing on how attributes are portrayed by inflight and fashion magazines. A comparative qualitative analysis of Blue (Aegean Airlines inflight magazine) and Vogue Greece is undertaken. This chapter provides insights to inform destination and fashion partners in Greece regarding their future campaigns and extend their collaboration at various levels.

This paper aims to assess the representation of women of color (WOC) in the top 3 fashion magazines and explore the implications of underrepresentation within marketing communications. The authors draw from diffusion theory and marketplace omission and commission to situate the research focus and highlight its application to the study findings.

A content analysis was conducted on 481 cover models on the top three fashion magazines of 2018 – Vogue, Cosmopolitan and Vanity Fair during 2006–2018.

The findings indicate WOC are underrepresented despite the strides of inclusion in the marketplace in America during a postracial period. Representation is as follows: white – 412 (86%); black – 41 (9%); Latina – 19 (3.9%); biracial 7 (1.5%); Asian – 1 (0.2%); and Native American – 1 (0.2%). Latina models had the lowest representation. Native and Asian women were completely excluded. When they do appear, black and Latina cover models are more likely than white models to be shown wearing sexually suggestive attire.

This study makes four recommendations to promote antiracism in marketing: diversify staff hiring and editorial decision-makers for public-facing talent; solicit counsel from multicultural marketing agencies; create antiracist marketing curriculum; and cultivate a pipeline of diverse talent for future hiring.

The originality of this paper centers its contribution to the dearth research investigating representation implications within the fashion marketing industry during an alleged post-racial period, and a longer time span. It also presents structured antiracist marketing solutions to mitigate underrepresentation.

The purpose of this paper is to investigate the online fashion sponsorship, shedding light on the content and appeal of online fashion magazine advertising. Heeding the call of researchers for cross-cultural advertising investigations, this research offers a comparison of online fashion magazine advertisements in France and the USA in terms of needs appeals, emotional appeals, and sex appeals.

Elle and Vogue were identified as prominent fashion magazines with an online presence in France and the USA After pretesting to identify appeals that appeared most frequently in online fashion advertisements, a content analysis of website advertisements was conducted with the full population of online advertisements in the US and French Elle and Vogue at the time of the study.

The research found that need appeals conform primarily to national character and that emotional advertising is more preponderant in French advertisements, whereas sexual advertising is more preponderant in US advertisements. For needs appeals, the need for affiliation was higher for US advertisements, whereas online French magazines advertisements were more likely to use guidance and safety appeals. The need for prominence, attention, and autonomy were higher for online US magazine advertisements, whereas French advertisements were more likely to use escape and aggression appeals.

As fashion magazines develop an online presence that is well coordinated with their print fashion pages, it is important to understand how advertising sponsors on the magazines’ webpages target consumers. This study is a first step in providing cross-cultural comparative insights into advertising appeals in relation to national character and preferences.

In the advertising of self‐projective products, marketers have focused on image advertising. However, today advertisers are integrating direct response with image based advertising, in essence, to “get more bang for the buck”. Hence, the purpose of the study was to investigate direct response advertising in upscale fashion magazines in the European Union as well as the USA. Eight hundred and seventy advertisements of perfumes, women’s apparel and cosmetics were evaluated via the editions of Vogue. Direct response advertisements were most prevalent among advertisements of women’s apparel and primarily in US editions of Vogue. Furthermore, advertisements for perfumes and women’s apparel were image based while advertisements for cosmetics were balanced. Implications of the findings are given regarding advertising fashion products in the European Community.

Advertising for three self‐image projective products (perfumes, cosmetics and women′s apparel) were content‐analysed in UK, German and US editions of Vogue. The purpose of the study was to determine the relationship between market similarity and advertising standardization of these products over a longitudinal period. Based on the literature reviewed, suggests that, due to their degree of similarity in markets, the UK. and the USA would have a higher degree of advertising standardization than that which existed between the UK and Germany. Moreover, given the finalization of the European unification process by December 1992, the researchers sought to determine if market similarity remained a dominant criterion in advertising standardization practices. Results showed that advertising standardization was higher overall among UK and German advertisements than between UK and US ads. Moreover, findings indicated that only a single brand showed a higher degree of standardization over the six‐month period for all countries investigated, suggesting that market similarity still remains as the dominant factor in advertising standardization practices.

Analyses the advertising content of three self‐image projective products (perfume, cosmetics, and women′s apparel) in the UK, German, French, Spanish, and Italian editions of Vogue magazine. Tests for the degree of standardisation versus localisation of the advertising of these products. Suggests that marketers/advertisers standardise perfume advertisements to a greater degree and apparel to a lesser degree.

To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages.

A survey was administered to Korean, European, and US female consumers. Cluster analysis is used in an attempt to identify lifestyle segments that cut across cultures.

Four cross‐national market segments are identified. These segments can be labeled as follows: “information seekers,” “sensation seekers,” “utilitarian consumers,” and “conspicuous consumers.” Findings also reveal that fashion lifestyle segment had a stronger effect on the reaction to a set of three ads for a major global fashion company (one each from the French, Korean, and US editions of Vogue magazine) than did consumer nationality.

Findings suggest that it is viable and perhaps desirable for global marketers in the fashion industry to target cross‐national market segments as opposed to developing individual segmentation schemes for each country.

Relatively few studies examining the viability of cross‐national segmentation have been studies. The study provides insight on building global brand equity and suggests standardized advertising is appropriate for some fashion marketers.