Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593052_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Arch Woodside Author-X-Name-First: Arch Author-X-Name-Last: Woodside Title: Key Success and Failure Paths in Fashion Marketing Strategies Abstract: Both successful and unsuccessful design+marketing projects in high fashion products and services represent creating and implementing recipes or paths of key success factors (KSFs). While implementing any one KSF is not sufficient for success, creating and taking certain paths that includes partially-independent KSFs is sufficient for success; other paths lead to failure; some paths are never taken because they are never though of or designers consider them to be totally unrealistic options. Consequently, fashion marketing strategists need to look beyond research attempting to learn the net effects of independent influences of KSFs. Configurations (i.e., recipes) representing alternative combinations of design+marketing dimensions are indicators of sufficiency for success versus failure for fashion marketing projects. The study of alternative decision configurations is particularly useful for fashion marketing strategists and researchers. The objectives of this article include (1) describing keys success/failure path (KS/FP) theory and (2) illustrating configural thinking processes for a design+marketing firm that focuses on fashion household accessories. “Design+marketing” is a term used here to indicate the strategy operating philosophy of creating unique designs that are successful in the marketplace. This article applies propositions in a theory of KS/FP theory to design+marketing contexts. A major objective present article is to propose a theory of KS/FPs. The core tenants of KS/FP theory are applicable for fashion marketing strategies. The core tenants include the following propositions: (1) No one KSF is sufficient nor likely necessary for success(2) No one KSF is necessary for success(3) Decision paths occur in executing fashion marketing strategies(4) Some of these decision paths are sufficient, but not necessary, for success(5) Some of these paths result in failure for new products or services(6) Mail surveys using 5 or 7 point Likert scales are insufficient for explicating the nitty-gritty specifics of dimensions and configurations occurring in KS/FPs. The article reports on findings of a case study that takes the perspective that the design+marketing strategists having completed more than one hundred (or 200 to 500) new fashion marketing projects have developed mental models representing successful and unsuccessful combinations (paths) of decisions that occur within these projects. The case study is developed here from a series of interviews with a chief executive officer (CEO) and leading designing for a well-known fashion marketing firm for household accessories, Alberto Alessi. The interviews were completed at Alberto Alessi’s design studio and headquarters by McKinsey Corporation (a consultancy firm). The article describes how to use configural comparative analysis (CCA) which includes applying Boolean algebra rather than matrix algebra to test combinations within antecedent conditions (e.g., recipes that include a specific level of each of the four dimensions in the Alessi model). Both crisp set (binary levels) and fuzzy set (0.00 to 1.00) values are sometimes used in CCA modeling. Two particularly useful operations in set theory include the computing the value for combinations of two or singular antecedent conditions. The lowest value among the two or more dimensions is the amount the two dimensions share income. Consider the combination of the following four singular antecedent conditions into one complex antecedent condition expressed as Q·S·R·D=.20. The mid-level dot (·) signifies the operation, “and”; the value of .20 represents this complex antecedent condition because .20 is the lowest fuzzy set values among the following four dimensions (the numbers in the parentheses represent fuzzy set scores with 0.00 indicate non-membership and 1.00 full membership in the dimension); Q = A high-quality new product process (.90)S = A defined new product strategy for the business unit (.85)R = Adequate resources-people and money-for new products (.50)D = R&D spending on new products (as % of the business’s sales) (.20). Crisp or fuzzy set scoring also applies for the outcome condition (e.g., accepting further design+marketing development of the new fashion product-service, or low to high profitability). A complex antecedent condition is found to be highly consistent in its relationship with an outcome condition across a number of new design+marketing case studies when the sum is totaled by taking the lowest value for each antecedent-outcome pair and divided by the sum of all antecedent values across all the case studies. CCA provides a straightforward relatively easy to understand method for describing and understanding the impact of complex, configural, antecedent conditions on an outcome condition. Unlike statistical analyses using correlation methods (e.g., multiple or probit regression methods), CCA assumes asymmetrical not symmetrical relationships among antecedent (X) and outcome (Y) values. Thus, unlike correlation methods, assuming an asymmetric relationship recognizes that low values on the antecedent condition can relate to both low and high values on the outcome condition. For high sufficiency, finding consistent with a substantial relationship between an antecedent and outcome condition occurs when high values only occur for the outcome condition when the values are high for the antecedent condition. For the same highly consistent model, values may be low and high for the outcome condition for low vales for the antecedent condition-high values for the outcome condition paired with low values for the antecedent condition in such models simply indicates additional paths to high values in the outcome condition exist along with the model showing that when the antecedent condition is high, the outcome condition is always high. Journal: Journal of Global Fashion Marketing Pages: 1-8 Issue: 1 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593052 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593052 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:1:p:1-8 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593053_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sejin Ha Author-X-Name-First: Sejin Author-X-Name-Last: Ha Author-Name: Leslie Stoel Author-X-Name-First: Leslie Author-X-Name-Last: Stoel Title: E-tail Evolution: Motives and Behavioral Intentions of E-shopper Segments Abstract: With the expansion of Internet penetration and consumers’ continuous efforts to discover new ways to use the Internet, marketers strive to gain a competitive advantage by understanding the factors driving consumers to shop online and identifying target consumer segments. Despite the growing interest among researchers and retail marketers, still, there is a general lack of research on, and a need to improve understanding of, the drivers of consumer e-shopping behavior and e-shopper groups for apparel products. According to McGuire’s (1974) model of motivation theory, human motives driven by unfulfilled needs lead goal oriented behavior such that people strive to achieve subjective satisfaction and gratification regardless of the type of motive. Marketing research has explored various shopping motives which mainly encompass goal-directed and experiential shopping motives. In addition to traditional shopping motives, this study considers shoppers’ beliefs about technology use as e-shoppers are both consumers and technology. Taking shopping motives and technology use-related beliefs into account simultaneously would help better understand consumers’ e-shopping motives and e-shopper segments exhibiting different apparel online shopping behaviors. In exploring these aspects, this study addresses the following research questions: (1) what are the key motives driving customers to shop for apparel products? (2) what are the unique segments of online consumers based on the shopping motives? And (3) how can different patterns of behavior be explained by different e-shopper segments? Online surveys were administered to college students at a large, midwestern university in the U.S. Using the context of browsing for/purchasing apparel products online, 298 usable responses were gathered. First, exploratory factor analysis (EFA) with shopping motive items was performed to identify e-shopping motives and yielded 12 factors. The factors include six functional factors (convenience, ease of use, economic value-seeking, usefulness, security/privacy, and merchandise assortment) and six nonfunctional motives (company reputation, home shopping, informative service, company clientele, customer service, and hedonic value). Three of the functional motives relate to beliefs about technology; ease of use, usefulness and privacy/security, and one functional motive, hedonic value represents the experiential aspect of online apparel shopping. Second, in order to develop a shopper typology based on the 12 e-shopping factors identified, cluster analysis was performed. The analysis revealed five e-shopper segments: apathetic, accommodating, demanding, convenience-oriented recreational, and technology-oriented shopper segments. Last, MANOVA was conducted to examine differences across the five e-shopper clusters with respect to attitude toward and intention to perform online apparel shopping. The results indicated significant differences in e-shopping behavioral intention across the five clusters with respect to both attitude toward e-shopping and intention to shop online. This empirical examination of motives driving online shopping behaviors extends our understanding of a variety of underlying dimensions and provides new apparel shopper profiles for the Internet format. Findings that online consumers have utilitarian (functional) as well as hedonic (nonfunctional) shopping motives empirically validate the multidimensionality of shopping motives pertinent to the Internet shopping context. Given that online shopping behaviors are likely to be driven by product/service acquisition (marketing) motives and/or technology use (i.e., Internet) beliefs, investigating both simultaneously sheds light on online shopping motive literature. By taking both aspects into consideration, this study revealed three unique motives underlying Internet shopping that encompass beliefs about technology (ease of use, usefulness, and security/privacy) and one motive, hedonic pertinent to experiential features of online shopping. Findings firstly revealed the technology-oriented shopper group who is motivated to shop online due to its ease of use, usefulness, informative service, and security/privacy. The emergence of this new segment of online consumers warrants additional research. There are differences in the online shopper classifications generated in this study relative to those in prior research. Differences were also found in e-shopping behavioral responses of the various online shopper segments. Two groups, the convenience-oriented recreational shoppers and the technology-oriented shoppers showed more favorable attitudes and greater intention toward online shopping than the apathetic group. This study provides managerial implications for online apparel retailers. First, most of the five groups were motivated by security/privacy and this suggests to retailers the importance of ensuring a secure shopping environment for their customers. The convenience-oriented recreational shopper and the technology-oriented shopper, exhibiting the most favorable attitude and the highest intention to shop online, seem to be attractive target customers for online retailers. Assuring time and place convenience, courteous and informative customer service, and managing e-store sites in a way that helps shoppers perceive the stores are convenient, easy to use and useful are key tactics to attract and retain patronage of these two groups. The demanding shopper, one of the largest e-shopper segments can be attracted by emphasizing promotional offers or sales on branded products, high-quality customer services, and fun shopping experiences. Journal: Journal of Global Fashion Marketing Pages: 9-18 Issue: 1 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593053 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593053 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:1:p:9-18 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593058_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Eun Kim Author-X-Name-First: Eun Author-X-Name-Last: Kim Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Title: Achieving Brand Power: Bean Pole of Samsung Abstract: Along with continuous increases in the globalization of market, today’s business is challenged by a maturing domestic retail environment and an aging consumer market. Given this atmosphere in Korean fashion market, one of critical issues to survival for companies is a strong “brand power” with brand image (identity) and its strategic marketing Strong brands are viewed to differentiate themselves from unknown brands, resulting in favorable brand images that mirror the brand’s identity. As exploratory approach, this study identifies a strategic business focus on achieving brand power and provides an insight into developing effective brand positioning and fashion marketing strategy toward global markets. By focusing on a Korean fashion brand “Bean Pole”, objectives of this study are to profile the Cheil Industry in Samsung Group, define brand identity of the Bean Pole, and explore critical factors of strategic brand management. Korea’s economy ranks among the top 10 in the world, and its consumers have long been familiar with Western cultures through travel abroad and mass communications. Now, the Korean fashion marketplace is characterized by two market niches; (a) primarily domestically-produced, inexpensive apparel lines and (b) high-end collections dominated by designer brands imported mostly from the U.S. and Europe. More recently, apparel retail industry has shown strong rates of growth in South Korea, increasing its attractiveness to new entrants from foreign retailers. While some retailers selling apparel are highly diverse, many retailers still retain a strong emphasis on clothing, which intensifies rivalry. Cheil Industries is an affiliate of the Samsung Group, founded in 1954, as an initiative company with force in the development of textile industry, Korea. Today, the company has established a worldwide reputation for high quality and value in the three aspects: (a) leadership of electronic material in the IT area, (b) creating high profit by business structure of chemicals, and (c) gaining competitive fashion brand power. Currently, the Cheil Industry became a leading fashion firm with dominant brand power by launching various brands in domestic as well as foreign markets. As a traditional casual brand, “Bean Pole” launched in 1989 is currently expanding to family brands with different product lines. In 2005, the company had annual sales of $950million for fashion business. “Bean Pole” is the core fashion brand of the Cheil Industries, contributing 31% ($290million) of total sales in the fashion division in 2005. Now, the Bean Pole is number 1 brand in the retail venue of casual wear and children wear. Obviously, Bean Pole plays an important role as the best brand in achieving powerful brand asset of Cheil Industries’ fashion brands in Korea. This case study discusses Bean Pole from two aspects. The first thing is building brand salience. For fashion products, brand salience may be strongly related to brand image (or concept) including fashion image and style. The second thing is how to do strategic brand management. Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. This study provides an insight into marketers and researchers to develop devise strategic brand management in the area of high-end fashion brand and underscore the inherent need for further, in-depth empirical research in the brand equity theory. A basic observation exemplify the brand identity of Bean Pole and its strategic brand management for sustaining strong brand equity in three aspects: brand extension, image positioning, and marketing mixes. In case of Bean Pole, success of marketing strategy for brand management heavily relies on its prestige image with high quality, establishing the brand equity. The brand equity can be leverage of brand extension entering into variety of new product categories within a same category of apparel. Especially, masstige brand positioning is critical to success of lifestyle brand extension for Bean Pole, which may have synergy effect on achieving strong brand value in both core brand and its extension. A strategic brand managing effort of Bean Pole can help companies establish brand equity. Fashion firms that are able to have a strong relationship with their customer should real a host of value, such as salient brand identity, premium brand price, and efficient marketing programs. Such understanding Bean Pole’s business focus allow marketers or retailers to entry into global brand extensions. Journal: Journal of Global Fashion Marketing Pages: 61-70 Issue: 1 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593058 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593058 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:1:p:61-70 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593057_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ronald Goldsmith Author-X-Name-First: Ronald Author-X-Name-Last: Goldsmith Author-Name: Daekwan Kim Author-X-Name-First: Daekwan Author-X-Name-Last: Kim Author-Name: Leisa Flynn Author-X-Name-First: Leisa Author-X-Name-Last: Flynn Author-Name: Wan-Min Kim Author-X-Name-First: Wan-Min Author-X-Name-Last: Kim Title: Consumer Innovativeness for Fashion as a Second Order Construct: A Cross-Cultural Study Abstract: Setting and changing prices is difficult for marketing managers, especially for new products. Consumer price sensitivity (how consumers react to prices or to price changes) makes a difference in the likelihood consumers will buy (Ainslie and Rossi 1998). For many new products, the reactions of the earliest buyers or innovative consumers are critical to success (e.g., Munnukka 2005). But how important is the price of new products to innovators? The answer to this question is of theoretical interest and of practical importance to marketers, especially when marketing new fashions, where innovators play a crucial role in consumer acceptance. Existing research shows that innovators are relatively less sensitive to prices of new products than are later adopters; that is, they are more willing to pay higher prices (Goldsmith 1996, 1999). However, the evidence in favor of the negative relationship between innovativeness and price sensitivity is based largely on studies that conceptualize and measure innovativeness as a unidimensional construct (e.g., Goldsmith and Newell 1997). Although this approach is valid, it can be criticized because the concept of consumer innovativeness is multidimensional (see Muzinich, Pecotich, and Putrevu 2003). We propose that consumer innovativeness can be conceptualized as a higher-order construct consisting of four dimensions: involvement, information search, subjective knowledge, and opinion leadership. The purpose of the present study is to reevaluate the negative innovativeness/price sensitivity relationship using a causal model analysis in which innovativeness is represented by a multi-dimensional, second-order factor. To enhance this relationship’s generalizability, we perform the analysis on datasets from samples of consumers from Korea and the U.S., offering a cross-national comparison. Price sensitivity refers to individual differences in how consumers react to prices and price changes and is influenced by economic circumstances, demographics, situational factors, personality, amount of product use, and product involvement (Munnukka 2005). Price sensitivity varies across product categories as well as reflecting an overall marketplace disposition. Studies show that when consumer innovativeness is measured directly, a negative relationship exists between price sensitivity and innovativeness; consumers who want and buy the newest products are willing to pay more for them than less interested consumers (Goldsmith 1996, 1999; Goldsmith and Newell 1997). U.S. and Korean adults and college students completed the survey. The U.S. data came from a convenience sample of adult consumers. The sample consisted of 164 men and 151 women, with eight missing values for sex. The respondents ages ranged from 19 to 80, with a mean of 34.4 years (SD=12.5) and a median age of 29.5 years. In Korea the 857 respondents were aged 20 to 73 years, with a median of 27 years and included 398 men and 462 women. Students completed surveys in the classroom. Adults were surveyed via intercept interviews conducted in selected locations around the city of Pusan, S. Korea. The questionnaires contained multi-item scales used to measure fashion involvement, fashion information search, subjective fashion knowledge, fashion opinion leadership, and fashion price sensitivity. To test the hypothesis, we estimated the proposed second-order model with all measurement items from the second-order partial variance invariance CFA using EQS for Windows 6.1. The results revealed an excellent fit of the model with the empirical covariances with χ2= 1371.79 on 426 df, NNFI=.940, CFI=.944, CAIC= −2063.07, and RMSEA=.044 (Hu and Bentler 1999). Relying on the excellent fit of the structural model, we tested the hypothesis of a negative effect of innovativeness on price sensitivity. The empirical results support the hypothesized negative effect (p<.01) with a standardized path coefficient of −.546 in Korea and −.569 in the U.S. Although the two coefficients are significantly different at .05, comparing these two coefficients is inadequate as the second order measurement model only supported partial variance invariance (Steenkamp and Baumgartner 1998). These results provide evidence for our novel conceptualization of consumer innovativeness and show that the negative innovativeness/price sensitivity relationship observed in U.S. consumers can be generalized to Korean consumers as well. Managerially, we see that managers can price new fashions at higher levels when they seek to sell them to fashion innovators than when they sell to later adopters. Basically, having the newest thing is worth the extra cost. Moreover, the findings extend the scope of the innovativeness/price sensitivity relationship to a new culture in which it has not yet been studied. This is evidence for the robustness of the theory of consumer innovativeness. The study supports the argument that consumer innovativeness can be conceptualized as a multi-dimensional construct. This may enable researchers to incorporate many variables into their models of consumer behavior that they could not do so previously because they lacked valid, reliable measures of these constructs. Methodologically oriented researchers should also examine possible negative aspects of this approach as well so that it is not accepted unquestionably by the research community. In conclusion, we feel that the study achieves its goal of introducing a new view of fashion innovativeness and a new way to operationalize it cross-culturally. By conceptualizing fashion innovativeness as a second order concept, this study offers a more comprehensive approach to its measure. Furthermore, the dual study context, Korean and U.S. consumers, suggests a possibility that fashion innovativeness results in price insensitivity cross culturally. Journal: Journal of Global Fashion Marketing Pages: 51-60 Issue: 1 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593057 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593057 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:1:p:51-60 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593056_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: David Burns Author-X-Name-First: David Author-X-Name-Last: Burns Title: Mimeticism and the Basis of Value: Toward a Theory of Fashion Marketing Abstract: The objective of this paper is to propose a theory of fashion marketing which directly addresses the social processes that consumers use to associate images and meaning to articles of fashion. By doing so, the theory will address the means by which fashion originates and diffuses through society, an important issue of concern to fashion marketers. The role of taste in fashion involves taste acting as the means of influence between others and one’s fashion understanding and subsequent fashion choices. Taste, therefore, is an evaluation of what is desirable or acceptable as determined by the opinions of others. Taste has broad-reaching effects on the desires and purchases of individuals. Arguably, taste directly affects consumers’ assessments of most, if not all, fashion choices. Taste, however, does not have an individually based origin, but is based on the imitation of others. The role played by clothing in the communication/construction of identity is widely accepted today. Within this environment, a change in one’s possessions seemingly can lead to a change in one’s self. The role played by many products, therefore, appears to be to act as building blocks consumers can use to construct a desired self. Although many products appear to be utilized in the communication/construction of one’s identity, no products are able to fulfill this role to the extent possible through apparel. Taste acts as the conduit through which fashion acceptance is transmitted between individuals and through social groupings and operates primarily through the imitation of fashion adopted by others. A critical issue which presents itself when examining the imitation of fashion is “what is being imitated?” Fashion imitation actually involves attempts to acquire the meaning associated with the fashion. Girard suggests that the meaning acquired with the imitation of fashion consists of the desirable qualities possessed by the individual or group of individuals whose fashion is being imitated. Imitation occurs, therefore, because fashion becomes associated with those who wear it and comes to be viewed as a reflection of them. Given the role of fashion in the construction/communication of one’s self, consumption ultimately becomes competitive. Indeed, imitation of others whose selves appear desirable can be viewed as a way to acquire the desirable qualities of the other. This is the essence of mimetic desire. According to Girard, and as supported by past fashion marketing research, desire does not possess an individually based origin. In other words, desire for a specific fashion does not arise from an individual’s privately developed tastes. Instead, individuals’ desires and likewise their tastes possess externally based origins – the basis of individuals’ tastes and preferences lie in the imitation of the tastes and preferences observed in others. A central issue of Girard’s theory is that desire is mimetic. Desire arises and gains direction from the desires of others. The desirability of a fashion to an individual is noted and established by the desires of another for the product. When another is viewed as desiring a product (as is noted by their desire for the product or their ownership of the product), an individual is alerted to the desirability of the product – a fashion trend has begun. Rivals must not consist only of individuals with whom one directly interacts (e.g., neighbors, colleagues), they can consist of groups (e.g., reference groups), famous celebrities, or images created through marketing activities (e.g., role models presented in advertising). One’s choice of rivals is an unconscious choice of those whose very essence seems to be desirable, whose being one wants to acquire – “I want to be that person.” The rival, therefore, does not merely serve as a model for fashion, but as the model for tastes and desires themselves. The resulting desire becomes a powerful force, capable of driving the actions of an individual. The infectious nature of mimetic desire can readily be seen in the marketplace. Once the desirability of a specific fashion is communicated, such as by its acquisition and subsequent display (e.g., the item is worn in a public setting) by an individual or by its inclusion in marketing efforts (e.g., advertising or in-store promotion), mimetic desire for the item can be generated in others. The fashion then, is viewed as the means by which the attractive quality can be acquired and incorporated into one’s self. This is the essence of mimetic desire. Indeed, mimetic desire provides the basis by which much fashion diffuses in a society. The resulting rivalry between an individual in whom mimetic desire has developed and the target of that desire, or the rival, necessarily leads to an escalation of tension. First, the acquisition of a specific fashion associated with another is not able to produce the desired results – the acquisition does not result in the acquisition of another’s essence. Second, the act of imitation will also have an effect on the individual being imitated. Seeing one’s fashion choices mimicked by another, particularly one viewed as inferior, will prompt a negative response by an individual. In fact, the act of imitation will likely be viewed a direct attack upon one’s personhood. Consequently, tension, if not violence, is a likely response from being copied. In conclusion, mimetic desire appears to be a driving force in the creation and diffusion of fashion. The infectious nature of mimetic desire provides the basis for the specific characteristics of the demand for fashion. The demand for fashion generally possesses little basis in the need for physical qualities of a product, nor is based in mere imitation of another. Instead, its mimetic basis results in fashion playing a much larger role in the lives of individuals and in society – a role which must be recognized by fashion marketers if they hope to optimally satisfy the fashion needs of their customers. By truly understanding their customers, fashion marketers will find themselves in better positions to create and provide products which will most likely appeal to their specific customer segment. Journal: Journal of Global Fashion Marketing Pages: 40-50 Issue: 1 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593056 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593056 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:1:p:40-50 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593055_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jaeha Lee Author-X-Name-First: Jaeha Author-X-Name-Last: Lee Author-Name: Kim Johnson Author-X-Name-First: Kim Author-X-Name-Last: Johnson Title: Buying Fashion Impulsively: Environmental and Personal Influences Abstract: The purpose of this study was to develop an explanatory model of impulse buying that addressed antecedents of impulse buying. For this research, impulse buying was defined as an unplanned, hedonic purchase that follows a sudden urge. Impulse buying reflects a rapid decision in response to a stimulus reflecting little cognitive consideration and disregard for consequences. Donovan and Roissiter (1982) suggested that a pleasant store environment (S) causes shoppers’ positive emotional states (O) and this in turn, yields shoppers’ approach behaviors (R), that is, a desire to remain in a store and explore its offerings. Applying this idea to impulse buying suggests that there are environmental stimuli in a store that could impact shoppers’ impulse buying tendencies and that individual shopper characteristics could moderate the influence of these environmental influences. Therefore, environmental influences on impulse buying and personal characteristics of impulse buyers were examined in a modified stimulus-organism-response (S-O-R) framework. Environmental stimuli (i.e., ambient factor, aesthetic factor, layout factor, excitement factor, promotion factor, sales associate factor) were predicted to influence shoppers’ mood and subsequently, contribute to impulse purchases. In addition, specific shoppers’ characteristics (i.e., lack of control, extroversion, innovativeness, hedonic consumption tendency, impulse buying tendency) were predicted to moderate the relationship between environmental stimuli and shopper’s impulse purchases. Data was collected from a convenience sample of 299 undergraduates at two Midwestern universities in the United States. Participants were asked to complete the questionnaire immediately after they had gone shopping for apparel, shoes, or accessories. Participants answered questions on their purchase, perceptions of the store environment, mood, and personal characteristics. Most of the participants were females (93.3%), aged between 18 and 23 (92.6%). They were never married (95.8%) and Euro American (83.5%). Participants’ impulse buying reflected pure impulse buying (28.3%), suggestion impulse buying (20.3%), reminder impulse buying (34.1%), and non-impulse buying (17.4%). Approximately 40 percent of the participants classified their purchase as either very impulsive or impulsive. The prices of the items that participants purchased ranged from $1 to $319 (m=$ 45). Participants purchased an item of apparel (65%), shoes (21%) or accessories (14%). Hypothesis 1 predicted that specific store environmental stimuli are associated with the perceived impulsiveness of a purchase. Only the relationship between store layout and impulsiveness of purchase was significant (t=3.30, p<.01) with a path coefficient of .20. Hypothesis 2 posited that shopper’s mood will be attributed to specific store environmental stimuli. The ambience, excitement, and sales associate variables had significant relationships with participants’ mood. The path coefficient was .27 (t=4.77, p<.01) for the relationship between store ambience and mood, .29 (t=4.83, p<.01) for the relationship between store excitement and mood, and .18 (t=3.11, p<.01) for the relationship between sales associate and mood. Hypothesis 3 proposed that the perceived impulsiveness of a purchase is associated with shopper’s mood. There was a significant relationship (t=4.01, p<.01, path coefficient of .24). The more positive the reported mood of participants, the more they perceived their purchases as impulsive. Hypothesis 4 predicted that specific participant’ characteristics (i.e., lack of control, extroversion, innovativeness, hedonic consumption tendency, and impulse buying tendency) would moderate relationships between store environmental cues and the perceived impulsiveness of their purchases. A specific characteristic of participants, lack of control moderated the relationship between store layout and the perceived impulsiveness of their purchases. Our findings supported the proposed research framework, the stimulus-organism-response (S-O-R) model; positive emotional responses (O) resulted in approach behaviors (R), an impulse purchase. As reflected in the model, specific store environmental stimuli (S) such as ambiance, excitement, and sales associates were a significant positive influence on shoppers’ mood during shopping. The findings supported the existence of a direct relationship between a store environmental stimulus (S), store layout and a consumer approach behavior (R), impulse buying. Store aesthetics and promotion were not associated with either participant’s mood or impulse buying. A personal characteristic, lack of control moderated the relationship between store layout and impulse buying. Clearly our findings point to the importance of store layout when shopping for fashion related items. In addition, providing entertainment that enhances the hedonic and the experiential value of the store experience can influence young adult consumers. Since consumers’ mood at the point-of-purchase may be influenced by interactions with sales associates, sales associate training to enhance the consumer experience should not be neglected. Journal: Journal of Global Fashion Marketing Pages: 30-39 Issue: 1 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593055 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593055 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:1:p:30-39 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593054_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Doris Kincade Author-X-Name-First: Doris Author-X-Name-Last: Kincade Author-Name: Jihyun Kim Author-X-Name-First: Jihyun Author-X-Name-Last: Kim Author-Name: Fay Gibson Author-X-Name-First: Fay Author-X-Name-Last: Gibson Title: Generational Consumer Segments and Shopping Process Characteristics: Baby Boomers and Echo Boomers with Apparel Product Selection Activities Abstract: Understanding consumers by examining their characteristics within segments is a key activity for business success. Many apparel businesses use this strategic tool for focusing their promotions efforts and their assortment selections on a group or segment of consumers. For practitioners and academicians, two of the largest and most intriguing consumer segments in the 2000s are Baby Boomers and Echo Boomers (i.e., Gen Ys). The Echo Boomers are the children of the Baby Boomers or the second generation of consumers following the generation of the Baby Boomers. These generational segments represent two of the most affluent consumer groups in the market place. Many retailers and academic researchers are interested in these segments, and although each segment has received some review, limited academic research has examined their apparel shopping behavior. Studies tend to be focused on one generation but not on the comparison of the two generations and their similar or different shopping activities. The purpose of this study was to examine the influences of generational consumer segments, shopping orientation, and specific product categories on the shopping process variables. Data collection resulted in 355 usable responses from Echo Boomers (ages 18–24) and 180 responses from Baby Boomers (ages 46–59). The respondents, for both generations, included three-fourths female and one-fourth male consumers. The primary occupation for Baby Boomers was listed as professionals (53%), while the second most common occupation was listed as homemaker (16%). More than 98% of the Echo Boomers were full time students. Exploratory factor analysis resulted in two shopping orientation variables (i.e., fashionista and experiential). Multiple regression analyses showed that these two orientation factors significantly explained both segments’ shopping process activities (i.e., wait time and try on). In contrast, the generational segment variable showed no significant differences for the shopping process activities. Findings from this study support the previous work place literature that notes similarities between the segments. In this study, age (i.e., generational segments) was not a significant factor in explaining selection activities (i.e., try on and wait time). This finding refutes previous studies that proclaim the differences between the Baby Boomers and the Echo Boomers and provides support for the similarities, not differences, between the two generational segments. With the similarities between generational segments being identified, the differences found with other variables are further discussed. The shopping orientation variable provided more information in explaining consumers’ selection activities than the generational segments. Regardless of age (i.e., generational segment), both Echo Boomers and Baby Boomers in this study, who scored high on the fashionista shopping orientation factor, placed less importance on try-on activities and were less willing to wait for products. The try-on activities variable was also explained by the experiential shopping orientation in comparison to its lack of differentiation with the generational segments variable. Consumers, regardless of age, who rated experiential activities as more important when shopping were the consumers who wanted to try on the products. Denim was the one product category variable, in the conceptual model, that explained try-on and wait time activities. Consumers who placed more importance on denim, specifically the fit, color and styling of blue jeans, were the consumers who were more willing to wait for products to be delivered. This research has a number of implications for practitioners and for academicians. Previous research studies in several fields have noted that consumers may react differently to various situations according to their generational segment (i.e., age grouping). However, the findings in this research showed that other variables from the model in instead of the generational segment were more significant in explaining selection activities of consumers. Because of this finding, academic researchers may want to include multiple variables when examining or comparing generational segments. In addition, marketers and retailers may wish to consider removing the age factor in their presentations and promotions of some apparel products. In this study, these female consumers were more driven by their shopping orientations when selecting products than by their age. In another example of practical application of the findings, retailers who design dressing rooms and have sales staff assist customers should realize that all consumers who are interested in shopping may have varying opinions on trying on products and on how long they will wait for a product. Retailers should not assume that the younger consumer will not want to try on products or that an older consumer will want to take the time to try on a product. Journal: Journal of Global Fashion Marketing Pages: 19-29 Issue: 1 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593054 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593054 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:1:p:19-29 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593063_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hao Zhang Author-X-Name-First: Hao Author-X-Name-Last: Zhang Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Author-Name: Kyung Kim Author-X-Name-First: Kyung Author-X-Name-Last: Kim Title: The Influences of Customer Equity Drivers on Customer Equity and Loyalty in the Sports Shoe Industry: Comparing Korea and China Abstract: The concept of customer equity brings together customer value management, brand management, and relationship/retention management. However, the model put forth by Rust, Lemon, and Zeithaml (2000) does not include a consideration of the concept of loyalty, as in Vogel, Evanschitzky, and Ramaseshan (2008). In contrast to customer equity, customer loyalty involves an intention to engage in future purchase behavior with the same firm or brand. Its drivers are complex and dynamic, usually changing over time. Although plenty of researchers have studied those factors, the present study follows that of Johnson, Herrmann, and Huber (2006) and Vogel et al. (2008), which suggest that customer equity drivers can also drive customer loyalty. Thus, the present paper sets out to support this conclusion in the sports shoes industry, and to discover the differences in the influence customer equity drivers have on customer loyalty in Korea and China. This is because the product choices of consumers and their preferences for a particular product or brand are generally influenced by complex social factors (Yau, 1994). From 450 respondents in the countries’ capitals who answered the study questionnaire, the Korean sample included 125 university students and 75 fashion industry employees from Seoul, while the Chinese sample included 150 university students and 59 fashion industry employees from Beijing. To test the hypotheses, we first employed structural equation modeling with the maximum likelihood estimation method using the model without moderator. Then, for testing the differences between the two groups, a multi-group analysis with AMOS 7.0 was used to assess the moderating variable effects on the structural model (Byrne, 2001). Our research extends the literature on the outcomes of the three drivers of customer equity: value equity, relationship equity, and brand equity. The survey data of the study were used to examine their effects on customer loyalty, and the effect of customer loyalty on customer equity. The study’s focus on a specific industry, sports shoes, also extends the customer equity research into a different area. Our findings show that the customer equity model can be only partly supported. Relationship equity and brand equity can drive customer equity in the sports shoes industry. Results also show that value equity, relationship equity, and brand equity positively influence customers’ loyalty toward sports shoes brands, whereas customer loyalty has a positive effect on customer equity in that industry. Thus, value equity, relationship equity, and brand equity are not only the drivers of customer equity, but can drive customer loyalty as well. In the sports shoe industry, firms should keep investing in marketing activities targeted toward increasing the perceived equity of value, relationships, and brand. However, different nationalities can show different relationships among the customer equity drivers, customer loyalty and customer equity. Our study, though subject to several limitations, can provide several managerial implications for sports shoe firms. First, findings from testing customer equity in the sports shoe market show that value equity, relationship equity, and brand equity are the drivers of customer loyalty, suggesting that a sports shoes firm must meet customer expectations, create better relationships with customers, and increase the equity of the brands. Second, when managers make decisions about how to enter a new market, or how to improve customer loyalty, cultural and market differences should be considered. Journal: Journal of Global Fashion Marketing Pages: 110-118 Issue: 2 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593063 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593063 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:2:p:110-118 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593064_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Rasa Stankeviciute Author-X-Name-First: Rasa Author-X-Name-Last: Stankeviciute Author-Name: Jonas Hoffmann Author-X-Name-First: Jonas Author-X-Name-Last: Hoffmann Title: The Impact of Brand Extension on the Parent Luxury Fashion Brand: The Cases of Giorgio Armani, Calvin Klein and Jimmy Choo Abstract: Brand extensions are an interesting brand strategy alternative, as they may attract new segments of customers that may have not considered the brand before because of different reasons. Therefore, the brand extensions are seen as a perfect way to boost the revenues of the company. However, though the brand extensions may work quite well for consumer (value) brands, they might have quite opposite effect on the luxury ones. While the brand extensions, especially the downward ones attract attention and make the brands more accessible and familiar among new segments of consumers, at the same time they may weaken the status of the luxury brand among its existing clientele and so dilute the luxury brand. And as the luxury brands emphasize their long-term value, once the image of the luxury brand is diluted, it has to take a very difficult and long way to gain its luxury status back in the eyes of consumers, and sadly not every brand manages to get back the respect it once had. Nevertheless, there is little research done on luxury brands and especially luxury brand extensions. What is more, previous research gave more attention to consumers’ evaluations of and attitudes to the extensions themselves than the parent brands. This study explores the evaluations of and attitudes to the parent luxury brands after different extensions are introduced. The study firstly introduces previous findings on value brand extensions and luxury brand extensions. Secondly, the cases of three chosen brands, representing a question mark, a failure and a current success practice of luxury brand extensions are analyzed in-depth: Giorgio Armani, Calvin Klein and Jimmy Choo. Armani is chosen as it is one of the most diversified brands in fashion. Despite the fashion brand varying from haute couture line Armani Privé to fast fashion brand Armani Exchange, Armani today offers everything that is needed for one’s luxury lifestyle from sweets and flowers to restaurants and hotels. The study analyses Armani’s brand extensions, and reactions to them. Armani represents a successful diversification of the luxury brand, but at the same time it questions the risk of over-extension and its consequences on the brand portfolio. Calvin Klein is chosen because it illustrates an example of the brand that once lost its luxury status mainly because of licensing and in the face of such experience the brand is now digging its way back to the luxury industry with its high-end sub-brand Calvin Klein Collection. Jimmy Choo is a world famous women’s shoes brand whose creations are appreciated by a large public including red carpet stars and First Ladies. After starting as a luxury shoes maker in 1996, the brand has expanded into handbags, sunglasses, accessories and even fragrance. But it was the luxury brand’s collaborations with non-luxury brands Hunters (iconic British company producing wellington boots) and H&M (Swedish fast fashion giant) that attracted our attention. Jimmy Choo represents a current success practice of the collaborations between the luxury and non-luxury brands and shows that such brand extensions, when carefully thought through, not only makes no damage to the luxury brand, but also enhances its image and desirability instead. The study analyses these two collaborations, which are viewed as downward brand extensions, and the impact of those collaborations on the Jimmy Choo brand. Each brand approach to brand extension is presented and discussed to underline reasons for success or failure. Desk research on the brands’ annual reports, reviews, articles and interviews from fashion, marketing, lifestyle, financial, and other magazines and newspapers, as well as visual material are used for the analysis of the chosen cases. An analysis of the cases of Giorgio Armani, Calvin Klein and Jimmy Choo leads us to four conclusions: 1) Luxury fashion brand’s collaboration with a non-luxury brand can have positive impact on the parent luxury brand if the extension keeps the luxury criteria, and the non-luxury collaborator has a good reputation; 2) Downward brand extension enhances the parent luxury brand if the extension keeps the luxury criteria and parent luxury brand’s quality, qualities and values; 3) Usually licensing, unless strictly controlled, dilutes the luxury brand; 4) Notwithstanding how diversified the luxury brand is, the luxury brand’s core business has to be constantly enhanced in order for the brand portfolio to be successful instead of diluted. This study is going to be the key and starting point for the further studies of the impact of brand extensions on the parent luxury brands. Journal: Journal of Global Fashion Marketing Pages: 119-128 Issue: 2 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593064 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593064 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:2:p:119-128 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593061_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Nils Ommen Author-X-Name-First: Nils Author-X-Name-Last: Ommen Author-Name: Tobias Heußler Author-X-Name-First: Tobias Author-X-Name-Last: Heußler Author-Name: Christof Backhaus Author-X-Name-First: Christof Author-X-Name-Last: Backhaus Author-Name: Manuel Michaelis Author-X-Name-First: Manuel Author-X-Name-Last: Michaelis Author-Name: Dieter Ahlert Author-X-Name-First: Dieter Author-X-Name-Last: Ahlert Title: The Impact of Country-of-Origin and Joy on Product Evaluation: A Comparison of Chinese and German Intimate Apparel Abstract: Consumer’s differentiated perception and appraisal of a product’s country-of-origin (COO) exerts large influence on perception of the COO-image (COI) and on the perceived product quality. At peripheral information processing COO-Image (COI) provides a basis to ease requirements for information processing in form of heuristics. Most of internationalization literature examines the COO effect with respect to high-involvement products and in context of cognitive processing. However studies from Maheswaran and Chen (2006) point out, that besides cognitive influences, also specific emotions impact on COO-effects. Whereas the influence of negative emotions like anger, sadness or frustration on processing and judgments could be exposed, the issue of positive emotions’ impact still stays open. Since the question should be answered, if emotions impact on COO-Effects, it is emphasized to focus on COO as an affective heuristic operating as a “halo” effect on attitudes towards a product. Because both marketing and evolutionary theories of emotion act on the assumption of satisfaction of human needs, latter is specified, describing emotions as complex chains of events with stabilizing feedback loops. Particularly, in the context of impulsive purchasing emotion plays a vital role. Impulsive buyers are more emotionalized, experiencing more enthusiasm, joy, and glee than nonbuyers. Thus “joy” leads to impulsive decision making behavior. Drawing on the extant literature, we develop our conceptual framework to analyze whether, and if so, how positive emotions (such as joy) affect the impact of COO on product evaluation. Based on an experimental study including 130 respondents, we test three hypotheses: whether the COO has an impact on product evaluation (H1), whether the positive emotion of joy has a stronger positive influence on product evaluation than neutral emotional states (H2), and whether the positive emotion of joy reduces the positive relationship of COO on product evaluation (H3). In the experimental design, it is hypothesized that the latent variable Emotion impacts on the latent variable COI and in addition that these latent variables, both influence beliefs towards the product in terms of a halo effect. Latent variables in each case get measured with manifested variables in form of validated scales. Cause-and-effect relations are revealed in an experiment concerning a factorial test arrangement with a 2x2 factor design, consisting of two COOs (China vs. Germany) and two emotional states (joy vs. neutral state). Complex pictures from International Affective Picture System state standardized stimuli obtaining specific emotions. The apparel industry serves as the product category used in the experiment because impulsive buying behavior is quite common in this product category. Moreover, we chose women as respondents because they rather purchase for emotional and relationship-oriented reasons. Products get labeled with woven tags and tags at clothes hangers manipulating COO. Analysis of variance (ANOVA) can be counted among the most important analysis methods in marketing research and is used for analysis, with emotional state and COO being the independent variables and product evaluation as the dependent variable. Prior to probing hypothesized assumptions a manipulation check concerning induced emotions was successful. Participants primed with the joyful IAPS checked a significantly higher percentage of positive adjectives than respondents primed with the neutral IAPS (joyful=.76, neutral =.61; F=7.59, p<.001). Also the used scale of Product Evaluation could be validated by confirmatory factor analysis. The main effect of emotion is highly significant for product evaluation. Following Cohen (1988), the strength of the effects is large (η2 = 10.8%). Product evaluation is influenced by a highly significant interaction effect (Emotion * COO, EtaSquare: 6.2%). COO has a significant influence on product evaluation giving support for H1. Furthermore respondents in a joyful state evaluate the product significantly better than respondents in a neutral state (MVJoy=4.89 vs. MVNeutral=4.33, F=11.359, p<.001). This finding confirms our hypothesis H2. Since the product evaluation is influenced by an interaction effect, the impact of COO must be analyzed in both cases for (1) joy and (2) neutral state. In a neutral emotional state respondents evaluate products of German origin (MV=4.73) significantly better compared to a Chinese COO (MV=3.94). In contrast to this, COO does not affect product evaluation when the respondent is in a joyful mood: The Chinese product (MV=4.89) is evaluated better than the German product (MV= 4.87). However, the difference is not statistically significant. This finding confirms hypothesis H3. This survey increases acknowledgement concerning emotional impacts on perception of COO serving as affective heuristic, because during induction of joyful emotional states a tendency towards an alleviated COO-Effect is demonstrated. Thus emotion impacts on perception of COO information at such a rate that poor COIs can be valorized, while beneficial domestic COIs rather level off. Insights for retailers and manufacturers’ brand management are that they should pay attention to consumer’s emotional state while developing foreign markets. They have to continually encourage consumers’ positive emotion through store design, product displays, package designs and sales in order to valorize poor COIs. Contrariwise brand management from manufacturers offering brands, featuring beneficial COIs should mind that encouraging consumers’ positive emotions by recommended actions, impacts on apparel featuring poor COIs in superior manner. Journal: Journal of Global Fashion Marketing Pages: 89-99 Issue: 2 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593061 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593061 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:2:p:89-99 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593062_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jessica Hurst Author-X-Name-First: Jessica Author-X-Name-Last: Hurst Author-Name: Linda Niehm Author-X-Name-First: Linda Author-X-Name-Last: Niehm Author-Name: Sunhee Park Author-X-Name-First: Sunhee Author-X-Name-Last: Park Title: Conversion Intentions of Fashion Marketing Interns: The Impact of Work-related Attitudes and Behaviors** Abstract: Fashion marketing/retailing is a major employment sector and driver of economic activity on a global level. Michael Porter’s (1985) popular value chain perspective demonstrates the importance of marketing and retail sales among a set of primary value creating activities for firms of all types. The value chain perspective also illuminates the importance of human resources as a support activity necessary to create value and assure the success of the firm. This research addresses the potential value for fashion marketing/retailing firms that may be achieved through employee development practices such as offering pre-professional internships. We focus on college students’ perceptions of fashion marketing/retail-related internships d the factors that cause interns to accept a job offer upon internship completion. This study specifically examines relationships between internship experiential components of psychological contracts, supervisory support, affective organizational commitment and job satisfaction. Unlike other industry sectors, retailing is not limited to a specific region and thus provides job opportunities for fashion and retail degree graduates on a nearly global scale. (“Future Employment in Retail…” 2009) In fashion maketing/retailing, there continues to be a high level of job attractiveness on the part of students, yet an observed disconnect exists between student career goals, expectations, and resulting job satisfaction. In reality, there is a much larger scope of opportunity in fashion related retail than just positions on the sales floor. Students must therefore obtain exposure through their courses and other types of learning, such as internships and practicum experiences, to realize the diversity of job opportunities in fashion marketing/retailing including sales, buying, logistics, product development, merchandising, finance, human resources, and more (“Get Tailor–Made Training….” 2006). Additionally, many positions in fashion retailing are increasingly becoming cross-functional, suggesting that students need to have a complete understanding of the contemporary marketplace and be exposed to a variety of job settings and experiences (“Retail Rewards” 2006). This research is framed by psychological contract theory (Rousseau 2000) and organizational commitment theory (Van Maanen 1975). Psychological contract theory combines employer-based beliefs (i.e. employer obligations) with individual-based beliefs (i.e. employee obligations) regarding the nature of an agreement and the relationship between that individual and his/her employer. Combining perceptions of employer-based obligations with employee obligations allows for an ideal assessment of specific idiosyncratic information that is meaningful and unique to each individual, as well as the firm (Robinson, Kraatz and Rousseau 1994). Organizational socialization theory explains how newcomers learn the culture and values of new job settings (Van Maanen 1975). The theory also explicates how newcomers must develop the necessary work skills and adjust to the work environment (Feldman 1976). An on-line, self-administered, survey questionnaire was used to collect data in this study. The final sample consisted of 229 college students who completed a fashion merchandising, fashion marketing, fashion design, or retail-related internship. Following verification of the reliability of the measurement items, path analysis was conducted. A proposed path model of internship conversion was estimated using AMOS 5.0 statistical software. A modified final model showed that six paths were statistically significant and had positive path coefficients, as hypothesized. Hypothesis H1a stated that interns’ supervisory support will have a positive effect on psychological contract expectations of employer obligations. Path analysis results of the final model revealed full support for this hypothesized relationship. Positive and significant results were also found for hypotheses H2a and H2b, indicating that when interns feel that their internship employer fulfills the expected obligations they are more satisfied with their job and will remain with their internship company because they want to stay. Hypothesis 3a proposed that interns’ job satisfaction would have a positive effect on affective organizational commitment. This hypothesis was supported suggesting that interns’ satisfaction with the job/work itself significantly contributes to their strong sense of attachment with the organization because their internship has proven to be a satisfying experience. Positive and significant results were also found for hypothesis H3b, indicating that job satisfaction can directly influence interns’ intent to accept an offer for full-time employment upon graduation. Finally, in hypothesis H4, positive and significant results were found, implying that interns’ desire to remain with the company because they feel a sense of attachment and belonging to the organization (affective organizational commitment) plays a significant role in their decision to ultimately accept a job offer from their internship company upon graduation. Findings of the current study are particularly relevant to fashion marketing companies as they develop and structure internship programs in an attempt to increase the number of interns who accept an offer. For fashion marketing firms, since our results indicate that affective organizational commitment and job satisfaction are direct predictors of conversion intentions, some strategies that could provide augmentation of internship conversion and maximize the possibility of a successful internship program include: 1) Treat interns as a part of the organizational team and invite them to staff meetings, 2) Involve interns in project planning and ask for their ideas or suggestions, 3) Hold interns accountable for projects and deadlines, 4) Assign projects that are challenging, yet accomplishable, 5) Assign a supervisor or mentor to each intern to provide the necessary guidance, training, and feedback, and 6) Establish a process for permanent hire considerations and share that information with interns. Journal: Journal of Global Fashion Marketing Pages: 100-109 Issue: 2 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593062 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593062 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:2:p:100-109 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593060_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Shipra Gupta Author-X-Name-First: Shipra Author-X-Name-Last: Gupta Author-Name: Nancy Miller Author-X-Name-First: Nancy Author-X-Name-Last: Miller Title: US Consumers’ Perceptions of Garments Inspired by Indonesian Culture Abstract: It is evident that there has been increase in integration of global economies as trade barriers were lifted in 2005 resulting in free trade. After agriculture, marketing of hand-produced, cultural products constitutes the second most important source of income in less developed countries of the world. The objectives of this study were to examine US consumers’ perceptions of garments that were culturally inspired by a specific sending culture to better understand the following: (1) perceptions of garment familiarity and garment complexity; (2) the relationship between perceived familiarity and garment adoption/acceptance; (3) the relationship between perceived familiarity and garment adoption/acceptance; (4) acceptance for garments culturally inspired by consumers’ cultural setting or geographic location; (5) acceptance for garments culturally inspired among the different age groups; and (6) delineation of US consumers’ cultural creativity. To accomplish this endeavor an instrument, developed for measuring consumers’ responses to design characteristics, was tested on US female consumers from five areas of the country and in two age categories. The instrument developed integrated visual stimuli of garments with Likert-type scales and provided consumer data for conducting basic research. Garment attributes included three styles, two color ways, and two fabric print (3 x 2 x 2) =12 garments. The analyses were exploratory in that concepts and relationships were evaluated in a non-causal approach to provide a basis for further research. Generalizatibility was addressed through analysis of multiple consumer groups; however the fashion aspects of the stimuli prevent broad-spectrum application. This study focuses on garments that are culturally inspired by Indonesia as the sending culture. Indonesia is a country with strong textile dyeing and printing traditions. Indonesia is open to westernized silhouettes and it is also an important global source for textiles and clothing production. The Indonesian textile and clothing industry is vertically integrated, encompassing almost every stage of production and contributes significantly to the country’s economy. Rogers’ Diffusion of Innovation theory provides a foundation for examining issues that inhibit or encourage the adoption of ideas, products, or technologies as they are introduced to individuals or groups of people. Within Roger’s model is a five stage innovation-decision process. This research is concerned with the persuasion stage where the individual forms a favorable or unfavorable attitude toward the innovation. The persuasion stage provided a foundation for examining relationships between familiarity, complexity, and acceptance of Indonesian inspired garments. The two persuasion characteristics of interest were compatibility and complexity of Indonesian inspired products for US consumers. Compatibility reflects how well an innovation is perceived to match existing social norms, needs, and expectations. Complexity concerns how difficult the innovation is perceived as to understand. Diffusion of Innovation is a generic adoption model for innovative ideas and products and was therefore somewhat restrictive for applications to fashion product adoption. Sproles’ Fashion Adoption Theory was thus also employed to understand the concepts of familiarity, complexity and acceptance in the context of women’s apparel attitudes of garment color, fabric print, and style. Also examined in this research were the differences in US consumer responses based on geographic location, age, and cultural creativity. Social influences, socioeconomic characteristics and behavioral norms fluctuate across the North American continent. Subnations are said to exist that define eight differing regions of the US and hold distinguishable characteristics. This research examined the following five subnations and their general US region: Breadbasket (middle), Dixie (southeast), Foundry (northeast), Ecotopia (northwest), and MexAmerica (southwest). In addition to geographic location, two age groups of US female consumers were examined: 19 to 25 years of age and 35 to 55 years of age. Additionally, consumers’ level of cultural creativity was measured. In the US the categories of Moderns and Traditionals are more readily recognized consumer groups than the Cultural Creative group. Cultural Creative, are distinguished by values such as engaged action, altruism, self-actualization, spirituality and ecological sustainability. Variation in Cultural Creative qualities and levels were expected to contribute a greater understanding of product acceptance. Pearson correlation coefficients, univariate analysis of variance with least significance difference post hoc analysis, and forward multiple regressions were run to address the research objectives. Based on the findings, the following recommendations are offered to the manufacturers of Indonesian inspired garments. To successfully cross market their products to countries like US, manufacturers can retain the color ways culturally inspired by Indonesia as the participants found them to be familiar and highly acceptable. Recommendations for fabric print and styles would suggest lower levels of cultural inspiration for US consumer acceptance. Retailers and manufacturers would also be wise to market their products with strategies and priorities based on the climatic and demographic characteristics of the nine sub-nations, and to consider age categories particularly women between the ages of 35–55 years. It is clear the textile and apparel industry in Indonesia has a number of strengths that have enabled the country to expand its share of international markets. The US importation numbers largely reflect production of US designed apparel with an absence of Indonesian cultural traditions. The potential for designing and marketing Indonesian inspired garments will be enhanced through dissemination of research-based information regarding US female consumer preferences. Journal: Journal of Global Fashion Marketing Pages: 80-88 Issue: 2 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593060 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593060 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:2:p:80-88 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593059_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Minjeong Kang Author-X-Name-First: Minjeong Author-X-Name-Last: Kang Author-Name: Kim Johnson Author-X-Name-First: Kim Author-X-Name-Last: Johnson Title: Let’s Shop! Exploring the Experiences of Therapy Shoppers Abstract: Retail therapy is casually defined as shopping for the primary purpose of making oneself feel better. Individuals’ desire to assuage their negative moods is an important personal need. Successful mood management affects emotional well-being and perceived quality of life. Thus, this research was designed to enhance understanding of retail therapy as a form of consumer behavior by investigating consumer’s experiences during three shopping stages: pre-shopping, shopping, and post-shopping. The following research questions were developed to achieve this goal. R1: What kinds of negative moods lead to therapy shopping? How often do people use shopping as therapy? R2: What reasons do people offer for their use of shopping as therapy? R3: What are the key components of a therapeutic shopping experience? R4: What is the profile of the therapy shopper? R5: What are the post therapy experiences of shoppers? R6: What is the role of the product purchased in alleviating mood? Retail therapy has been studied from two different approaches: mood-alleviative consumption (Kacen, 1998; Kacen and Friese, 1999; Luomala, 2002) and compensatory consumption (Woodruffe, 1997; Yurchisin, Yan, Watchravesringkan, and Chen, 2008). For the first approach, shopping and buying are considered mood-regulatory devices. Individuals experiencing bad moods shop and make purchases to repair or lighten their mood. In contrast, compensatory consumption researchers view shopping and buying as a form of compensation for perceived psychosocial deficiencies. The approach adopted in the current research was mood-alleviation consumption. Luomala (2002) emphasized the existence of qualitatively different negative moods and labeled them as irritation, stress, and dejection. Luomala also identified eight types of therapeutic power stemming from different mood-alleviative consumption activities. Shopping and purchasing were linked to three types of therapeutic powers: the ability to improve mood by distraction, by being self-indulgent, and by feeling activated (e.g., stimulation of senses) In the current study, self-identified therapy shoppers (n = 43) participated in in-depth interviews. All interviews were recorded and transcribed. To analyze the data, several cycles of analysis were conducted. Analysis began with identification of the details of each response. From the concrete level, statements were grouped together to identify themes of content. This process of interpretation was repeated for all research questions. Participants represented demographic diversity with the exception of gender. The majority of participants were women. About half of the participants were young adults between 20 and 39 years of age. Slightly less than half were middle-aged people between 40 and 59 years of age. About half of the participants were European Americans, while the other half represented Asian and African Americans. The majority of participants was employed full-time in a variety of industries and had annual incomes between $25,000 and $99,999. In the pre-shopping stage, all dimensions of negative moods (i.e., stress, dejection, anger) lead to therapy shopping. When experiencing negative moods, most participants went shopping to alleviate them more than half of the time. There was not a clear pattern exhibited linking the frequency of experiencing a negative mood with the frequency of going shopping to alleviate it. Participants provided various justifications for their behavior. Shopping provided a positive distraction, an escape, an indulgence, an elevation in self-esteem, activation, a sense of control, and a social connection. Improvement of mood stemmed from imagining consumption, experiencing retail environments, being well-treated by sales associates, shopping activity, and purchasing. In general, these shoppers shopped alone, made an unplanned purchase for themselves, spent more time and money than typical, and were store loyal. Participants’ post-retail therapy experiences reflected feeling better right after a therapy shopping trip, not regretting their therapy shopping, and rationalizing their shopping if they experienced regret. Overall, participants indicated their use of shopping as therapy was effective and successful and had little or no negative consequences. For almost all participants, products purchased played an important role in alleviating their mood initially. Many participants purchased apparel, used the items purchased, and remembered the good experience associated with their purchase when they used the items later. However, they noted that the therapeutic value of a product decreased over time. The primary contribution to the consumer behavior field is to support and significantly extend existing knowledge of shopping as therapy. For example, all three of the therapeutic powers identified in Luomala (2002)’s research were noted in our data and we identified four additional powers underlying the use of shopping as therapy in our research. Therefore, shopping entails a broader range of therapeutic powers than previously identified. For retailers, identifying various reasons why consumers choose shopping as therapy (e.g., escape, activation, sense of control) and different aspects of shopping (e.g., retail environment, purchasing) that alleviate their negative moods during shopping can greatly assist them in developing ways to make consumers’ shopping experience an effective therapy. For example, window displays suggesting fantasy can attract shoppers who seek escape from reality. Also, to help consumers feel activated, retailers can provide various educational experiences. For instance, an apparel retailer could provide a flower show in spring to entertain and educate shoppers. Journal: Journal of Global Fashion Marketing Pages: 71-79 Issue: 2 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593059 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593059 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:2:p:71-79 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593069_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jeong-Ju Yoo Author-X-Name-First: Jeong-Ju Author-X-Name-Last: Yoo Author-Name: Hye-Young Kim Author-X-Name-First: Hye-Young Author-X-Name-Last: Kim Title: Use of Beauty Products among U.S. Adolescents: An Exploration of Media Influence Abstract: The goal of this study is to 1) identify the types of beauty product used and to compare the frequency with which adolescent boys and girls use them; and 2) determine types of beauty product use are significant in relation to the degree of media influence among them in the United States. While cosmetic use is among the most common ways to enhance the appearance of adolescent girls, teenage boys in the United States have emerged as a sector of consumers in the health and beauty industry as well, which is reflected by their concern with personal hygiene and appearance as well as by increased sales (Shah, 2004). Consumer socialization research of adolescents has identified the media as a major source of influence (Brittain, 1963; Churchill and Moschis, 1979; Mascarenhas and Higby, 1993; Moore and Moschis, 1981; Robertson, 1979). Adolescents’ use of beauty products can be influenced by how much these young people are exposed to media sources, due to the media’s significant and pervasive influence on the lives of adolescents (Taveras, Rifas-Shiman, Field, Frazier, Colditz, and Gillman, 2004). Youth-oriented society has created images of adolescent beauty in magazines, television, the Internet, and on billboards and other types of advertisements (Labre and Walsh-Childers, 2003). Teenagers are believed to be among the heaviest users of many mass media outlets, particularly specialized magazines (Arnett, Larson, and Offer, 1995). The media provide information on fashion and beauty, which have the potential to influence adolescents in the process of their social development and emerging sense of identity. The data were collected from 357 (155 males, 202 females) middle- and high-school students in the United States between the ages of 11 and 18 years, with an average age of 14.3 years. Of those sampled, the majority of them (328; 93.18%) were Caucasian. A pilot study was conducted in order to identify the beauty products used for the development of the survey instrument. Ten product categories were identified for the instrument development as follows: 1) shampoo and/or conditioner; 2) hairstyling gel/hairspray; 3) hair dye; 4) body products (e.g., body wash, lotion); 5) facial products (e.g., facial soap, moisturizer); 6) perfume; 7) acne treatment products; 8) hygiene products (e.g., deodorant, toothpaste); 9) cosmetics; and 10) nail products. The participants were given a cover letter and a questionnaire. The first part of the questionnaire contained media influence items (α=0.79) developed by Bearden et al. (1989). The second part of the questionnaire contained items concerning beauty product use. The third part of the questionnaire contained demographic items, which collected information on the age, gender, and ethnicity of the sample. The data were analyzed using descriptive statistics and MANOVA (Multivariate Analysis of Variance). Results revealed that adolescent boys reported using a variety of products with varying degrees of frequency. On a daily basis, 84.7% of boys (n=127) used shampoo/conditioner, followed by hygiene products (84.5%; n=125), body products (61.5%; n=91), and facial products (37.2%; n=55). Adolescent boys occasionally used hairstyling gel/spray (43.2%; n=64) and acne treatments (49.0%; n=71). Most of them had never used nail products (87%; n=127), hair dye (84.5%; n=125), cosmetics (83.2%; n=124), or perfume (65%; n=97). Adolescent girls reported using a variety of products daily. A total of 93.5% (n=186) used hygiene products, followed by shampoo/conditioner (90.1%; n=181), body products (84.9%; n=169), facial products (74.3%; n=150), perfume (65.8%; n=129), cosmetics (62.2%; n=125), and acne treatments (51.3%; n=101) on a daily basis. Occasionally, 51.2 % (n=103) of adolescent girls used hairstyling gel/spray, hair dye (41.5 %; n=81), as well as nail products (71%; n=142). Not surprisingly, further analysis indicated that girls tended to use beauty products more frequently than boys. This gender difference was especially salient in each of the following product categories: cosmetics, perfume, and nail products. However, there was no gender difference in the shampoo/conditioner product category. Media influence had a main effect on the use of beauty products. Specifically, participants who were highly susceptible to media influence tended to use each of the following products more frequently than those in the low media influence group: shampoo/conditioner, hairstyling gels/sprays, hair dye, and hygiene products. There was no interaction effect between gender and media influence on the use of beauty products The media do play a role in the decision-making processes by adolescents as to whether they should experiment with or adopt a routine of using the following products: shampoo/conditioner, hairstyling gel/spray, hair dye, and hygiene products. Popular hairstyles of the time are portrayed in the media. Particularly for boys, images of male models adopting popular styles are often portrayed; these same male models are frequently shown surrounded by women. As a result, adolescent boys are encouraged to think that they will be popular if they adopt such hairstyles and use products to maintain them. This also introduces insight-marketing implications that marketers for hair-care products should be keep in mind. For adolescent girls, hairstyling products are seen in so many media outlets for adolescent girls that it is hard for young girls not to be influenced by them. Therefore, marketing strategies for hair products should be differentiated by creating unique package designs or by applying images that are appealing to those age groups, such as celebrity product endorsements. In particular, adolescent girls probably need to acquire product information through advertisements when such products (i.e., hair dye or hygiene products) are not intended for routine consumption. This overview of adolescents’ beauty product use and the media as an outside influence provides the basis for future studies. It is important to acknowledge that the range of hair product use by adolescents is a subject warranting further investigation, including adolescents’ motives for using that class of products, and for ways in which they obtain product information. Journal: Journal of Global Fashion Marketing Pages: 172-181 Issue: 3 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593069 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593069 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:3:p:172-181 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593067_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Klaus Heine Author-X-Name-First: Klaus Author-X-Name-Last: Heine Title: The Personality of Luxury Fashion Brands Abstract: The focus of brand differentiation is shifting increasingly to symbolic benefits mainly because of changing market conditions and consumer preferences. On the one hand, the functional benefits of many products on the market today become increasingly equivalent and exchangeable. On the other hand, an increasing number of consumers engage in symbolic consumption and decide for a product mainly due to the congruity between their personality and the symbolic personality of the product or brand. These trends lead to an increased interest in the brand personality concept, which offers a systematic approach to create symbolic benefits. Although luxury brands are characterised with strong symbolic benefits that often even exceed their functional benefits and that refer to a large extent to human personality traits, there exists only a small literature base about the symbolic meaning of luxury brands and no specific brand personality framework. This paper sets a foundation for a luxury brand personality framework with an investigation of personality traits as the basic elements of a brand personality. More specifically, its objective is to uncover the entire universe of personality traits that luxury brands represent in the eyes of their consumers based on two empirical studies. These studies focus on luxury fashion brands as this industry covers the biggest variety of brand images. As a prerequisite, this paper defines luxury brands as the objects of investigation, explains the concept of brand personality and its common research methodology and outlines the requirements and selection criteria for luxury brand personality traits. The brand personality refers to the set of human characteristics associated with a brand. Aaker developed the most established theoretical framework of brand personality dimensions and a scale to measure them by drawing on research about the Big Five human personality dimensions. More than 600 U.S. respondents rated on a five-point Likert scale a subset of 37 general brands of varying categories on 114 personality traits. Aaker consolidated the personality traits by factor analyses to five distinct dimensions. This paper proposes a research methodology specifically for the investigation of luxury brand personality traits. It builds on a consumer-oriented qualitative approach using the repertory grid method (RGM), which is constrained by a conceptual framework of guidelines and selection criteria, but remains flexible enough to consider the ambiguous and contextual aspects of brand personality. While the quantitative approach requires deleting ambiguous and contextual traits that load on multiple factors, RGM allows respondents to describe constructs with a group of words and enables researchers to decode their varying contextual meanings for different constructs. In addition, RGM matches the consumer-orientation in brand management as the resulting sets of traits and brands originate directly from the respondents. A major modification to the common research approach is that each trait has to consist of three adjectives. While a single adjective can be very ambiguous, word combinations become more precise as people can rely on their overlapping meaning. The first study covers in-depth interviews with about 50 luxury consumers about their associations with luxury brands according to the RGM and led to a set of 49 personality traits and five major personality dimensions. These dimensions include modernity, eccentricity, opulence, elitism, and strength. Modernity describes the temporal perspective of a brand, which can lie either in the past or in the present or future. Eccentricity describes the level of discrepancy from social norms and expectations. Opulence refers to the level of conspicuousness of the symbols of wealth. These symbols cover a wide range of associations including ostentatious logos and valuable materials. Elitism covers the level of status and exclusivity that is displayed by the brand. Finally, strength describes the level of toughness and masculinity of a brand. The validity of results improves if they are replicated with other studies and with varying research methodologies. To this end, the resulting set of personality traits was tested and adapted with a complementary study that includes face-to-face interviews with about 60 luxury insiders, who were asked to describe their associations with several luxury brand print adverts first in their own words and then with the help of the pre-existing personality traits. Results include the first comprehensive overview of luxury brand personality traits categorized by the five major personality dimensions. Altogether, there are 52 luxury brand personality traits including for example “traditional, history-charged, time-honored” and “modern, future- conscious, progressive”. For researchers, these findings offer a foundation for further research on luxury brand personality and analyzing its antecedents and consequences. Because of the focus on Germany, the complexity of the subject and changes in the luxury symbolism over time, the resulting set of traits cannot be seen as a generally applicable, static and final solution. For example, the trait catalogue could be verified and adapted by additional empirical studies for specific luxury industries, consumer segments or for other countries. In addition, the set of traits provides a basis for the verification of the personality dimensions with a quantitative consumer survey according to the approach of Aaker and for analyses about specific trait combinations, binary oppositions or comprehensive personality profiles. The categorization of luxury brand personality traits provides marketers a framework for the analysis of emotional luxury brand images and the development of a luxury brand personality, so to say its “aura”, “magic” or “DNA”. Journal: Journal of Global Fashion Marketing Pages: 154-163 Issue: 3 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593067 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593067 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:3:p:154-163 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593068_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Angella Kim Author-X-Name-First: Angella Author-X-Name-Last: Kim Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Title: Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention Abstract: Luxury brands have always been fashion industry leaders, with admirable aesthetic value and innovative yet traditional business management. The brands constantly struggle to secure profits by providing novel value to customers through quality products and services, customer management, retail strategies, and innovative marketing mixes. However, the recent entry of numerous fashion brands in the luxury market coupled with decreased sales related to economic downturns have led to new challenges for luxury firms. Because the luxury fashion business is considered high value-added with guaranteed high profit margins and secure regular customers, the lower sectors have begun to heat up the competition. To survive the recent unforeseen challenges of heated competition, they have turned toward marketing communication using social media. Social media are the two-way communication platforms that allow users to interact with each other online to share information and opinions. Use of social media sites such as Twitter and Facebook has already expanded to almost every luxury fashion brand and been evaluated as business take-off tools. With the increased use of social media as a means of marketing communication for luxury brands, it has become necessary to empirically analyze the effect of social media marketing (SMM). Thus, the study presented here investigated the effects of this SMM on customer relationships (involving intimacy and trust) and purchase intention. A preliminary test was conducted in order to draw a sample of a luxury fashion brand for this study. Self-administrated questionnaires with visual stimuli were used to collect data from luxury consumers in the Seoul area. Respondents were restricted to consumers who had purchased any luxury fashion brand item within the previous two years. Among 150 questionnaires distributed, 133 questionnaires were finally employed for statistical analysis. Principal component analysis using varimax rotation was conducted to figure out the properties of luxury fashion brands’ SMM. The social media contained five properties: entertainment, customization, interaction, word of mouth, and trend. Factor loadings ranged from .84 to .52. Cronbach’s α lay between .80 and .88, demonstrating adequate construct reliability. Multiple regression analysis was conducted to test the effects of SMM on customer relationship (i.e., intimacy and trust) and purchase intention, as well as relationship between customer relationship (i.e., intimacy and trust) and purchase intention. Results show that entertainment has a significant positive effect on intimacy (β=.25, t=3.48, p<.01), trust (β=.34, t=5.75, p<.001), and purchase intention (β=.31, t=4.32, p<.001). Other positive effects are customization on trust (β=.13, t=2.28, p<.05), interaction on purchase intention (β=.25, t=3,54, p<.01), word of mouth on intimacy (β=.14, t=1.92, p<.05) and purchase intention (β=.19, t=2.65, p<.01), and trend only on trust (β=.32, t=5.30, p<.001). It seems that entertainment, customization, and trend were satisfying what customers expected from a luxury fashion brand. Because the luxury industry aims to provide value to customers in every way possible, the brands should focus on providing free entertainment content, customized services, and trend forward social media site which all act positively toward enhancing customer relationship. Trust has a significant relationship with purchase intention (β=.34, t=4.85, p<.001). Since the trust variable within a customer relationship was only significantly associated with purchase intention, the mediating effects of customization and trend were found. The study proves the effectiveness of luxury brands’ SMM on both customer relationships and purchase intention, and proposes a strategy to enhance the brands’ performance by defining specific factors influencing both. The result show that the chosen brand’s SMM includes distinctive elements in comparison to old-fashioned marketing performances. Every property found in luxury brands’ SMM positively influenced customer relationships and purchase intention, with entertainment affecting more variables than any other properties. Luxury brands should heavily supply an entertainment aspect of social media contents and activities. Every activity enabled by use of the media, such as creating relationships with other users, providing customized service and free entertainment contents, and obtaining genuine information on personal interest should all be entertaining. By focusing on providing such features, customer relationships and purchase intention will be enhanced. Concerning the association between customer relationship and purchase intention, trust and purchase intention were highly related. Customers’ trust was strengthened via interaction with other users as well as brand on social media sites. Trust gained while enjoying entertainment and communication provided on the sites seems to contribute greatly toward a luxury brand’s profit. With the growing interest of luxury fashion brands in providing luxurious value to customers in every way possible, using social media appears to be appropriate for retaining old customers and attracting cross-shoppers. As competition among luxury fashion brands becomes more intense by providing plenty of alternatives to customers, the brands’ prosperity seems no longer quite so promising. The importance of managing customers as valuable assets cannot be emphasized more. As such, more luxury brands should engage in social media marketing activities to anticipate a positive contribution to the brands by providing new luxury value to customers. Journal: Journal of Global Fashion Marketing Pages: 164-171 Issue: 3 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593068 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593068 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:3:p:164-171 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593065_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Alison Lloyd Author-X-Name-First: Alison Author-X-Name-Last: Lloyd Author-Name: Sherriff Luk Author-X-Name-First: Sherriff Author-X-Name-Last: Luk Title: The Devil Wears Prada or Zara: A Revelation into Customer Perceived Value of Luxury and Mass Fashion Brands* Abstract: Journal: Journal of Global Fashion Marketing Pages: 129-141 Issue: 3 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593065 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593065 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:3:p:129-141 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593066_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Klaus-Peter Wiedmann Author-X-Name-First: Klaus-Peter Author-X-Name-Last: Wiedmann Author-Name: Nadine Hennigs Author-X-Name-First: Nadine Author-X-Name-Last: Hennigs Author-Name: Sascha Langner Author-X-Name-First: Sascha Author-X-Name-Last: Langner Title: Spreading the Word of Fashion: Identifying Social Influencers in Fashion Marketing Abstract: Regarded as the most powerful force in the fashion marketplace, often more powerful and valuable than planned communication from marketing organizations, word-of-mouth (WOM) has been recognized in marketing research for many decades. Who are the main transmitters of WOM, and why are some of them more successful at diffusing new fashions and styles in social networks than others? How can social influencers be characterized? A comprehensive understanding and management of fashion-oriented referral behavior implies the in-depth analysis of its conditions and drivers, as well as the identification of those customers with the highest social influence potential and WOM value. The contribution of this paper is to give a theoretical and empirical overview of relevant factors characterizing social influencers in fashion marketing and their fashion-oriented referral behavior. In the course of the paper, ten different factors are described and empirically tested, characterizing three different clusters of social influencers: the fashion superspreaders, the narrative fashion experts and the helpful friends. A comprehensive understanding and better management of WOM referral behavior implies the in-depth analysis of its conditions and drivers as well as the identification of those customers with the highest social influence potential and value. According to Columbia voting studies, social influence is related to “who one is,” “what one knows” and “whom one knows”. “Who one is” and “what one knows” affect the individual capital that results from several demographic, psychographic, and personality variables. The importance of “whom one knows” was subdivided into the idea of accessibility — addressing an influencer’s central location in the networks in which he is embedded — and the idea that an “... individual may be influential not only because people within his group look to him for advice but also because of whom he knows outside his group”. Thus, for the purposes of this paper, the WOM behavior and referral style of customers is to be related to the customer’s individual and social capital attributes: A customer’s individual capital includes a customer’s personality, knowledge, skills and abilities. Relating to a profound understanding of WOM communications, a customer’s social capital requires the existence of and the effects resulting from specific and sustained social relationships between consumers. In terms of a customer’s reference value, social capital addresses his social resources and is related to the effects of WOM referral behavior, such as the customer’s opportunity, motivation, and ability to disseminate WOM, as well as the scope, contents, and influence of the referral flows. To analyze the relevancy of different variables measuring individual and social capital to portray high social influence potential in a more aggregated sense, the dimensions of individual and social capital needed to be operationalized. Preparing the empirical test of our model, we used already existing and tested measures and generated further items resulting from exploratory interviews resulting from exploratory interviews with marketing and fashion experts being asked what individual traits or social resources they associate with social influencers. The first version of our questionnaire was face validated twice using exploratory and expert interviews and pre-tested with 50 respondents to identify the most important and reduce the total number of items. The sample used in this study was defined as male or female German respondents, aged 18 years and older. A total of 480 interviews were conducted in the summer of 2007. Data were analyzed in three stages: First, the various dimensions underlying the individual and social capital of social influencers were uncovered by a factor analysis using the principal component method with varimax rotation. Then, the factor scores for each respondent were saved and consequently used in stage two for clustering them into different groups of social influencers. The results strongly suggested the presence of three clusters. Based on the variables from which they derived, the empirical findings give cause for labeling the three empirically verified clusters as follows: the fashion superspreaders the narrative fashion experts, and the helpful friends. Each type of social influencer is characterized by a different underlying philosophy of giving or not giving WOM referrals, which helps marketing managers to understand the nature and extent of WOM communications and might serve as a theoretical basis for efficiently generating and man-aging positive WOM referrals from existing clients. This knowledge can improve the efficiency of selecting different customer groups and of encouraging appropriate key consumers to leverage their WOM potential. Journal: Journal of Global Fashion Marketing Pages: 142-153 Issue: 3 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593066 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593066 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:3:p:142-153 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593070_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyejune Park Author-X-Name-First: Hyejune Author-X-Name-Last: Park Author-Name: Doris Kincade Author-X-Name-First: Doris Author-X-Name-Last: Kincade Title: Historical Analysis of Apparel Marketer’s Strategies: Evidence from a Nike Case Abstract: In the decades previous to 2010, many firms in consumer product industries, including the apparel industry, have experienced changes both in the structure of the industries (e.g., ownership, control and location of production) and the functions of the firms (e.g., production- or product oriented vs. marketing-oriented) within the industries (Su et al., 2009). One force in this change was the economic globalization that brought about shifts of production and trade from domestic production to off-shore sourcing of production and then of fabrication and design (Ha-Brookshire and Dyer, 2009). Gereffi (1994) argued that the continued interest in this dynamic of globalization in the apparel industry may remain because global restructuring of the economy is historical in shifts of power across commodity chains. As a major industry in the global market, this argument emphasizes the importance of historical analysis for the apparel industry. However, a review of literature revealed that only a few academic studies (e.g., Kincade, 1995; Locker, 2002) have explored issues such as specific details about the growth and change in the apparel industry, and even fewer studies placed these issues in a historical context. The current study is designed to fill this gap in the literature and provide insights into the historical perspective of the U.S. apparel firms’ response changes in its business environment over the last four decades and the importance of the marketing function within this context. The objectives of this study were: (1) to analyze a U.S. apparel company’s shift in organization and strategies in a historical perspective, and (2) to provide relevance of these findings within economic globalization. To achieve the research objectives, a sample company’s case with general industry trends from 1970s to 2009, were investigated. This time frame was determined based on the early 1970s as a beginning point of much of the apparel industry restructure in response to the economic globalization (Taplin, 1994) and with the consideration of data availability for a sample company and its year of establishment. The sampling frame of this study consisted of the companies ranked in The Top Company lists (e.g., The Top 50, The Top 40) in Apparel magazine. Among the seven companies continuously listed during the period of study, Nike, Inc. was selected as the sample for this case study because of the extensive availability of historical data (e.g., data beginning in the 1970s) about Nike and its continued growth and leadership. The case study covered four decades from the 1968, the year that Nike was incorporated, to 2009. In the first period from 1968 to 1975, Nike emphasized production and distribution related to imports and trade. By emphasizing principal business activities (i.e., designing, selling the products) and outsourcing all manufacturing in Japan and other countries, Nike initiated global sourcing in the late 1960s. This strategy became a trend that most other companies would eventually follow throughout the next several decades. In the second period between 1976 and 1983, Nike focused on product innovation with technology to exceed over other competitors (e.g., Adidas, Puma). Through this strategy a new product model, the Air shoe, was developed, which significantly contributed to a reversal in declining sales. In the third period, 1984 to 1996, Nike’s innovative advertising started with the endorsement contract by Michael Jordan. The endorsement strategy built a strong foundation for Nike as a marketing company. Marketing strategies, developed for reinforcing the brand image with its Swoosh logo, the slogan “Just do it,” and endorsements with famous athletes, strengthened Nike’s strategic reorientation as it changed from a traditionally focused production-oriented company to a more flexible and reactive marketing-oriented company. Finally, from 1997 to 2009, Nike has diversified its marketing efforts and taken leadership in the industry. Nike’s advanced marketing strategies include market diversification through branding and niche segmentation (e.g., casual apparel for women, golf shoes), further product innovation with technology (e.g., Nike Plus, Flywire, Swift Apparel), inventive advertising campaigns, and restructuring management operations. Nike’s business strategies exemplified efforts to become more consumer-reactive over the last four decades. Working with dedicated overseas contractors, Nike developed a flexible business structure and maintained a profitably reactive apparel firm. To function as the ultimate marketer and consumer-centric company, Nike readjusted its business strategy from a production-orientation to a marketing-orientation to the goal of being a consumer-oriented company during the decades from the late 1960s to 2009. The case study of Nike well supports the organizational learning theory literature for the apparel industry (e.g., Dyer and Ha-Brookshire, 2008; Kincade, 2002) in that Nike continuously redefined its business strategies as it achieved the key goals for each business period in response to the changing global environment. Following a basic organizational learning approach to strategic planning, Nike focused on what it could do best with available resources, what would be innovative, creative and market-leading, and what would sell to the consumer. In conclusion, Nike’s strategic business responses to a changing and global environment were varied and related to the company’s structure and the business at the time. Historical analysis confirmed that although various strategies were stressed for each period of time, all strategies were implemented as a part of Nike’s overall business planning and were market reactive. The examination of the Nike case study provides support for the general organizational learning theory (e.g., Jemison 1981; Ward and Duray, 2000) and the apparel specific theory proposed by Park and Kincade (in press). Staying reactive with marketing-oriented strategy has become a key strategy for Nike and maybe useful for other firms to achieve competitiveness in a changing market. Journal: Journal of Global Fashion Marketing Pages: 182-193 Issue: 3 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593070 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593070 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:3:p:182-193 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593076_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: MiYoung Lee Author-X-Name-First: MiYoung Author-X-Name-Last: Lee Author-Name: Keunyoung Oh Author-X-Name-First: Keunyoung Author-X-Name-Last: Oh Title: Buying Office as a Catalyst in Global Apparel Sourcing: A Case Study in Korea Abstract: The apparel industry is globalized and interconnected industry due to the complex production and marketing through all stages of value chain. Most apparel companies obtain or manufacture products through global sourcing. Global sourcing is defined as the process of identifying, evaluating, negotiating, and configuring supply across multiple geographies in order to reduce costs, maximize performance, and mitigate risks. Most large-sized apparel companies that operate their own foreign buying offices, located in foreign markets to facilitate producing and importing in that region for the company. In this case study, in-depth interview with merchandisers or managers of buying offices and vendors in Korea was conducted to explore the role of buying office in Korea under the competitive global apparel sourcing industry. Also, buying offices’ strategies to have competitive advantage in a global sourcing industry were examined. Work orders from foreign retail buyers are handled by the merchandiser team of buying office that liaises with vendors. Within the buying office, merchandisers cohesively work with technical design team, quality control team, and colorists to complete apparel production with vendors on behalf of the buyer. Among the several departments within the buying office, merchandisers play a central role as a communication hub between buyers and vendors and among the internal teams. The working relationship between retail buyers and buying offices can be divided into three types including colorists, merchandisers, and R&Ds. The colorists, merchandisers, and R&D teams of buying offices work with their corresponding counterparts in retail buyers. First, colorists receive seasonal color palettes consisted of 8–10 colors for main fabrics prior to the developmental stage of the season and proceed with lab-dips developed by major fabric mills. Secondly, merchandisers work with vendors on behalf of retail buyers. Within the buying office, merchandisers mostly deal with buyers and technical design team and quality control team deal with vendors. Thirdly, the R&D teams work with designers, sourcing teams, and product development team in the retailers. Working process of buying office can be divided into two stages including pre-production stage and bulk production stage. The three things regarded as most important strategies for the future of buying agent are: providing value-added product development services, building a strong vendor-buyer relationship, and improving work efficiency. Competitive buying offices provide buyers with value-added services through R&D teams as well as quality-assured production management through vendors. Through this process, buying office can demonstrate the competitiveness of the Korean market as a core place in the fashion industry rather than the mere manufacturer of ordered products, allowing continuous business deals with the buyer. The relationships among buyer, buying office and vendor have been changed from hierarchical relationship to collaborative partnership. This relationship is mutually benefitial, and facilitating relationships through an integrated supply chain result in reliable execution. Through the partnership relation, as work is done more efficiently, the buying office mediates the opinions of the buyer and vendor, and thus can specialize in the distinct task of creating a balance between buyers and vendors. Through the experience of the direct dealing between buyer and vendor, it would reiterate the importance of the buying office’s role of mediator, allow buying offices to assign tasks to the vendor, and the buying office is decidedly playing the buying office’s inherent role. These efforts of buying offices have strengthened the competitiveness of the Korean vendors as well as buying offices located in Korea. Journal: Journal of Global Fashion Marketing Pages: 250-256 Issue: 4 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593076 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593076 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:4:p:250-256 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593075_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jihyun Kim Author-X-Name-First: Jihyun Author-X-Name-Last: Kim Title: Perceived Apparel Quality Revisited: Testing of Its Structural Dimensions from the Perspective of the Generation Y Female Consumers Abstract: The perceived quality is defined as “the customer’s judgment about a product’s overall excellence or superiority” (Zeithaml, 1988, p. 3). The importance of perceived product quality in the consumer decision-making process includes its crucial role in affecting purchase intention or choices (Brucks, Zeithaml, and Naylor, 2000; Teas and Agarwal, 2000), consumer satisfaction (Parasuraman, Zeithaml, and Berry, 1994), and as one of the core/primary facets of customer-based brand equity (Netemeyer et al., 2004). College-aged consumers have shown their growing purchasing power for apparel products (Mintel International Group Ltd., 2006). The buying power of college students in the U.S. retailing industry reached $200 billion a year (Gardyn, 2002). Due to their purchase power in the marketplace, it is important for marketers and retailers to better understand this segment’s apparel quality perception during their purchase decision making process. However, little research effort has been paid to their perceptions of apparel quality as one of the major apparel purchase criteria from a college-aged consumers’ perspective. This paper presents methods and results of Phases One and Two of a multi-phase research program in which long-term goals are to develop an instrument to measure multidimensional attributes of apparel quality perception. In the first phase, the researcher investigated insights into perception of apparel quality from the college-aged consumer’s perspective using focus group interviews. A total of 15 female undergraduate students attending a Midwestern university in the U.S. participated in the interviews. They were born between born between 1980 and 1983. The number of participants in each session was fewer than eight, based on suggestions from the literature on focus group interviews (Berg, 1998; Churchill, 1999; Neuman, 1997). The interview schedule was semi-structured with open-ended questions. During the interviews, the researcher read the open-ended questions to each participant and recorded answers in writing and on audio-tape. Quick notes about the facial and nonverbal expressions of participants during the interviews were taken as a reminder of the context of the interview for later interpretation of the interview content (Lincoln and Guba, 1985). The researcher performed member checking after the interview sessions with selected participants to ensure the credibility (validity) of the data, analytic categories, interpretations, and conclusions that the researcher had drawn from the interview data. The outcome of Phase One includes 1) re-conceptualizing the perceived apparel quality construct from a college-aged consumer’s perspective and 2) generating 13 perceived apparel quality items based on the findings focus group interviews and previous literature in the fields of Marketing and Clothing and Textiles. Participants’ verbal expressions on perceived apparel quality reconfirmed the major components of the concept identified in previous literature. They, however, defined the quality of apparel using more of the intrinsic attributes rather than extrinsic attributes of a garment. The major components of the apparel quality definition were 1) durability and performance of a garment, 2) construction, and 3) materials and fabric hand. Based on the findings of focus group interviews as well as the previous literature, a total of 13 items were generated. In the second phase, the researcher empirically tested the dimensionality, reliability, and validity of the perceived apparel quality instrument. Three hundred sixty-one U.S. female college students, born between 1980 and 1984, provided usable responses for the quantitative data analysis. Sweaters for fall/winter seasons were chosen as stimuli for this quantitative study because it has been often chosen as stimuli for testing perceived quality for apparel products (e.g., Heisey, 1990; Sternquist and Davis, 1986). In addition, it was suggested as an appropriate product category for understanding consumer’s quality perception during the focus group interviews. Photographs of 10 different sweaters were shown on two versions of a mock Internet apparel retailer site (higher vs. lower service quality). The questionnaire was administered after participants viewed one of two Internet apparel retail sites. In the experimental study, the treatment effect (higher vs. lower service quality of an Internet retailer sites) had no mean difference on participants’ perception of apparel quality shown on retail sites (t=1.92; p>.05). Therefore, responses were pulled together to create one group for further analyses. Cronbach’s reliability test showed that each of three factors achieved adequate internal validity ranged between .74 and .87. Confirmatory factor analyses using AMOS 6.0 conducted to test the dimensionality of the perceived apparel quality construct. In order to examine the factor structure, a hierarchical model comparison was conducted. Four nested models were created: Model 1 with complete independent items, Model 2 with three independent factors, Model 3 with three related factors, and Model 4 with three related factors with measurement errors. The hierarchical model comparison analysis using fit indices revealed that perceived apparel quality construct has three correlated factor dimensions-Construction/Materials, Style/Design, and Durability/Performance-with a very good model fit for female college students. Theoretical and managerial implications and future research directions are discussed. Journal: Journal of Global Fashion Marketing Pages: 240-249 Issue: 4 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593075 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593075 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:4:p:240-249 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593074_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jieun Kim Author-X-Name-First: Jieun Author-X-Name-Last: Kim Author-Name: Jae-Eun Kim Author-X-Name-First: Jae-Eun Author-X-Name-Last: Kim Author-Name: Kim Johnson Author-X-Name-First: Kim Author-X-Name-Last: Johnson Title: The Customer-salesperson Relationship and Sales Effectiveness in Luxury Fashion Stores: The Role of Self Monitoring Abstract: Among the diverse strategies that businesses use to maximize sales, the customer-salesperson relationship as an aspect of relationship marketing has been reported as one of the most critical (O’Malley and Tynan, 1998). Although relationship marketing has been emphasized across various business settings, this strategy works particularly well in luxury markets for a number of reasons. For example, brands offering high involvement products (i.e., luxury brand products) focus on relationship marketing rather than those offering low involvement products (Martin, 1998). Previous researchers have recognized the role of various customers attributes in sales interactions (Walker et al., 1977; Weitz, 1981). One customer attribute that may play a role in moderating the association between the strength of customer-salesperson relationship and sales effectiveness is a customer’s tendency to self-monitor (Snyder, 1974). This is due to the fact that an individuals’ self monitoring tendency has been recognized as an influential personal disposition that accounts for differences in customer behavior especially in social contexts (Weitz, 1981). Self-monitoring refers to the tendency to monitor (i.e., observe and control) self-presentations and expressive behaviors (Snyder, 1974). High self-monitors are individuals who are highly sensitive to social cues in an interaction situation; thus, they modify their behavior because they desire to look proper or preferable to others in that situation. Low self-monitors are individuals who regard their personal value system and private realities as important; thus, they tend to keep their self-presentation consistent across situations. We investigated to what extent does the strength of type of customer-salesperson relationship (i.e., social, functional) influence sales effectiveness and whether individuals’ self-monitoring moderated this relationship. This study contributes to theory concerning sales performance as it furthers understanding of how relationship type influences sales performance. It also provides practical information to luxury store sales managers by documenting the effectiveness of social versus functional relationship types. Furthermore, given that degree of self-monitoring has been reported to be easily recognized from observations of people (Snyder, 1974), the research identifies the role of a visible customer attribute in a selling situation thus providing concrete ideas for salespersons concerning how to best serve their customers. Twenty two stores located in eight of the largest department stores in Seoul, Korea were identified. Sales managers in the luxury brand stores were asked to be data collectors for the sample, each sales manager were asked to secure 10 respondents. They received a $5 gift card per completed questionnaire for compensation. Once a customer was informed of the nature of the research and agreed to participate, they were given a questionnaire that included information on consent in a booklet. Participants were given a $5 gift card for compensation. A total of 220 questionnaires were distributed and 187 were returned. Questionnaires with excessive incomplete responses were eliminated resulting in a final sample of 167. The questionnaire consisted of existing measures of sales effectiveness (Gilly et al. (1998), satisfaction with purchase decisions Fitzsomons (2000), sales associate-customer relationship type (Coulter and Ligas, 2000), and self-monitoring (Snyder, 1986). Participants were female (95.2%). A large percentage were from 50 to 59 years of age (38.9%) followed by the category of older than 60 years of age (24%). The majority had more formal education than a college degree (89.8%). Participants shared that they had known their salesperson for an average of 3.4 years. Preliminary data analyses revealed Cronbach’s alpha coefficient was .92 for perceived salesperson effect on purchase decision, .89 for satisfaction with purchase decision, and .72 for self-monitoring. Next we verified the assumptions of the regression model testing normality of residuals, independence of residuals (Durbin-Watson statistic), linearity, and constant variance of the residuals (homoscedasticity). All assumptions were satisfied. Some of the correlations of the measures indicated possible problems of multicollinearity. In order to minimize correlations between the independent variables and interaction terms, the independent variables were mean-centered prior to the computation of the interaction terms (Aiken and West, 1991). We checked variance inflation factor for each regression coefficient and results showed all factors were less than the threshold of 10. Multiple regression revealed that the strength of social relationship was positively related to perceived salesperson effect on purchase decision (β =.27, p<.001) and satisfaction with purchase decision (β=.28, p<.001). A functional relationship with a salesperson had no significant effect on purchase decision and satisfaction with purchase decision. Self-monitoring moderated the influence of a social relationship such that customers who were low self-monitors were more likely to indicate they were influenced by the salesperson for their purchase intentions if they perceived they had a strong social relationship with salesperson than a weak social relationship. However, when customers were high self-monitors, the perceived effect of a social relationship was reduced. Participants credited their salesperson with influencing their purchase decision as well as tended to be satisfied with their purchase decision when they thought they had a strong social relationship with a salesperson. These findings are consistent with those of Reynolds and Beatty (1999) and Wagner et al. (2003). The strength of functional relationships had no significant effect on either of our measures of salesperson effectiveness. The insignificant results could be due to the fact that customers with strong functional relationships with salespersons have no emotional connections or personal closeness with the salesperson. We extend prior work (Wagner et al., 2003; Walker et al., 1977) on investigating situational factors (i.e., customer attributes) influencing sales effectiveness. Our findings provide important implications for luxury retailers. Building a strong social relationship with customers is recognized as an important strategy in personnel selling. In order to maximize a relationship marketing strategy within limited resources, luxury retailers may want to inform their salespersons that it is more effective to try to build a strong social relationship with low self-monitors rather than high self-monitors since low self-monitors are predicted to have more tendency to be loyal to the salesperson due to their tendency to try to have shared attitudes and values with a personally close people (Snyder, Gangestad, and Simpson, 1983) as well as to be receptive to the salesperson’s influence on their purchase decision when they have a strong social relationship with the salesperson. In contrast, because high self-monitors tend to have lower levels of interpersonal commitment and less stable social bonds than low self-monitors (Gangestad and Snyder, 2000), it seems hard to obtain long-term loyalty from high self-monitors even though they may view themselves as having a strong social relationship with the salesperson. Journal: Journal of Global Fashion Marketing Pages: 230-239 Issue: 4 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593074 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593074 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:4:p:230-239 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593073_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Seong-Yeon Park Author-X-Name-First: Seong-Yeon Author-X-Name-Last: Park Author-Name: Young Yang Author-X-Name-First: Young Author-X-Name-Last: Yang Title: The Effect of Celebrity Conformity on the Purchase Intention of Celebrity Sponsorship Brand: The Moderating Effects of Symbolic Consumption and Face-Saving Abstract: As media is becoming more influential in the era of new media, the impact and the power of celebrities of stage and screen have become greater than ever. Gradually, consumers tend to make their purchase decisions based on the symbolic and imagery aspects rather than substantial use of a product. Thus, popularity, affinity, and image of celebrities have a great impact on consumers so that wide range of consumers can be effectively led to mass purchase (The Korea Economic Daily, 2006). Accordingly, media is fully utilized not only as a direct commercial medium, but also as a vehicle for the spread of fashion trend via celebrities. Thus, a ‘star marketing’ strategy is fully activated and many celebrities not only promote brand awareness, but also stimulate consumer desires with sponsorship brands. In addition, face-saving Korean culture encourages the growth of public interests towards celebrity sponsorship brands. However, researches that examined the social and psychological factors of conforming and imitating behavior of celebrity products are limited. This research considered celebrity conformity as a variable that explains consumer imitating behavior in the luxury-fashion industry and examined whether consumer’s celebrity conformity level affects the purchase intention of celebrity sponsorship brand. Furthermore, this research also attempted to analyze the moderating effects of symbolic consumption and face-saving, which are regarded as influential consumer characteristics in luxury-fashion product consumption behavior. The test results showed that celebrity conformity had a positive effect on the purchase intention of celebrity sponsorship brand, thus, hypothesis 1 was supported. In addition, this research further analyzed the impact of the three sub-dimensions of celebrity conformity on the purchase intention of celebrity sponsorship brand. The results demonstrated that self-conformity and style-conformity positively (+) influenced the purchase intention of celebrity sponsorship brand. However, interest-conformity did not have any significant effect. This research also examined the difference between teen agers and adults. Both groups showed positive impact of conformity on purchase intentions. However, there was a difference in the effects of the three sub-dimensions of conformity. First, in teenagers’ responses, only interest-conformity did not have an effect on the purchase intention of celebrity sponsorship brands but self and style-conformity had a significant influence on the purchase intention (p<0.01). On the other hand, for adult respondents, both interest and self-conformity did not have an impact on the purchase intention and only style-conformity had a significant influence (p<0.01). In case of moderating effect, there was no significant interaction between celebrity conformity and symbolic consumption, thereby hypothesis 2 was rejected. This result indicates that the effect of the celebrity conformity on the purchase behavior is not influenced by symbolic consumption. However, symbolic consumption showed a significant effect on purchase intention of celebrity sponsorship brand. This indicates that even though symbolic consumption does not interact with celebrity conformity, symbolic consumption increases purchase of celebrity sponsorship brand. On the other hand, there was a significant interaction between celebrity conformity and face-saving, thus hypothesis 3 was supported. Face-saving also had a significant impact on purchase intention of sponsorship brand. The interaction of celebrity conformity and face-saving demonstrated a negative direction, which may have an interesting indication. Short interviews in the pretest showed that many of the respondents like celebrities and have experience in imitating what they did and wore. However, they feel a strong sense of embarrassment and resistance once their conforming behaviors are recognized by others. This indicates that people may have another dimension of face-saving (conscious of others/social surroundings) that is not wanting to be known as a ‘celebrity imitator’ by purchasing celebrity sponsorship brands. An additional analysis was conducted to examine the differences between the teenager and adult respondents. It was found that the relationship between celebrity conformity and symbolic consumption did not show a significant interaction in both groups. However, in case of adults, while interaction between celebrity conformity and symbolic consumption was not significant, there was a significant main effect of symbolic consumption on the purchase intention of celebrity sponsorship brand. This shows a stronger tendency of adults to display their ability, status, and taste by celebrity sponsorship brands. This research has the following theoretical contributions. First, the present research identified sub-dimensions of celebrity conformity, which was thought to be a single behavioral construct in the previous researches. In addition, even though most of preexisting studies explained the influence of celebrities on individual consumption behavior with mere celebrity endorsement concept, this research expanded the scope of academic inquiry by introducing the concept of celebrity conformity. Furthermore, the findings of the present research particularly have many practical implications for the luxury and fashion/luxury brands. TV commercials are not the primary source for the marketing of fashion industry, and therefore, using celebrities as a marketing tool will be beneficial in terms of fit and visibility since a well-chosen celebrity may enhance brand awareness, may promote brand status and may effectively reinforce as well as create an image for a product/brand. Moreover, such indirect advertisements and promotions can be more powerful than direct and hard sell advertising for the luxury and fashion/luxury brands. The limitations of the present research are as follows: First, the age of the sample was not evenly distributed. Therefore, the future research should include a sample of wider age distribution. Second, this research examined the moderating roles of symbolic consumption and face-saving under the assumption of no interaction between them. However, the future research needs to explore the relationship between them. Third, the generalizability of this study is limited because it used a sample of single country. The future research may include and compare samples from diverse countries. Journal: Journal of Global Fashion Marketing Pages: 215-229 Issue: 4 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593073 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593073 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:4:p:215-229 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593072_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Chelsey Latter Author-X-Name-First: Chelsey Author-X-Name-Last: Latter Author-Name: Ian Phau Author-X-Name-First: Ian Author-X-Name-Last: Phau Author-Name: Chris Marchegiani Author-X-Name-First: Chris Author-X-Name-Last: Marchegiani Title: The Roles of Consumers Need for Uniqueness and Status Consumption in Haute Couture Luxury Brands Abstract: A vast body of knowledge exists regarding the attitudes involved in the consumption of luxury brands. The purchase of products for their symbolic and social value rather than for their inherent utility is now widely recognised as a significant determinant of consumer behaviour (Mason, 1992). With changes in industry trends, gaps in knowledge are created. Thus, it is important to examine luxury brands in relation to uniqueness. Moreover, whether consumers need for uniqueness is in fact a need for status in this younger emerging market (Clark, Zboja, and Goldsmith, 2007). The Australian Generation Y market is a dynamic and extremely competitive environment (Phau and Leng 2008). It encompasses 26% of the adult population (Khoo and Conisbee 2008) with the benefit of offering a market segment open to generalisations. Thanks to a decrease in the affordability of the housing market the average disposable income has increased and as a result Generation Y has enormous spending potential. In 2015 Generation Y will have the largest share of the consumer market and is set to dominate retail trade (Khoo and Conisbee, 2008). However, limited research has been conducted using the Australian Generation Y market in regards to their attitudes towards uniqueness and luxury brands. According to Phau and Cheong (2009) consumers between the ages of 30–50 years have been the prime market for luxury goods. The importance of adult consumers has been explored in depth, but there has been less attention given to the emergence of symbolic consumption in young people. This study examines the causal relationships among consumers’ need for uniqueness, brand perceptions (brand judgements and emotional value), and purchase intentions of an haute couture luxury apparel brand and it’s ready to wear range among Australian Generation Y status and non-status consumers. This research will allow further examination of how Australian Generation Y consumers’ need for uniqueness influences product acquisition behaviour concluding with how marketers and practitioners could use this to effectively target this young consumer market. Haute Couture is the prestigious front for French creative fashion (recently a number of fashion houses outside Paris have been afforded membership) and original design and refers to “wildly expensive garments made to measure for an elite cadre of the world’s ultra rich…where designers unleash their creativity, using the finest materials and techniques” (Barchfield July 15, 2009, 3) Haute couture creates the illusion through brand association that accessories, (bags, scarf’s, sunglasses etc.) are as exclusive as the couture products at the premium end of the range. Couture generates high levels of publicity, which funnel down into sales in the ready to wear and mass production stages (Catry, 2003). A self-administered pen and paper questionnaire was developed for the study, which utilised a non-probability convenience sample of Australian Generation Y consumers. The survey instrument took approximately 10 minutes to complete and used existing scales with strong reliabilities to measure the five main constructs on a seven-point scale ranging from “strongly disagree” to “strongly agree”. Data was collected from students studying in a large Metropolitan University in Western Australia. A total of 259 usable questionnaires were analysed. Data analysis was conducted using factor analysis and multiple and step-wise regression analysis. It was found that consumers’ need for uniqueness has three dimensions, creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity, in the concept of a hatue couture brand. The effect of consumers’ need for uniqueness, status consumption and brand perceptions was tested in relation to purchase intentions. It was found that brand judgements had the strongest most significant effect on purchase intentions. The three dimensions of consumers’ need for uniqueness, creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity were found to have differing relationships with purchase intentions. Only creative choice counter-conformity was found to have a significant relationship with purchase intentions through brand perceptions. The paper adds knowledge to the field of consumers’ need for uniqueness and status consumption and provides an insight into Australian Generation Y consumers’ purchasing intentions toward an haute couture luxury apparel brand and offers a number of significant contributions. Theoretically, it introduces theoretical underpinnings from branding, psychology and consumer behaviour to develop a framework in which to examine insights from existing fashion literature in a new light. This study focuses on Australian Generation Y consumers’ purchase intentions of a luxury apparel brand and it is subsequently found that deviations exist between Australian Generation Y consumers and Generation Y consumers previously studied (Northern Asia and the United States) (O’Cass and Choy, 2008; Park, Rabolt, and Jeon, 2008; Knight and Kim, 2007). Furthermore, only creative choice counter-conformity is found to be a significant predictor of purchase intentions of luxury apparel. This proposes a new way of thought in regards to uniqueness seeking consumers’ attitudes towards products with an exclusive and customisation approach, illustrating that consumers’ place a level of sameness with a well-recognised luxury brand regardless of the exclusive, one-of-a-kind designs the premium end of the brand portrays. Managerially, the study supports the belief that exposure to a recognised luxury apparel brand can prompt brand judgements and emotional responses in status seeking consumers. This can be seen throughout hypothesis 2 in the significant difference in the results of status seeking consumers’ as compared to that of uniqueness seeking consumers. Although the findings of this research are market specific, they have important implications for general fashion consumption research. This research demonstrated the value of the consumers’ need for uniqueness and the status consumption scales in explaining fashion adoption behavior especially pertaining to luxury apparel. Journal: Journal of Global Fashion Marketing Pages: 206-214 Issue: 4 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593072 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593072 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:4:p:206-214 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593071_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Dan Zhang Author-X-Name-First: Dan Author-X-Name-Last: Zhang Author-Name: C. Di Benedetto Author-X-Name-First: C. Author-X-Name-Last: Di Benedetto Title: Radical Fashion and Radical Fashion Innovation Abstract: This is a study of the related concepts of radical fashion and radical fashion innovation. Radical fashions are defined here as those that may never enter the market at all, and exist primarily on runway shows, in exhibitions and in publicity; by contrast, radical fashion innovations may be very successful in the marketplace. Radical fashions represent a clear break from the old designs, as opposed to incremental fashions, which are defined as an extension or evolution of the old designs. Using this definition, radical fashion seems to be at odds with the definition of marketable fashion. Nevertheless, while most radical fashions do not enter the market at all and live only in runway shows, exhibitions, and museums, there are many examples of radical fashion innovations successful in the market. Accordingly, a series of questions rise: What is radical fashion? What is radical fashion innovation? What are the differences and similarities between these, and how are they connected? This study seeks to address these questions, using a foundation developed in the radical product innovation literature. Fashion innovations may be in terms form or function, or style, and can be radical (involving the breaking down of old ideas) or incremental (involving the evolution of new ideas from old ideas). We draw from the radical product innovation literature to build two related models. The first is a model of radical fashion and radical fashion innovation that illustrates the components of both concepts. The second is a model of radical fashion innovation diffusion, drawn from the general product innovation diffusion literature, which explores the evolution of and the connections between these two concepts from the beginning (i.e., the radical fashion) to the end (i.e., success in the mass market). Radical fashion may result in designs that are more suitable for the runway, catalogues, or even museum display, than for actual wear. Radical fashion has sometimes been called “new ideas before their marketing phase.” Radical fashion may successfully enter the market, however, and gain wide acceptance among consumers. The transition from radical fashion to radical fashion innovation is not too different from the transition from invention to innovation, which is familiar to researchers in product innovation. Notable in this transition process is the fact that, for many product innovations, what drives the first customers to purchase (the “Visionaries,” to use Moore’s terminology in his “crossing the chasm” model of innovation diffusion) may be very different from what drives the rest of the market (the “Pragmatists.”). If this “chasm” or divide between the two market segments is not recognized, the innovating firm may find that their product stalls during the diffusion process and never effectively reaches the mass market. In the case of fashion products, visionaries (such as celebrities and the fashion press) prime the market and create favorable word of mouth; yet, at the same time, less-radical, wearable designs may be seen on the runway, or may be manufactured for the mass market and sold through department stores, specialty clothing stores, or even discounters. The most successful worldwide designers instinctively know this, and can continuously produce radically innovative fashion which also usually transitions to the mass market successfully. They recognize the need to reach the visionaries successfully to generate sufficient publicity and word of mouth, and also to use product design, promotion, and distribution strategies, as well as appropriate price lining policies, to reach the mass market (the pragmatists) effectively. We conclude with generalized findings and managerial implications for firms in the fashion industry. We attempt to bring the radical innovation literature, and its understanding of the process of radical innovation diffusion in the marketplace, to the expanding discussion of fashion marketing success strategic development. Journal: Journal of Global Fashion Marketing Pages: 195-205 Issue: 4 Volume: 1 Year: 2010 X-DOI: 10.1080/20932685.2010.10593071 File-URL: http://hdl.handle.net/10.1080/20932685.2010.10593071 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:1:y:2010:i:4:p:195-205 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1550006_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mijeong Noh Author-X-Name-First: Mijeong Author-X-Name-Last: Noh Author-Name: Kim K. P. Johnson Author-X-Name-First: Kim K. P. Author-X-Name-Last: Johnson Title: Effect of apparel brands’ sustainability efforts on consumers’ brand loyalty Abstract: The goal of this research was to test to what extent sustainability efforts (vs. lack of sustainability efforts) moderate the relationships among consumers’ brand attractiveness, customer-brand (C-B) identification, brand attitude, and brand loyalty. In addition, we examined the impact of apparel brands’ sustainability efforts on consumers’ brand loyalty with three different brand types. A 3 × 2 between subjects experiment with three levels of apparel brand (luxury, fast fashion, moderate) and two levels of sustainability efforts (present, absent) was conducted. A sample of 1297 adults was used to test the model. In the proposed model, consumers’ perception of an apparel brand’s sustainability efforts played an important role in the positive effect of C-B identification on brand loyalty. Apparel brand type did not moderate the relationships between sustainability efforts and brand loyalty. Significant findings could inform apparel brands’ decision making in the development of effective and profitable sustainable strategies. Journal: Journal of Global Fashion Marketing Pages: 1-17 Issue: 1 Volume: 10 Year: 2019 Month: 1 X-DOI: 10.1080/20932685.2018.1550006 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1550006 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:1:p:1-17 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1550005_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Miao Miao Author-X-Name-First: Miao Author-X-Name-Last: Miao Title: Do the different store formats of the same brand matter to Chinese customers? An International study on a Japanese fashion brand Abstract: Many retailers have recently been building a greater variety of store formats and attempting to provide a superior shopping experience through their store environment in order to increase the possibility of customer revisitation and customer loyalty. However, less research pays attention to the issue of how, and to what extent, the different store formats have on impacting customer satisfaction and loyalty building. In order to improve the understanding of the satisfaction–loyalty link in the context of retail internationalization, we survey a Japanese fashion company – Nice Claup – that segmented the Chinese market by operating multiple retail stores and each retail store plays a discrete role of cultivating customer loyalty. Through 388-customer survey data, the results suggest that while attitudinal loyalty positively and directly influences behavioral loyalty, satisfaction indirectly drives behavioral loyalty through the mediating effects of attitudinal loyalty. The implication is that an application of implementing retail internationalization with adopting multiple store formats on different types of customers and customer behavioral loyalty can be transferred by offering multi-brands store more effectively than the single-brand store in the Chinese fashion market. Journal: Journal of Global Fashion Marketing Pages: 18-34 Issue: 1 Volume: 10 Year: 2019 Month: 1 X-DOI: 10.1080/20932685.2018.1550005 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1550005 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:1:p:18-34 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1550007_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: David J. Burns Author-X-Name-First: David J. Author-X-Name-Last: Burns Author-Name: Jennifer D. Hutchins Author-X-Name-First: Jennifer D. Author-X-Name-Last: Hutchins Author-Name: Richard Mathisen Author-X-Name-First: Richard Author-X-Name-Last: Mathisen Title: Materialism and affect toward others: Influences on apparel consciousness Abstract: Materialism plays a significant role in the consumption of many products, particularly highly visible products like apparel. For highly materialistic individuals, possessions play significant roles in the construction and communication of their identities, where products are used as tools for individuals to build their lifestyles around the products and brands they acquire and display. This study examines two items, the affect held toward individuals viewed to be rivals and fashion consciousness using PLS-SEM. The results suggest that individuals’ materialism, specifically, individuals’ acquisition as the measure of success and acquisition as the pursuit of happiness, appear to affect the affect they experience toward others. Individuals with stronger beliefs that acquisition is a measure of success and as the source of happiness were observed to hold significantly less positive and more negative affect toward individuals viewed as rivals than those with lesser beliefs. The findings indicate that marketers may be able to affect the marketplace activities of materialistic consumers by affecting the affect they possess toward others. Journal: Journal of Global Fashion Marketing Pages: 35-49 Issue: 1 Volume: 10 Year: 2019 Month: 1 X-DOI: 10.1080/20932685.2018.1550007 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1550007 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:1:p:35-49 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1558087_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Regina Burnasheva Author-X-Name-First: Regina Author-X-Name-Last: Burnasheva Author-Name: Yong Gu Suh Author-X-Name-First: Yong Gu Author-X-Name-Last: Suh Author-Name: Katherine Villalobos-Moron Author-X-Name-First: Katherine Author-X-Name-Last: Villalobos-Moron Title: Sense of community and social identity effect on brand love: Based on the online communities of a luxury fashion brands Abstract: This study investigates the impacts of sense of community and social identity on brand love then its affect on brand advocacy on luxury online brand communities (OBC). It follows the stimulus–organism–response or the S–O–R framework wherein sense of community and social identity represent the stimuli element, while the brand love stands for the organism and lastly the response element is the brand advocacy. Mediating role of the sense of community between social identity and brand love has been also explored. Statistical results of structural equation modelling (SEM) through using AMOS indicate that both sense of community and social identity positively influence the brand love of the customers on OBCs’. Then with the help of these stimuli, the brand love has significant affect on the brand advocacy of the consumers. Mediating effect of the sense of community has been verified and results suggest both theoretical and managerial implications. Exploring the potential influence of the sense of community and social identity is in its infancy and denoting a vital contribution on literature and this paper offers relevant insights that managers could use to strengthen their marketing strategies on the OBCs’ setting. Journal: Journal of Global Fashion Marketing Pages: 50-65 Issue: 1 Volume: 10 Year: 2019 Month: 1 X-DOI: 10.1080/20932685.2018.1558087 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1558087 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:1:p:50-65 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1544502_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Vinita Bhatia Author-X-Name-First: Vinita Author-X-Name-Last: Bhatia Title: Impact of fashion interest, materialism and internet addiction on e-compulsive buying behaviour of apparel Abstract: The purpose of this research is to investigate the e-compulsive buying habits and the relationship between materialism, fashion interest and Internet addiction among Mumbai consumers of apparel. Currently, the younger generation is becoming more fashionable, tech-savvy and highly ambitious in acquiring new things in life. There is an irresistible urge to purchase different fashion products, despite adverse consequences for their personal, social and occupational lives, including financial debt. Although recent research studies have shed some light on factors influencing compulsive buying, less is known about e-compulsive buying. To address this empirical gap, a sample of 275 people aged between 15 and 40 years across Mumbai city were assessed. The present research confirms that fashion interest, materialism and Internet addiction have an impact on the e-compulsive buying behaviour of apparel. Furthermore, the moderating effect of gender is seen in the influence of fashion interest and materialism on e-compulsive buying behaviour. The results have notable implications for e-tailers seeking to sustain their presence in the online market and also on e-compulsive shopaholics in regulating their buying behaviour. Journal: Journal of Global Fashion Marketing Pages: 66-80 Issue: 1 Volume: 10 Year: 2019 Month: 1 X-DOI: 10.1080/20932685.2018.1544502 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1544502 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:1:p:66-80 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1550008_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Shu-Chuan Chu Author-X-Name-First: Shu-Chuan Author-X-Name-Last: Chu Author-Name: Sara Kamal Author-X-Name-First: Sara Author-X-Name-Last: Kamal Author-Name: Yoojung Kim Author-X-Name-First: Yoojung Author-X-Name-Last: Kim Title: Re-examining of consumers’ responses toward social media advertising and purchase intention toward luxury products from 2013 to 2018: A retrospective commentary Abstract: The purpose of this retrospective commentary is to re-examine what we know about consumers’ response toward social media advertising and purchase intention toward luxury products, as well as review how researchers have cited this article. This commentary is organized as follows. First, it discusses the unique contributions of our article that causes its high impact in the literature. Second, it examines the topic of social media and luxury brands from today’s perspective. Third, we offer our interpretation of the use in the literature of our study and categorize the literature into three areas: luxury brand marketing and consumer engagement in social media; beliefs, attitudes, and behavioral responses toward social media advertising; and the state of knowledge on luxury brands and fashion advertising. Lastly, this commentary offers ideas in luxury brand advertising and marketing research and new trends in luxury brand digital strategies through social media. Journal: Journal of Global Fashion Marketing Pages: 81-92 Issue: 1 Volume: 10 Year: 2019 Month: 1 X-DOI: 10.1080/20932685.2018.1550008 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1550008 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:1:p:81-92 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1513811_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hong Yu Author-X-Name-First: Hong Author-X-Name-Last: Yu Author-Name: Osmud Rahman Author-X-Name-First: Osmud Author-X-Name-Last: Rahman Author-Name: Yi Yan Author-X-Name-First: Yi Author-X-Name-Last: Yan Title: Branding strategies in transitional economy: The case of Aimer Abstract: The purpose of the study was to investigate the branding strategies implemented by the Beijing Aimer Lingerie Company Ltd. that support its success. A case study method was used which included on-site visits and in-depth interviews with Aimer executives, mid-level managers, and frontline employees. Additionally, a review of the company’s website and internal documents, as well as an extensive external search of relevant news reports, social media contents, industry information, and academic literature contributed to the data source. The study adopted a deductive content analysis strategy by integrating Balmer and Gray’s (2003) C2ITE framework and the luxury fashion brand dimensions, and used triangulation as a validation strategy. The most important element of Aimer’s success is strategic planning and continuous brand development. In every step of Aimer’s business development, the executive team strategically planned its next step and had a clear vision for the future. Aimer executed well for each dimension of the analytical framework (Cultural, Marketing Communication, Tangible Branding, Intangible Branding, and Commitment) except one: brand signature (Cultural dimension). The findings provide valuable implications for other Chinese apparel manufacturers striving to establish their own brands, as well as global companies that compete in the Chinese marketplace. Journal: Journal of Global Fashion Marketing Pages: 93-109 Issue: 1 Volume: 10 Year: 2019 Month: 1 X-DOI: 10.1080/20932685.2018.1513811 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1513811 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:1:p:93-109 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1573699_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Arch G. Woodside Author-X-Name-First: Arch G. Author-X-Name-Last: Woodside Author-Name: Monica B. Fine Author-X-Name-First: Monica B. Author-X-Name-Last: Fine Title: Sustainable fashion themes in luxury brand storytelling: The sustainability fashion research grid Abstract: “Sustainable fashion”, also known as “eco fashion”, is a part of the growing design, manufacturing, and consumption philosophy and trend toward system maintainability. The goal of system maintainability is to create regularity which is supportable indefinitely in terms of human impact on the environment and social responsibility. Sustainable fashion is an alternative trend against fast fashion. The severe environmental damage that the fashion industry firms and consumers cause now is the main rationale for embracing sustainable fashion – following the petroleum industry, the fashion industry is the second largest cause of pollution worldwide. Specific sustainable fashion trends are identifiable that focus on nurturing the reduction of the pollution caused by fashion. These trends include innovative behavior by a growing number of firms and segments of fashion consumers. Relevant literature identifies specific sustainability topics requiring the most attention by firms in the fashion industry include the following top two: promoting sustainable fashion thinking and achieving ethical/responsible production is supply chains. Attention among scholars to the issue of how to accomplish sustainable fashion objectives is growing. Journal: Journal of Global Fashion Marketing Pages: 111-128 Issue: 2 Volume: 10 Year: 2019 Month: 4 X-DOI: 10.1080/20932685.2019.1573699 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1573699 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:2:p:111-128 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1573698_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ahmad Saquib Sina Author-X-Name-First: Ahmad Saquib Author-X-Name-Last: Sina Author-Name: Hye-Young Kim Author-X-Name-First: Hye-Young Author-X-Name-Last: Kim Title: Enhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displays Abstract: Despite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. As an attempt to address this research void, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through three separate sub-dimensions (i.e. brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e. testing two types of product display in a single brand context). The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product-centric display. This study provides empirical evidence supporting the importance of experiential marketing. The implications of fashion retailing are discussed, as well as limitations and areas for future research. Journal: Journal of Global Fashion Marketing Pages: 129-144 Issue: 2 Volume: 10 Year: 2019 Month: 4 X-DOI: 10.1080/20932685.2019.1573698 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1573698 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:2:p:129-144 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1573696_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Author-Name: Andrea Runfola Author-X-Name-First: Andrea Author-X-Name-Last: Runfola Title: Developing fashion retail operations to growth in emerging markets Abstract: This paper looks at the relations between the rise of emerging markets and the store openings of marketers from advanced countries. It focuses on the retail operations of Italian fashion brands that have opened sales points in order to gain entry into foreign markets. The paper presents an analysis of an expressly developed database of 2,141 store openings by 311 Italian fashion brands in 322 cities in 82 countries over the period 2006–2015. The analysis highlights a shift of brands stores openings from the developed countries toward emerging markets and discusses the impact of such trend and its relations with the heterogeneity of the firms and markets involved. Some propositions are then formulated regarding the consequences for brand marketers in the developed nations of this ongoing shift of wealth towards the emerging countries. Journal: Journal of Global Fashion Marketing Pages: 145-162 Issue: 2 Volume: 10 Year: 2019 Month: 4 X-DOI: 10.1080/20932685.2019.1573696 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1573696 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:2:p:145-162 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1576060_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mostafa Zaman Author-X-Name-First: Mostafa Author-X-Name-Last: Zaman Author-Name: Hyejune Park Author-X-Name-First: Hyejune Author-X-Name-Last: Park Author-Name: Youn-Kyung Kim Author-X-Name-First: Youn-Kyung Author-X-Name-Last: Kim Author-Name: Soo-Hee Park Author-X-Name-First: Soo-Hee Author-X-Name-Last: Park Title: Consumer orientations of second-hand clothing shoppers Abstract: This study examined whether consumer orientations differ among frequent shoppers of three types of second-hand clothing stores: consignment stores, online stores, and thrift stores. The literature suggests that second-hand clothing shoppers can be described by six consumer orientations: frugality, style consciousness, ecological consciousness, dematerialism, nostalgia proneness, and fashion consciousness. The data collected via online survey consisted of 600 consumers in the US (200 consignment store shoppers, 200 online shoppers, and 200 thrift store shoppers). The results from a profile analysis and ANOVA demonstrate that the three types of second-hand retailers have distinct profiles in consumer orientations and thus cannot be lumped together as one retailer group. Consignment store shoppers had higher scores on nostalgia proneness and fashion consciousness than thrift store shoppers; online shoppers had higher scores on nostalgia proneness and fashion consciousness than thrift store shoppers; and thrift store shoppers had the highest score on dematerialism. Specific implications for each second-hand clothing store are provided. Journal: Journal of Global Fashion Marketing Pages: 163-176 Issue: 2 Volume: 10 Year: 2019 Month: 4 X-DOI: 10.1080/20932685.2019.1576060 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1576060 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:2:p:163-176 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1577160_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Minjung Lee Author-X-Name-First: Minjung Author-X-Name-Last: Lee Author-Name: Elena Karpova Author-X-Name-First: Elena Author-X-Name-Last: Karpova Author-Name: Fatma Baytar Author-X-Name-First: Fatma Author-X-Name-Last: Baytar Title: The effects of information on young consumers’ attitudes and purchase intentions of fashion products made of fur, leather, and wool Abstract: The purpose of this study was to examine how sidedness of information affects consumer attitudes, subjective norms, and purchase intentions of fashion goods made of fur, leather, and wool. An experimental study using a randomized multi-group design with four levels of treatment was conducted. Participants (N = 1,533) were assigned to read one of four product information texts before completing an online survey. Participants’ attitude and subjective norms toward purchasing fashion products made of fur, leather, and wool were significantly different depending on whether they were exposed to: (1) one-sided information against using animal-based materials, (2) one-sided information promoting use of animal-based materials, (3) two-sided information presenting both sides; or (4) information not related to fashion products made of animal-based materials (control group). The findings are useful for marketing professionals, consumers who want to make informed and unbiased purchase decisions, and fashion educators for developing curriculum to prepare ethical and responsible future industry professionals and implementing effective teaching strategies. Journal: Journal of Global Fashion Marketing Pages: 177-193 Issue: 2 Volume: 10 Year: 2019 Month: 4 X-DOI: 10.1080/20932685.2019.1577160 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1577160 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:2:p:177-193 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1573697_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mazen Jaber Author-X-Name-First: Mazen Author-X-Name-Last: Jaber Author-Name: Michaela Hoogerhyde Author-X-Name-First: Michaela Author-X-Name-Last: Hoogerhyde Title: Mood and luxury perception: A tale of two genders Abstract: The effects of mood and gender on consumption are well documented in consumer behavior research. While a lot of research focuses on the effect of mood, gender, or their interaction on purchase likelihood, very few studies, if any, explore those effects on luxury perception. This paper tackles that very question by studying the effect of mood and gender on luxury perception, specifically we study how mood, gender, and their interaction will impact the product’s Brand Luxury Index (BLI). We also shed some light on how mood and gender will interact with antecedents of luxury perception. We begin by reviewing literature on gender, mood, luxury perception, and materialism, among other variables, and then build a conceptual model that explores interaction between mood and gender on luxury perception (BLI score).Our results show that males rated the products as more luxurious when they were in a negative mood than when they were in a positive mood. Alternatively, females rated the products in the experiment as more luxurious when they were in a positive mood than when they were put into a negative mood state. Females also rated the products as more luxurious than males when both genders’ moods were positive. Journal: Journal of Global Fashion Marketing Pages: 194-209 Issue: 2 Volume: 10 Year: 2019 Month: 4 X-DOI: 10.1080/20932685.2019.1573697 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1573697 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:2:p:194-209 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1550009_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kim K. P. Johnson Author-X-Name-First: Kim K. P. Author-X-Name-Last: Johnson Title: Factors underlying frequently cited journal articles: A retrospective commentary Abstract: Citation counts can be used as an indicator of research quality. The question addressed herein was can we identify any variables that are associated with or could even be used to foretell whether a manuscript will become well cited or be a high impact journal article? To answer this question, a review was conducted of papers that cited a published article that, according to Google Scholar, had been cited 23 times. Ten of these articles, written in English, were located using available library resources (e.g. library subscriptions, interlibrary loan). Upon reviewing these articles and noting how the targeted article had been used within each, three categories emerged that likely exerted some influence on whether the paper was cited. These categories were labeled paper attributes, journal attributes, and author attributes. These attributes are discussed and suggestions are provided for increasing citation counts. Journal: Journal of Global Fashion Marketing Pages: 210-217 Issue: 2 Volume: 10 Year: 2019 Month: 4 X-DOI: 10.1080/20932685.2018.1550009 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1550009 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:2:p:210-217 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1615527_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Russell Belk Author-X-Name-First: Russell Author-X-Name-Last: Belk Title: On standing out and fitting in Abstract: Two basic sociological processes with particular relevance to global fashion marketing and consumption are attempting to stand out or to fit in. These processes operate not only among face-to-face peers but online as well. And in some cases, users of social media, as well as marketers, are able to take advantage of the dynamics between those attempting to stand out and those attempting to fit in. In this note, I analyze various ways in which these dynamics operate as well as some of the cultural differences in the tendency toward each trait. I conclude that across cultures the interplay of standing out and fitting in is a basic engine of the fashion process. Journal: Journal of Global Fashion Marketing Pages: 219-227 Issue: 3 Volume: 10 Year: 2019 Month: 7 X-DOI: 10.1080/20932685.2019.1615527 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1615527 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:3:p:219-227 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1619469_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yuli Liang Author-X-Name-First: Yuli Author-X-Name-Last: Liang Author-Name: Chuanlan Liu Author-X-Name-First: Chuanlan Author-X-Name-Last: Liu Title: Comparison of consumers’ acceptance of online apparel mass customization across web and mobile channels Abstract: The purpose of this study is to shed light on understanding consumer apparel mass customization experiences through an experiment focusing on comparing customers’ experiences across different online channels. Applying the Technology Acceptance Model, we systematically examined how favorable attitudes were influenced across web and mobile channels. Structural equation modeling, multiple group comparison, and MANOVA were conducted to assess construct validity, and test the proposed framework and hypotheses, respectively. An online survey experiment was designed to collect empirical data. A total of 388 college students from a major university in the United States participated in the study. Based on consumers’ real experience, research results showed that beliefs about ease of use, enjoyment, choice variety, and not usefulness or risk affect attitudes, and acceptance of OAMC via both web and mobile channels. Overall consumers favor web channels more than mobile channels and were more likely to get OAMC through websites over retail apps. Theoretical and practical implications were provided based on research findings. Journal: Journal of Global Fashion Marketing Pages: 228-245 Issue: 3 Volume: 10 Year: 2019 Month: 7 X-DOI: 10.1080/20932685.2019.1619469 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1619469 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:3:p:228-245 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1611463_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Farrah Zeba Author-X-Name-First: Farrah Author-X-Name-Last: Zeba Author-Name: Shirshendu Ganguli Author-X-Name-First: Shirshendu Author-X-Name-Last: Ganguli Title: Novelty seeking as driving factor for fashion apparel innovators: A qualitative investigation Abstract: The objective of the paper is to comprehend the parsimoniously explored phenomenon of novelty seeking in the fashion apparel consumption through the lived experiences of fashion apparel innovators in the context of adult career women of emerging market. Interpretive phenomenological analysis is used to explicate consumers’ everyday lived experiences of fashion apparel consumption. Based on the interpretation of the findings of the qualitative data, we endeavored to conceptualize novelty seeking as a multidimensional second-order construct comprising of four main dimensions of themes with three subdimensions viz. sensory appeal (Fairy tale experience, Stress anecdote, Self-confidence booster), finding the niche (Idiosyncratic attire, Self-expressing through clothing, Red carpet dress), clothes-aholic (Hoarding of the clothes, Ever lacking wardrobe, Impulse clothes purchase), and socially bound (Varied persona, First impression, Balancing effect). The conceptualization encapsulates how novelty seeking is driving innovative behavior in fashion apparel context. Novelty seeking is an interdisciplinary concept. Apart from psychology domain, several studies have been conducted across various industries in the consumer behavior domain, especially in tourism, hi-tech products, and telecom. However, in-depth research on novelty seeking in fashion industry is limited. Value of this article lies in developing a theoretical base of novelty seeking in fashion industry through lived experiences of consumers in emerging market. Journal: Journal of Global Fashion Marketing Pages: 246-266 Issue: 3 Volume: 10 Year: 2019 Month: 7 X-DOI: 10.1080/20932685.2019.1611463 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1611463 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:3:p:246-266 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1611464_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Juran Kim Author-X-Name-First: Juran Author-X-Name-Last: Kim Author-Name: Yang Sun Author-X-Name-First: Yang Author-X-Name-Last: Sun Author-Name: Kyung Hoon Kim Author-X-Name-First: Kyung Hoon Author-X-Name-Last: Kim Author-Name: Seungmook Kang Author-X-Name-First: Seungmook Author-X-Name-Last: Kang Title: Sustainability and customer equity: Evaluation of citing networks and contributions Abstract: This study offers a retrospective commentary on a high-impact article and contributes to the extant literature by examining the relationship between sustainable marketing performance and customer equity. The study helps clarify perceived sustainable marketing performance, providing new insights into the relationship between perceived sustainable marketing performance and customer equity, including value equity, brand equity, and relationship equity. It also shows that environmental concerns are a key factor in enhancing customer equity for the fast fashion industry context. The high-impact article offers an initial examination of the key features of sustainability and customer equity. An assessment of works citing the article shows how it has shaped sustainable marketing and customer equity. Journal: Journal of Global Fashion Marketing Pages: 267-274 Issue: 3 Volume: 10 Year: 2019 Month: 7 X-DOI: 10.1080/20932685.2019.1611464 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1611464 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:3:p:267-274 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1613915_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gary Warnaby Author-X-Name-First: Gary Author-X-Name-Last: Warnaby Author-Name: Charlotte Shi Author-X-Name-First: Charlotte Author-X-Name-Last: Shi Title: Pop-up retailing objectives and activities: A retrospective commentary Abstract: This paper provides a retrospective commentary on a paper, “Pop-up retailing: integrating objectives and activity stereotypes”. Drawing on both published work and our empirical research carried out subsequently, the paper considers developments relating to pop-up retailing in both industry practice and perceptions and the academic literature, to ascertain how this flexible and malleable concept might develop into the future. It begins by elaborating further understanding of the characteristics of the pop-up from the perspectives of practitioners, in temporal and experiential terms, before considering the broader interrelated strategic and spatial implications arising. The study here concludes by identifying avenues for further research, including: the nature of the potential interaction between pop-ups and other retail activities; the context(s) within which such interaction could occur; how it might be facilitated; and possible criteria for evaluating effectiveness. Journal: Journal of Global Fashion Marketing Pages: 275-285 Issue: 3 Volume: 10 Year: 2019 Month: 7 X-DOI: 10.1080/20932685.2019.1613915 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1613915 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:3:p:275-285 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1611465_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kim Willems Author-X-Name-First: Kim Author-X-Name-Last: Willems Author-Name: Malaika Brengman Author-X-Name-First: Malaika Author-X-Name-Last: Brengman Title: Fashion store personality: Scale development and relation to self-congruity theory, a retrospective commentary Abstract: The authors are grateful to the Journal of Global Fashion Marketing for awarding this “JGFM Achievement Certificate for High Scholarly Impact” to their 2011 “Fashion Store Personality” article. The present paper first provides a retrospective review that examines how subsequent research extended the 2011 findings. In particular, the retrospect focuses on the one hand on advancements on brand personality conceptualization and measurement. On the other hand, the review sheds light on how knowledge on self-congruity theory has increased over the past years. After looking back, this paper provides a comprehensive outlook suggesting specific directions for further research, both with respect to brand personality measurement from a methodological point-of-view, as well as concerning the advancement of brand personality and self-congruity theory building and further conceptualization. Journal: Journal of Global Fashion Marketing Pages: 286-303 Issue: 3 Volume: 10 Year: 2019 Month: 7 X-DOI: 10.1080/20932685.2019.1611465 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1611465 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:3:p:286-303 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1649167_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kostoula Margariti Author-X-Name-First: Kostoula Author-X-Name-Last: Margariti Author-Name: Christina Boutsouki Author-X-Name-First: Christina Author-X-Name-Last: Boutsouki Author-Name: Leonidas Hatzithomas Author-X-Name-First: Leonidas Author-X-Name-Last: Hatzithomas Title: The dilemma of luxury brand extensions Abstract: The present paper focuses on luxury brand perceptions and their effect on attitude towards brand extensions whilst addressing the moderating role of hedonism. Particularly, the study discusses how hedonism affects the way luxury brand perceptions influence attitude towards upward and downward brand extensions. Two online surveys are used to review consumers’ attitude towards upward and downward extensions. Two real brand cases, the brands of Louis Vuitton and Hugo Boss, provide the context for the studies based on the perceived divergence between the marketing approaches of the brands. Louis Vuitton is considered as a more exclusive luxury brand, whereas Hugo Boss is perceived as more open to the masses, universally consumed brand. Study 1 indicates that luxury brand perceptions generate positive attitudes towards upward extensions. Hedonic consumption does not moderate the relationship between luxury brand perceptions and attitude towards upward extensions. Study 2 designates that luxury brand perceptions lead to negative attitudes towards downward extensions. Hedonic motives seem to significantly moderate this relationship. The study discussed significant implications for both academics and practitioners with respect to the role of consumers’ personal motives on the effectiveness of mass marketing strategies in the luxury brand sector. Journal: Journal of Global Fashion Marketing Pages: 305-323 Issue: 4 Volume: 10 Year: 2019 Month: 10 X-DOI: 10.1080/20932685.2019.1649167 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1649167 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:305-323 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1649166_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jihyun Kim Author-X-Name-First: Jihyun Author-X-Name-Last: Kim Author-Name: Gargi Bhaduri Author-X-Name-First: Gargi Author-X-Name-Last: Bhaduri Title: Self-monitoring tendency and fashion involvement: Antecedents and consequences of perceived relative value of mass-customized fashion products in a gift-giving context Abstract: The process of mass customizing a product online hugely eclipses with that of gift selection due to similarity in nature of both the processes where one would devote considerable time, effort, and financial resources as well as cognitive and/or emotional factors. Using the integrated Stimulus-Organism-Response (S-O-R) paradigm, this study aims to shed light on the impact of gift-givers’ personal traits on their value perceptions of and attitude toward gifting online mass-customized fashion products to their close family and friends. Using a quantitative approach and a purposive sample, usable responses from 388 Generation Z consumers were obtained. Structural equation modeling results demonstrated that gift-givers’ personal traits had significant impacts on their perception of mass-customized fashion product attributes as well as value perception of such products and, in turn, had an indirect impact on attitude toward purchasing such products as a gift for friends and family. We found that perceived salience of products attributes had the largest impact on the perceived relative value of mass-customized fashion products, which, in turn, positively influence their attitude toward giving online mass-customized fashion products to close family and friends. Journal: Journal of Global Fashion Marketing Pages: 324-341 Issue: 4 Volume: 10 Year: 2019 Month: 10 X-DOI: 10.1080/20932685.2019.1649166 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1649166 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:324-341 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1649168_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: María Del Rocío Bonilla Author-X-Name-First: María Del Rocío Author-X-Name-Last: Bonilla Author-Name: José Luis del Olmo Arriaga Author-X-Name-First: José Luis Author-X-Name-Last: del Olmo Arriaga Author-Name: David Andreu Author-X-Name-First: David Author-X-Name-Last: Andreu Title: The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M) Abstract: The aim of this study is to analyse the interactions between fashion brands and their followers on social networks, focusing on empirically determining the relationship established between the fast fashion company H&M and its users on the social network Instagram. This analysis focuses on determining the type of post that generates greater engagement for the company’s Instagram account. Therefore, a classification and subsequent statistical treatment of the content of the posts of this account was carried out throughout 2017. Three categorization systems were used for this analysis in order to determine engagement from the point of view of the content of the message, the company’s communication strategy, and formal aspects and product category presented in the post. To date, research on the interaction of fashion brands with users on social networks has focused primarily on other platforms of social interaction other than Instagram. In contrast, this study makes an important contribution to research on the interaction of a fast fashion brand with users of the most specialized social network in this sector. Journal: Journal of Global Fashion Marketing Pages: 342-357 Issue: 4 Volume: 10 Year: 2019 Month: 10 X-DOI: 10.1080/20932685.2019.1649168 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1649168 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:342-357 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1649165_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Manjari Soni Author-X-Name-First: Manjari Author-X-Name-Last: Soni Author-Name: Kokil Jain Author-X-Name-First: Kokil Author-X-Name-Last: Jain Author-Name: Bhawna Kumar Author-X-Name-First: Bhawna Author-X-Name-Last: Kumar Title: Factors affecting the adoption of fashion mobile shopping applications Abstract: Fashion is ever-changing; almost every age and gender of a person is interested to know and wear the latest trend. Initially, people were dependent on the brick and mortar stores, followed by the launch and success of e-commerce, which changed the game by making people sit at home and shop. The launch of Mobile Shopping Apps have not only simplified the shopping but have also enhanced the whole shopping experience. So far there have been researches done on m-commerce in general. In this study, we examine the factors influencing the adoption of Fashion mobile shopping apps (FMSA) using extended UTAUT model. A thorough survey was conducted with a sample of 209 participants. The questionnaire was designed using established scales. Statistical tools were used to analyze the data. Out of ten identified variables except Physical Appearance and Social Influence, all others i.e. Performance Expectancy, Personal Innovativeness, Effort Expectancy, Facilitating Conditions, Hedonic Motivation, Habit, Price Value, and Behavioural Intentions showed significant influence on use behavior. Journal: Journal of Global Fashion Marketing Pages: 358-376 Issue: 4 Volume: 10 Year: 2019 Month: 10 X-DOI: 10.1080/20932685.2019.1649165 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1649165 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:358-376 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1639527_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Candy Lim Chiu Author-X-Name-First: Candy Lim Author-X-Name-Last: Chiu Author-Name: Qiyue Wang Author-X-Name-First: Qiyue Author-X-Name-Last: Wang Author-Name: Han-Chiang Ho Author-X-Name-First: Han-Chiang Author-X-Name-Last: Ho Author-Name: Jiang Zhang Author-X-Name-First: Jiang Author-X-Name-Last: Zhang Author-Name: Fusu Zhao Author-X-Name-First: Fusu Author-X-Name-Last: Zhao Title: Metrosexual trend in facial care products: Analysis of factors that influence young Chinese men purchasing intention Abstract: Chinese men are now confronted by the very same pressures that women have faced in attempting to attain the ideal physical appearance which leads to more men are spending money on skincare products. This paper applies the ABC (affect-behavior-cognition) model of attitudes and aims to identify factors that influence the affective and cognitive attitude of young Chinese male consumers towards purchasing intention of men’s facial care products. The conceptual model was tested using sets of questionnaires that are distributed to male university students. The total sample consists of 402 respondents. Structural Equation Modeling (SEM) was used as a statistical method to assess the statistical significance of the proposed relationships among sets of observed variables. The results indicated that social recognition, social expectation, and word-of-mouth significantly influence Chinese young men affective component to buy facial care products, while cognition component successfully mediated between word-of-mouth, aesthetic appearance, health concern, and purchase intention. Although facial care products are traditionally associated with women, the current research contributes to knowledge of the importance and trend of the men’s facial care segment in Asia. Journal: Journal of Global Fashion Marketing Pages: 377-397 Issue: 4 Volume: 10 Year: 2019 Month: 10 X-DOI: 10.1080/20932685.2019.1639527 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1639527 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:377-397 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1645035_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Katarina Halvorsen Author-X-Name-First: Katarina Author-X-Name-Last: Halvorsen Title: A retrospective commentary: How fashion blogs function as a marketing tool to influence consumer behavior: Evidence from Norway Abstract: This retrospective commentary for the article “How Fashion Blogs Function as a Marketing Tool to Influence Consumer Behaviour: Evidence from Norway” explores the valuable and unique insights that has caused its high impact contribution in literature. The commentary looks back on what ignited the interest in the research topic and how shifts in social media habits and technology trends have changed the blogosphere and increased bloggers influence on consumers. The introduction of the term “influencer” and the emergence of influencer marketing are supporting factors that shows how the research subject has evolved and grown in impact since its publication. It further analyses other contributing factors to its success such as its unique scope and exploring the topic from the reader, the fashion bloggers and the company’s perspective. Lastly, the commentary includes other articles that are complimentary to the research and explains how the scope and explorative design has enabled it to be relevant to a multitude of research questions, with a final analysis of the practical implications of the research from the perspective of fashion marketing strategy. Journal: Journal of Global Fashion Marketing Pages: 398-403 Issue: 4 Volume: 10 Year: 2019 Month: 10 X-DOI: 10.1080/20932685.2019.1645035 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1645035 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:398-403 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1675526_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Songyee Hur Author-X-Name-First: Songyee Author-X-Name-Last: Hur Author-Name: Heejin (Jeanie) Lim Author-X-Name-First: Heejin (Jeanie) Author-X-Name-Last: Lim Author-Name: Jewon Lyu Author-X-Name-First: Jewon Author-X-Name-Last: Lyu Title: “I” or “she/he”? The effects of visual perspective on consumers’ evaluation of brands’ social media marketing: From imagery fluency perspective Abstract: This study examined the effects of visual perspective in a brand’s Instagram content on attitudinal and relational outcomes. This study particularly addresses how viewers’ perceived point of view in an image (i.e. first-person versus third-person perspective) influences their information processing, and, in turn, fosters more desirable attitudinal and behavioral outcomes for the brands’ social media communication. This study conducted two main experiments using a single-factor (visual perspective: first-person versus third-person) between-subject design. Study 1 examined the effect of visual perspective on social media advertising outcomes (i.e. attitude toward the brand’s Instagram, self-brand connection, and intention of extended information search). Additionally, Study 1 investigated the mediating effect of imagery fluency on the relationship between visual perspective and social media advertising outcomes. Study 2 verified the external validity by replicating the findings of Study 1 using a different product, stimuli, and participants. The results of two experimental studies demonstrated that viewers’ mental imagery is enhanced more when a brand’s visual content on Instagram presents a product from the first-person perspective than when the same image is presented from the third-person perspective. Journal: Journal of Global Fashion Marketing Pages: 1-17 Issue: 1 Volume: 11 Year: 2020 Month: 1 X-DOI: 10.1080/20932685.2019.1675526 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1675526 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:1:p:1-17 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1680305_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Heeju Chae Author-X-Name-First: Heeju Author-X-Name-Last: Chae Author-Name: Joo Hee Park Author-X-Name-First: Joo Hee Author-X-Name-Last: Park Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Title: The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture Abstract: Despite its success in the world market, Hallyu’s stability as the leading cultural industry has been doubted. This study explores the effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention. Affection and affinity are attributes of Korean trendy drama found to have positive influence on the consumer attitude towards Korean drama, which positively influences national image and acceptance intention of Korean visual media contents. Consumer response is found to differ in accordance with the length of stay in Korea. The study has significance in contributing to deeper understanding to sustain Hallyu across nations. Journal: Journal of Global Fashion Marketing Pages: 18-36 Issue: 1 Volume: 11 Year: 2020 Month: 1 X-DOI: 10.1080/20932685.2019.1680305 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1680305 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:1:p:18-36 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1663232_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gargi Bhaduri Author-X-Name-First: Gargi Author-X-Name-Last: Bhaduri Title: Expectations matter: Evaluation of brand’s pro-environmental initiatives based on consumers’ brand schemas and brand familiarity Abstract: This manuscript focuses on how consumers evaluate a brand’s pro-environmental messages, its pro-environmental initiatives, and the brand itself as the effect of consumers’ schema-congruity and their ability to resolve incongruity. The study uses brands both familiar and unfamiliar to participants. An online experiment was conducted using 402 respondents. Findings indicated that consumers’ perceived message persuasiveness, their trust toward the brand’s pro-environmental initiatives, brand affect, attitude toward the brand, and eventually their behavioral intention were most favorable for congruent messages, followed by when incongruity was resolved and least when incongruity was not resolved. These findings were applicable to both familiar and unfamiliar brands. In addition, consumers’ attitude toward the brand before and after message exposure were different, with change being most positive for incongruity resolution for unfamiliar brands and least for incongruity nonresolution for familiar brands. The findings are important for established apparel brands that suffer from negative reputations but are willing to revitalize their images, and for new ventures who want to establish their image as pro-environmental. In addition, the findings contribute and extend theory by identifying a boundary condition for the schema-congruity theory. Journal: Journal of Global Fashion Marketing Pages: 37-55 Issue: 1 Volume: 11 Year: 2020 Month: 1 X-DOI: 10.1080/20932685.2019.1663232 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1663232 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:1:p:37-55 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1684831_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyejune Park Author-X-Name-First: Hyejune Author-X-Name-Last: Park Author-Name: Theresa Anna Kwon Author-X-Name-First: Theresa Anna Author-X-Name-Last: Kwon Author-Name: Md Mostafa Zaman Author-X-Name-First: Md Mostafa Author-X-Name-Last: Zaman Author-Name: So Young Song Author-X-Name-First: So Young Author-X-Name-Last: Song Title: Thrift shopping for clothes: To treat self or others? Abstract: With the increased awareness about ecological concerns and the growing popularity of sustainable fashion, thrift retail stores are growing fast both in number and sales. However, limited research has examined thrift stores as a distinct retail sector from a general second-hand retail sector that includes both non-profit thrift stores and for-profit resale stores. To fill this void, this study identified the motivational antecedents of thrift store shopping behavior (TSSB) and profiled thrift shoppers by developing a decision tree predictive model of TSSB. The results provide the key driving factors of TSSB including self-oriented factors (treasure hunting, seeking name brand products) and others-oriented factors (responsible citizenship). Practical implications are also suggested for thrift store managers. Journal: Journal of Global Fashion Marketing Pages: 56-70 Issue: 1 Volume: 11 Year: 2020 Month: 1 X-DOI: 10.1080/20932685.2019.1684831 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1684831 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:1:p:56-70 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1682026_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Han-Chiang Ho Author-X-Name-First: Han-Chiang Author-X-Name-Last: Ho Author-Name: Candy Lim Chiu Author-X-Name-First: Candy Lim Author-X-Name-Last: Chiu Author-Name: Somkiat Mansumitrchai Author-X-Name-First: Somkiat Author-X-Name-Last: Mansumitrchai Author-Name: Brian J. Quarles Author-X-Name-First: Brian J. Author-X-Name-Last: Quarles Title: Hedonic and utilitarian value as a mediator of men’s intention to purchase cosmetics Abstract: Global trends towards men grooming behavior about their appearance are considered as one of the drivers behind the growing popularity of cosmetic products. Previous research on male cosmetics has focused much effort on the effect of factors on the attitude of male consumers towards the consumption of cosmetics with very little emphasis on hedonic and utilitarian value. This study investigates the mediating impact of two values: hedonic and utilitarian values between independent variables (brand reliability, facial attractiveness value, male identity reflection value, and health care value) and dependent variable (purchase intention). Both hedonic and utilitarian values are found to influence all proposed variables. The results also support predicted differences in the relative influence of hedonic and utilitarian values on male consumption of cosmetics. Journal: Journal of Global Fashion Marketing Pages: 71-89 Issue: 1 Volume: 11 Year: 2020 Month: 1 X-DOI: 10.1080/20932685.2019.1682026 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1682026 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:1:p:71-89 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1663231_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Rasa Stankeviciute Author-X-Name-First: Rasa Author-X-Name-Last: Stankeviciute Author-Name: Jonas Hoffmann Author-X-Name-First: Jonas Author-X-Name-Last: Hoffmann Title: The impact of brand extension on the parent luxury fashion brand: The cases of Giorgio Armani, Calvin Klein and Jimmy Choo. A retrospective commentary Abstract: A retrospective commentary provides a look at valuable and unique findings that caused the article’s high impact in the literature. At the time of the study, the majority of brand extension research focused on non-luxury brands, and the existing luxury brand extension research gave more attention to the extensions rather than the parent brands. Meanwhile, our study focused on evaluations of and attitudes to the parent brand. The significant distinction between our study and other available studies at the time – our investigation was based on practice of the chosen luxury brands rather than theory. The impact of brand extensions on the parent luxury brands was analysed and the following was evaluated: the danger of parent brand dilution;the factors leading to brand extension success;the factors leading to revitalization rather than weakening of the parent brand.In this commentary we also briefly cover two new topics that could have been included in our study or could become a continuation of the previous study today: upward brand extensions;avoiding brand extensions and using other strategies to remain appealing.Additionally, we interpret the use of our findings and insights in the literature by researchers citing the article. Journal: Journal of Global Fashion Marketing Pages: 90-97 Issue: 1 Volume: 11 Year: 2020 Month: 1 X-DOI: 10.1080/20932685.2019.1663231 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1663231 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:1:p:90-97 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1708774_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Iva Jestratijevic Author-X-Name-First: Iva Author-X-Name-Last: Jestratijevic Author-Name: Nancy A. Rudd Author-X-Name-First: Nancy A. Author-X-Name-Last: Rudd Author-Name: James Uanhoro Author-X-Name-First: James Author-X-Name-Last: Uanhoro Title: Transparency of sustainability disclosures among luxury and mass-market fashion brands Abstract: The study explores the transparency status of sustainability disclosures among luxury and mass-market fashion brands, examining the possibilities that the type of information disclosed is selectively prioritized, and higher differences in supply chain disclosure exist among differently positioned retail brands. Fashion Transparency Index 2017 represents the first comprehensive index that ranked 100 of the most affluent fashion brands according to the levels of corporate and supply chain transparency. To explore the index raw-data study employs non-parametric methods, the Hodges-Lehmann median differences and the Probability of Superiority. For 100 brands, the average corporate and supply chain transparency joint score was just 19.6% (out of 100%). The type of information disclosed was selectively prioritized, and there was an 80% chance that brands were scored higher in corporate than in supply chain transparency. A comparison of the mass-market (n = 27) and luxury (n = 13) sub-sample revealed higher transparency of supply chain disclosures among mass-market brands. Benchmarking the transparency of sustainability disclosures serves as a point of reference against which current and future disclosures may be assessed. Consumers may use these findings to question current transparency status and facilitate further industry change. Retailers might use identified critical areas to re-negotiate priorities for future disclosure. Journal: Journal of Global Fashion Marketing Pages: 99-116 Issue: 2 Volume: 11 Year: 2020 Month: 4 X-DOI: 10.1080/20932685.2019.1708774 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1708774 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:2:p:99-116 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1706608_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Rossella Berni Author-X-Name-First: Rossella Author-X-Name-Last: Berni Author-Name: Nedka Dechkova Nikiforova Author-X-Name-First: Nedka Dechkova Author-X-Name-Last: Nikiforova Author-Name: Silvia Ranfagni Author-X-Name-First: Silvia Author-X-Name-Last: Ranfagni Title: An integrated approach to estimate brand association matching and strength in virtual settings Abstract: This paper proposes an innovative method for estimating brand association matching and strength. It is based on a dual analytical perspective as it compares consumer-perceived with company-defined brand associations, thereby filling a research gap in the offline and online brand studies. In order to build this method, we investigate online communities as authentic interactive environments by combining text-mining with Hybrid Log-Linear models. What emerges is an interdisciplinary method that contributes to extending the use of the user-generated content (UGC) for marketing purposes. Its application is useful for verifying the conditions for customer brand equity and more systematically controlling the adopted brand communications. The analysis also takes into consideration consumers who, after experiencing the virtual setting, have become free-brand tellers and real co-creators of brand meaning. In the study, we focus on online fashion communities as digital platforms where consumer interactions are particularly intensive, and the narratives are rich in brand-related perceptions. Journal: Journal of Global Fashion Marketing Pages: 117-136 Issue: 2 Volume: 11 Year: 2020 Month: 4 X-DOI: 10.1080/20932685.2019.1706608 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1706608 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:2:p:117-136 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1726198_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Eung Jin Lee Author-X-Name-First: Eung Jin Author-X-Name-Last: Lee Author-Name: Joonheui Bae Author-X-Name-First: Joonheui Author-X-Name-Last: Bae Author-Name: Kyung Hoon Kim Author-X-Name-First: Kyung Hoon Author-X-Name-Last: Kim Title: The effect of sustainable certification reputation on consumer behavior in the fashion industry: Focusing on the mechanism of congruence Abstract: A sustainable certification is a crucial environmental cue used by consumers when they have little information on a focal product. Based on categorization inference theory, this study investigates how certification reputation can influence consumer behavior toward sustainable products. The data were gathered from consumers who experienced organic cosmetics and analyzed through structural equation modeling. As a result, certification reputation was found to have a positive influence on the congruence between product and certification, certification trust, and attitude toward product. Congruence between product and certification has a positive influence on certification trust, which predicts attitude toward product and purchase intention. Finally, the effect of certification trust on attitude toward product is mediated sequentially by the congruence between product, certification, and certification trust. This research extends the concept of sustainable certification into the fashion industry, which will enable companies with a sustainable certification to leverage their products. Journal: Journal of Global Fashion Marketing Pages: 137-153 Issue: 2 Volume: 11 Year: 2020 Month: 4 X-DOI: 10.1080/20932685.2020.1726198 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1726198 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:2:p:137-153 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1728702_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jessie H. Chen-Yu Author-X-Name-First: Jessie H. Author-X-Name-Last: Chen-Yu Author-Name: Jung-Ha Yang Author-X-Name-First: Jung-Ha Author-X-Name-Last: Yang Title: Consumer characteristics as predictors of purchase intentions and willingness to pay a premium for men’s mass-customized apparel Abstract: The purposes of the study were to identify consumers’ characteristics as predictors of purchase intentions (PI) of men’s mass-customized (M-C) apparel and to examine whether the predictors of PI were also predictors of willingness to pay (WTP) a premium for M-C apparel. Nine consumer characteristics were proposed as potential predictors: fashion innovativeness, three types of perceived behavioral control (self-efficacy, time availability, and money availability), two types of experience (experience in apparel mass customization (MC) and experience in a product category), and three demographic variables (age, education, and household income). Seven hypotheses were developed based on theories and relevant research. An online survey was used for the data collection, and 474 male consumers in the United States were recruited for the study. The results, obtained by bootstrapping Structural Equation Modeling, indicated that fashion innovativeness, self-efficacy, time availability, experience in apparel MC, and age were predictors of PI. Time availability and age were predictors of WTP a premium. Young male consumers were more likely to purchase M-C dress shirts and more willing to pay a premium. The applications of the findings were discussed. Journal: Journal of Global Fashion Marketing Pages: 154-170 Issue: 2 Volume: 11 Year: 2020 Month: 4 X-DOI: 10.1080/20932685.2020.1728702 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1728702 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:2:p:154-170 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1709097_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sheetal Jain Author-X-Name-First: Sheetal Author-X-Name-Last: Jain Author-Name: Sita Mishra Author-X-Name-First: Sita Author-X-Name-Last: Mishra Title: Luxury fashion consumption in sharing economy: A study of Indian millennials Abstract: Recently, the trend of sharing economy has gained popularity in fashion, particularly among millennials. Few studies in the past have focused on sharing economy in the clothing industry, mainly in the US and European context. However, whether this global phenomenon of sharing economy will work in emerging markets for the luxury fashion industry is still unknown. Therefore, the main objective of this study is to understand the impact of the various key factors viz. economic benefits, fashion involvement, self-pleasing experience, social projection, perceived risk, and past sustainable behavior on luxury consumption behavior in the sharing economy. Self-determination Theory (SDT) perspective was adopted to show what motivates Indian millennials to participate in luxury fashion rental consumption. Probability sampling technique was used to collect data from Indian millennials who aspired to use luxury fashion brands on a sharing basis. Confirmatory factor analysis was conducted, followed by multi-group analysis and path estimates to test the hypothesized relationships. The results of the study indicated “social projection value” as the most significant predictor of intention to consume luxury fashion on a sharing basis. Furthermore, the effect of perceived risk and the influence of past sustainable behavior on young consumers’ luxury fashion rental consumption was also found to be significant. Journal: Journal of Global Fashion Marketing Pages: 171-189 Issue: 2 Volume: 11 Year: 2020 Month: 4 X-DOI: 10.1080/20932685.2019.1709097 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1709097 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:2:p:171-189 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1703780_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sindy Chapa Author-X-Name-First: Sindy Author-X-Name-Last: Chapa Author-Name: Felecia F. Jordan Jackson Author-X-Name-First: Felecia F. Author-X-Name-Last: Jordan Jackson Author-Name: Jaejin Lee Author-X-Name-First: Jaejin Author-X-Name-Last: Lee Title: Antecedents of ideal body image and body dissatisfaction: The role of ethnicity, gender and age among the consumers in the USA Abstract: This study explores the extent perceived ideal body image by members of the opposite sex affects the perception of desired body size and body dissatisfaction of males and females across age and ethnic groups in the United States. A national survey was conducted with a total sample of 1,895 participants. A based-model is proposed to test the effect of gender, age, and ethnicity on consumers’ perception toward ideal body images and body dissatisfaction. Multigroup comparison analyses in SEM were run to test the variability of the models across samples. The results indicate that the existence of a gendered ideal body image among members of the opposite sex influences one’s perceptions of the desired ideal body for themselves, for members of the opposite sex, and one’s body dissatisfaction. In addition, these influential correlations were found to be significantly higher among females than males and significantly different across age and ethnic groups. These findings can help the fashion industry and health-related institutions in understanding that body dissatisfaction depends not only on the impact of the media but also on the perceived impact of others’ opinion, which differ among ethnic groups. Journal: Journal of Global Fashion Marketing Pages: 190-206 Issue: 2 Volume: 11 Year: 2020 Month: 4 X-DOI: 10.1080/20932685.2019.1703780 File-URL: http://hdl.handle.net/10.1080/20932685.2019.1703780 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:2:p:190-206 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1761422_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Maximilian Faschan Author-X-Name-First: Maximilian Author-X-Name-Last: Faschan Author-Name: Claude Chailan Author-X-Name-First: Claude Author-X-Name-Last: Chailan Author-Name: Richard Huaman-Ramirez Author-X-Name-First: Richard Author-X-Name-Last: Huaman-Ramirez Title: Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and China Abstract: This paper explores the differences in luxury fashion brand value perceptions between German and Chinese Generation Y’s emerging adults. This study chose Chinese and German young adults aged between 18 and 25 as the primary data source. An online self-administered questionnaire was selected as data collection method. One hundred and ninety-nine observations were retained. Sample size was deemed sufficient to test our hypotheses based on the most conservative minimum-sample-size methods. The outcomes indicate that the multi-dimensional nature of luxury fashion ascertained in literature appeals to Generation Y’s emerging adults across both countries. However, multiple unexpected cross-national differences regarding the importance attributed to specific value dimensions of luxury fashion are found. Chinese emerging adults have higher socio-symbolic, hedonic, and functional as well as higher price value perceptions of luxury fashion compared to their German peers. This study helps luxury fashion brand managers to attune their customer value propositions to the expectations of Generation Y’s younger cohort members from Germany and China under consideration of cultural particularities. Results suggest that marketing strategies conceived in disregard of cultural dynamics might prevent luxury fashion brands from fully leveraging market potentials across different geographies. Journal: Journal of Global Fashion Marketing Pages: 207-231 Issue: 3 Volume: 11 Year: 2020 Month: 07 X-DOI: 10.1080/20932685.2020.1761422 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1761422 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:3:p:207-231 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1752766_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Susanna Lee Author-X-Name-First: Susanna Author-X-Name-Last: Lee Author-Name: Eunice Kim Author-X-Name-First: Eunice Author-X-Name-Last: Kim Title: Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post Abstract: Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer promotional post. Moreover, there are growing concerns around whether sponsorship disclosure on influencer promotional posts encourages consumers to critically process the advertising message. Thus, this study examines the effects of disclosure types (explicit/implicit/no disclosure), influencer credibility (high low), and brand credibility (high/low) on the effectiveness of Instagram influencer promotional posts. Findings reveal that highly credible brands featured in Instagram posts have a positive impact on message credibility, attitude toward the ad, purchase intention, and eWOM intention. Theoretical and managerial implications are discussed. Journal: Journal of Global Fashion Marketing Pages: 232-249 Issue: 3 Volume: 11 Year: 2020 Month: 07 X-DOI: 10.1080/20932685.2020.1752766 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1752766 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:3:p:232-249 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1754270_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gihyung Kim Author-X-Name-First: Gihyung Author-X-Name-Last: Kim Author-Name: Seunghee Lee Author-X-Name-First: Seunghee Author-X-Name-Last: Lee Title: Analysis of emotional labour differences according to general characteristics of fashion store salesperson Abstract: This study empirically analyses emotional labour differences by classifying the general characteristics of fashion store salespersons into three industry-specific categories: demographic characteristics, job characteristics, and brand characteristics. The variables of emotional labour were examined according to its elements (surface acting and deep acting), antecedents (positive affectivity, negative affectivity, job autonomy, and customer incivility), and consequences (emotional exhaustion, depersonalization, turnover intention, self-efficacy, and job satisfaction). The participants of this study were fashion salespersons aged 20 or older, engaged in the fashion retail business of clothing and fashion goods in Seoul and Gyeonggi Province. A total of 320 valid questionnaires were used for our statistical analysis. Based on the results of this study, strengthening the capacity of fashion salespeople and the competitiveness of the retail industry by developing support programs and creating awareness of the negative effects of emotional labour will lead to the qualitative growth of the service industry. Journal: Journal of Global Fashion Marketing Pages: 250-269 Issue: 3 Volume: 11 Year: 2020 Month: 07 X-DOI: 10.1080/20932685.2020.1754270 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1754270 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:3:p:250-269 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1754269_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Zeynep Ozdamar Ertekin Author-X-Name-First: Zeynep Author-X-Name-Last: Ozdamar Ertekin Author-Name: Bengu Sevil Oflac Author-X-Name-First: Bengu Author-X-Name-Last: Sevil Oflac Author-Name: Cemre Serbetcioglu Author-X-Name-First: Cemre Author-X-Name-Last: Serbetcioglu Title: Fashion consumption during economic crisis: Emerging practices and feelings of consumers Abstract: Economic crisis has a significant impact on consumption practices and the way consumers justify their consumption patterns. Particularly in the field of fashion, consumers face a conflict between desire to consume due to rapidly changing fashion trends and coping with the decrease in purchasing power due to the economic crisis. Semi-structured interviews were carried out to gain a deeper understanding of how the economic crisis affects consumers’ fashion consumption behavior and the alternative consumption practices that emerge. The research further sheds light on the underlying feelings involved due to changes in consumption patterns. Some of the themes that emerge—reuse, reduce, and reject—are in line with earlier findings on anti-consumption but this time the motives of the consumers are non-voluntary. The findings also contribute to anti-consumption literature by introducing three new themes: refind alternative channels, reconsider, and rely on discounts. The study further shows that there are both positive and negative feelings associated with changes in consumption behavior due to economic crisis. Along with understanding the adaptations in consumption behavior, anticipating these conflicting emotions resulting from crisis related anti-consumption is important for marketers and retailers who are concerned about developing appropriate responsive strategies. Journal: Journal of Global Fashion Marketing Pages: 270-288 Issue: 3 Volume: 11 Year: 2020 Month: 07 X-DOI: 10.1080/20932685.2020.1754269 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1754269 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:3:p:270-288 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1724815_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Juhyun Kim Author-X-Name-First: Juhyun Author-X-Name-Last: Kim Title: Collaborative fashion consumption in the sharing economy: Philosophical and aesthetic perspectives Abstract: The sharing economy is becoming more important due to the development of reasonable consumption and environmental recognition, and diverse business models are attempting to describe and predict how to apply the sharing economy. In this context, collaborative fashion consumption (CFC) is a part of the sharing economy trend to temporarily use fashion products in various ways. Few studies attempt to understand the CFC as a part of the contemporary social and cultural trends. In this context, the major objective in the present study is to describe the current situation of CFC, based on several philosophical and aesthetic dimensions regarded as macroscopic perspectives, and to understand the contemporary social and cultural trends. This study examines prior research to understand the concept of the sharing economy. In this process, applying three major perspectives can boost the development of the sharing economy: Walter Benjamin (deconstruction of aura), Nicoloa Bourriaud (relational aesthetic), and Gilles Deleuze and Felix Guattari (rhizome).An online platform, communal relationship, and interchangeable values, are selected to link the related philosophical and aesthetic dimensions. The study analyses 41 CFC services from 7 countries via the content analysis method using3 philosophical and aesthetic dimensions to understand the current trends of CFC in the sharing economy. Journal: Journal of Global Fashion Marketing Pages: 289-305 Issue: 3 Volume: 11 Year: 2020 Month: 07 X-DOI: 10.1080/20932685.2020.1724815 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1724815 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:3:p:289-305 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1754271_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Raquel Hauschild Author-X-Name-First: Raquel Author-X-Name-Last: Hauschild Author-Name: Marlon Dalmoro Author-X-Name-First: Marlon Author-X-Name-Last: Dalmoro Author-Name: Maria Amália Machado Author-X-Name-First: Maria Amália Author-X-Name-Last: Machado Author-Name: Stefania Ordovas de Almeida Author-X-Name-First: Stefania Ordovas Author-X-Name-Last: de Almeida Title: Tradition preservation through fashion consumption: Contemporary clothes on Gaucho traditionalist culture in the South of Brazil Abstract: Fashion inspired by local culture references is our starting point for understanding how fashion, as a contemporary and dynamic dimension, can preserve the capacity of representing and maintaining local traditions. Through an interpretive approach, we look at the relationship between traditional clothing preservation and the creation of a contemporary fashion associated with the gaucho traditionalist culture in southern Brazil. The study counts on 22 in-depth interviews with consumers and producers of the traditional and contemporary gaucho fashion movement, as well as document analysis and netnographic data exploration on gaucho traditions. Results indicate that even facing the resistance from conservative groups that aim to keep clothing stable over time, fashion producers and consumers associated the contemporary gaucho clothes as a modern mechanism for tradition preservation. It allows the adjustment of tradition representation in line with changes in social roles, especially gender patterns. Findings reveal that contemporary gaucho fashion challenges the rigid conception of tradition, once it represents a democratic instrument able to supply a sense of belonging adjusted to contemporary time. Finally, we theorize about the ability of symbolic representations of a particular culture to be transferred to emerging fashion elements over time, without losing the bond with the local tradition. Journal: Journal of Global Fashion Marketing Pages: 306-324 Issue: 3 Volume: 11 Year: 2020 Month: 07 X-DOI: 10.1080/20932685.2020.1754271 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1754271 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:3:p:306-324 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1798802_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Irene Roozen Author-X-Name-First: Irene Author-X-Name-Last: Roozen Author-Name: Mariet Raedts Author-X-Name-First: Mariet Author-X-Name-Last: Raedts Title: The power of negative publicity on the fast fashion industry Abstract: The aim of this paper is to examine the impact of negative reporting in the media (hereafter negative publicity) about the fast fashion industry on the attitude of (potential) consumers towards fast fashion apparels. This is done on the basis of three experimental studies. These studies also analyzed if visual and written publicity about the working conditions in the production process and environmentally related information, e.g. environmentally unfriendly externalities of the fast fashion production process, can influence the attitude towards fast fashion apparels, i.e. intention to buy, liking, attitude towards the brand. Furthermore, the studies investigated if differences between consumers (e.g. attitude towards slow fashion, fashion involvement, and ethical and environmental consciousness of consumers) significantly influence the impact of such information on consumer attitudes.The findings of the three studies show that negative (audiovisual and written) publicity about the environmental impact and working conditions of the fast fashion industry significantly negatively influence consumers’ attitudes towards the fast fashion industry. The “power” of negative publicity is also significantly stronger than that of positive publicity and is enhanced by the consciousness of consumers towards the social and ecological impact of the fashion industry. Journal: Journal of Global Fashion Marketing Pages: 380-396 Issue: 4 Volume: 11 Year: 2020 Month: 10 X-DOI: 10.1080/20932685.2020.1798802 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1798802 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:4:p:380-396 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1791727_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Teresa Pérez del Castillo Author-X-Name-First: Teresa Author-X-Name-Last: Pérez del Castillo Author-Name: Paloma Díaz Soloaga Author-X-Name-First: Paloma Author-X-Name-Last: Díaz Soloaga Author-Name: Julie McColl Author-X-Name-First: Julie Author-X-Name-Last: McColl Title: Lifestyle branding as a brand-oriented positioning strategy: Insights from Spanish fashion consultants Abstract: This paper expands knowledge of lifestyle branding by defining and identifying its scope, as well as its relationship to fashion branding. The term itself is ubiquitous in management, but remains undefined from a holistic point of view and is understudied in the academic literature. We thus address this gap and complement previous conceptualizations with empirical research on lifestyle fashion branding. The study herein relies on seven semi-structured, in-depth interviews with experienced Spanish fashion brand consultants who advise prestigious fashion companies in Spain. The interview transcripts were analyzed using thematic analysis and Atlas.ti 7.5.18 software, employing an interpretive, qualitative approach. This paper’s primary contribution is found in its empirical study of lifestyle branding conceptualizations from fashion professionals with diverse fashion expertise, including in digital branding, lifestyle retailing, strategic communications, public relations, influencer marketing and social media. Insights into lifestyle branding conceptualizations in relation to fashion retailing emerge from their combined expertise, which then further point to opportunities for expanded research on lifestyle branding in a variety of fashion retail contexts. Journal: Journal of Global Fashion Marketing Pages: 361-379 Issue: 4 Volume: 11 Year: 2020 Month: 10 X-DOI: 10.1080/20932685.2020.1791727 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1791727 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:4:p:361-379 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1791210_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hua Meng Author-X-Name-First: Hua Author-X-Name-Last: Meng Author-Name: Jamie L. Grigsby Author-X-Name-First: Jamie L. Author-X-Name-Last: Grigsby Author-Name: Cesar Zamudio Author-X-Name-First: Cesar Author-X-Name-Last: Zamudio Title: Spritz or showcase? Gender, uncertainty, and fragrance evaluation Abstract: Reactions to a scent are both cognitive and neurobiological, and impact fragrance evaluation along two key factors. One is gender, due to information processing differences among men and women. The other one is uncertainty, which firms induce via sales strategies by either spritzing a fragrance before revealing brand and price information, or by showcasing the fragrance by revealing brand and price prior to smelling. Surprisingly, how and when to implement these strategies remains unexplored. This research addresses this gap. It conceptualizes a new mechanism by applying spreading activation theory to the context of the neurobiological scent-processing pathway, proposing that scent, as the prime node in the associative network, automatically activates six attributes: scent characteristics, personal memories, qualitative attributes, social aspects, valence, and marketing-related attributes. We then empirically investigate how these attributes impact product evaluation. A multi-methods approach employing electronic word-of-mouth analysis finds support for the activation of the six fragrance attributes. Two experiments also support their presence, and reveal that men and women evaluate fragrances differently because their information processing is contingent on uncertainty. Managers can nudge the attribute activation process and maximize fragrance evaluation by implementing a gender-based sales strategy, relying on spritzing for men and showcasing for women. Journal: Journal of Global Fashion Marketing Pages: 343-360 Issue: 4 Volume: 11 Year: 2020 Month: 10 X-DOI: 10.1080/20932685.2020.1791210 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1791210 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:4:p:343-360 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1788408_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Srikant Manchiraju Author-X-Name-First: Srikant Author-X-Name-Last: Manchiraju Author-Name: Mary Damhorst Author-X-Name-First: Mary Author-X-Name-Last: Damhorst Title: “I want to be beautiful and rich”: Consumer culture ideals internalization and their influence on fashion consumption Abstract: Within the US culture, two consumer culture ideals – namely, the body perfect and the material good life – are dominant. This study addressed the question – how are these two consumer culture ideals internalized? And, how an individual’s degree of internalization of these consumer culture ideals influence one’s fashion consumption behavior? By building on the Tripartite Influence Model, a widely used empirical model in body-image research, a research model was proposed. Data were drawn from self-reported online survey by respondents located in the US (N = 472). The proposed model was tested using structural equation modeling. All but one proposed hypotheses were supported, which explained 20% of the variance for fashion involvement construct (p <.001). Findings of the study revealed that sociocultural factors (i.e. parents, peers, and mass media) contribute to an individual’s degree of cultural ideals internalization, which in turn influences one’s level of body satisfaction and fashion consumption behavior. The findings of the study would be of interest to several entities, including social advertisers and marketers, media activists, and body image educators, among others, which are also discussed. Journal: Journal of Global Fashion Marketing Pages: 325-342 Issue: 4 Volume: 11 Year: 2020 Month: 10 X-DOI: 10.1080/20932685.2020.1788408 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1788408 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:4:p:325-342 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1799837_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Isaac Cheah Author-X-Name-First: Isaac Author-X-Name-Last: Cheah Author-Name: Anwar Sadat Shimul Author-X-Name-First: Anwar Sadat Author-X-Name-Last: Shimul Author-Name: Macy Hoi Ming Man Author-X-Name-First: Macy Hoi Author-X-Name-Last: Ming Man Title: Young consumer’s attitude toward local versus foreign luxury brands Abstract: This paper investigates the young consumer’s attitudes toward local versus foreign brands of fashion products. A 4 by 4 fixed factor framework is utilized. This includes four fashion product categories (e.g., Sunglasses, Jeans, Shoes and Perfume) and four COO cues. The four chosen COO were Italy, Australia, South Korea and China. Data (n = 200) were collected using a convenient sample of undergraduate business students in a large university situated in Australia. The findings showed that young (non)status consumption revealed no significant difference in product quality and brand image evaluation for Australian and Italian branded products, however, luxury fashion products branded in Korea and China are not favored. Furthermore, the study suggests that low and high country image as well as the country-related product image are critical elements to influencing the product-country congruity between consumers and their perceptions of luxury fashion products. The findings from this study hold important implications and guidelines for luxury brands and fashion houses that wish to enter an international market to better understand the consumer behavior. Journal: Journal of Global Fashion Marketing Pages: 397-412 Issue: 4 Volume: 11 Year: 2020 Month: 10 X-DOI: 10.1080/20932685.2020.1799837 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1799837 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:4:p:397-412 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1835521_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Author-Name: Andrea Runfola Author-X-Name-First: Andrea Author-X-Name-Last: Runfola Title: Heuristics in decision-making by exporting textiles SMEs Abstract: This article deals with the use of heuristics in the decision-making process of entrepreneurial exporting Small and Medium-Sized Enterprises (SMEs) in business-to-business settings. It specifically considers the textile industry. Heuristics can be defined as “simple rules” for cognition and action. The article points out the presence of a research gap in the literature on the decision-making of exporting SMEs and deals with the following research question: What heuristics are used in exporting decisions by SMEs in business-to-business markets? Empirically, it discusses the findings of seven case studies of Italian exporting textiles SMEs in business-to-business markets. The results reveal the widespread use of heuristics and formulate propositions about their features. Findings show that heuristics in exporting SMEs in the textile industry are perceived as effective tools for export decisions, corresponding to personal beliefs of the single decision-maker, intentionally built through experience, generalizable to different export markets, and time tested. Journal: Journal of Global Fashion Marketing Pages: 1-15 Issue: 1 Volume: 12 Year: 2021 Month: 01 X-DOI: 10.1080/20932685.2020.1835521 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1835521 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:1:p:1-15 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1835523_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Seung-Hee Lee Author-X-Name-First: Seung-Hee Author-X-Name-Last: Lee Author-Name: Jane E Workman Author-X-Name-First: Jane E Author-X-Name-Last: Workman Title: Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth Abstract: The purpose of this study was to examine differences in time-of-adoption groups (trendsetters, early adopters, late adopters, reluctant adopters) and gender regarding brand loyalty, perceived quality, and word-of-mouth (WOM). Participants were 138 men and 131 women at a US university. A questionnaire consisted of demographic items, and measures of trendsetting, brand loyalty, perceived quality, and WOM. M/ANOVA was used to analyze the data. Fashion trendsetters were more loyal to their favorite brand than early, late, and reluctant adopters. Men were more loyal to their favorite brand than women. Fashion trendsetters rated their favorite brand higher on perceived quality than early, late, and reluctant adopters. Men gave higher ratings to perceived quality of their favorite brand than women. Trendsetters and early adopters were more likely to tell others about their favorite brands than late and reluctant adopters. Men and women were equally likely to tell others about their favorite brands. Journal: Journal of Global Fashion Marketing Pages: 16-31 Issue: 1 Volume: 12 Year: 2021 Month: 01 X-DOI: 10.1080/20932685.2020.1835523 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1835523 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:1:p:16-31 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1835522_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Alice Noris Author-X-Name-First: Alice Author-X-Name-Last: Noris Author-Name: Tekila Harley Nobile Author-X-Name-First: Tekila Harley Author-X-Name-Last: Nobile Author-Name: Nadzeya Kalbaska Author-X-Name-First: Nadzeya Author-X-Name-Last: Kalbaska Author-Name: Lorenzo Cantoni Author-X-Name-First: Lorenzo Author-X-Name-Last: Cantoni Title: Digital Fashion: A systematic literature review. A perspective on marketing and communication Abstract: Research in the overlapping area between Fashion and Information and Communication Technologies – hereafter referred to as “Digital Fashion” – is growing and attracting the interest of both academics and practitioners. However, due to the richness and heterogeneity of the involved fields, no map is already available of it. A systematic literature review was conducted in July 2019 utilizing the keywords “digital” and “fashion” in five research databases, including academic papers from 1998. This provided 491 relevant items for analysis. Three main categories to which those research papers belong to are identified: (i) Communication and Marketing (C&M); (ii) Design and Production (D&P); and (iii) Culture and Society (C&S). Each category includes two or three subcategories. This study provides an overview of the state of the art of digital fashion studies, with a focus on Communication and Marketing related research. Journal: Journal of Global Fashion Marketing Pages: 32-46 Issue: 1 Volume: 12 Year: 2021 Month: 01 X-DOI: 10.1080/20932685.2020.1835522 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1835522 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:1:p:32-46 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1845765_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sheetal Jain Author-X-Name-First: Sheetal Author-X-Name-Last: Jain Author-Name: Sita Mishra Author-X-Name-First: Sita Author-X-Name-Last: Mishra Author-Name: Sandip Mukhopadhyay Author-X-Name-First: Sandip Author-X-Name-Last: Mukhopadhyay Title: Critical success factors for luxury fashion brands in emerging markets: Insights from a qualitative study Abstract: Creating and maintaining a successful luxury brand has many challenges. In emerging markets like India, brands face additional challenges due to the smaller size of the market as well as consumer’s general preference for value over luxury. Based on a qualitative approach, the study aims to empirically develop an analytical framework of the critical success factors (CSFs) for luxury brands keeping in mind the uniqueness of the emerging markets. This study involved semi-structured in-depth interviews with 18 senior managers with varying experience in luxury fashion industry, supported by secondary research such as internal documents and media reports. The study identifies 10 interrelated CSFs, which are categorized into two broad categories, i.e., Core CSFs and Augmentative CSFs. Based on consumer maturity and brand status, four types of consumption patterns (aspirational, conspicuous, experiential, and heritage) for luxury brands are also identified. Managers can use our CSF framework along with the consumption pattern matrix for efficient luxury brand management. Journal: Journal of Global Fashion Marketing Pages: 47-61 Issue: 1 Volume: 12 Year: 2021 Month: 01 X-DOI: 10.1080/20932685.2020.1845765 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1845765 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:1:p:47-61 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1845766_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Changhyun Nam Author-X-Name-First: Changhyun Author-X-Name-Last: Nam Author-Name: Kyunghwa Cho Author-X-Name-First: Kyunghwa Author-X-Name-Last: Cho Author-Name: Young Do Kim Author-X-Name-First: Young Do Author-X-Name-Last: Kim Title: Cross-cultural examination of apparel online purchase intention: S-O-R paradigm Abstract: The purpose of this study was to conduct a cross-cultural comparison of the impact of e-service quality on consumers’ trust-behavioral intentions in online apparel shopping using a proposed theoretical S-O-R model. A total of 1,154 U.S. college students’ (n = 616) and Korean college students’ (n = 538) usable responses were employed to conduct statistical analyses. Regardless of the cultural differences, the results revealed that website design quality and responsiveness (stimulus) in e-service quality are strongly associated with trust (organism) and trust, in turn, acts as a dominant predictor influencing purchase intention (response) in the hypothesized model. Results from this study demonstrate that trust is a key mediator in interconnecting the relationship between website design and responsiveness and online purchase intention in the two countries in the S-O-R paradigm. The current study formulates and empirically tests the theoretical model for global e-commerce strategic thinking and undergirds a deep understanding of the determinant role of trust impacting purchase intentions of young consumers engaging in online apparel shopping in the U.S. and South Korea. Journal: Journal of Global Fashion Marketing Pages: 62-76 Issue: 1 Volume: 12 Year: 2021 Month: 01 X-DOI: 10.1080/20932685.2020.1845766 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1845766 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:1:p:62-76 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1804433_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Dayun Jeong Author-X-Name-First: Dayun Author-X-Name-Last: Jeong Author-Name: Eunha Chun Author-X-Name-First: Eunha Author-X-Name-Last: Chun Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Title: Culture and art policy analysis in fashion capitals: New York, London, Seoul, Beijing, and Jakarta Abstract: The purpose of this study is to investigate the status and policy of the fashion industry of fashion capitals worldwide, and to suggest a policy direction for each city to develop its fashion industry. To this end, we examined the status of the fashion industries which were selected as representative fashion capitals, based on the apparel industry development stage and global cities index, and analyzed their fashion policies to compare. The cities were classified into four stages: Jakarta, classified as the 1st stage, is an architect state, and Beijing, classified as the 2nd stage, is an engineer state. Seoul, the 3rd stage, is an architect state. The final stage, stage 4th, was divided into two states. London is a Patron state and New York is a facilitator state. This international comparative study is of great significance in that it has improved the understanding of the fashion policies and analyzed the institutional meaning and policy performance of these cities and provided information that could be used to promote their rationality and effectiveness. Therefore, it is expected that fashion capitals will be able to solve the actions to be taken to advance to the next stage through the analysis in this study. Journal: Journal of Global Fashion Marketing Pages: 77-94 Issue: 1 Volume: 12 Year: 2021 Month: 01 X-DOI: 10.1080/20932685.2020.1804433 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1804433 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:1:p:77-94 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1872979_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: The Editors Title: Chinese Abstracts: Journal of Global Fashion Marketing, Volume 12, Issue 1 (2021) Journal: Journal of Global Fashion Marketing Pages: 95-101 Issue: 1 Volume: 12 Year: 2021 Month: 01 X-DOI: 10.1080/20932685.2021.1872979 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1872979 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:1:p:95-101 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1853891_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: The Editors Title: Correction Journal: Journal of Global Fashion Marketing Pages: iii-iii Issue: 1 Volume: 12 Year: 2021 Month: 01 X-DOI: 10.1080/20932685.2020.1853891 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1853891 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:1:p:iii-iii Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1881579_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Heejin Lim Author-X-Name-First: Heejin Author-X-Name-Last: Lim Author-Name: Michelle Childs Author-X-Name-First: Michelle Author-X-Name-Last: Childs Author-Name: Leslie Cuevas Author-X-Name-First: Leslie Author-X-Name-Last: Cuevas Author-Name: Jewon Lyu Author-X-Name-First: Jewon Author-X-Name-Last: Lyu Title: Between you and me: The effects of content ephemerality and the role of social value orientation in luxury brands’ social media communication Abstract: Grounded on commodity theory, this study examines the effects of content ephemerality on the perceived feeling of exclusivity in luxury brands’ social media communication. This study also investigates the role of luxury brand followers’ social value orientation in the effectiveness of the ephemeral content strategy. Employing Instagram as a study context, we conducted two main experiments using a single factor (i.e., ephemeral versus archived content) between-subject design. The findings of this study demonstrate that ephemeral content generates a higher level of perceived exclusivity than archived content. However, this effect was significant only for those relatively low in social value orientation. Also, perceived exclusivity was found to mediate the moderated effects of presentation modes on attitude towards a luxury brand’s Instagram. A neglected area in the field of luxury brands’ social media communication is how to develop differentiated content strategies for distinct audiences. The findings of the two studies suggest that while luxury brands reach a wide range of consumers via brand online social networking, they should consider offering the feeling of exclusivity to enhance attitude towards social media content among those low in social value orientation. We recommend that luxury brands carefully utilize the ephemeral content strategy as a solution. Journal: Journal of Global Fashion Marketing Pages: 120-132 Issue: 2 Volume: 12 Year: 2021 Month: 04 X-DOI: 10.1080/20932685.2021.1881579 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1881579 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:2:p:120-132 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1853584_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Henny Puspita Author-X-Name-First: Henny Author-X-Name-Last: Puspita Author-Name: Heeju Chae Author-X-Name-First: Heeju Author-X-Name-Last: Chae Title: An explorative study and comparison between companies’ and customers’ perspectives in the sustainable fashion industry Abstract: Sustainability has become quite a common discussion topic within the fashion industry. Many fashion companies started to incorporate sustainability aspects into their products since there is an increase of awareness toward this issue, especially in the last decade. However, despite the increasing popularity, there is only little improvement in the sustainable fashion market share. Therefore, this study aims to find out about each side’s point of view, analyze the gap between them and looking for a solution to overcome this gap. A qualitative method such as an in-depth interview is used to gather data from both sides. This study found that there is a gap of perception in marketing strategy and attitude towards pricing between companies and customers. This study-proposed several solutions to lessen this gap such as (1) approaching customer through emotional-based marketing, (2) create a new business model such as collaborative fashion consumption, (3) making a friendlier image of sustainable fashion, and (4) information exchange regarding sustainable technology development between companies. This study provides insights and suggestions for sustainable fashion companies to gain a bigger market share in the industry and also provides a reference for future qualitative study for service quality gap study in the future. Journal: Journal of Global Fashion Marketing Pages: 133-145 Issue: 2 Volume: 12 Year: 2021 Month: 04 X-DOI: 10.1080/20932685.2020.1853584 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1853584 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:2:p:133-145 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1881327_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: The Editors Title: Chinese Abstracts: Journal of Global Fashion Marketing, Volume 12, Issue 2 (2021) Journal: Journal of Global Fashion Marketing Pages: 191-193 Issue: 2 Volume: 12 Year: 2021 Month: 04 X-DOI: 10.1080/20932685.2021.1881327 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1881327 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:2:p:191-193 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1870521_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jisu Ko Author-X-Name-First: Jisu Author-X-Name-Last: Ko Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Title: What fashion startups should know before launching Crowdfunding projects: Focusing on Wadiz reward Crowdfunding Abstract: Wadiz, the largest Korean crowdfunding platform, recorded a 197% year-on-year growth of reward in crowdfunding projects for the fashion and accessory category in the first half of 2019. With this in mind, this study collects 135 cases of fashion and accessory projects from Wadiz to explore the success factors and impactful variables on the funding ratio. The study found that the project signals (the number of backers), social engagement (the number of Instagram followers) affected the funding state. In contrast, reward properties (category, target, and product property), had a significant impact on the level of funding ratio. As an initial study focused on fashion crowdfunding, this study provides practical implications to predict the success factors of fashion crowdfunding that small fashion companies can meaningfully utilize. Journal: Journal of Global Fashion Marketing Pages: 176-191 Issue: 2 Volume: 12 Year: 2021 Month: 04 X-DOI: 10.1080/20932685.2020.1870521 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1870521 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:2:p:176-191 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1856705_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Harsandaldeep Kaur Author-X-Name-First: Harsandaldeep Author-X-Name-Last: Kaur Author-Name: Sahiba Anand Author-X-Name-First: Sahiba Author-X-Name-Last: Anand Title: Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies Abstract: With growing awareness about the self, consumers are increasingly becoming conscious of the role of fashion clothing in enhancing and communicating their self-image. They seek to portray their self-image through an outward display of fashion style that is congruent to their concept of self. Consumer’s congruity however can be formed with both actual and ideal self. Recognizing this fact, the present study investigates the comparative impact of actual and ideal-fashion self-congruity on fashion consciousness and status consumption tendencies of millennials in India. The study also probes into the mediating role of fashion consciousness between the relationship of actual/ideal fashion self-congruity and status consumption. Using a sample of 751 millennials, the study confirms that ideal fashion self-congruity is a stronger predictor of fashion consciousness and status consumption in comparison to actual fashion self-congruity. In fact, actual fashion self-congruity did not have any significant impact on the two dependent variables. Additionally, the results of the study also point towards the mediating role of fashion consciousness between the relation of ideal fashion self-congruity and status consumption. The study points towards some notable implications for marketers of branded fashion wear by signifying the importance of the ideal-self in consumer decision-making process. Journal: Journal of Global Fashion Marketing Pages: 146-160 Issue: 2 Volume: 12 Year: 2021 Month: 04 X-DOI: 10.1080/20932685.2020.1856705 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1856705 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:2:p:146-160 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1853585_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Van Chien Duong Author-X-Name-First: Van Chien Author-X-Name-Last: Duong Author-Name: Billy Sung Author-X-Name-First: Billy Author-X-Name-Last: Sung Title: Examining the role of luxury elements on social media engagement Abstract: This research aims to examine the effect of conspicuousness, uniqueness, quality, hedonism, and extended self on social media engagement. This research applies a quantitative, observational method to investigate how luxury brands portray luxury dimensions in their social media marketing and whether such portrayals impact consumers’ engagement. We analysed a total of 1223 social media posts on Facebook and Instagram (July 2017 to July 2018) from four major luxury fashion brands (Chanel, Dior, Bottega Veneta, and Burberry).The results indicated that only conspicuousness significantly enhanced consumers’ engagement, while other dimensions did not. The current findings suggest that the idea of luxury has begun to shift toward a different meaning. Thus, traditional luxury dimensions may not work in the social media context, providing significant managerial insights into the creation and management of luxury social media marketing. The current study is the first to examine how the portrayal of luxury dimensions affect social media engagement. The findings provide significant insights into the use of social media marketing by luxury brands, namely how they promote and portrayal their luxuriousness on social media platforms. Journal: Journal of Global Fashion Marketing Pages: 103-119 Issue: 2 Volume: 12 Year: 2021 Month: 04 X-DOI: 10.1080/20932685.2020.1853585 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1853585 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:2:p:103-119 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1867878_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hassan Daronkola Kalantari Author-X-Name-First: Hassan Daronkola Author-X-Name-Last: Kalantari Author-Name: Lester W Johnson Author-X-Name-First: Lester W Author-X-Name-Last: Johnson Author-Name: Chamila R. Perera Author-X-Name-First: Chamila R. Author-X-Name-Last: Perera Title: The effect of gender on willingness to pay for mass customised running shoes Abstract: We investigate whether gender and different levels of customisation have a significant effect on consumers’ willingness to purchase mass customised running shoes. An online panel survey was utilised to collect data from 353 Australian adults who wear running shoes at least once a month. Three attributes – degree of customisation, price, and delivery time were utilised in the data analysis to explore willingness to pay for customised shoes. Informed by conjoint analysis and t-tests, the study makes a significant theoretical contribution by extending the understanding of inconveniences of mass customisation from the perspective of customers’ willingness across genders. It is found that for women, degree of customisation and delivery time are the most important attributes, while for men, price and degree of customisation are the more crucial attributes. Female customers are more willing to purchase the product than male customers. The study addresses the research gap that is how differently females and males who usually have different sensory perceptions respond to mass-customised products. Further, the study provides valuable strategic insights for both manufacturers and marketers to cater fragmented consumer markets through mass customisation by identifying subtle differences in customer readiness among their target group of customers. Journal: Journal of Global Fashion Marketing Pages: 161-175 Issue: 2 Volume: 12 Year: 2021 Month: 04 X-DOI: 10.1080/20932685.2020.1867878 File-URL: http://hdl.handle.net/10.1080/20932685.2020.1867878 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:2:p:161-175 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1912630_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ken Kumagai Author-X-Name-First: Ken Author-X-Name-Last: Kumagai Author-Name: Shin’ya Nagasawa Author-X-Name-First: Shin’ya Author-X-Name-Last: Nagasawa Title: Moderating effect of brand commitment on apparel brand prestige in upward comparisons Abstract: This study explores the location effect on consumers’ perceptions of a particular apparel brand’s prestige when a fashion store is operated adjacent to the apparel boutiques of other prestigious brands. It also aims to examine variations in this effect according to consumers’ brand commitment levels. Via a survey conducted in Japan, the influence of prestige disparity between a particular apparel brand and adjacent brands on perceived brand prestige was assessed across different store location frames. The data reveal that a consumer perceives a particular brand prestige to be higher than before when the prestige of its adjacent brand is moderately higher than its own (assimilation), while this effect disappears once the prestige disparity becomes large. The data also suggest that the assimilation effect is more obvious when a consumer’s calculative brand commitment is high, while the influence of his/her affective commitment level is insignificant. These results suggest that managers should assess whether the prestige disparity is adequate between their brands and adjacent ones and take note of calculative commitment levels of target consumers to predict the location effect on their brand equities. Journal: Journal of Global Fashion Marketing Pages: 195-213 Issue: 3 Volume: 12 Year: 2021 Month: 07 X-DOI: 10.1080/20932685.2021.1912630 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1912630 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:3:p:195-213 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1893782_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Saheli Goswami Author-X-Name-First: Saheli Author-X-Name-Last: Goswami Author-Name: Gargi Bhaduri Author-X-Name-First: Gargi Author-X-Name-Last: Bhaduri Title: Investigating the direct and indirect effects of perceived corporate hypocrisy on turnover intentions Abstract: Perceived corporate hypocrisy, a perception of corporations claiming to have a virtuous character that they do not really possess, is a growing concern for US businesses. The purpose of this study was to investigate the impact of retail employees’ perceived corporate hypocrisy (PCH) related to corporations’ moral responsibility efforts on their work-related behaviors, namely turnover intentions, mediated by their lack of trust and poor attitude towards the corporation. An online self-reported survey was conducted using 520 adult US retail employees. The study results revealed that PCH positively impacted employee turnover intention, participants’ lack of trust in the corporation as well their less favorable attitude towards the same. Also, both lack of trust and less favorable attitude mediated the relation between PCH and turnover intention. The study provides implications for corporations and indicates that given employees are irreplaceable resources to the corporation and can act as creators of competitive advantages, it is essential that corporations take initiatives to align their moral values with those of their employees or risk losing them. Journal: Journal of Global Fashion Marketing Pages: 214-228 Issue: 3 Volume: 12 Year: 2021 Month: 07 X-DOI: 10.1080/20932685.2021.1893782 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1893782 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:3:p:214-228 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1921608_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Nadine Khair Author-X-Name-First: Nadine Author-X-Name-Last: Khair Author-Name: Elizabeth Lloyd-Parkes Author-X-Name-First: Elizabeth Author-X-Name-Last: Lloyd-Parkes Author-Name: Jonathan Deacon Author-X-Name-First: Jonathan Author-X-Name-Last: Deacon Title: “Foreign brands of course!” An ethnographic study exploring COO image perceptions and its influence on the preference of foreign clothing brands Abstract: This study explores Jordanian women’s preferences for foreign over local clothing brands through exploring perceptions of COO image. An ethnographic approach has been utilized, consisting of 3 data generation stages: interactive group interviews; shopping observations; and one on one responsive interviews. This study highlights new reasons for preference of foreign brands, overlooked in previous studies, stemming from self and social symbolism, consumption symbolism, status and conspicuous consumption and country of origin image. Furthermore, a key outcome of this research is the conceptualization of “Country of Purchase”. Implications are provided for local clothing brands on ways to improve their image in the eyes of Jordanian consumers – particularly women. Recommendations regarding local brands’ pricing, store atmosphere and image, and symbolic value are highlighted and discussed. Previous research is extended by exploring different reasons for foreign brand preference in developing countries and introduces an inductive and interpretive approach to obtain descriptive and rich data providing understanding of the phenomena of country of origin and country of purchase in the fashion industry.  Journal: Journal of Global Fashion Marketing Pages: 274-290 Issue: 3 Volume: 12 Year: 2021 Month: 07 X-DOI: 10.1080/20932685.2021.1921608 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1921608 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:3:p:274-290 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1905021_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Bo Ra Joo Author-X-Name-First: Bo Ra Author-X-Name-Last: Joo Author-Name: Juanjuan Wu Author-X-Name-First: Juanjuan Author-X-Name-Last: Wu Title: The impact of inclusive fashion advertising with plus-size models on female consumers: The mediating role of brand warmth Abstract: This study investigates the effectiveness of inclusive advertising featuring both plus-size models and straight-size models on consumers’ responses. By building on the Brands as Intentional Agents Framework (BIAF), the study also investigates the mechanism of the positive effect of including plus-size models on brand performance. For this study, a between-subjects design of model body size (diverse versus straight only) and a moderator of consumer body size (plus versus straight) were used; a multivariate analysis of covariance was conducted, along with a mediation analysis, to test the proposed hypotheses. The results indicated that inclusive advertisements depicting models with diverse body sizes had a positive main effect on brand attitude and an indirect effect on brand attitude and purchase intention. Brand warmth mediated the positive effect of diverse body sizes on brand attitude and purchase intention. This study contributes to the literature on body image by demonstrating the effectiveness of including plus-size models on two levels of consumer responses – brand attitude and purchase intention – and by demonstrating the mechanism of brand warmth. This study also informs brand managers as to how embracing plus-size models can benefit brand performance. Journal: Journal of Global Fashion Marketing Pages: 260-273 Issue: 3 Volume: 12 Year: 2021 Month: 07 X-DOI: 10.1080/20932685.2021.1905021 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1905021 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:3:p:260-273 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1915836_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Saugat Neupane Author-X-Name-First: Saugat Author-X-Name-Last: Neupane Author-Name: Ranga Chimhundu Author-X-Name-First: Ranga Author-X-Name-Last: Chimhundu Author-Name: Eric Kong Author-X-Name-First: Eric Author-X-Name-Last: Kong Title: Strategic profile for positioning eco-apparel among mainstream apparel consumers Abstract: This paper develops a strategic profile for positioning ecologically produced apparel (eco-apparel) to make eco-apparel the preferred choice among mainstream apparel customers. This qualitative study employed 24 in-depth interviews involving eco-apparel consumers and managers. Thematic analysis was used to analyze the qualitative data. This research suggests that there is a mismatch between the value expected by apparel consumers and the value offered by eco-apparel. To attract mainstream apparel consumers, environment-friendliness claims need to be implicit while aesthetic claims should be explicit. Perceived psychological risk due to misleading information, combined with the effort required to purchase due to limited availability, has added to the problems of marketing eco-apparel. Eco-apparel companies could consider this study as a guide to develop value and actions for promoting their products to apparel consumers, through the application of the Four Actions Framework. While previous studies have suggested environment-friendliness as a key factor in marketing eco-apparel, this study suggests that environment-friendliness features should not be the emphasis of eco-apparel marketing. This research has determined the customer value proposition for eco-apparel using the Four Actions Framework, and this is a novel approach that has not been applied by previous research in eco-apparel marketing. Journal: Journal of Global Fashion Marketing Pages: 229-244 Issue: 3 Volume: 12 Year: 2021 Month: 07 X-DOI: 10.1080/20932685.2021.1915836 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1915836 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:3:p:229-244 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1899016_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Lizhu Davis Author-X-Name-First: Lizhu Author-X-Name-Last: Davis Author-Name: Chitra Dabas Author-X-Name-First: Chitra Author-X-Name-Last: Dabas Title: Capturing sustainable fashion purchase behavior of Hispanic consumers in the US Abstract: Despite the vital role Hispanic consumers play in the U.S. apparel market, research on their sustainable apparel consumption behavior is limited. This study investigated the influence of normative expectations on young Hispanic consumers’ organic apparel purchasing behavior. A self-administered online survey was used to collect data from a population of Hispanic college students. The proposed conceptual model was tested using structural equation modeling (SEM). The study results revealed that social norms did not directly influence organic apparel purchase behavior of Hispanic consumers. Instead, social norms determined personal norms and organic apparel knowledge, which then affected the purchase behavior. Perceived health benefits also significantly affected young Hispanic consumers’ purchase behavior of organic apparel. We also found that organic apparel knowledge significantly affected the perceived quality and health benefits of organic apparel. This study contributed to the literature by 1) understanding the complex relationships of social norms with personal norms, organic apparel knowledge, and organic apparel purchase behavior of Hispanic consumers, and 2) incorporating perceived product value into the conceptual model. Findings of this study can help sustainable apparel manufacturers and retailers to develop effective marketing strategies for targeting Hispanic consumers in the US apparel markets. Journal: Journal of Global Fashion Marketing Pages: 245-259 Issue: 3 Volume: 12 Year: 2021 Month: 07 X-DOI: 10.1080/20932685.2021.1899016 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1899016 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:3:p:245-259 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1939757_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Dong Shen Author-X-Name-First: Dong Author-X-Name-Last: Shen Author-Name: Feng Liu Author-X-Name-First: Feng Author-X-Name-Last: Liu Author-Name: Joseph Richards Author-X-Name-First: Joseph Author-X-Name-Last: Richards Title: Branded there, made here? How country equity influences fashion product consumers in China Abstract: After decades of globalization, more and more products are made in a country different from the initial country of origin of the brand name associated with the product. As consumers evaluate brands, does it matter if a product is made in the same country as from its initial origin? In this study, we intend to address this question by examining the impacts of country equity (CE) on consumer psychology, in the context of China’s fashion market. Specifically, this study aims to (1) examine the impact of CE on Chinese consumers’ perception and purchase intention of “Made in USA” products; and (2) identify potential China’s market for “Made in USA” products. A series of hypotheses are developed and empirically tested. Among our major findings, Chinese consumers show significantly higher purchase intention, perceived quality, and perceived price for “Made in USA” products than “Made in China” products with the same brand name. Also, Chinese consumers’ CE of the US significantly affect their purchase intention, perceived quality, and perceived price of “Made in USA” products. In addition, we identify the target market characteristics of “Made in USA” products in China. The study adds to a comprehensive understanding of CE in the global market. Journal: Journal of Global Fashion Marketing Pages: 291-308 Issue: 4 Volume: 12 Year: 2021 Month: 10 X-DOI: 10.1080/20932685.2021.1939757 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1939757 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:4:p:291-308 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1930096_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Irene Roozen Author-X-Name-First: Irene Author-X-Name-Last: Roozen Author-Name: Mariet Raedts Author-X-Name-First: Mariet Author-X-Name-Last: Raedts Author-Name: Laura Meijburg Author-X-Name-First: Laura Author-X-Name-Last: Meijburg Title: Do verbal and visual nudges influence consumers’ choice for sustainable fashion? Abstract: The fashion industry is one of the largest polluters of the world. The exploitation of resources for the ever-changing trends in fashion puts tremendous pressure on the environment. The literature shows that nudging could be an encouraging tool to promote pro-environmental behavior. The aim of this study was to investigate whether nudging can influence consumers’ choice towards sustainable fashion.We examined if a verbal or visual nudge on a retailer’s website can significantly influence consumers’ (sustainable) fashion choice. Data was collected by an online survey. Respondents (N = 288) were randomly divided into three experimental conditions, i.e. verbal nudge, visual nudge or control group (no nudge). The findings showed a significant positive influence of the verbal nudge and, to a lesser extent, of the visual nudge on choosing the sustainable version of the apparel. The nudges also positively influenced the willingness to pay for the sustainable apparel. This suggests that nudging is a promising tool to direct consumers to a more sustainable fashion choice. Furthermore, the results showed that respondents with a relatively high score on ecological conscious consumer behavior and a relatively low score on fashion involvement are significant more likely to choose the sustainable apparel. Journal: Journal of Global Fashion Marketing Pages: 327-342 Issue: 4 Volume: 12 Year: 2021 Month: 10 X-DOI: 10.1080/20932685.2021.1930096 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1930096 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:4:p:327-342 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1957701_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ganga S. Urumutta Hewage Author-X-Name-First: Ganga S. Author-X-Name-Last: Urumutta Hewage Author-Name: Sona Klucarova Author-X-Name-First: Sona Author-X-Name-Last: Klucarova Author-Name: Laura Boman Author-X-Name-First: Laura Author-X-Name-Last: Boman Title: The effects of political ideology and brand familiarity on conspicuous consumption of fashion products Abstract: From the lens of conspicuous consumption, this research examines the interactive effect of brand logo size and political ideology on consumers’ intentions toward fashion products. Specifically, in a series of four studies, we address how consumer political ideology influences intentions toward items displaying smaller, inconspicuous logos versus larger, conspicuous logos for unfamiliar and familiar brands. We show that liberal consumers are more likely to prefer a large (rather than small) logo when a brand is unfamiliar. We suggest that liberals’ greater desire for product uniqueness elevates their risk propensity, which in turn increases preference for conspicuous consumption when familiarity with a brand is low. We show that this effect occurs only for unfamiliar brands; when brand familiarity is high (i.e. a popular or well-known brand), consumer political ideology reverses consumer preference for conspicuous consumption, replicating prior work. Our results suggest that, by manipulating their logo size, new brands may effectively target consumers based on their political ideology. Journal: Journal of Global Fashion Marketing Pages: 343-358 Issue: 4 Volume: 12 Year: 2021 Month: 10 X-DOI: 10.1080/20932685.2021.1957701 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1957701 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:4:p:343-358 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1947151_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sang-chul Son Author-X-Name-First: Sang-chul Author-X-Name-Last: Son Author-Name: Joonheui Bae Author-X-Name-First: Joonheui Author-X-Name-Last: Bae Author-Name: Kyung Hoon Kim Author-X-Name-First: Kyung Hoon Author-X-Name-Last: Kim Title: The effect of perceived agility on intention to reuse Omni-channel: Focused on mediating effect of integration quality of Omni-channel Abstract: Immense research is conducted on the importance and role of omni-channel integration, which affects consumer decision-making. However, considering omni-channel integration in particular is insufficient to account for changes in consumer behavior. Omni-channel agility can provide an understanding of how companies deliver services that meet consumer expectations in response to market changes, such as COVID-19. This research examines the effect of perceived agility on integration quality and intention to reuse omni-channel based on idiosyncratic service experience (ISE). Data were collected for those who have used omni-channel in the US through M-Turk and analyzed on the basis of SEM. Results reveal a positive relationship between perceived agility of digitalized omni-channel and channel integration quality. A positive relationship also exists between perceived agility and reuse intention, which is mediated by the integration quality of omni-channel. This study expands the research on omni-channel integration quality including digital-based perceived agility in channel integration research based on ISE. Journal: Journal of Global Fashion Marketing Pages: 375-389 Issue: 4 Volume: 12 Year: 2021 Month: 10 X-DOI: 10.1080/20932685.2021.1947151 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1947151 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:4:p:375-389 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1939758_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Tamgid Ahmed Chowdhury Author-X-Name-First: Tamgid Ahmed Author-X-Name-Last: Chowdhury Author-Name: Nusrat Zaman Anon Author-X-Name-First: Nusrat Zaman Author-X-Name-Last: Anon Title: Exploring skill requirements of local and multinational companies for entry level marketing professionals in the apparel industry in a developing country Abstract: The purpose of this study is to offer an ‘employability skill index” for entry-level marketing professionals in the apparel industry and compare the skill requirements of local and multinational companies (MNCs). The study applies Structural Equation Modeling approach for index development. Primary data were collected through a structured questionnaire from 1082 managers of 18 local and 16 MNCs operating in the apparel industry in Bangladesh. Convergent and discriminant validities of the proposed index were tested. The research revealed a six-dimensional 22-item skill index with significant differences in skill requirements between local and MNCs. The skills MNCs prioritized are major courses taken, research-based internship, written communication skills, and English language ability. Local companies, on the other hand, put preferences on experience, team building ability, network skill, and effective listening. The literature review revealed that there is a lack of quantitative studies to offer employability skills for entry-level marketing managers in the apparel industry in the South Asia region. Therefore, the current study is original and adds significant value to the literature. The proposed skill index can help the universities to design their courses accordingly to increase the employability of marketing graduates in the apparel industry. Journal: Journal of Global Fashion Marketing Pages: 359-374 Issue: 4 Volume: 12 Year: 2021 Month: 10 X-DOI: 10.1080/20932685.2021.1939758 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1939758 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:4:p:359-374 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1930097_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Maria Logkizidou Author-X-Name-First: Maria Author-X-Name-Last: Logkizidou Title: The neglected unity-in-variety principle: A holistic rather than a single-factor approach in conceptualising a visual merchandise display Abstract: While retailers cannot stress enough the fact that, in reality, a variety of store design cues combine to make a merchandise’s visual display (VMD), the product presentation research focuses mostly on investigating the effect of a single retail display cue, at a time, on consumer product evaluations. But, is “unity-in-variety” a neglected principle in the product presentation research? Scholars are increasingly suggesting more systematic study to identify combinations of key store cues that shape a product’s display for more pertinent for the retailing practice exploratory research. In response, the present article reviews the relevant literature and organises the findings to propose a qualitative typology of VMD cues that can capture, holistically, the VMD construct. The proposed typology is then confirmed in two studies. The identified VMD cues are classified into five key VMD element categories (factors) comprising display fixtures, materials, organisation, staging technique and lighting, and all factors load on one higher-order VMD construct. Journal: Journal of Global Fashion Marketing Pages: 309-326 Issue: 4 Volume: 12 Year: 2021 Month: 10 X-DOI: 10.1080/20932685.2021.1930097 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1930097 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:4:p:309-326 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1947150_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ashley Paintsil Author-X-Name-First: Ashley Author-X-Name-Last: Paintsil Author-Name: Hye-Shin Kim Author-X-Name-First: Hye-Shin Author-X-Name-Last: Kim Title: Sharing personal experiences and online consumer engagement: A case study of Glossier Abstract: Social media has become influential in the fashion and beauty marketplace where digital communication centers around consumer interests in products and brands. This case study examines how sharing of personal experiences on the digital communication platforms of the Glossier beauty brand influences consumer engagement in an online brand community. In-depth interviews of thirteen consumers of the Glossier brand and its social media channels were conducted. The qualitative method allows the researchers to capture the rich context of the consumer experience and the social reality of online community members through their own words. This case study offers insight into how social media communication, moving beyond simple product reviews, allows a direct-to-consumer brand to effectively leverage the personal experiences of their consumers as a catalyst for learning, advocating for the brand, co-developing the brand, and building consumer and brand relationships. A new perspective from Brodie et al.’sconsumer engagement model highlights key interrelated processes that evolve from the sharing of consumer experiences and adding value to building a robust brand community. Journal: Journal of Global Fashion Marketing Pages: 1-15 Issue: 1 Volume: 13 Year: 2022 Month: 01 X-DOI: 10.1080/20932685.2021.1947150 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1947150 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:1-15 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1947149_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jinhee Han Author-X-Name-First: Jinhee Author-X-Name-Last: Han Author-Name: Wi-Suk Kwon Author-X-Name-First: Wi-Suk Author-X-Name-Last: Kwon Title: Brand loyalty through love for a brand’s Facebook page: Roles of motivations and personal traits Abstract: This study examines how consumers’ motivations influence their love for a brand’s Facebook page and brand loyalty. The role that consumers’ opinion leadership and opinion seeking traits play in driving these motivations was also examined. Results from an online survey with 260 college students revealed that consumers’ self-presentation and self-expressive motivations were significant predictors of consumers’ love for a brand’s Facebook page, which in turn positively influenced brand loyalty. Further, consumers’ opinion seeking trait positively influenced self-presentation motivation, whereas their opinion leadership trait negatively influenced self-expressive motivation. Managerial and theoretical implications are discussed. Journal: Journal of Global Fashion Marketing Pages: 16-29 Issue: 1 Volume: 13 Year: 2022 Month: 01 X-DOI: 10.1080/20932685.2021.1947149 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1947149 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:16-29 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1987289_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Rachel Creighton Author-X-Name-First: Rachel Author-X-Name-Last: Creighton Author-Name: Iva Jestratijevic Author-X-Name-First: Iva Author-X-Name-Last: Jestratijevic Author-Name: Daton Lee Author-X-Name-First: Daton Author-X-Name-Last: Lee Title: Sustainability supplier scorecard assessment tools: A comparison between apparel retailers Abstract: The purpose of this qualitative study is to evaluate and compare eight sustainability supplier scorecard assessment tools in use among five major international apparel retailers, Walmart, Eileen Fisher, Nike, H&M, and Gap. Inductive content analysis was used to study the raw textual data and make evidence-based inferences. Results showed that the field of sustainable supply chain management (SSCM) is subject to inefficiencies because there are inadequate standards for reporting information which would expose these inefficiencies. The investigated tools varied in terms of scope, performance measurements, and scoring methodologies, which had negative effects on their comparability. This obstacle, however, does not invalidate the major findings, which revealed an evident and concerning lack of information to support the practical application of the tools investigated. Because no retailer disclosed information about its lower tier suppliers’ assessments, it is uncertain whether and how suppliers in lower tiers are engaged in sustainability assessments. Because sustainability violations occur at a higher rate within fragmented supply chains, it is critical to communicate supplier engagement throughout the value chain. The findings of this study urge the application of standardized and comprehensive scorecard assessments which would help to enhance the credibility of SSCM practice, its assessment, and its communication. Journal: Journal of Global Fashion Marketing Pages: 61-74 Issue: 1 Volume: 13 Year: 2022 Month: 01 X-DOI: 10.1080/20932685.2021.1987289 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1987289 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:61-74 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1960581_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Miao Miao Author-X-Name-First: Miao Author-X-Name-Last: Miao Author-Name: I Go Author-X-Name-First: I Author-X-Name-Last: Go Author-Name: Kayo Ikeda Author-X-Name-First: Kayo Author-X-Name-Last: Ikeda Author-Name: Hideho Numata Author-X-Name-First: Hideho Author-X-Name-Last: Numata Title: Brand equity effects on financial performance in Japanese fashion market: applying complexity theory via fsQCA Abstract: This study applies complexity theory to examine the effects of loyalty programs (LP) and consumer characteristics, as well as the perceptional and behavioral brand factors that influence brand equity and firm financial performance. It focuses on 14 Japanese fashion brands for a specific duration of the COVID-19 pandemic. Further, this study considers the effects of complex components on performance (brand equity and firm financials) by testing the asymmetric relationships that exist between brand equity, LPs, and financials via fuzzy-set qualitative comparative analysis. We mainly address two research questions: (1) Do insights on brand equity from young generations contribute to firm financial outcomes? (2) In the declining fashion market, do LPs affect brand equity and firm financial performance? The results present causal configurations that could either directly, or indirectly, and positively, or negatively, influence outcomes (brand equity and firm financials) depending on various contexts, such as consumer demographics and shopping conditions. Journal: Journal of Global Fashion Marketing Pages: 30-43 Issue: 1 Volume: 13 Year: 2022 Month: 01 X-DOI: 10.1080/20932685.2021.1960581 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1960581 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:30-43 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1978308_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Suha Fouad Salem Author-X-Name-First: Suha Fouad Author-X-Name-Last: Salem Author-Name: Alshaimaa Bahgat Alanadoly Author-X-Name-First: Alshaimaa Bahgat Author-X-Name-Last: Alanadoly Title: What drives Malaysian online fashion shopping? The mediating role of perceived value Abstract: This study investigates the indirect effects of consumer fashion involvement, opinion seeking and online buying experience on online purchasing behaviour of fashion products by adapting the functional perspective of the perceived values: quality and price. Partial least squares structural equation modelling (PLS-SEM) is used to examine the proposed study’s framework with data collected through a survey (n = 346) to examine respondents’ opinions on the mentioned variables. The authors also assessed the proposed framework using Importance-Performance Map Analysis (IPMA). The study results reveal that perceived quality mediates the relationship between fashion involvement, online shopping experience and online purchasing, which is not observed in opinion seeking. On the other hand, only perceived price mediates the relationship between opinion seeking, online shopping experience and online buying behaviour. At the construct level, IPMA revealed that perceived price and online shopping experience are crucial for enhancing online purchasing behaviour of fashion products. This study contributes to the existing literature by evaluating the effects of fashion involvement, opinion seeking and online experience on perceived value in terms of quality and price and how this may improve consumers’ online purchasing behaviour. Journal: Journal of Global Fashion Marketing Pages: 75-89 Issue: 1 Volume: 13 Year: 2022 Month: 01 X-DOI: 10.1080/20932685.2021.1978308 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1978308 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:75-89 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1960580_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jitong Li Author-X-Name-First: Jitong Author-X-Name-Last: Li Author-Name: Karen K. Leonas Author-X-Name-First: Karen K. Author-X-Name-Last: Leonas Title: Generation Z female consumers’ preferences for swimwear products with sustainability-relevant attributes Abstract: The purpose of this study is to identify the importance of swimwear attributes to Generation Z (Gen Z) female consumers and investigate the effects of consumer knowledge (CK) on consumers’ decision-making processes. First, based on the attribute classification methods in the literature and exploratory analysis on selected swimwear brands, eight swimwear attributes and each attribute’s levels were identified. These attributes were classified into the sustainability-irrelevant (extrinsic, intrinsic) and sustainability-relevant (environmental, social) attribute categories. Second, a self-administered online survey was employed. A total of 257 usable data were received. Most participants have limited knowledge of sustainable swimwear, and their knowledge levels have influences on attribute importance. Results indicate that price is the most important attribute, followed by fiber, donation, color, certification, and style. Two attributes, country of origin and labor, are rarely considered. Additionally, sustainable cues add value to consumers’ evaluations. This study involves consumer knowledge as a factor and fills a gap in the literature focusing on Gen Z and swimwear. The findings are beneficial for swimwear enterprises to address consumers’ preferences in their future product development strategy. Journal: Journal of Global Fashion Marketing Pages: 44-60 Issue: 1 Volume: 13 Year: 2022 Month: 01 X-DOI: 10.1080/20932685.2021.1960580 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1960580 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:44-60 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2021435_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Nupur Arora Author-X-Name-First: Nupur Author-X-Name-Last: Arora Author-Name: Parul Manchanda Author-X-Name-First: Parul Author-X-Name-Last: Manchanda Title: Green perceived value and intention to purchase sustainable apparel among Gen Z: The moderated mediation of attitudes Abstract: Gen Z consumers are the most lucrative segment concerning fashion products, including apparel and have showcased a willingness to shift towards more sustainable processes. This research explores the mediating role of positive attitude towards sustainable apparel with green perceived value and intention to purchase sustainable apparel amongst Gen Z. The paper also explores a moderated mediation model with materialistic values and consumer knowledge about sustainable apparel as moderators. A survey method was employed to collect data, and 308 undergraduate students from universities of Delhi – National Capital Region (NCR) were selected as respondents. The study results indicated a partial mediating role of positive attitude towards sustainable apparel and confirms the moderating role of materialistic values and consumer knowledge about sustainable apparel. Further, materialistic values and consumer knowledge were suggested as significant moderators in the model. The study also confirms a significant relationship among – green perceived value, positive attitude towards sustainable apparel, and intention to purchase sustainable apparel. Journal: Journal of Global Fashion Marketing Pages: 168-185 Issue: 2 Volume: 13 Year: 2022 Month: 04 X-DOI: 10.1080/20932685.2021.2021435 File-URL: http://hdl.handle.net/10.1080/20932685.2021.2021435 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:2:p:168-185 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2016062_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Nishant Kumar Author-X-Name-First: Nishant Author-X-Name-Last: Kumar Author-Name: Pratibha Garg Author-X-Name-First: Pratibha Author-X-Name-Last: Garg Author-Name: Shailender Singh Author-X-Name-First: Shailender Author-X-Name-Last: Singh Title: Pro-environmental purchase intention towards eco-friendly apparel: Augmenting the theory of planned behavior with perceived consumer effectiveness and environmental concern Abstract: The textile industry has emerged as a major pollution source owing to a rise in carbon footprint, the spike in greenhouse gas emission, and increasing landfill waste. Sustainable fashion has become a new style statement and industries are shifting their orientation towards environment-friendly manufacturing. The theory of planned behavior (TPB) model was employed with environmental concern, personal moral norms, and perceived consumer effectiveness to better predict the eco-friendly apparel purchase intention of educated Indian youths. Variance-based partial least square-structural equation modeling (PLS-SEM) was applied to evaluate the hypothesized model. Findings indicated that perceived behavioral control has a strong significant positive influence on purchase intention followed by personal moral norms, attitude, and perceived consumer effectiveness. Environmental concern was found to have an indirect effect on purchase intention through three primary TPB variables and personal moral norms. Multi-group analysis (MGA) was performed to examine the moderating effect of perceived consumer effectiveness on an attitude–intention relationship. The highly perceived consumer effectiveness group was shown to have a more consistent attitude-purchase intention relationship as compared to the low-perceived consumer effectiveness group. The study promulgates insights to professionals and policymakers to formulate sustainable marketing strategies and policies to cope with the indigenous market conditions. Journal: Journal of Global Fashion Marketing Pages: 134-150 Issue: 2 Volume: 13 Year: 2022 Month: 04 X-DOI: 10.1080/20932685.2021.2016062 File-URL: http://hdl.handle.net/10.1080/20932685.2021.2016062 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:2:p:134-150 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2017320_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Houcine Akrout Author-X-Name-First: Houcine Author-X-Name-Last: Akrout Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Title: Sustainability in fashion and luxury marketing: Results, paradoxes and potentialities Abstract: This guest editorial article introduces a special issue devoted to the results, paradoxes, and potentialities emerging from the growing interest within the marketing and management research in the sustainability of fashion and luxury companies. While there has been extensive discussion of the meaning and forms of sustainability in the literature, the consistency of the models and behaviors applied to sustainability adopted by companies, and the results achieved in a field as important as fashion and luxury marketing, have not been verified. The articles in the special issue are briefly discussed, with some conclusions about the main results emerging from the various research studies. The five articles in this special issue seek to contribute to research that systemizes new models and tools that may be useful for practitioners and marketing researchers working in this field. Journal: Journal of Global Fashion Marketing Pages: 91-100 Issue: 2 Volume: 13 Year: 2022 Month: 04 X-DOI: 10.1080/20932685.2021.2017320 File-URL: http://hdl.handle.net/10.1080/20932685.2021.2017320 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:2:p:91-100 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1998789_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Matilde Milanesi Author-X-Name-First: Matilde Author-X-Name-Last: Milanesi Author-Name: Yuliia Kyrdoda Author-X-Name-First: Yuliia Author-X-Name-Last: Kyrdoda Author-Name: Andrea Runfola Author-X-Name-First: Andrea Author-X-Name-Last: Runfola Title: How do you depict sustainability? An analysis of images posted on Instagram by sustainable fashion companies Abstract: Sustainability is strongly becoming imperative for all fashion companies to respond to stakeholders’ concerns and meet their expectations. While companies are more and more engaged in sustainability practices regarding all the activities carried out, there is also a growing opportunity for them to communicate it to reinforce the brand through various means. One of these is undoubtedly represented by social media. The social media landscape is increasingly characterized by the use of images as a highly impactful way of communication, with image-based social media such as Instagram that are experiencing significant growth among consumers and businesses. Consequently, the paper aims to understand how sustainability is depicted through Instagram by sustainable fashion companies. For these reasons, the paper investigates the use of images on Instagram by two sustainable fashion brands, Patagonia and Stella McCartney. To this aim, the paper employs the visual content analysis on over 300 pictures downloaded from the two corporate accounts on Instagram. The findings show the most used image categories to depict sustainability, and how such categories generate online interaction with users in terms of digital engagement. Implications for sustainable fashion companies and social media managers are provided. Journal: Journal of Global Fashion Marketing Pages: 101-115 Issue: 2 Volume: 13 Year: 2022 Month: 04 X-DOI: 10.1080/20932685.2021.1998789 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1998789 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:2:p:101-115 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2011766_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Alberta Bernardi Author-X-Name-First: Alberta Author-X-Name-Last: Bernardi Author-Name: Chiara Luisa Cantù Author-X-Name-First: Chiara Luisa Author-X-Name-Last: Cantù Author-Name: Elena Cedrola Author-X-Name-First: Elena Author-X-Name-Last: Cedrola Title: Key success factors to be sustainable and innovative in the textile and fashion industry: Evidence from two Italian luxury brands Abstract: Sustainable innovation – the introduction of new products and processes that bring economic, social and environmental benefits – have a crucial role in the textile and fashion industry. However, current literature mainly focuses on new product development and the consequent environmental impacts. One of the main challenges for textile and fashion companies is how to be environmentally, socially and economically sustainable and innovative in the meantime. This paper is based on the Triple Bottom Line framework and attempts to address this gap by identifying some key success factors (KSFs) that could allow textile and fashion companies to develop product and process innovations, taking into account their social, environmental and economic outcomes. The research is based on a multiple-case study method and results show that textile and fashion companies can achieve a competitive advantage by being sustainable and innovative and when there are strong corporate values, cultural heritage and stable relationships with the territory. Besides extending the literature on sustainable, the paper highlights the main challenges and opportunities within this sector. Journal: Journal of Global Fashion Marketing Pages: 116-133 Issue: 2 Volume: 13 Year: 2022 Month: 04 X-DOI: 10.1080/20932685.2021.2011766 File-URL: http://hdl.handle.net/10.1080/20932685.2021.2011766 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:2:p:116-133 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2016063_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Chitra S. Dabas Author-X-Name-First: Chitra S. Author-X-Name-Last: Dabas Author-Name: Claire Whang Author-X-Name-First: Claire Author-X-Name-Last: Whang Title: A systematic review of drivers of sustainable fashion consumption: 25 years of research evolution Abstract: This study aimed to identify drivers and moderators of sustainable fashion consumption (SFC) by reviewing the evolution of SFC research. A systematic review was conducted using 25 years (1995–2020) of SFC research, which resulted in the synthesis of a final sample of 213 studies to determine growth patterns in SFC themes. Studies were divided into 3 periods: Period 1 (1995–2010; emergence), Period 2 (2011–2015; growth), and Period 3 (2016–2020; maturity/expansion). The results indicated that the scope of SFC expanded from product-based to include larger sustainable fashion practices. Consumer values, consumer knowledge, normative influences, and fashion orientation emerged as four major frequently researched themes in SFC research. Potentially problematic issues identified include the lack of understanding of cross-cultural differences related to SFC behavior patterns. A future research agenda is proposed, along with suggestions for practitioners. Journal: Journal of Global Fashion Marketing Pages: 151-167 Issue: 2 Volume: 13 Year: 2022 Month: 04 X-DOI: 10.1080/20932685.2021.2016063 File-URL: http://hdl.handle.net/10.1080/20932685.2021.2016063 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:2:p:151-167 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2033632_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Elizabeth Kempen Author-X-Name-First: Elizabeth Author-X-Name-Last: Kempen Author-Name: Rejoice Jealous Tobias-Mamina Author-X-Name-First: Rejoice Jealous Author-X-Name-Last: Tobias-Mamina Title: Applying behavioral reasoning theory to South African female consumers’ emerging apparel-shopping behavior during COVID-19 Abstract: The COVID-19 pandemic reduced apparel sales in South Africa as in most other nations. Research has not yet determined why consumers shopped less for apparel during this time. Using the Behavioral Reasoning Theory, this study sought to explain this occurrence and its effect on consumer apparel-shopping behavior. Synchronous online interviews were conducted with 20 purposefully selected pre-COVID-19 apparel shoppers at a South African academic institution. The primary motivations for apparel shopping were the patronization of fashion sales, specific purposes, shopping needs and seasonal demands. Movement restrictions, a dampened need, a lack of appearance management, the adoption of a comfortable appearance, COVID-19 reminders, fear of COVID-19 and a lack of appropriate sizes were reasons given for less apparel shopping. Consumers used altered shopping strategies to meet changes in the apparel-shopping environment during COVID-19 lockdown in South Africa, resulting in altered shopping experiences. The behavior change is attributed to apparel retailers’ compliance with COVID-19 restrictions and protocols imposed during the pandemic. The findings contribute to a better understanding of the South African apparel shopper of the future under crisis or pandemic conditions, suggesting the implementation of omnichannel strategies. Journal: Journal of Global Fashion Marketing Pages: 221-237 Issue: 3 Volume: 13 Year: 2022 Month: 07 X-DOI: 10.1080/20932685.2022.2033632 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2033632 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:3:p:221-237 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2032792_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kamran Siddiqui Author-X-Name-First: Kamran Author-X-Name-Last: Siddiqui Title: Brand equity trend analysis for fashion brands (2001-2021) Abstract: This paper aims to present the brand equity trends of top fashion brands using Interbrand’s annual list of top 100 global brands (2001 to 2021). Thirty fashion brands from eight countries (France, Germany, Italy, Spain, Sweden, Switzerland, the UK, and the US) appeared. Analyses were made using Interbrand’s brand equity, brand ranking, and brand equity growth rate. This paper makes a unique contribution to the concept of the fashion industry and its segments. First, to the authors’ knowledge, this is the first paper that has described the four different segments within the global fashion industry with live examples of fashion brands. These four segments include Apparel, Cosmetics, Sportswear, and Luxury. Secondly, this paper also illustrates that both the global financial crisis (2008–09) and global pandemic (2019–20) had affected the growth rate of brand equity among fashion brands, but brand equity amount kept increasing during both occasions. Furthermore, the apparel segment was more affected than other segments (sportswear, cosmetics, and luxury). Two minor findings include the emergence of France as a global center of fashion brands with a recent surge in brand equity and has housed more fashion brands than any other country. Similarly, Europe has proved its dominance in the fashion industry over the USA. Journal: Journal of Global Fashion Marketing Pages: 238-255 Issue: 3 Volume: 13 Year: 2022 Month: 07 X-DOI: 10.1080/20932685.2022.2032792 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2032792 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:3:p:238-255 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2039263_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Marina Alexandra Gomes Author-X-Name-First: Marina Alexandra Author-X-Name-Last: Gomes Author-Name: Susana Marques Author-X-Name-First: Susana Author-X-Name-Last: Marques Author-Name: Álvaro Dias Author-X-Name-First: Álvaro Author-X-Name-Last: Dias Title: The impact of digital influencers’ characteristics on purchase intention of fashion products Abstract: Research on digital influencers’ role in marketing strategies under ongoing development. This study explores the role of digital influencer marketing on consumer purchase intention in fashion products. The goal is to investigate the direct and indirect relationships of trustworthiness, expertise, content quality, similarity, para-social interaction, and attitude towards sponsored posts on purchase intention. A mixed-method approach was conducted combining interviews with five digital influencers and a consumer-based survey with a sample of 206 fashion consumers, among them 96.1% were women and 51.5% were between 18 and 31 years old. Results indicate that blog content quality and para-social interaction positively influence purchase intention in fashion brands. Additionally, blog content quality plays a mediating role between trustworthiness and purchase intention. Moreover, consumers’ attitude towards sponsored posts influences directly and positively purchase intention and mediates the relationship between trustworthiness and purchase intention. Consumers’ attitude towards sponsored posts was also found to mediate the relationship between expertise and purchase intention. This study highlights the digital influencers’ marketing characteristics, which affect the fashion consumer purchase intention, enriching the research in this area and providing recommendations for further investigation. The results also highlight the importance of aligning communication strategies of fashion brands with influencers’ lifestyle. Journal: Journal of Global Fashion Marketing Pages: 187-204 Issue: 3 Volume: 13 Year: 2022 Month: 07 X-DOI: 10.1080/20932685.2022.2039263 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2039263 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:3:p:187-204 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1977164_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ulf Aagerup Author-X-Name-First: Ulf Author-X-Name-Last: Aagerup Title: Men’s and women’s implicit negativity towards obese fashion models Abstract: The purpose of this article is to investigate whether women’s relatively positive response to obese models is the result of social desirability bias on the part of women rather than deep seated attitudes. 60 university students in Sweden underwent an Implicit Associations Test (IAT) to reveal attitudes towards obese models that the participants were not able or willing to openly express. The study shows that even though women express significantly more positive attitudes towards obese models than men do, women and men display similar implicit negativity towards obese models. The study replicates a previously shown explicit gender effect, but also extends theory on gender preferences towards models of different sizes and body types by introducing measurements of implicit attitudes. Finally, the paper provides a possible explanation for why the fashion industry largely refrains from using obese models even though women express relatively positive attitudes towards them. Journal: Journal of Global Fashion Marketing Pages: 273-288 Issue: 3 Volume: 13 Year: 2022 Month: 07 X-DOI: 10.1080/20932685.2021.1977164 File-URL: http://hdl.handle.net/10.1080/20932685.2021.1977164 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:3:p:273-288 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2016064_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Meegan Feori-Payne Author-X-Name-First: Meegan Author-X-Name-Last: Feori-Payne Author-Name: Ellen McKinney Author-X-Name-First: Ellen Author-X-Name-Last: McKinney Title: Apparel product developers: An exploration through the lens of work analysis Abstract: Apparel product developers facilitate the interactions between creativity and management by completing product development; without their contributions, production would falter. However, there is little understanding regarding the contributions of apparel product developers. Therefore, a qualitative approach was utilized to complete in-depth interviews of apparel product developers, exploring their work responsibilities and tasks. The findings support that apparel product developers are integral to producing apparel products, and they possess a strong sense of stewardship towards the products. Based upon the findings, we propose a conceptual framework that explains the contributions of apparel product developers during product ideation, determination of product requirements, analysis and review of components and prototypes, sample review, pre-production, and production and post-production. A better understanding of the contributions of apparel product developers during product development offers companies insights from which to improve training for apparel product developers. Journal: Journal of Global Fashion Marketing Pages: 256-272 Issue: 3 Volume: 13 Year: 2022 Month: 07 X-DOI: 10.1080/20932685.2021.2016064 File-URL: http://hdl.handle.net/10.1080/20932685.2021.2016064 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:3:p:256-272 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2032793_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jessie H. Chen-Yu Author-X-Name-First: Jessie H. Author-X-Name-Last: Chen-Yu Author-Name: Doris H. Kincade Author-X-Name-First: Doris H. Author-X-Name-Last: Kincade Author-Name: YoungJu Rhee Author-X-Name-First: YoungJu Author-X-Name-Last: Rhee Title: Effects of consumer characteristics and product presentations on online apparel impulse buying Abstract: In the current study, we examined three consumer characteristics (i.e. perceived hedonic value of apparel, perceived symbolic value of apparel, and impulsive apparel shopping tendency) and ten online product presentation methods (i.e. organized product displays, attractive product displays, detailed product descriptions, large images, good quality pictures, products pictured from various angles, products pictured in all available colours, images that coordinate various items, helpful size charts, and a visual model) to understand the interactions between themselves and their relationships with online apparel impulse buying. The data were collected by an online survey that involved U.S. college students of ages 18 to 22 who had purchased apparel online within the past six months, and 262 useful responses were received. The results show that perceived hedonic value and symbolic value of apparel are antecedents of impulsive apparel shopping tendency. Impulsive tendency is a predictor of online apparel impulse buying. Three of the ten product presentation methods have both significant direct effects on online apparel impulse buying and moderating effects on the relationship between impulsive tendency and impulse buying. Four presentation methods do not have significant direct effects but have significant moderating effects, making the effect of impulsive tendency on impulse buying stronger. Journal: Journal of Global Fashion Marketing Pages: 205-220 Issue: 3 Volume: 13 Year: 2022 Month: 07 X-DOI: 10.1080/20932685.2022.2032793 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2032793 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:3:p:205-220 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2061554_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Anurag Singh Author-X-Name-First: Anurag Author-X-Name-Last: Singh Author-Name: Ashok Kumar Patel Author-X-Name-First: Ashok Kumar Author-X-Name-Last: Patel Author-Name: Satyanarayana Parayitam Author-X-Name-First: Satyanarayana Author-X-Name-Last: Parayitam Title: The relationship between functional theory of attitudes and purchase intention of counterfeit luxury sunglasses: A moderated moderated-mediation conditional model Abstract: This study aims to empirically examine the effect of attitudinal functions: social-adjustive, value-expressive, ego-defensive, and product knowledge on consumer purchase intention for non-deceptive counterfeit Ray-Ban sunglasses. Most importantly, instead of direct relationships, we study the complex inter-relationships between these attitudinal functions on consumers’ purchase intention of counterfeit products. The data were collected from 421 respondents from Eastern UP, India, and after checking the measurement properties of the survey instrument Hayes (2018) PROCESS was used to analyze the data. The results from the study indicate that (i) social-adjustive function is positively related to purchase intention, (ii) social adjustive function is positively related to product knowledge function, (iii) value expressive function moderates the relationship between product knowledge function and purchase intention, (iv) ego defensive function (second moderator) moderates the moderated relationship between social adjustive function and value expressive function (first moderator) mediated through product knowledge function. The results did not support the negative relationship between product knowledge and purchase intention of counterfeit Ray-Ban sunglasses. The present study has several implications for (i) the literature on consumers’ behavior concerning counterfeit products, (ii) managers aiming to sell non-deceptive counterfeit products, and (iii) policy-making bodies and agencies concerning counterfeit products. Journal: Journal of Global Fashion Marketing Pages: 304-327 Issue: 4 Volume: 13 Year: 2022 Month: 10 X-DOI: 10.1080/20932685.2022.2061554 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2061554 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:4:p:304-327 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2097939_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Heejin An Lim Author-X-Name-First: Heejin An Author-X-Name-Last: Lim Author-Name: Hyunjoo Im Author-X-Name-First: Hyunjoo Author-X-Name-Last: Im Author-Name: Garim Lee Author-X-Name-First: Garim Author-X-Name-Last: Lee Title: The strengths of fashion film series: The effects on character empathy and brand anthropomorphism Abstract: Despite the extensive research on the effects of storytelling in ads, studies have neglected to investigate fashion film series. The current research fills this gap, emphasizing the strengths of fashion film series. Previous studies on the effects of repeated exposure provide a framework to understand the superiority of film series (vs repeats). A 1-factor 3-level (fashion films: series vs. repeats vs. control) online experiment reveals that participants who viewed film series showed higher character empathy (marginally significant) and brand anthropomorphism than participants who viewed film repeats or viewed a film once (control condition). Moreover, character empathy mediated the relationship between fashion films and brand anthropomorphism. Furthermore, brand anthropomorphism is associated with brand love. The study shows that exposure to diverse stories about a character is more effective than repetitive stories in strengthening the consumer-brand relationship. Journal: Journal of Global Fashion Marketing Pages: 289-303 Issue: 4 Volume: 13 Year: 2022 Month: 10 X-DOI: 10.1080/20932685.2022.2097939 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2097939 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:4:p:289-303 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085597_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mahnaz Mansoor Author-X-Name-First: Mahnaz Author-X-Name-Last: Mansoor Author-Name: Abid Saeed Author-X-Name-First: Abid Author-X-Name-Last: Saeed Author-Name: Budi Rustandi Kartawinata Author-X-Name-First: Budi Author-X-Name-Last: Rustandi Kartawinata Author-Name: Muhammad Kamran Naqi Khan Author-X-Name-First: Muhammad Kamran Author-X-Name-Last: Naqi Khan Title: Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement Abstract: Considering the climate issues, there is a need to investigate the various motivators and triggering factors influencing consumers’ green buying behaviors. The current study examines the influence of green brand knowledge and credibility on the consumers’ green brand evaluation, leading to their green buying behavior. Moreover, the moderating role of green advertising on consumers’ green brand evaluation has been assessed. Surveying 587 organic skincare product consumers via time-lagged research design, data were analyzed using measurement and structural models employing SmartPLS software. Results showed the positive and significant direct and indirect influence of consumers’ green brand knowledge and credibility on their green buying behavior via green brand evaluation as a mediator. Besides, this study is incremental in presenting the significant moderating role of green advertisement to augment consumers’ positive evaluation of green brands that further influence their green buying behaviors while purchasing skincare products. Journal: Journal of Global Fashion Marketing Pages: 328-343 Issue: 4 Volume: 13 Year: 2022 Month: 10 X-DOI: 10.1080/20932685.2022.2085597 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085597 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:4:p:328-343 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2090983_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Andriani Kusumawati Author-X-Name-First: Andriani Author-X-Name-Last: Kusumawati Author-Name: Farida Akbarina Author-X-Name-First: Farida Author-X-Name-Last: Akbarina Author-Name: Edriana Pangestuti Author-X-Name-First: Edriana Author-X-Name-Last: Pangestuti Author-Name: Umar Nimran Author-X-Name-First: Umar Author-X-Name-Last: Nimran Title: Fashion Consciousness and Muslim Modest Brand Advocacy: The mediating role of brand love, and loyalty Abstract: This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different. Journal: Journal of Global Fashion Marketing Pages: 380-393 Issue: 4 Volume: 13 Year: 2022 Month: 10 X-DOI: 10.1080/20932685.2022.2090983 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2090983 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:4:p:380-393 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2069837_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: The Editors Title: Correction Journal: Journal of Global Fashion Marketing Pages: I-I Issue: 4 Volume: 13 Year: 2022 Month: 10 X-DOI: 10.1080/20932685.2022.2069837 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2069837 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:4:p:I-I Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085600_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Cara Peters Author-X-Name-First: Cara Author-X-Name-Last: Peters Author-Name: Jane Thomas Author-X-Name-First: Jane Author-X-Name-Last: Thomas Title: Black Friday: Has the game changed? Abstract: Previous research on Black Friday consumption rituals has focused on planning and shopping for an in-store customer experience. In recent times, however, consumer perceptions and shopping behaviors related to Black Friday have begun to shift. Consumers are shopping earlier, moving online, taking advantage of delivery and curbside pickup, and expecting retailers to provide a safe, socially distanced shopping experience. This study was grounded in theory from social change within the field of sociology. The purpose of this study was to examine how various factors, such as the pandemic, retailer strategies, online shopping, cultural trends are reshaping consumers’ views and shopping behaviors related to Black Friday. Data were collected via 31 phenomenological interviews with consumers who have shopped on Black Friday in the past. Results were analyzed according to the protocol for phenomenology and were presented in the form of themes that emerged from the data. Overall, consumers believed that Black Friday had changed and had become less impactful. Changes were due to store policies and procedures around safety during the pandemic, retailers extending the number of days and weeks for Black Friday shopping, the convenience and breadth of products available among a plethora of online shopping alternatives, the impact of the economy on the ability to shop, and how the name Black Friday has negative associations for some shoppers. Managerial implications for retailers were discussed as the game of Black Friday has changed. Implications included strategies retailers can use to entice consumers as they try to revamp Black Friday and engage shoppers in the future. Journal: Journal of Global Fashion Marketing Pages: 344-359 Issue: 4 Volume: 13 Year: 2022 Month: 10 X-DOI: 10.1080/20932685.2022.2085600 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085600 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:4:p:344-359 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085601_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Adrienne Mok Author-X-Name-First: Adrienne Author-X-Name-Last: Mok Author-Name: Hong Yu Author-X-Name-First: Hong Author-X-Name-Last: Yu Author-Name: Morteza Zihayat Author-X-Name-First: Morteza Author-X-Name-Last: Zihayat Title: The trends of sustainability in the luxury fashion industry: A Triple Bottom Line analysis Abstract: Fashion is one of the most polluting industries in the world. While many practitioners have already incorporated sustainability as part of their corporate social responsibility initiatives, there is a lack of research on how luxury fashion brands communicate their sustainability commitments and achieve sustainability. In this study, we aim to fill in the knowledge gap by identifying the longitudinal changes in perception, strategy, action, and outcome of sustainability in the luxury fashion industry. We analyze 32 years of digital newspaper articles on Women’s Wear Daily (WWD) to explore sustainability trends based on the Triple Bottom Line (TBL) framework leveraging different content analysis techniques (e.g. topic modeling, sentiment analysis). Our results support the increased awareness and importance of sustainability in the luxury fashion sector over time, provide theoretical implications for applying the TBL framework to the longitudinal dataset, and offer insights to business practitioners on expanding their sustainability efforts in the luxury fashion industry. The outcomes of this study enable managers to make better decisions around the long–term sustainability strategies and futureproof the luxury fashion industry’s sustainability movement. Journal: Journal of Global Fashion Marketing Pages: 360-379 Issue: 4 Volume: 13 Year: 2022 Month: 10 X-DOI: 10.1080/20932685.2022.2085601 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085601 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:4:p:360-379 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085596_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yoko Isozaki Author-X-Name-First: Yoko Author-X-Name-Last: Isozaki Author-Name: Pierre-Yves Donzé Author-X-Name-First: Pierre-Yves Author-X-Name-Last: Donzé Title: Dominance versus collaboration models: French and Italian luxury fashion brands in Japan Abstract: This paper examines the entry strategies of luxury brands in Japan. It uses the global value chain framework and the literature on international business to discuss the entry strategies adopted by European brands on the Japanese market during the last seven decades. Two different business models, the dominance model and collaboration model, which are exemplified by French and Italian companies, respectively, are identified in our analysis. The findings of our analysis suggest Italian luxury fashion brands initially used the collaboration model to enter Japan; however, this approach caused conflict over time, which eventually resulted in the adoption of the dominance model and convergence with the French model. This paper demonstrates that when entering markets with a large psychic distance, Western luxury brands are more likely to face the paradox that the dominance model can only be achieved in a specific set of circumstances through a transitional collaboration with local partners. In our conclusions, we detail the managerial implications for practitioners in the luxury sector. Journal: Journal of Global Fashion Marketing Pages: 394-408 Issue: 4 Volume: 13 Year: 2022 Month: 10 X-DOI: 10.1080/20932685.2022.2085596 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085596 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:4:p:394-408 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085599_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hélène Cristini Author-X-Name-First: Hélène Author-X-Name-Last: Cristini Author-Name: Arch G. Woodside Author-X-Name-First: Arch G. Author-X-Name-Last: Woodside Title: Interpreting luxury and fashion across Anthropocene pandemics Abstract: Pandemics afflict human beings across millennia. Pandemics arise in different historical periods reflecting particular cultural ethos. Pandemics are time markers that take place in different paradigms. People’s movements and economic processes encompassing the luxury industry trigger pandemics. This study presents several paradigms as unique processes of pandemics associating with respective luxury behaviors. This study’s objectives include questioning economic models and examines how Anthropocene historical eras are transformable for better or worse. Journal: Journal of Global Fashion Marketing Pages: 63-76 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2085599 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085599 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:63-76 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2034029_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sita Mishra Author-X-Name-First: Sita Author-X-Name-Last: Mishra Author-Name: Sheetal Jain Author-X-Name-First: Sheetal Author-X-Name-Last: Jain Author-Name: Ritesh Pandey Author-X-Name-First: Ritesh Author-X-Name-Last: Pandey Title: Conspicuous value and luxury purchase intention in sharing economy in emerging markets: The moderating role of past sustainable behavior Abstract: In the last few years, there has been an increase in a tendency towards the sharing economy. The purpose of this study is to identify the role of conspicuous value, attitude towards luxury goods in the sharing economy, subjective norm, and past sustainable behavior in influencing purchase intention for luxury fashion goods in the sharing economy. Extant literature on luxury goods established the relationship between conspicuous value and purchase intention. However, it is still unexplored whether the same relationship will hold in luxury rental consumption or not. Thus, this study fills gaps in the marketing literature by studying the direct, mediating, and moderating relationship among these variables in the context of luxury sharing economy consumption. Data was collected through a questionnaire from two high-end malls in India (N = 232). Data analysis was done using AMOS 25 and the SPSS PROCESS macro. The findings of the study revealed that both attitude and subjective norm mediate the relationship between conspicuous value and purchase intention. Further, past sustainable behavior was found to moderate the relationship between conspicuous value and attitude. However, the subjective norm does not moderate the relationship between attitude and purchase intention. Journal: Journal of Global Fashion Marketing Pages: 93-107 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2034029 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2034029 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:93-107 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085603_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jennifer Huh Author-X-Name-First: Jennifer Author-X-Name-Last: Huh Author-Name: Claire Whang Author-X-Name-First: Claire Author-X-Name-Last: Whang Author-Name: Hye-Young Kim Author-X-Name-First: Hye-Young Author-X-Name-Last: Kim Title: Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy Abstract: Voice shopping creates a novel shopping experience as it is prompted by human-AI interaction. It greatly reduces the time required in consumer decision-making, while it could impair consumers’ autonomy. This study thus investigates how the social role of voice assistants and user autonomy affect consumers’ relationships and buying decisions. Using media equation theory, two experimental studies examined the effects of social role and user autonomy on perceived human-likeness, trust, and purchase intention. Study 1 (86 participants) and Study 2 (112 participants) found that perceived human-likeness and trust serially mediated the relationship between user autonomy and purchase intention. This finding contributes to the media equation research by affirming the effectiveness of implicit anthropomorphism processing and highlights the importance of improving consumers’ confidence via voice channels. Journal: Journal of Global Fashion Marketing Pages: 5-19 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2085603 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085603 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:5-19 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085604_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Nadine Khair Author-X-Name-First: Nadine Author-X-Name-Last: Khair Author-Name: Sadina Malhas Author-X-Name-First: Sadina Author-X-Name-Last: Malhas Title: Fashion-related remedies: Exploring fashion consumption stories during Covid-19. ‘Nostalgia overpowering, Old is the new me’ Abstract: During Covid-19 lockdown, individuals experienced depression, anxiety, and demotivation symptoms tremendously. Therefore, people had to develop coping mechanisms to improve their physical and mental health. Some learned new skills, some re-evaluated their lives and some took the time to relax. This research adopts a qualitative approach by which narratives were collected from 16 participants, who voluntarily responded to the request of the researcher, via social media platforms. The findings reveal the effect of nostalgia on the consumption of fashion-related goods, hidden benefits of COVID-19, transition points among individuals, nostalgia as a coping mechanism, and the choice of acquiring fashion-related goods. Individuals had the chance to reminisce over the past with their family and friends, which led them to consume certain fashion pieces that they feel connected to, to re-live the past. Therefore, fashion brands are encouraged to shift to digital channels to draw, encourage, and connect with their consumers. Moreover, brands should focus on promoting content that focuses on the well-being of individuals to relate to their current state of mind. Furthermore, given the context of the research, fashion brands may discover opportunities to seize in “social group oriented” individuals, who have discovered their ‘true fashion sense,’ during a pandemic. Journal: Journal of Global Fashion Marketing Pages: 77-92 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2085604 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085604 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:77-92 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2138493_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hye-Young Kim Author-X-Name-First: Hye-Young Author-X-Name-Last: Kim Author-Name: Sanga Song Author-X-Name-First: Sanga Author-X-Name-Last: Song Title: New fashion marketing & management in a post-pandemic world Journal: Journal of Global Fashion Marketing Pages: 1-4 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2138493 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2138493 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:1-4 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085595_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Handini Audita Author-X-Name-First: Handini Author-X-Name-Last: Audita Author-Name: Bernardo Figueiredo Author-X-Name-First: Bernardo Author-X-Name-Last: Figueiredo Author-Name: Lauren Gurrieri Author-X-Name-First: Lauren Author-X-Name-Last: Gurrieri Title: The fashion development process for traditional costumes in the contemporary global fashion market Abstract: Although traditional costumes are important to the fashion industry, marketing and fashion research has not thoroughly examined the design of traditional costumes in contemporary times. This paper aims to explore the fashion development process for traditional costumes through a qualitative case study of the Indonesian kebaya. By interviewing 34 kebaya designers and observing 25 designers’ workshops, we identify four critical stages of the development process, including cultural referencing, cultural amalgamation, co-sourcing, and co-producing. Examining these stages reveals how traditional costume designers maintain the authenticity of traditional costumes while adapting to the global fashion system. Our findings also show that fashion designers manage the tension between tradition stability and fashion ephemerality through harmonizing activities during the fashion development process. Journal: Journal of Global Fashion Marketing Pages: 108-122 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2085595 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085595 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:108-122 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085602_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Caroline Kopot Author-X-Name-First: Caroline Author-X-Name-Last: Kopot Author-Name: Jaleesa Reed Author-X-Name-First: Jaleesa Author-X-Name-Last: Reed Title: Shopping for beauty: The influence of the pandemic on body appreciation, conceptions of beauty, and online shopping behaviour Abstract: The COVID-19 pandemic has created shifts in consumer behavior. Beauty customers who normally purchased products in physical stores shifted to purchasing online. Because beauty products are sold at various types of retailers, beauty customers have multiple options for online purchases. This study focused on factors related to beauty that may change group behavior (social norms) using objectification theory and the theory of reasoned action. Broad conceptualizations of beauty and body appreciation and their effect on social norms that in turn affect customers’ purchase intentions with omnichannel beauty retailers were analyzed. A series of hypotheses were developed and empirically tested. Trust in online retailers was also analyzed as an indirect effect on purchase intention. 756 participants completed the online survey through Amazon MTurk. The findings show that broad conceptualizations of beauty have no significant effect on social norms, but body appreciation does have a negative effect on social norms. Trust was also shown to have an indirect effect on purchase intention. These findings demonstrate that people’s views of their body can also impact group behavior. When individuals have a positive body image, their individual perception outweighs the group’s social behavior, which in turn affects their purchase intentions. Journal: Journal of Global Fashion Marketing Pages: 20-34 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2085602 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085602 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:20-34 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085606_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Pavida Ratakam Author-X-Name-First: Pavida Author-X-Name-Last: Ratakam Author-Name: Phallapa Petison Author-X-Name-First: Phallapa Author-X-Name-Last: Petison Title: From means to end: Understanding the millennial mind when buying luxury jewelry brands Abstract: For those in the luxury fashion industry, the global fine jewelry market has rebounded from the effect of the COVID-19 pandemic due to the participation of millennials. Understanding the attitudes and values that drive millennials’ decision-making processes, as well as acquiring better knowledge of how their needs change, is essential to aid the survival of luxury brands. This research applied the means-end theory as a framework to explore millennials’ preferences regarding the product attributes, benefits, and values that drive purchasing decisions. Thirty Thai millennials participated in the hard laddering interviews. The means-end chains obtained were analyzed using the LadderUX software. Brand, product function, and beauty are the key attributes that drive the purchasing decision, as they have a stronger link to the top values – happiness and self-confidence – of the millennial mindset. Journal: Journal of Global Fashion Marketing Pages: 35-47 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2085606 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085606 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:35-47 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2097938_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: David Loranger Author-X-Name-First: David Author-X-Name-Last: Loranger Author-Name: Erik Roeraas Author-X-Name-First: Erik Author-X-Name-Last: Roeraas Title: Transforming luxury: Global luxury brand executives’ perceptions during COVID Abstract: The global luxury goods sector has declined due to the COVID-19 pandemic; however, academic and industry sources have indicated that the industry will experience a rebound. With this comes a re-invention of the business, as the crisis has exacerbated changes in consumer behavior and luxury strategies that were already occurring. The current study utilized data from interviews with executives (n = 11) to establish a deeper understanding of the pandemic’s impact on luxury firms and luxury brand strategies in response to consumers’ changing behavior during COVID-19. The researchers adopted a phenomenological method and were able to gain access to eleven (n = 11) high-level executives at a New York-based Top 10 global luxury conglomerate (based on sales) to discuss current trends in the industry. Major themes of flux and segmentation emerged, along with sub- and micro-themes. The research successfully documented changes in consumer mindset and perceptions of luxury, in addition to hurdles that global luxury brands are facing to attract consumers during the pandemic. Limitations and directions for future research are outlined. Journal: Journal of Global Fashion Marketing Pages: 48-62 Issue: 1 Volume: 14 Year: 2023 Month: 01 X-DOI: 10.1080/20932685.2022.2097938 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2097938 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:48-62 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2152072_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Antonio Mileti Author-X-Name-First: Antonio Author-X-Name-Last: Mileti Author-Name: Luigi Piper Author-X-Name-First: Luigi Author-X-Name-Last: Piper Author-Name: Cristian Rizzo Author-X-Name-First: Cristian Author-X-Name-Last: Rizzo Author-Name: Gianluigi Guido Author-X-Name-First: Gianluigi Author-X-Name-Last: Guido Author-Name: Alessandro M. Peluso Author-X-Name-First: Alessandro M. Author-X-Name-Last: Peluso Author-Name: Maria Irene Prete Author-X-Name-First: Maria Irene Author-X-Name-Last: Prete Author-Name: Salvatore Maggio Author-X-Name-First: Salvatore Author-X-Name-Last: Maggio Title: The pink bias: Consumption choices of pink-colored products Abstract: The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men’s product choices in different consumption contexts. The research provides empirical evidence for a bias – here called pink bias – that leads male consumers to avoid consumption of pink-colored products because of a gender-related prejudice. An experimental study investigated the interplay of the consumption context (private/public) and product type (utilitarian/hedonic), and used heterosexual orientation as moderator. The findings confirmed the existence of a pink bias, according to which men tend to avoid consumption of pink-colored products, especially in public circumstances. In male consumers who feel less heterosexual, this effect could be driven by the fear that consuming pink-colored products in public contexts would “expose” their sexual orientation and align them with femininity. Moreover, pink-colored products could find success among heterosexual males only when they are exclusively for private use. Journal: Journal of Global Fashion Marketing Pages: 187-205 Issue: 2 Volume: 14 Year: 2023 Month: 04 X-DOI: 10.1080/20932685.2022.2152072 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2152072 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:2:p:187-205 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2032794_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Canan Saricam Author-X-Name-First: Canan Author-X-Name-Last: Saricam Title: Analyzing the influence of store atmospherics on younger generation in apparel retail market with an extended S-O-R model Abstract: The purpose of this study is to examine the effects of store atmosphere on the approach behavior of younger consumers via an extended model based on the S-O-R paradigm. To this aim, a survey was conducted among a random sample of 300 participants in Turkey. The extended model was verified, and its explanatory power was determined by making a comparison between a nested model and the so-called original model. The analysis of the extended model put forward that all basic store atmospherics and stimulus signage were influential on cognitive evaluation, but only the stimulus design cue had a direct impact on affective evaluation. Both cognitive evaluation and affective evaluation were found to affect approach behavior and finally, the cognitive evaluation had a direct impact on affective evaluation. Journal: Journal of Global Fashion Marketing Pages: 143-156 Issue: 2 Volume: 14 Year: 2023 Month: 04 X-DOI: 10.1080/20932685.2022.2032794 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2032794 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:2:p:143-156 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2055609_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Bertha Jacobs Author-X-Name-First: Bertha Author-X-Name-Last: Jacobs Author-Name: Elena Karpova Author-X-Name-First: Elena Author-X-Name-Last: Karpova Title: “Must-have” skills and knowledge for apparel merchandising professionals in South Africa Abstract: Employing competent merchandisers has become a global challenge for apparel companies. This study aimed to prioritize merchandising skills and knowledge required to function in merchandising positions. Adaptive conjoint analysis was employed to prioritize 29 identified skills and knowledge types and 116 individual dimensions describing these types. An online survey was developed and administered using Sawtooth Software Inc. A total of 172 merchandising professionals participated in the study. Sawtooth Software built-in regression analysis was used to analyze the survey responses. A priority order for the 29 skills and knowledge types was established, consisting of 13 “must-have”, 13 “fairly-important”, and three “nice-to-have” types. The 13 “must-have” skills and knowledge types included a mix of six soft skill types (communication, diplomacy, flexibility, administrative/managerial, positive attitude, teamwork), one hard skill type (technology), five explicit knowledge types (retail operations, manufacturing, marketplace awareness, assortment management, product development), and one tacit knowledge (professional experience). Based on the prioritized 29 skills and knowledge types, an apparel merchandising competency framework was adapted for the South African retail industry. Out of the 116 individual dimensions only half (58) were determined as essential and included in the final framework. The findings indicate that a competent merchandising professional should have a well-balanced skill and knowledge set to succeed in the apparel retail industry. Journal: Journal of Global Fashion Marketing Pages: 206-225 Issue: 2 Volume: 14 Year: 2023 Month: 04 X-DOI: 10.1080/20932685.2022.2055609 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2055609 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:2:p:206-225 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2155682_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mansi Gupta Author-X-Name-First: Mansi Author-X-Name-Last: Gupta Author-Name: Rakesh Mohan Joshi Author-X-Name-First: Rakesh Mohan Author-X-Name-Last: Joshi Title: Unveiling the latent consumer values from art-infused products: A qualitative approach Abstract: Product design is often the first point of contact between the consumer and firm through an internet search, advertisements or retail aisles and art is an innovative way to transform it and grab eyeballs. Hence, this study aims to recognize and categorize latent consumer values that interplay the mental map of the consumers while consuming the art-infused products using mean end chain analysis and the Laddering approach. Data collected through n = 39 face-to-face in-depth interviews from individuals with both inclination and aversion towards art, helped us to identify Functional (premium quality), Hedonic (social interaction, knowledge-seeking, and sense of joy and peace), and Symbolic (reflect personality, uniqueness, and seek attention) values. Moreover, it highlights the practical applications that can facilitate marketers to cater to their target consumers’ desired values. Journal: Journal of Global Fashion Marketing Pages: 173-186 Issue: 2 Volume: 14 Year: 2023 Month: 04 X-DOI: 10.1080/20932685.2022.2155682 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2155682 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:2:p:173-186 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085598_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Baoru Ge Author-X-Name-First: Baoru Author-X-Name-Last: Ge Author-Name: Nazlina Shaari Author-X-Name-First: Nazlina Author-X-Name-Last: Shaari Title: Optimize the online shopping title of men’s plain-color shirts in e-commerce based on Kansei Engineering Abstract: Online shopping sales of men’s plain-color shirts have fallen in China. Improving the quality of shirts’ online titles can effectively increase click-through rates and transaction rates. The subjective evaluative adjectives (Kansei Words) in the online titles for styling and color design are the most attractive to consumers. This study uses Exploratory Sequential Mixed Method combined with Kansei Engineering. First, in the phase of qualitative data collection, through interviews and documents, researchers collect 90 subjective evaluative adjectives (Kansei Words). Second, in the phase of quantitative survey research, through questionnaires, card sorting, hierarchical cluster and quick cluster, researchers got Kansei semantical space and established four evaluation dimensions: utility evaluation, symbolic evaluation, design evaluation, and occasion evaluation. Finally, in Kansei semantical space and evaluation dimensions, the final 15 Kansei Words that consumers are most interested in are gotten to optimize the online title. That is, this study finds evaluative adjectives consumers are most interested in through Kansei Engineering. Based on this, consumers’ preferences can be found, and product titles can be optimized to increase sales. Besides, through the research process of Kansei Engineering and Exploratory Sequential Mixed Method, this study provided methodological references for other clothing research categories about consumers’ preferences. Journal: Journal of Global Fashion Marketing Pages: 226-242 Issue: 2 Volume: 14 Year: 2023 Month: 04 X-DOI: 10.1080/20932685.2022.2085598 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085598 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:2:p:226-242 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085594_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ken Kumagai Author-X-Name-First: Ken Author-X-Name-Last: Kumagai Author-Name: Shin’ya Nagasawa Author-X-Name-First: Shin’ya Author-X-Name-Last: Nagasawa Title: Effects of perceived luxury value and use of sustainable polyester on brand trust, perceived quality risk, and consumers’ brand evaluation Abstract: The study examines consumers’ brand evaluation when a sustainable polyester based on new bottle recycling technology is used in the fashion sector. Additionally, the study assesses the luxury value priorly perceived from a brand and its effect on consumers’ brand evaluations based on this sustainable development type. According to 440 samples collected in Japan, structural equation modeling reveals that the use of sustainable polyester increases perceived quality risk toward a product. The data also show that perceived luxury brand value complementarily reduces this risk perception and increases brand trust, thereby contributing to consumers’ brand attitude and purchase intention. Additionally, these effects of perceived luxury value on brand trust and perceived risk are found even in the case of low-luxury brands. According to the data, by building/enhancing luxury brand attributes prior to launching sustainable projects, companies are likely to increase the desirable consumers’ brand evaluation based on brand-related sustainable development thereafter. The results imply that luxury firms can play a leading role in sustainable development because their brand attributes inhibit consumers’ risk perceptions of this new industrial product. Meanwhile, the data imply that companies cannot instantly increase brand trust through the launch of sustainable products, although environmental sustainability is socially desirable. Journal: Journal of Global Fashion Marketing Pages: 123-142 Issue: 2 Volume: 14 Year: 2023 Month: 04 X-DOI: 10.1080/20932685.2022.2085594 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085594 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:2:p:123-142 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085607_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Miguel A. M. Cárdaba Author-X-Name-First: Miguel A. M. Author-X-Name-Last: Cárdaba Author-Name: A. Fernández Author-X-Name-First: A. Author-X-Name-Last: Fernández Author-Name: L. Martinez Author-X-Name-First: L. Author-X-Name-Last: Martinez Author-Name: U. Cuesta Author-X-Name-First: U. Author-X-Name-Last: Cuesta Title: Make it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives Abstract: Product placement is one of the most widely used marketing and advertising strategies. Although previous research has examined the role of different key variables in traditional media, the effect of prominence and integration in product placement strategies that appear in digital media such as fashion and beauty blogs has not been fully investigated. A 2 (Prominence: “low” vs. “high”) X 2 (Integration: “low” vs. “high”) between-subjects experiment was conducted to examine the impact of these variables on young digital natives consumers’ recall and attitudes towards the product, the brand, the blogger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improving attitudes towards the post and the blogger. Prominence, on the other hand, did not have the expected impact on brand or product recall. In addition, Prominent product placement did increase consumers’ suspicion of the persuasion attempt. Implications and recommendations for bloggers and marketers are discussed. Journal: Journal of Global Fashion Marketing Pages: 157-172 Issue: 2 Volume: 14 Year: 2023 Month: 04 X-DOI: 10.1080/20932685.2022.2085607 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085607 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:2:p:157-172 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593077_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gresi Dahan Author-X-Name-First: Gresi Author-X-Name-Last: Dahan Author-Name: Filiz Peltekoglu Author-X-Name-First: Filiz Author-X-Name-Last: Peltekoglu Title: The Effects of Zara to the SMEs of an Emerging Market Abstract: Globalization can be described as a systematic decline in the boundaries of the cross-national flow of products, values, ideas, labors and capitals. In other words, globalization disregards any physical boundaries and wipes out the classical meaning of domestic market. Therefore it creates a true challenge for every local enterprise but especially for SMEs (Small and Medium Enterprises) of the emerging countries since competition is increasing and every local industry is losing its exclusively national character by globalization. While the definition of SMEs can easily be a topic of an academic paper, SMEs are commonly regarded as small business systems with some unique characteristics. Some of these unique characteristics are positive business attributes such as flexibility, independency, informality, innovative behaviour, operation possibilities on slim margins, high motivation of employees, short decision-making chains, and negative attributes such as limited financial, managerial, human and informational resources. Besides these attributes, SMEs are mostly defined as local businesses, significantly having highly personalized management styles, employing less than one hundred employees. As SMEs are more vulnerable, especially due to the lack of financial resources, most of the SMEs can’t meet the needs of the global competition and get vitally effected by the growing pace of globalization. It is known that SMEs are significantly important for a country’s financial environment, therefore the relatively high rate of SMEs failure can easily damage the economy of any country. This fact is especially true in emerging countries where economies are fragile and any kind of failure is harmful. Yet the interest of global companies towards creating global brands has a negative impact on the SMEs of the emerging countries. As the relative prices of SMEs products fall due to the increased global competition, these firms find themselves in financially difficult positions especially in terms of cash flow circulation. Under the pressure of globalization, enterprises encounter major challenges that can be summarized as retaining short-term competitive advantages, reacting to globalization challenges in real-time and solving issues concerning long-term competitiveness. One good example of globalization’s negative effects on SMEs is as seen in the clothing industry by the global brand Zara. The global fashion brand Zara, the subsidiary of the Spanish Inditex Group, is credited as the leading company of fast-fashion. The brand, that was ranked 73rd on the list of the world’s 100 top brands 2006 by Interbrand, has transformed itself from a local brand to a global brand in less than 30 years. The success of Zara basically comes from the change it has made to fashion industry; from changing fashion from an elite accessory of the super-rich to a mass-market product. Additionally Zara handles fashion products as non-durable and disposable items with a maximum three to four week sell-by period and this mentality is called fast-fashion. It’s been observed that customers react to the fast-fashion approach differently and estimated that customers visit Zara stores 17 times a year on average. As the result of these frequent visits, Zara handles a great velocity of sales, in 2008 Zara has announced 10,407.435 million € turnover with 1,253 million € profit. Since Zara’s products are not associated with any country-specific image, they are labeled as global products representing global fashion trends. With this global appeal, Zara became very successful in every country within a short period of time, inevitably effected every local market, and Turkey wasn’t an exception. Turkish clothing industry is relatively an important player of the global arena as it is the world’s sixth biggest ready-wear manufacturer and The European Union’s second largest supplier after China. The industry is typically characterized by small, low-capital, family-run businesses, many of which has simple operations generally with no original designs. Since most of the companies are family owned and managed by the entrepreneur, the industry is left without well-trained, professional management. Short term gains are becoming more important than long term goals, therefore the industry is falling behind from brand investments, research and development. Another major issue of the SMEs are the high energy costs and unpredictable power cuts. Additional to energy problems there is the issue of high rates of taxes and financing. These high rates causes another disadvantage to the SMEs as these costs are cutting down most of their profit. Labour costs which represent 12 to 20% of production costs, is another problematic issue. Although labour costs remain low compared to Europe, it is still much higher than in Asia. Yet despite the negative developments, the industry has been able to compete successfully in the global arena. But since globalization has broadened the challenges and fashion brands such as Zara has entered the domestic market, the cost-based competition with an increased time pressure demand will be shaping the Turkish industry in near future. After the brief literature review, this paper provides a close-look at Zara’s effects on SMEs of Turkish clothing industry by utilizing a survey of 50 SMEs that are active in one of the busiest retail districts of the industry. As for the outcome of the survey, it is found that all SMEs are strongly effected by the entrance of Zara in terms of competition, increase in the number of items, pricing and decrease in the quantity of items. As for the result of Two Step Cluster Analysis two main cluster group of SMEs are defined. The first cluster, which is formed by SMEs targeting women, working in the market for at least 10 years with more than 25 employees is definitely effected by the entrance of Zara. Where second cluster, which is formed by SMEs targeting other than women, working in the market for less than 10 years with less than 25 employees is less effected by Zara. Journal: Journal of Global Fashion Marketing Pages: 1-10 Issue: 1 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593077 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593077 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:1:p:1-10 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593078_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hong Yu Author-X-Name-First: Hong Author-X-Name-Last: Yu Title: Profiling Chinese Fashion Shoppers in Beijing: Mall Activities, Shopping Outcome, and Demographics Abstract: China’s burgeoning consumer market has drawn increased attention from the global business community. With the Chinese economy boasting an average growth rate of 9.9% per year since 1981, the country’s retail sales continue to gain momentum. In 2006, China’s retail revenue totalled about $860 billion-the seventh-largest market in the world-and this figure is projected to grow to $2.4 trillion by 2020 (Special Report: Ready for Warfare, 2006). The red-hot Chinese market has attracted global retailers and property developers who are keen to seize this unprecedented opportunity. Foremost among such retail development in China since the late 1980s is the emergence of modern regional and mega shopping centers (Li, Zhou, and Zhuang, 2003). While the concept of the shopping mall is quite different from traditional retail practices in China, Chinese people have embraced the convenience of mall shopping (Chen, 2007). During the recent global financial crisis, Chinese consumers’ spending power has become a major driver of the country’s economic growth, even as the developed world’s own economies continue to struggle (Cavender, 2010). Nevertheless, misconceptions about Chinese shoppers are prevalent (Cavender, 2010) and few studies focus on Chinese consumer behavior in a shopping mall environment (Li et al., 2003). This study intends to fill the gap and to expand the understanding of Chinese mall shoppers. Specifically, the researcher explored segmentation of mall shoppers by fashion orientation, and examined shopping values, mall activities, expenditures, and demographic characteristics across the segments. The researcher used an intercept survey method for data collection in a newly established mega shopping mall in Beijing whose clientele fits middle to upper class profiles. Trained graduate students collected data using a mall intercept survey procedure adapted from Sudman (1980). A total of 296 completed questionnaires were included in the data analysis. The sample consisted of 87 male (29.0%) and 209 female (69.7%) shoppers. About 30% were between the ages of 18–25, 11% were 41–60 years of age, and the rest (57%) were 26–40 years of age. The majority (66.3%) had earned a Bachelor’s degree; 61.3% were employed; and about 4% were retired. The questionnaire included items measuring fashion orientation (Gutman and Mills, 1982), shopping value (Babin, Darden, and Griffin, 1994), mall activities (Bloch, Ridgway, and Dawson, 1994), as well as other demographic information and total customer expenditures during the mall visit. The questionnaire was translated into Chinese and back-translated into English by bilingual experts to ensure validity. Exploratory factor analyses using principle component extraction and varimax rotation were performed on fashion orientation and shopping value. Cluster analysis using fashion orientation as the variable included three steps: Firstly, hierarchical cluster analysis using Ward’s method was conducted; secondly, K-means cluster analysis was performed with the cluster centers from the hierarchical results as the initial seed points; and finally, ANOVA and Chi-square tests were used to compare across the clusters. Factor analysis on fashion orientation resulted in three factors: Fashion Interest and Leadership (alpha=.92); Importance of Being Well-Dressed (alpha=.83); and Anti-Fashion Attitude (alpha=.48). Factor analysis on shopping value scale yielded two dimensions: Hedonic Value (alpha=.81) and Utilitarian Value (alpha=.50). Items with alpha coefficients above 0.70 are considered acceptable in reliability and they were summated into a single score; for those with alpha coefficients lower than 0.70, a single item with the highest factor loading was used to represent the factor dimension in further analyses (Jin and Kim, 2003). Cluster analysis suggests three clusters: Fashion Leaders (N=74, 26.7%); Independents (N=105, 37.9%); and Uninvolveds (N=98, 35.4%). These groups partially matched Gutman and Mills’s (1982) findings on clothing fashion lifestyle segments. ANOVA and Chi-square tests show significant group differences in shopping value, mall activities, and the groups’ demographic profiles. Results indicate that the Fashion Leaders and Independents derived a significantly higher level of hedonic value than the Uninvolveds. The Uninvolveds and Fashion Leaders derived a significantly higher level of utilitarian value from shopping at the mall than the Independents. With regards to mall activities, the three groups were similar in consumption of the mall (e.g., walking in the mall for exercise), passing time, and consumption of services, but were significantly different in consumption of products; in particular, the Fashion Leaders and Independents made more unplanned purchases than the Uninvolveds. In terms of demographics, the Fashion Leaders and Independents groups had larger percentages of females, while the Uninvolveds group had nearly equal representation of male and female shoppers. The Fashion Leaders and Independents were relatively younger and included more respondents with Bachelor’s degrees. The Uninvolveds were more likely to be employed or retired. Total expenditure during the mall visit and monthly income levels were not significantly different among the three groups. Based on the findings, implications for mall developers and retailers are discussed. Journal: Journal of Global Fashion Marketing Pages: 11-19 Issue: 1 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593078 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593078 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:1:p:11-19 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593079_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Soma Arora Author-X-Name-First: Soma Author-X-Name-Last: Arora Author-Name: Sanjiv Mittal Author-X-Name-First: Sanjiv Author-X-Name-Last: Mittal Title: Intensifying Export Performance Through Planned Capacity Building: A Study of the Indian Apparel Sector Abstract: The process of firms making sequential foreign direct investments have been an area of interest and research for long in the field of International Business. International trade literature is wrought with indebtedness towards FDI as a policy for economic development, especially while tracing the growth path of tiger economies in South East Asia. However, little has been revealed on the subject of OFDI [outward foreign direct investment] in the context of Indian or South East Asian companies. OFDI is better understood as Indian firms investing abroad through various methods like: marketing and sales subsidiaries, production facilities, global brand management, takeovers, acquisitions and wholly owned subsidiaries This becomes not only a method of entering a foreign market but also the process of increasing foreign commitments in host countries. This draws attention to the process of internationalization followed by these countries so as to capture overseas markets and improve the volume of international trade. Much of the early literature on internationalization behaviour concludes that the process involves a series of incremental ‘stages’ whereby firms gradually become involved in exporting and other forms of international business. As they do so, they commit greater resources to foreign markets and target countries that are increasingly ‘psychically’ distant (Johanson and Vahlne, 1977). This by far is the best study on methodology of internationalization prior to the path breaking research of Sea Jin Chang in 1992 when the process of sequential entry by Japanese firms into US had been analysed and documented for developing country references. This became the source and inspiration of this study. It was deemed that a background as rich and endowed as India’s history of foreign trade, should naturally lead to rapid internationalisation in the modern era. The theoretical framework for the study has been drawn from Duning’s OLI Paradigm which relates various forms of International production to the three core advantages owned by the company – ownership, location and internalization. Therefore the OFDI becomes a function of capacity built along these lines. The four significant areas of capacity building at a micro level emerges as: skilled workforce; information technology; marketing network and cumulative learning. After identifying these areas, the major difficulty faced by the researcher was in terms of lack of availability of a research instrument to collect empirical data to study these areas of capacity building and level of internationalisation. The next important task therefore became to develop a reliable and validated questionnaire which can be used in data collection for multivariate data analysis. This led to development of a summated rating scale through factor analysis and reliability testing in a pilot study conducted amongst exporters of Delhi /NCR. It was a tedious and cumbersome process working on so many dependent and independent variables together. The principal component analysis significantly reduced the complexity of this task by grouping interdependent variables into independent factors which were further used in intensive data collection and inferential studies. The research instrument is one of the important contributions from this study and detailed heavily in the paper. To further cement the relationship between the variables a functional concept is desired in the form of discriminant analysis. As is known discriminant analysis is used primarily to predict membership in two or more mutually exclusive groups. For instance, group of exporters who built capacity during internationalization and the group which did not. These are two discrete groups that can be identified using sufficient information from level of investments made in significant areas like – Information Technology; marketing network; cumulative overseas experience and skilled workforce as the independent variable used in the study. From these variables it is endeavoured to create a formula that differentiates or discriminates between the two groups. This newly found formula – if it discriminates successfully could be used to analyse the liklehood of future prospects in capacity building. The last section in Results and Discussion states the important factors which influence mature internationalization and therefore rightful nodes for planned capacity building. It was seen that Organisation, systems, commercial and operational capacity building are best identified as investment areas for mature internationalization. Any company having varied levels of investments in select areas of capacity building can eventually predict its grouping in high or low degree of internationalization-the ultimate objective of business modeling.. It is the researcher’s earnest hope and desire to satisfy the superior intellect of the reader and at the same time maintain a realistic estimate of the variables on ground while unfolding the given framework. Journal: Journal of Global Fashion Marketing Pages: 20-27 Issue: 1 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593079 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593079 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:1:p:20-27 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593080_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Eun Park Author-X-Name-First: Eun Author-X-Name-Last: Park Author-Name: Judith Forney Author-X-Name-First: Judith Author-X-Name-Last: Forney Title: Assessing and Predicting Apparel Impulse Buying Abstract: Apparel offers consumers a high hedonic value associated with experiential pleasure. Being fashion driven with a focus on newness and change, apparel products can create an illusion of something fantastic. In turn, this subjects apparel to various hedonic behaviors such as impulse buying. The more consumers browse apparel stores to get an idea about the latest trends in the market, rather than relying on a shopping list, the greater the possibility of impulse shopping. Moreover, consumers are likely to be more divergent on what they want than what they need. This suggests apparel as a product category as a stimulus effecting impulse purchases. Impulse buying is considered a pervasive phenomenon in modern lifestyles and it accounts for a substantial percentage of products sold across a broad range of categories. One explanation may be that consumers buy products for a variety of non-economic reasons or hedonic tendency, such as fun, fantasy and social or emotional gratification. By stimulating consumers to recognize product needs, in-store browsing plays an important role in influencing impulse buying behavior. Also, impulse buying is activated by the emotions aroused in the proximity of an appealing object. This emotional response may occur largely without regard to financial or other consequences. Based on the extant literature, we developed a conceptual framework to analyze how predictors (hedonic tendency, in-store browsing, and shopping emotion) affect apparel impulse buying. Five hypotheses were tested during an apparel shopping episode to determine if: hedonic tendency is positively related to shopping emotion (H1); hedonic tendency is positively related to in-store browsing (H2); in-store browsing is positively related to shopping emotion (H3); in-store browsing is positively related to impulse buying typologies (H4); and shopping emotion is positively related to impulse buying typologies (H5). A questionnaire was developed based on literature review. Data were obtained from 290 college students enrolled at a southwestern state university in the U.S. Following verification the measurement items, path analysis was conducted using LISREL 8.53. A path model shows that six paths have significantly positive relationships. This empirical study of assessing and predicting apparel impulse buying extends the understanding of predictors for and provides an extended structural model of apparel impulse buying. This study reveals three typologies underlying apparel impulse buying: Fashion-oriented impulse buying, Memory-oriented impulse buying, and Browsing-oriented impulse buying. Findings indicate a consumer’s hedonic tendency is a significant predictor of shopping emotion and in-store browsing and it is pertinent to apparel impulse buying. This suggests that hedonic tendency can drive consumers to act on apparel impulse buying when they experience a positive feeling and are in-store browsing. This result implies that positive shopping emotion tends to reduce decision complexity, including impulse buying. Therefore, typologies of apparel impulse buying can be predicted in a path model by an attitudinal component (e.g., hedonic tendency and in-store browsing) and emotional factors (e.g., satisfied and excited). In particular, shopping emotion serves as an important mediating predictor of impulse buying of apparel products. This suggests that impulse buying of college students is more conjunct with an emotional unplanned purchase of apparel products. Also, this finding supports impulse buying as satisfying a hedonic need or providing emotional gratification. This study provides insights to retailers and researchers in understand structural relationships between consumer characteristics and impulse buying of apparel products. Journal: Journal of Global Fashion Marketing Pages: 28-35 Issue: 1 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593080 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593080 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:1:p:28-35 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593082_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Heewon Sung Author-X-Name-First: Heewon Author-X-Name-Last: Sung Author-Name: Jieun Lee Author-X-Name-First: Jieun Author-X-Name-Last: Lee Title: Environmental Management Portfolio of Korean Fashion Brands Abstract: Green growth or green management practices originating from advanced countries proliferated worldwide during the 2000s. According to the Low Carbon, Green Growth Act announced by the government of South Korea in April 2010, business should gradually adopt an environmental management system (EMS) to efficiently use resources and energy and to minimize the emission of greenhouse gas or other pollutants as a result of business activities. In addition, businesses should acknowledge social and ethical responsibilities. Environmental management systems were introduced in Korea as a competitive strategy in the early 1990s, and have increased in Korea since 2003 under the influence of the product-related environmental regulations of European countries and the Korean government. Achieving the ISO 14001 standard requires an EMS system. This critical and authoritative certification system, legislated in 1996, directly connects to business reliability. The number of corporations with the ISO 14001 certification continues to increase, with over 223,000 cases worldwide in 2009 and a 300 percent increase internationally since 2005. Korea, with sixth largest number of certifications, had 7,843 certified corporations in 2009 (ICIN, 2010). Green management systems seem to be a requirement for competitive differentiation in the fashion industry. In the fashion market, environment-conscious designers and fashion brands all over the world have produced environmentally friendly fashions by using organic materials, recycled materials, or green designs, appealing to consumers. The fashion market has continued to grow in size by launching typical organic lines and eco-friendly brands. A similar tendency for green marketing strategies can be found in Korea. A significant number of Korean national brands produce clothes with organic cotton; well-being materials, such as charcoal, corn, or bamboo; and recycled textiles. In addition, several brands have promoted environmental campaigns and have contributed a certain portion of profits to environment-related organizations (Dong, 2010). Recently, fashion brands have extended green practices to obtain official eco-labels or to adopt environmental management systems. This study investigates the environmental management system of a specific fashion corporation and analyzes green marketing strategies with respect to the elements of an EMS. We collected data from articles, journals, the brand website, and interviews conducted in 2009. For the study, we selected the Kolon Group as a leading example of an eco-friendly organization among domestic companies. Among fourteen subsidiary companies, six, including the Kolon Industry, obtained ISO 14001 certifications. The first Kolon fashion brand was KOLON SPORT in 1973, and three sportswear brands were launched in 1980s. After taking over the Cambridge division in 2007 and merging with Cambridge Kolon in 2009, Kolon Industry changed its name to ‘Kolon Industry and Cambridge Kolon’, which included 28 popular fashion brands. The company’s fashion brands were divided into five categories: outdoor, sports & golf (5 brands), men’s wear (10 brands), women’s wear (2 brands), casual wear (2 brands) and others (3 shoes & 6 premium brands). The Kolon fashion division announced their business vision as “Eco Fashion Innovator” after FnC Kolon obtained ISO 14001 certification in June 2008 (Kang, 2009b), considering the environment as a core value for competitive strength. Kolon practices environment-conscious activities, from textile development to visual merchandising in retail locations (Jung, 2008). Kolon Industry and Cambridge Kolon also use eco-friendly goods production, socially responsible promotion, and a recycled packaging system. Except shoes and premium brand categories, typical fashion brands are actively participating in distinct green marketing practices and strategies. First, organic cotton goods produced through environmentally friendly processes are the most common green product strategy across brands, except golf wear. Second, the use of eco-friendly and biodegradable ingredients, such as bamboo, bean, charcoal, corn, or volcanic ash, is another strategy. Third, brands have used recycled PET (Polyethylene Terephthalate) bottles that decrease greenhouse gases. Fourth, brands have produced energy-effective products, named ‘Cool Biz’ or ‘Warm Biz’, which can be classified as eco-friendly products. Fifth, brands have used natural dyeing products, such as polygonum indigo, charcoal, and pomegranate, as an eco-friendly strategy. In addition, “trashion”, a portmanteau word of trash and fashion, can be found in a casual brand, ‘series.’ Finally, specific items, such as t-shirts or bags, deliver environmental messages as a communication tool. Outdoor sports brands seem to practice eco-friendly product strategies most actively. Sports brands have used organic cotton and the recycled PET bottles items, and men’s wear included items with biodegradable ingredients as well as temperature-controlled suits. With respect to communication, the Kolon Group implemented diverse marketing communication strategies. For example, in 2010, Kolon made a three-year agreement with the Join Together Society NGO to donate 2- to 3-year-old products in stock to third-world countries, amounting to five hundred million worth of stock each year. Outdoor sportswear brands practice green management the most thoroughly, whereas other brand categories apply green management to limited areas. Women’s wear and casual wear usually engage in customer participation events. To maintain customers and to thrive in the ever-critical global market, it is time to take part in environmental business practices. To survive in the competitive market, it is imperative to establish a systematic tool to improve environmental performance and reduce the long-term environmental impacts of products, services, retailers, suppliers, and employees. Future green branding strategy should be responsible from social, ethical, and environmental perspectives. Journal: Journal of Global Fashion Marketing Pages: 44-54 Issue: 1 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593082 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593082 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:1:p:44-54 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593081_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yoosun Hann Author-X-Name-First: Yoosun Author-X-Name-Last: Hann Title: Cross-Cultural Understandings of “Face” and their Influence on Luxury Brand Consumption: A Comparison of British and Korean Attitudes and Practices Abstract: East Asians show high interest in luxury brand goods, and Asia is now the world’s largest target market for luxury brand goods. South Korea is no exception to this luxury fever, and some Koreans even fall into debt to participate. Why are Koreans so attracted to luxury brand goods and their cachet? This paper seeks an explanation for this phenomenon by drawing on the concept of “face” and chemyon (the Korean notion of social face) and the idea of “face consumption.” The author investigates the differences between face and chemyon, as well as the differences in the degree of face consumption through luxury brand goods in British and Korean consumers. This study uses the first two terms distinctly when discussing their salient differences but combines them when they are being used more generically. Even though face is a universal phenomenon, it is an especially important concept in a collectivist culture. British consumers are unlikely to relate face to their social worth, and even the concept of (social) face may be unfamiliar to them. However, Korean consumers deal with face-related issues almost every day because chemyon is pervasive in the Korean culture. Furthermore, the specific characteristics of face differ from one culture to another. While the Western notion of face is oriented towards an independent self, chemyon is more closely linked with social status and position. Thus, Korean consumers show their social status and maintain chemyon by wearing or purchasing luxury brand goods. Among British consumers, however, purchasing luxury brand goods has little to do with preserving face. Face consumption is similar to conspicuous consumption as they both involve luxury brand goods. However, face consumption differs from conspicuous consumption in that not all face consumption is intended to show off and that the possession of luxury brand goods feels necessary to keep up with others in the practice of face consumption. Furthermore, face consumption inhibits the consumption of too many luxury brand goods because the Eastern notion of face emphasizes frugality and modesty. The questionnaire containing the face consumption scale was administered to British and Korean undergraduate students. Luxury brand goods were limited to bags, purses, watches, and shoes because brand logos are sufficiently revealed in these items allowing others to recognize their presence. Questions regarding the number of luxury brand goods possessed and the individual economic status were also included in the questionnaire. Data from 100 Korean and 152 British respondents (252 total) were used for data analysis. Principal component analysis using varimax rotation was conducted to figure out the properties of face consumption. The face consumption scale contained two dimensions: “face consumption in pursuit of distinction and acknowledgement” and “conformity face consumption.” Both factors had high internal consistency as Cronbach’s alpha was .851 and .868. The result of the independent samples t-test indicated that Korean consumers show a higher degree of face consumption in pursuit of distinction and acknowledgment. Korean consumers also exhibited a higher degree of conformity face consumption than British consumers. However, there was no statistically significant difference in morality-conscious face consumption between British and Korean consumers. Multiple regression analysis was conducted to illustrate the effect of face consumption and economic status on the number of luxury brand goods one possesses. Conformity face consumption has a significant effect on the number of luxury brand goods for both British and Korean consumers. However, economic status has a significant effect on the number of luxury brand goods for British consumers only. Whereas Koreans purchase luxury brand goods regardless of their economic status, British consumers seem to consider their economic status when purchasing luxury brand goods. This result is consistent with the suggestion that people who cannot afford luxury brand goods purchase them to gain social acknowledgement in Korea. It also explains why regardless of their social and economic status, Koreans show a higher interest in luxury brand goods than British consumers. Based on the research findings, it can be suggested that noticeable brand logos will increase the sales of luxury brand goods in Korean market. In addition, launching or promoting the second line of the luxury brand will further increase sales because the second line greatly appeals to Korean consumers who cannot afford to buy the first line brand yet still aspire to gain social acknowledgement by possessing luxury brand goods. Journal: Journal of Global Fashion Marketing Pages: 36-43 Issue: 1 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593081 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593081 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:1:p:36-43 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593087_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Nancy Stanforth Author-X-Name-First: Nancy Author-X-Name-Last: Stanforth Author-Name: Seung-Hee Lee Author-X-Name-First: Seung-Hee Author-X-Name-Last: Lee Title: Luxury Perceptions: A Comparison of Korean and American Consumers Abstract: The market for luxury goods and services has been one of the important segments of the markets for the past 10 years. This market has a global audience with consumers buying similar products in many different locations. Global marketers are faced with the task of targeting goods and services to consumer groups with a diversity of preferences. Marketers need to be aware of the way in which culture influences perceptions of goods and services. This study investigates the global market, comparing collectivist/individualistic cultures (Korean/American consumers) and age-groups on perceptions of luxury and necessity. This study compares 662 Korea and U.S. consumers on perceptions of luxury/necessity, motivations to buy things they do not necessarily need, and elasticity of categories of goods and services. Six hundred and sixty-two female participants completed the questionnaire. Participants were from both the U.S. (340) and South Korea (322). Ages ranged from 20 to 84 years of age. One-fourth of the participants were over 53 years of age, one-fourth were 25 or younger. Half the participants were between 26 and 52 years of age. Four age-groups were established, with participants over 53 comprising the oldest group, those between 36 and 52 years of age in the second oldest group, those between 25 and 35 comprising the third group and those under 25, the youngest group. The key results of the study show that there are differences between age and cultural groups. In order to see relationships in the data, the 30 categories were factor analyzed by culture to determine their underlying dimensions. Three factors were found as Traditional Luxuries, Modern Luxuries and Safety and Security Goods and Services. The ratings for each of the factors were summed and entered into two independent ANOVAs. There was no expectation of an interaction between age and culture. Age-group had a main effect on the ratings for Modern Luxuries and Safety and Security Goods and Services. Culture had a main effect on ratings for all three factors, with Korean participants giving the safety and security factor higher ratings than did U.S. participants. U.S. consumers were more likely to decide to make purchases to improve the quality of life, for pleasure, beautifying the home, for relaxation, and entertainment than were Korean consumers. Korean consumers were more likely to decide to make purchases because of status, as a self-gift, on an impulse, or for emotional satisfaction than were U.S. consumers. Korean consumers in all age-groups rated status as a more important factor in their decisions than did U.S. consumers. U.S. consumers rate entertainment as important, particularly for younger consumers, while Korean consumers in all age-groups rated it similarly and not as important. Age-group also influenced motivations to buy. Younger consumers tended to decide to make a purchase for pleasure, status, entertainment, satisfaction and on impulse. Younger consumers were less likely to buy for beautifying the home. Overall, individualistic consumers tend to indicate that when the decision is made to buy things they don’t necessarily need, the enjoyable aspects of consumption are more important than for collectivist consumers. The youngest age-group also rates the enjoyable aspect as more important than do older age-groups. Culture and age-group play an important role in economic elasticity of categories for these participants. Findings include differences between cultures and age-groups on which goods and services are considered ‘things that are not necessarily needed’ and motivations to buy. This study gives new insights to global marketers in developing marketing plans for collectivist and individualistic target markets in this global market. Journal: Journal of Global Fashion Marketing Pages: 95-103 Issue: 2 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593087 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593087 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:2:p:95-103 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593088_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Christine Kim Author-X-Name-First: Christine Author-X-Name-Last: Kim Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Title: A Study on the Legal Protection of Fashion Design: Comparison between Korea and the United States Abstract: The global fashion industry produces a huge variety of creative goods to market. The fashion industry profits by developing creative content as in the music, film, video game, and book industries. However, unlike those industries, the fashion industry’s principal creative production lies outside the domain of intellectual property law. Fashion has not been historically protected by copyright law due to differences in the legal treatment of the fine arts, like literature, music, and art, which are accorded copyright protection, and crafts, which are generally not accorded such protection. Although fashion is meant to be functional (i.e., it must fit the human body and keep it warm and dry), it is also artistic and creative. Most would agree that fashion is rarely a fine art because it also fulfills a utilitarian function, but this should not necessarily preclude designers from being able to protect their investment in truly innovative designs, as artists and musicians are able to do. The law has traditionally treated each field of IP as an instance of discrete and mutually exclusive protection. Patents protect innovation in terms of functional design, while copyrights protect artistic expression. Finally, trademarks protect goodwill and reputation. These firm divisions between patentable and copyrightable subject matter have left the creative designers of utilitarian objects such as clothing without protection. The growth of the fashion industry has spawned an increased public awareness about fashionable designer products. In light of the popularity of certain designers or specific designs, design piracy has increased exponentially. Design piracy is the copying of a designer’s original designs, thereby enjoying the benefit of his/her artistic work at no expense. Copyists can thus free ride on the efforts of designers, thereby discouraging future investments in creative fashion design. Design piracy is not new; however, while it once took several years for a fashion to descend the price line into low-priced production, this progression is now nearly immediate. Technological advances have made it possible for design pirates to obtain another creator’s designs and manufacture duplicates overnight. Because of the pervasiveness of design piracy, the practice of copying is now considered commonplace in the fashion industry. Accordingly, the original designers of iconic fashion pieces stand to lose substantial amounts of revenue after expending the capital necessary to create them. This study compares Korea and the United States to understand the implications of Korea’s fashion design protections. This paper describes the research on fashion design protection practices in both countries, analyzes the present situation state of fashion design protection in these countries, and compares their legal principles related to fashion design protection. To this end, a literature review is presented that draws on relevant studies and national statistical data on both countries. First, the research on Korea and U.S. fashion design piracy can be summarized as follows. For fashion design in Korea, previous studies focus on the current status of counterfeit fashion goods, intellectual property protection in the fashion market and the protection of applied arts including fashion design. However, these studies have some limitations; many lack specific, concrete discussion on the current status of intellectual property and protection methods, instead providing general, comprehensive discussions. In contrast, studies in the U.S. context focus on the present situation of counterfeit goods in the fashion market, the nature of the fashion market, the essential features of design piracy and the legal protection of fashion design under the Design Piracy Prohibition Act. The breadth of studies on U.S. design piracy studies is much wider compared to those on Korea. In particular, as bills regarding the protection of design under copyright law such as DPPA or IDPPA are submitted to Congress, studies on the protection of design under legal laws are actively conducted. Fashion design protection in Korea versus the United States and the relevant legal principles can be summarized as follows. There are similarities and differences in the protection of fashion design across both countries. First, both countries are similar in terms of fashion design protection under patent law. Both countries provide some protection for fashion design under copyright law. Fashion design still lacks the criteria that have been established for literary works, but criteria are being developed to facilitate the protection of fashion design under copyright law. The most significant difference between the two countries regarding the protection of fashion design lies in the political efforts undertaken to protect fashion design. Unlike Korea, the United States has continued to enforce a separate law for the practical protection of fashion design to address two problems: first, the screening process generally takes a long time, which hinders the protection of fashion, and second, it is difficult to protect the middle area of design rights. Journal: Journal of Global Fashion Marketing Pages: 104-113 Issue: 2 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593088 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593088 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:2:p:104-113 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593084_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Dale Rayman Author-X-Name-First: Dale Author-X-Name-Last: Rayman Author-Name: David Burns Author-X-Name-First: David Author-X-Name-Last: Burns Author-Name: Cherilyn Nelson Author-X-Name-First: Cherilyn Author-X-Name-Last: Nelson Title: Apparel Product Quality: Its Nature and Measurement Abstract: An important issue of apparel - apparel product quality -has not been significantly addressed in past research, particularly where the pre-purchase perceptions of consumers are concerned. The goal of this study is to identify how consumers define intrinsic apparel product quality. This will be accomplished by 1) examining the issue of quality as applied to products, 2) exploring past research on apparel product quality, 3) constructing a scale (ApparEx) to assess intrinsic apparel product quality, and 4) relating ApparEx with service quality as measured by SERVQUAL. Product quality is the consumer’s judgment of the standard of performance for a product. The cues used by consumers to judge quality can be classified as either intrinsic or extrinsic. While the topic of apparel product quality has been examined in the literature, the focus of such efforts has been largely on perceptions of apparel quality resulting from post-use or post-exposure analysis. What has not received significant research attention are the pre-use expectations or beliefs about intrinsic apparel quality. These pre-use expectations can be expected to be a primary determining factor of consumer purchasing behavior. The initial stage in the development of an instrument to measure prepurchase perceptions of intrinsic apparel product quality is to generate a set of items deemed to cover the domain of the intrinsic apparel product quality construct. Since the literature suggests that this construct is multi-dimensional in nature, the scale was developed with the goal of identifying and measuring the salient dimensions of intrinsic apparel product quality. Drawn from studies of consumer satisfaction/dissatisfaction with apparel items, texts documenting apparel manufacturing standards, and from technical standards drawn by the American Association for Textile Technology, eight dimensions of apparel quality were proposed. Seventy-four items were developed based on the above sources to address each proposed dimension of the construct. Four forms of the instrument were constructed, each focusing on a different apparel product classification (underwear/lingerie or sleepwear, casual sportswear, dresswear, and coats and jackets (outerwear)). The sampling design used in this study was a purposive one, using students enrolled in upper-division (junior and senior level) university business courses at major universities located in the Midwest and in the Southern U.S. The instrument was administered on-site to students present in selected business classes chosen to preclude the possibility of students being solicited more than once. Of the 984 questionnaires distributed, 131 were not determined to be usable, resulting in a usable return rate of 86.6 percent. Interestingly, the results suggest that the findings were not significantly different between the product categories indicating that the subject data may reasonably be pooled. A factor analysis resulted in seven factors being retained: 1) performance, 2) components, 3) garment care, 4) appearance, 5) construction/workmanship, 6) style/fashion, and 7) fit. While the pattern does not reproduce exactly the relationships proposed in the early stages of ApparEx development, the results were largely consistent. How well does the measure relate to other constructs to which the construct is theoretically related? This was accomplished by relating ApparEx with SERVQUAL, an instrument developed to measure the related concept of service quality. The objective was to determine how, if at all, the dimensions of the ApparEx scale relate to the dimensions of the SERVQUAL scale. The results seem to display a consistent pattern. It appears that two factors of the SERVQUAL scale (dependability and tangibility) are positively correlated with the factors of the ApparEx scale and that the other two factors of the SERVQUAL scale (empathy and responsiveness) are negatively related with the factors of the ApparEx scale. The results also suggest that the garment care factor of the ApparEx scale is not related strongly with the SERVQUAL factors, and that the style/fashion factor of the ApparEx scale relates only with the dependability and responsiveness factors of the SERVQUAL scale. These findings support the multi-dimensionality of the instrument, and that quality is not a generic phenomenon - quality as it relates to apparel products and quality as it relates to service issues appear to be two distinct concepts, at least as far as expectations are concerned. This provides additional evidence of the construct validity of the ApparEx scale. Previous research has largely ignored the consumer’s perspective in the discussion of product quality; apparel has not been an exception. In practice, intrinsic apparel product quality has been typically defined based on production-oriented standards. In the instances where the consumers’ perspective has been addressed, it is most often within the context of what is thought to be what customers desire, instead of their actual desires. The natural outcome of this approach is that a gap likely exists between what consumers want and what managers think that consumers want. The ApparEx instrument developed in this paper can provide a mechanism by which managers can directly determine the apparel product quality expectations of their clientele. The results also suggest that consumers of apparel products expect the same dimensions of quality across product category lines. If consumers hold lower expectations of quality for apparel items which cost less, it was not apparent from this study. While it is true that consumers can best objectively assess product quality only after purchase and use, and that a purchased product’s inability to adequately perform will likely affect an individual’s subsequent purchasing behavior, it is the initial prepurchase quality assessment which will have an immediate material effect on consumers’ purchasing decisions. Journal: Journal of Global Fashion Marketing Pages: 66-75 Issue: 2 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593084 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593084 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:2:p:66-75 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593083_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kim Willems Author-X-Name-First: Kim Author-X-Name-Last: Willems Author-Name: Gilbert Swinnen Author-X-Name-First: Gilbert Author-X-Name-Last: Swinnen Author-Name: Wim Janssens Author-X-Name-First: Wim Author-X-Name-Last: Janssens Author-Name: Malaika Brengman Author-X-Name-First: Malaika Author-X-Name-Last: Brengman Title: Fashion Store Personality: Scale Development and Relation to Self-Congruity Theory Abstract: Over five decades ago, Martineau (1958, p. 47) introduced the notion of store personality (SP), which he defined as “the way in which the store is defined in the shopper’s mind, partly by its functional qualities and partly by an aura of psychological attributes”. The strategic role of these symbolic, humanlike attributes that can be attributed to stores, has been empirically demonstrated, with respect to customer satisfaction and perceived retail differentiation (Chun & Davies, 2006), as well as with respect to store patronage and loyalty behavior (Sirgy & Samli, 1985; Zentes, Morschett, & Schramm-Klein, 2008). A potential and reasonable explanation of the power of associations with humanlike personality, can be found in the self-congruity theory. This theoretical framework argues that if retailers can position their stores in such a way that the store’s personality is congruent with that of target shoppers, they are likely to succeed in attracting and retaining these consumers (Bellenger, Steinberg, & Stanton, 1976; Zentes et al., 2008), which would in turn enhance profitability (Sirgy, Grewal, & Mangleburg, 2000). However, self-image congruity is still in its infancy in retailing research (Chebat, El Hedhli, & Sirgy, 2009; O’Cass & Grace, 2008; Sirgy et al., 2000), in comparison to the extensive corroborations of the theory across many product categories (Sirgy, 1982). The present study aims to fill this gap in the literature, focusing on fashion retailing in particular. As image and identity concepts are arguably more salient in fashion retailing than in any other sector (Cheng, Hines, & Grime, 2008; Zentes et al., 2008), store personality perceptions can be expected to be particularly relevant in this area of the retail industry. Compared to weekly grocery shopping, for instance, shopping for clothes is an opportunity for self-expression par excellence (Buttle, 1992; for an overview of the role of clothing, see Burns, 2010). We start by introducing “concept-scale interaction” effects in Section 1. This phenomenon implies that rather than applying general brand/store personality scales such as the ones that were developed by Aaker (1997) or d’Astous and Lévesque (2003), it is advisable to adopt a contextual approach by developing a SP scale tailor-made for fashion retailing. In Section 2, we subsequently define the construct “fashion store personality” according to Rossiter’s (2002) C-OAR-SE procedure and Section 3 briefly discusses self-congruity theory and its applications in a retail context. Subsequently, a measurement instrument is developed for Fashion Store Personality (FSP) in Section 4. The scale construction procedure consists of three steps. First, repertory grid analysis is carried out in fifty-one individual interviews, in order to generate adjectives that people naturally use to describe the personality of fashion stores. Female participants dominate throughout this study as the interest in fashion is characteristic among women within this age range (Evans, 1993) and clothing for men is often bought by their female partner (Banister & Hogg, 2004). After a preliminary purification of the elicited item pool, a consumer survey (n=481) is carried out. By means of Principal Component Analysis with Varimax rotation five underlying FSP dimensions are identified in the resulting dataset: “chaos”, “innovativeness”, “sophistication”, “agreeable-ness”, and “conspicuousness”. The psychometric properties of this measurement instrument are checked and the scale’s reliability, stability and validity meet the common standards. Subsequently, based on this operationalization, the role of self-congruity in the context of fashion retailing is explored in Section 5. First, the extent to which consumers shop in fashion stores with a personality that they perceive to be similar to their own, is studied (Section 5.1). An inspection of the correlations between the consumer’s self-image and her perceptions of FSP of her most patronized fashion store supports the idea of SC theory in fashion retailing. Furthermore, a multidimensional scaling (MDS) visually identifies, in a multidimensional space, which types of consumer personality do or do not cluster with certain types of fashion store personality. Overall, the findings indicate that (1) agreeable consumers seem to patronize agreeable fashion stores, (2) open-minded and extraverted consumers correspond to innovative fashion stores, (3) sophisticated and little chaotic stores match best with conscientious consumers, and (4) neuroticism in a consumer is found to be associated with conspicuousness and chaos in a fashion store. Finally, the relative importance of the five FSP dimensions in explaining fashion store choice is assessed using a stepwise multiple discriminant analysis (Section 5.2). Overall, the results indicate that it is worthwhile to take FSP into consideration when explaining consumers store choices. In particular, chaos and sophistication are the two FSP dimensions that consumers mind most when choosing a fashion store to patronize. As self-image congruence seems to have an impact on consumers’ store choice, the findings of the present study highlight the role of FSP in retailing positioning strategies. In order for retailers to exhibit a personality that matches the one of their target group, a wide variety of tools can be used (Brengman & Willems, 2009, on determinants of fashion store personality). Further research could provide additional support for this scale’s superiority over general brand/personality scales. Moreover, a cross-cultural validation as well as a study of the scale’s use among male consumers would be valuable. Journal: Journal of Global Fashion Marketing Pages: 55-65 Issue: 2 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593083 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593083 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:2:p:55-65 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593086_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Young Ha Author-X-Name-First: Young Author-X-Name-Last: Ha Author-Name: Sharron Lennon Author-X-Name-First: Sharron Author-X-Name-Last: Lennon Title: Consumer Responses to Online Atmosphere: The Moderating Role of Atmospheric Responsiveness Abstract: Due to the nature of online shopping, online shoppers are mostly affected by visual cues shown on websites. Visual cues used in the site design and layout (Davis, Wang, & Lindridge, 2008) influence consumer emotions and image of the website. The use of a variety of colors and materials draws consumers’ attention and influences their browsing tendency and purchase intention in the store (Kerfoot, Davis, & Ward, 2003). Because apparel cannot be physically examined online, perceived risk has also become a major concern for online shoppers when purchasing apparel products in-home. If consumers are pleased by online atmospheric cues, they may evaluate online shopping more favorably and perceive less risk. Previous research showed that perceived risk is negatively related to patronage intention (Forsythe, Liu, Shannon, & Gardner, 2006) and actual purchase decision (Lin, 2008). Applying the Stimulus-Organism-Response paradigm, Eroglu, Machleit, and Davis (2001) develop a conceptual model that describes the function of various site stimuli in the online shopping environment. According to the model, online stimuli, such as colors and decorative images, can influence consumers’ affective and cognitive responses that in turn influence their behaviors (Eroglu et al., 2001). Affective response can be explained by consumers’ emotional or feeling states such as pleasure (Holbrook & Hirschman, 1982; Lavidge & Steiner, 1961). Consumers who are pleased may evaluate websites more favorably than those who are not. Cognition describes consumers’ internal mental processes (Eroglu et al., 2001) – a belief system that can be measured by negative or positive perceptions and thoughts generated by consumers when they are exposed to stimuli (Holbrook & Batra, 1987; Yoo & Kim, 2005). In an online shopping situation, website ambient and design factors influence affective responses (Mummalaneni, 2005) and cognitive response such as perceived risk (Park, Lennon, & Stoel, 2005). Researchers conceptualize that individual’s affective and cognitive responses toward websites may differ as a function of personal differences in atmospheric responsiveness (Eroglu et al., 2001; Fiore & Kim, 2007). One empirical study finds that the site atmosphere influences pleasure for shoppers high in atmospheric responsiveness, but not for those low in atmospheric responsiveness (Eroglu, Machleit, & Davis, 2003). Although one study (Eroglu et al., 2003) examines the effect of atmospheric responsiveness in the relationship between site atmosphere and affective responses such as pleasure and arousal, no research has investigated the moderating role of atmospheric responsiveness in determining consumer cognitive responses in the online shopping context. Therefore, the purpose of this study is to 1) investigate the effects of website atmospheric cues on consumer pleasure and perceived risk that in turn affect consumer patronage intention and 2) examine the moderating effect of atmospheric responsiveness in the relationship between website atmospheric cues and both consumers’ affective and cognitive responses toward the website atmosphere. Two mock websites varied in relation to the presence of atmospheric cues: one website (presence of atmospheric cues) featured colored icons, a flashing brand logo, and a background with a logo pattern, while the other website (absence of atmospheric cues) had a static brand logo, text hyperlinks, and no background pattern. The two websites contained the same product information such as product views, available colors, fabric and style information, and other verbal descriptions. Each website consisted of an instruction page, a main page showing two pairs of trousers together, a product page for each of the two products, and a page with dependent measures. A random sample of 148 female students at a large Midwestern University participated in the study. Participants were randomly assigned to one of the two treatment groups and instructed to browse and look around the website. After browsing the website, participants completed dependent measures. The results showed a significant effect for online atmospheric cues on pleasure and perceived risk. Respondents experienced more pleasure and perceived less risk while browsing the website with atmospheric cues as compared to respondents in the condition without atmospheric cues. In addition, results revealed the moderating effect of atmospheric responsiveness on the relationship between site atmospheric cues and shoppers’ pleasure and risk perception. Site atmospheric cues evoked greater pleasure and less perceived risk for respondents with high atmospheric responsiveness but not for respondents with low atmospheric responsiveness. This highlights the important role of atmospheric responsiveness in determining consumer cognitive responses in addition to affective responses in the online shopping context. In addition, the findings demonstrated that respondents who felt more pleased by and perceived less risk from the site environment were likely to have greater patronage intention. More importantly, pleasure and perceived risk mediated the relationship between site atmosphere and patronage intention. The effects of online stimuli on consumers’ behavioral intentions tend to be indirect via affective and cognitive responses toward the site rather than direct. Online retailers need to make online shopping less risky and subsequently help consumers make purchases online with more confidence. Online apparel retailers may need to redesign the websites considering differences in consumers’ personal characteristics. Website personalization based on consumer preferences may help to attract consumers with different levels of atmospheric responsiveness. Then, the website design format selected by each consumer can be a default option for all subsequent visits to the website. Even inexpensive site redesign can also influence consumer responses. Journal: Journal of Global Fashion Marketing Pages: 86-94 Issue: 2 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593086 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593086 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:2:p:86-94 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593085_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Seong-Yeon Park Author-X-Name-First: Seong-Yeon Author-X-Name-Last: Park Author-Name: Yumi Ko Author-X-Name-First: Yumi Author-X-Name-Last: Ko Title: The Effect of Social Comparison of Appearance on Compensatory Buying and Symbolic Consumption: The Mediating Role of Body Esteem Abstract: Interest in the body from a psychological perspective has increased dramatically in recent years. One of the central terms in this field, body image, was conceived to represent the “picture of our body which we form in our mind, that is, the way in which the body appears to ourselves” For many people, the body is the most obvious object with which they identify themselves. As the body becomes more significant as a means of recognizing and expressing the self, people focus on the body and try to improve it. This emphasis on outward appearance has been popularized because of the development of mass media. Presumably, the more pervasive is media image, the more people feel that they must meet these unattainable standards and the less positive about their bodies. As the interest in body image has been growing rapidly, many researchers have found that it is influenced by mass media. To give implication to marketing researchers and practitioners, we brought a conception of body image, which was mainly examined by medical and psychological researchers, to the marketing field by investigating its influence on purchasing behavior. This study examines how social comparisons of appearance influence compensatory buying and symbolic consumption through the mediating role of body esteem. Social comparison theory has been suggested as a useful theoretical foundation for associating the individual’s physical self with a social ideal of physical appearance influenced by mass media. Festinger suggested that humans have a drive to assess their own opinions and abilities, and meet it by comparing themselves with others. Major, Testa, & Bylsma (1991) found that responses to the self include changes in self-related emotions, perceptions and behavior, and may involve emotions, changing self-esteem, expectations for self-capacity and efforts to better oneself. Thus, we build hypothesis 1: consumer’s social comparisons of appearance negatively affect their body esteem based on these extant findings. Body esteem is consumers’ attitudes and feelings about their bodies and appearance. It is composed of three correlated factors—physical condition, general attractiveness, and physique appearance. Body esteem is distinct from self esteem. Self esteem can be concerned with performance, social relations, and appearance (Heatherton & Polivy, 1991). Conceptually, body esteem is most strongly related to appearance esteem. Compensatory buying is a means of compensation for stress, disappointment, despair, loss of autonomy, lack of self-esteem, and so on (Scherhorn, Reisch, & Raab, 1990). One is that low body esteem leads to higher consumer’s compensatory buying. Grenmo (1989) suggested that compensatory buying comes from attempts to meet unsatisfied needs, including lack of self-esteem or self-realization, by the way of purchasing, particularly where there is a lack of more appropriate ways to meet the needs. Thus, we build hypothesis 2: consumer’s body esteem negatively affects compensatory buying. In contemporary society, consumption activities are not simple activities of buying goods, but a signaling and communication process based on certain codes in buying goods, as well as a process of classification and social differentiation between oneself and others (Baudrillard, 1991). According to symbolic self-perfection theory, people with low self-esteem choose to buy products as a symbolic means to “complete” themselves (Wicklund & Gollwitzer, 1981). Individuals with low body esteem should see symbolic products as a means of bolstering appearance and building self-esteem. We build hypothesis 3: consumer’s body esteem negatively affects symbolic consumption based on existing finding. Our empirical results support all the hypotheses and offer theoretical and managerial implications for consumer purchase intent. First, the research provides a useful framework in the development of empirical marketing strategies. The current study can help companies to understand how societal ideals about the body affect a consumer’s need and desires as they relate to expectations about beauty. Second, consumer’s body esteem has a negative influence on compensatory buying and symbolic consumption. This suggests that a person with low body esteem tends to indulge in compensatory shopping to meet their unsatisfied needs and choose luxury brands as a means of bolstering appearance and improving self-esteem. Third, previous researches address that consumers with low body esteem are likely to exhibit low involvement with body-involving products because they do not see body-involving products as affirming their self-concept (Rosa, Garbarino, & Malter, 2006). Journal: Journal of Global Fashion Marketing Pages: 76-85 Issue: 2 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593085 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593085 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:2:p:76-85 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593089_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kim Johnson Author-X-Name-First: Kim Author-X-Name-Last: Johnson Author-Name: MiYoung Lee Author-X-Name-First: MiYoung Author-X-Name-Last: Lee Title: Global Fashion Marketing on the Move Abstract: This article summarizes the articles published in this special issue of Journal of Global Fashion Marketing. These articles were chosen from the papers submitted to the 2011 ITAA-KAMS Joint Symposium. This special issue of JGFM provides readers with an interesting mix of topics and methods in the context of complex and ever-changing global environment of fashion marketing. Fashion marketing practitioners will find fresh ideas and new approaches to deal with a turbulent marketing world. Fashion marketing researchers will obtain insights for future research directions. Journal: Journal of Global Fashion Marketing Pages: 115-116 Issue: 3 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593089 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593089 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:3:p:115-116 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593093_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jane Thomas Author-X-Name-First: Jane Author-X-Name-Last: Thomas Author-Name: Cara Peters Author-X-Name-First: Cara Author-X-Name-Last: Peters Title: Which Dress Do You Like? Exploring Brides’ Online Communities Abstract: To find the perfect wedding dress, a bride will consult bridal magazines, bridal fairs, family, and friends. Today’s bride might also watch popular television shows such as TLC’s, “Say Yes to the Dress,” or read and/or post comments on popular online wedding planning sites such as TheKnot.com, Weddingchannel.com, and Brides.com. According to Nelson and Otnes (2005), “Many brides use the Internet as a resource because it enables them to easily access information and communicate with widely dispersed providers of wedding resources” (p. 90). Nelson and Otnes (2005) found that many brides are participating in online virtual communities (i.e., Internet-based message boards) that “focus on the shared ritual and offer camaraderie and information exchange” (p. 90). In fact, the Bridal Association of America reported that 77% of brides in 2009 used the Internet to aid in the planning and/or purchasing of wedding related products and services. The purpose of this exploratory research is to investigate the types of information shared on social media sites by brides who are searching for a wedding dress. This research is unique because it explores the types of information shared in a popular wedding online community, www.Brides.com. As the influence of online communities on purchase decisions, including wedding dresses, continues to grow; it is important that designers, retailers, and manufactures understand how a brides online community friends many influence her purchase decision. For quite some time, marketers have recognized the potential of online communities to generate word of mouth. Research has shown that consumers seek advice and brand meaning from online communities (Brown, Broderick, & Lee 2007; Fischer, Bristor, & Gainer 1996; Granitz & Ward 1996; Moore, Mazvancheryl, & Rego 1996; Muniz & O’Guinn 2001; Scarpi 2010). Jepsen (2006) found that, when researching products, consumers prefer gathering information from people in online communities rather than through commercial sources (i.e., sales people, brochures, and advertisements). This preference may be due to the fact that people join online communities because these forums share valuable information (Dwyer 2007). Our research builds upon the work of Kozinets, deValck, Wonjnicki, and Wilner (2010) by examining the types of information shared in a popular wedding online wedding community. The information shared on Brides.com differs from product reviews as it is more identity and community driven. In other words the information shared is not driven by traditional apparel product evaluative criteria of product quality, performance and price. Instead this study provides a unique and valuable perspective on the types of information shared via consumer-to-consumer word of mouth in online communities that is far beyond the traditional evaluative criteria used for apparel purchased. Using established netnography research methods a total of 739 individual posts were examined. The conversations analyzed revealed four categories of discussion: community rituals and artifacts, communal norms, community cohesion, and communal sharing. Our findings expand marketers’ understanding of word of mouth and its relationship to online communities. Specifically, information shared on www.Brides.com is different from product reviews as it is more identity and community driven. The conversations analyzed in the sample of 739 posts revealed four categories of discussion: community rituals and artifacts, communal norms, community cohesion, and communal sharing. In exploring how community rituals and artifacts shape and influence the “dream dress” concept, we uncover the holistic influence of community members on wedding dress purchase decisions. The posts on Brides.com discussed how the brides felt deep emotions as they searched for and identified the perfect wedding dress. The communal norms discussion focused on how much to spend and where to shop. This is not surprising because many brides have a limited budget for the wedding and want to purchase high-quality items within that budget. Community cohesion around brands was evident in the data as the brides questioned and discussed various brands and designers of wedding gowns. The fourth category of discussion was centered around the emotional tension and physical isolation from family and friends. In their research on intercultural wedding message boards Nelson and Otnes (2005) found that members of the online community often serve as friends and counselors. The brides seem to trust the other members of the community and are comfortable seeking their advice and accepting as truth their opinion. Findings from this exploratory study provide insight into the word of mouth that impacts complex choices and decisions involved in the purchase of a wedding dress. Unlike previous research on brand communities (Algesheima, Dholakia, & Herrmann, 2005; Kates, 2004; Leigh, Peters & Shelton, 2006; Muniz & Schau, 2007), this study has not focused on the characteristics of the community members, but more on the holistic socio-emotional interactions that exist among community members. By becoming members of these types of communities, wedding dress designers, manufacturers and retailers could better understand the questions and issues posited by brides. Findings from the current study identify opportunities where designers, manufacturers, and retailers can better connect with brides. We believe the first strategy is to build social media into the business model. Our findings demonstrate that brides want to talk to others about their wedding gown purchase decision process. However, for many companies associated with bridal gowns, social media is more akin to a fan or information page. There needs to be more engagement with brides. While consumers might understand the evaluative criteria for purchasing a winter coat or a skirt, they may not know how to evaluate the price of a wedding dress. Wedding dress designers, manufacturers, and retailers need to educate consumers on the pricing of wedding dress. Videos where designers talk about how a wedding dress is constructed and construction elements that are worth paying more for and those that are not essential could be posted on the designer’s website with easy links for sharing with online community forums like Brides.com. Finally, there is an opportunity for creating online experiences that lend themselves to mobile (i.e., smart phones and tablet) devices. Apps that connect brides to advice and reassurance would be useful when the bride is shopping and/or in need of connecting with members of the bridal community for advice. Journal: Journal of Global Fashion Marketing Pages: 148-160 Issue: 3 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593093 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593093 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:3:p:148-160 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593092_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jay Ryu Author-X-Name-First: Jay Author-X-Name-Last: Ryu Title: Consumer Attitudes and Shopping Intentions toward Pop-up Fashion Stores Abstract: Pop-up retail refers to the practice of opening a transitory, short-term, and often unannounced retail sales space. Such a space may be set up in a movable container or in an existing structure to offer consumers experiential shopping and face-to-face interaction with brand representatives. The retail industry has rapidly embraced pop-up retail as a feasible distribution channel for reaching consumers, launching new products, and testing niche markets. Pop-up stores may also be operated as promotional events; the purpose of which is to increase brand awareness rather than to make sales. Researchers have compared consumer behavior in the context of such varied retail outlets as traditional brick-and-mortar stores and online stores. However, researchers have not heretofore investigated consumer behavior associated with pop-up fashion stores, even though a wide range of retailers utilize the pop-up format. Since pop-up retail is a distinct type of retail outlet, consumers’ attitudes and shopping intentions toward pop-up stores may differ from those they harbor toward traditional brick-and-mortar stores or online stores. The research goal of identifying variables that influence consumers’ attitudes and intentions relative to pop-up fashion stores is important to developing effective pop-up retail strategies that will, in turn, allow fashion brands to diversify their distribution channels and thus reach more consumers and better promote their brands. Six hypotheses were proposed based on the review of literature: fashion involvement positively affects fashion-oriented impulse buying behavior (hypothesis 1a) and attitudes toward pop-up fashion stores (hypothesis 1b). Similarly, the need for hedonic shopping experiences positively effects impulse buying behavior (hypothesis 2a) and attitudes toward pop-up fashion stores (hypothesis 2b). Finally, fashion-oriented impulse buying behavior positively effects attitudes toward pop-up fashion stores (hypothesis 3), which in turn, effects shopping intentions at the stores (hypothesis 4). The data was collected from 245 consumers at the airports in two major cities in the West and Southwest regions of the US. The sample was comprised of women (60.8%) and men (39.2%) with an average age of 34.1 years. The fit statistics of the measurement model confirmed an excellent model fit: χ2=252.82 with 160 df at p-value<0.001; RMSEA of 0.047 (90% CI for RMSEA=0.035-0.058); CFI of 0.99; and NFI of 0.97. Cronbach’s alpha for latent constructs ranged from 0.88 to 0.98, and factor loadings were in the range of 0.71 to 0.96 with p-values<0.01. The construct reliability ranged from 0.84 to 0.97, and the average variance extracted ranged from 0.58 to 0.90. The overall fit indices of the research model indicated a good model fit: j2=288.67 with 163 df at p-value<0.001; RMSEA of 0.053 (90% CI for RMSEA=0.042-0.063); CFI of 0.99; and NFI of 0.97. Fashion involvement had a positive effect on fashion-oriented impulse buying behavior, supporting Hypothesis 1a (7=0.54, p <0.001). There was no significant positive effect of fashion involvement on attitudes toward pop-up fashion stores, rejecting Hypothesis1b. The need for hedonic shopping experiences had a significant positive effect on fashion-oriented impulse buying behavior and attitude toward pop-up fashion stores, supporting both Hypotheses 2a (γ =0.31, p <0.001) and 2b (γ=0.32, p 0.001). Fashion-oriented impulse buying had no significant positive effect on attitudes toward pop-up fashion stores, rejecting Hypothesis 3. Positive consumer attitudes toward pop-up fashion stores increased participants’ shopping intentions with regard to the stores, supporting hypothesis 4 (β =0.72, p<0.001). Operating pop-up fashion stores may be an effective retail strategy for suiting the interests of hedonic consumers. The idea of stores “popping-up” unexpectedly may be appealing enough to catch some consumers’ attention but attention alone may not be sufficient motivation to get consumers to take the next step, that is, shopping at a given store. Although pop-up stores are meant to be open for only a short period of time, retailers should attend to such considerations as the quality of merchandise, store layout and ambience, window displays, and customer service so as to create a desirable shopping environment and experience. The non-significant association between fashion involvement and attitudes toward pop-up fashion stores suggests that consumers, even those who are highly interested in fashion, may not be entirely aware of the benefits or even the concept of pop-up fashion stores. This study also revealed no significant positive effect of fashion-oriented impulse buying on attitudes toward pop-up fashion stores. The lack of connection was probably due to lack of experience with pop up retailers. Therefore, retailers could focus on increasing consumer awareness of pop-up retail as an innovative and exciting retail distribution channel by utilizing social networking services such as Facebook and Twitter to facilitate immediate word-of-mouth promotion to create buzz about pop-up stores. Global fashion brands may apply a pop-up retail strategy to retail internationalization and test the potential of entering markets before committing to the markets. Established global fashion brands may use pop-up stores to identify ideal locations for future permanent stores in foreign markets and as promotional events to engage in interactive brand communication with the consumer. For emerging global fashion brands, pop-up stores could function as a means to understand the consumer. By interacting with the consumer in pop-up store settings, fashion brands can scrutinize consumer responses to brand positioning and product offerings and increase brand awareness. They could also increase their presence in the global market through setting up stores in a pop-up shopping mall. Journal: Journal of Global Fashion Marketing Pages: 139-147 Issue: 3 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593092 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593092 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:3:p:139-147 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593091_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hye-Young Kim Author-X-Name-First: Hye-Young Author-X-Name-Last: Kim Author-Name: Jeong-Ju Yoo Author-X-Name-First: Jeong-Ju Author-X-Name-Last: Yoo Author-Name: Dooyoung Choi Author-X-Name-First: Dooyoung Author-X-Name-Last: Choi Author-Name: Jieun Kim Author-X-Name-First: Jieun Author-X-Name-Last: Kim Author-Name: Kim Johnson Author-X-Name-First: Kim Author-X-Name-Last: Johnson Title: Personal Luxury Values Associated with Fashion Brand Consumption: An Exploratory Analysis of Demographic Variations in the United States Abstract: Researchers have focused on the explanation that consumers buy luxury brands ‘to impress others’ (Tsai, 2005; O’Cass & Frost, 2002; Wiedmann, Hennigs, & Siebels, 2009). Marketers have designed branding strategies that reflect the idea that consumer purchasing is affected by an internal drive to create a favorable social image (Tsai, 2005). However, researchers exploring customer perceptions of and motives for purchasing luxury brands have suggested that socially-oriented motives are insufficient explanations for luxury brand consumption (Wiedmann et al., 2009). These researchers stress that personally-oriented motives have been overlooked in the marketing management of luxury brands. Additionally, empirical research focusing on personal motives is comparatively scarce (Tsai, 2005; Wiedmann et al., 2009). Our study attempted to address this research void by identifying personal luxury values U.S. consumers’ associated with their fashion brand consumption. Specific research questions examined were: RQ1: What demographic characteristics are related to personal luxury values?RQ2: What personal luxury values are related to consumers’ intentions to purchase luxury fashion brands? A range of motivators can underlie luxury brand consumption. First, some consumers may seek self-directed pleasure from consuming luxury brands and thus their purchase objective has little to do with pleasing peers or social groups (Tsai, 2005). These consumers often buy luxury brands to experience bliss or contentment. Second, self-gift giving could be an important motive that underlies luxury brand consumption. O’Cass and Frost (2002) found that some consumers purchase luxury products as gifts for themselves. Third, a consumer’s self-concept could affect luxury brand consumption. Recently, Wiedmann et al. (2009) confirmed that consumers’ perceived congruity of a luxury brand with their self-image or intended self-image is an important variable for segmenting luxury consumers. Building on this fact, consumers may use luxury brands to integrate symbolic meaning into their own identities or they may use the brands to support and develop those identities (e.g., self-completion). Finally, Wiedmann et al. (2009) found that some consumers engaged in luxury brand consumption as a form of self-actualization or life-enrichment. Data were collected using a web survey tool with the help of a marketing research company. Participants were US consumers (n=316) who had purchased a luxury fashion brand in the past three years. Factor analysis with varimax rotation was conducted on 14 personal luxury value items. Items with factor loadings greater than .60 were retained. Two cross-loaded items were dropped resulting in four factors that accounted for 71.1% of the total variance. Item loadings ranged from .64 to .90. Each of the factors had an eigenvalue greater than one. Factor 1 was labeled life enrichment (α=.81) and included four items (e.g., Self-actualization is an important motivator for my luxury fashion brand consumption.). Factor 2 was labeled self-gifting (α=.80) and included three items (e.g., Reward for hard work or that I feel I have earned or am entitled to is an important motivator for my luxury fashion brand consumption.). Factor 3 was labeled self-identity (α=.73) and included three items (e.g., I never buy a luxury fashion brand inconsistent with the characteristics with which I describe myself.). Factor 4 was labeled self-directed pleasure (α=.74) and included two items (e.g., I can enjoy luxury fashion brands entirely on my own terms no matter what others may feel about them.). To answer RQ1, multivariate analysis of covariance (MANCOVA) was employed using income as a covariate. Age (Multivariate F=7.75, p<.001) had the most significant relationship to self-gift giving and life enrichment luxury values. Education (Multivariate F=3.07, p<.05) had a significant relationship with self-identity. Further univariate analysis of co-variance (ANCOVA) on age indicated that younger respondents (18–30 years old) showed higher levels of self-gifting (F=25.08, p<.001) and life enrichment (F=18.40, p<.001) values than older consumers (51 or older). ANCOVA analysis on education also revealed that those with a four-year college degree or higher had a higher level of the self-identity value than who did not have a four-year college degree (F=4.69, pp<.05). No main effects were found for gender. However, an interaction effect between gender and education (F=2.76, p<.05) was found for the self-identity value (F=4.29, p<.05). Male respondents with a four-year college degree had a higher level of the self-identity value than females and males who did not have a four-year college degree and females who had at least a four year college degree. No other significant interaction effects were found. Regarding RQ2, the results of hierarchical multiple regression analyses indicated that the following three personal luxury values were significantly related to respondents’ intention to purchase luxury fashion brands: self-directed pleasure (β=.25, p<.001), self-gifting (β=.20, p<.001), and self-identity (β=.11, p<.05). By understanding what personal luxury values are sought by American consumers, global luxury fashion marketers could be in a better position: (a) to formulate and implement effective advertising, publicity, special events and personal selling strategies as well as mechanisms of consumer relationship management, and (b) execute marketing programs and activities to build brand images that appeal to and motivate American consumers to purchase. Journal: Journal of Global Fashion Marketing Pages: 130-138 Issue: 3 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593091 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593091 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:3:p:130-138 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593090_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Man-lok Lam Author-X-Name-First: Man-lok Author-X-Name-Last: Lam Author-Name: Wing-sun Liu Author-X-Name-First: Wing-sun Author-X-Name-Last: Liu Author-Name: Chester To Author-X-Name-First: Chester Author-X-Name-Last: To Title: Putting Assumed Emotion in Fashion Brand Literacy: Understanding Brand-Identity Relationship in the Interdependent Asian Context Abstract: Over the past decade, consumer researchers have been interested in understanding symbolic relationship between consumers and brands, especially on identity construction (Elliott & Wattanasuwan, 1998; Escalas & Bettman, 2005; Kirmani, 2009) and its implications on brand management (Arvidsson, 2005; Holt, 2002; 2004). Following a cultural-psychological view to study how culture shapes brand-identity relationship, Eckhardt (2000) addresses that little attention have been paid to understand consumer behavior within interdependent cultures when compare with the prolific account of western literatures that reported the consumption behavior with an independent self-construal. This paper strives to address this absence through researching how a group of Chinese youngsters internalize their cultural values with a sense of assumed emotion and developed local specific brand literacy towards fashion brands’ perception and consumption. Following Bengtsson and Firat (2006)’s concept of brand literacy, this interpretative research aims to extend our current understanding of symbolic brand consumption and brand-identity relationship in particular to the interdependent Asian context. The literature review discusses previous studies on brand symbolism in formulating brand-identity relationship and how social psychological understanding of interdependent construal of self can be applied to consumer researches. The cultural characteristics of Chinese consumers are also discussed with reference to previous indigenous consumer researches on symbolic brand consumption. As part of a greater project on fashion and brand consumption experience among young Chinese in Guangzhou, 18 Chinese volunteers aged around 20 are recruited from local universities and colleges and become the main research informants. The fieldwork is conducted in Guangzhou. In-depth interviews and participant observations are the main data collection method. Triangulation analysis technique has been adopted to review and cross-check data collected. Our findings and discussions demonstrate different dimensions of assumed emotion (Hu, 1949) among the Chinese youngsters in structuring their brand literacy. We discuss how cultural concern towards their social identities, including as students, sons/daughters, friends, and changing identities expected in the future, may significantly impact the youngsters’ fashion and brand value, perception and consumption. Through symbolic consumption, the Chinese youngsters depict a sense of culturally specific fashion and brand knowledge as demonstrated in their fashion choice, taste and consumption, in a way that is culturally appropriate in fitting themselves in a complex social network. Guided by this sense of assumed emotion, Chinese youngsters adopt the signs and meanings embedded in brand names and its associated symbols to engage in the different social situations within their cultural setting. This has resulted in a different construct of brand literacy within the interdependent cultural context. An emergent theme is also found as there is a major difference in fashion brands perceptions and choices between the urbanities (i.e. Guangzhou localities) and peripheries (i.e. outsiders) because of a cultural difference in constructing their cosmopolitan identities (Thompson & Tambyah, 1999). To conclude, this study has contributed to our understanding of brand-identity relationship in the interdependent Asian context. Consumers in the eastern cultures tend to be subjected to integrate a larger socio-cultural context than maintaining individualistic pleasures as in western cultures. A greater concern of understanding the assumed emotion and how consumers asserted their social identities with symbolic fashion and brand consumption would be a key to understand the consumption cultures with interdependent self-construal. Journal: Journal of Global Fashion Marketing Pages: 117-129 Issue: 3 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593090 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593090 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:3:p:117-129 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593095_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Elisabetta Savelli Author-X-Name-First: Elisabetta Author-X-Name-Last: Savelli Title: Role of Brand Management of the Luxury Fashion Brand in the Global Economic Crisis: A Case Study of Aeffe Group Abstract: In the last two decades, the luxury fashion industry has generated much interest and discussions among academicians and managers since it has became a consolidated economic sector in the late 1990s (Truong, McColl & Kitchen, 2009). Despite the significance of luxury fashion sector both in terms of market value and rate of growth, there are few empirical studies concerning luxury brand management (Kapferer, 2008; Okonkwo, 2007) mainly focused on specific topics such as: brand protection (Clarke & Owens, 2000; Elsemore, 2000), brand extension (Dias & Ryab, 2002; Sjodin, 2008; Stankeviciute & Hoffmann, 2010), counterfeiting (Gistri, Romani, Pace, Gabrielli & Grappi, 2009; Nia & Zaichkowsky, 2000) or luxury brand personality (Fionda & Moore, 2009; Phau & Prendergast, 2000). The same definition of luxury brand is still open for debate in the literature (Atwal & Williams, 2009). From a product perspective, luxury brands can be distinguished from non-luxury brands by product-related associations. Therefore, the essential characteristics of luxury products correspond largely to those of luxury brands. These attributes can be identified in high price, distinctiveness, exclusivity, rarity, craftsmanship and excellent quality (Kapferer, 2008; Nueno & Quelch, 1998; Phau & Prendergast, 2000). All these symbolic characteristics are covered by the emotional brand identity component which corresponds largely to the luxury brand personality (Aaker, 1997; Phau & Prendergast, 2000; Sweeney & Brandon, 2006). In any case, the strategic importance of brand as an intangible asset on which strategic development and competitiveness of luxury fashion firms is based is widely recognized (Okonkwo, 2007; Vickers & Renand, 2003). Firstly, because luxury fashion goods differs from necessary or ordinary goods by some essential attributes (price, quality, rarity, etc.) that can be well expressed by the brand identity and its symbolic personality (Aaker, 1997; Kapferer, 2008; Kemp, 1998; Mason, 1992; Sweeney & Brandon, 2006). Secondly, the functional benefits of many luxury fashion goods are becoming increasingly equivalent, exchangeable and simply to imitate. This strengthens the brand’s power of identification and highlights the importance to invest substantially in brand building in order to maintain a stronger competitive position (Okonkwo, 2009). Today the luxury fashion sector has been hit seriously by the global economic crisis (Kapferer & Bastien, 2009; Yeoman, 2011). This last one, together with other structural changes involving the sector in the last years (both in the supply and demand side), leads to a very uncertain environment that improves the importance of some competitive factors such as innovation, time to market and customer service. With reference to luxury-brand management, despite the lack of studies and empirical researches, we observe two parallel (and partially opposite) trends. In the demand side, changes in consumer behavior together with the new austerity attitude spreading over the last three years tend to decrease the brands customers’ attention and interest. Consumers are rethinking their spending priorities putting less attention to the aspirational values of luxury brands and more attention to the exclusive features of the luxury products (Kapferer & Bastien, 2009; Yeoman, 2011). In the supply side, there is a growing competitiveness and a decreasing availability of financial resources that limits the R&D investments so strengthening the strategic relevance of brand that becomes one of the main intangible assets on which the competitive advantage and the value creation of a luxury fashion firm can be based (Degen, 2009; Kapferer & Bastien, 2009; Yeoman, 2011). Starting from these assertions, the aim of the paper is that to analyze what luxury fashion firms can do in order to increase the effectiveness of the brand investment (as it is fundamental for their economic survival and long term competitive advantage) and regain the customers’ brand attention. The study firstly proposes a literature background which discusses the potential effects of world economic crisis on luxury brand management assuming a wide perspective of analysis that considers the crisis-phenomenon among the main changes interesting the luxury sector both in the demand side and the supply side during the last years. Secondly, the case of a famous Italian luxury fashion firm is analyzed in-depth: Aeffe Group. The empirical study is based on the qualitative case-study approach. It has been carried out by face-to-face interviews to the Aeffe Marketing Managers and a review of the Group’s archival documentations and publications. It highlights some managerial implication that could interest other firms operating in similar contexts. In particular, we put attention on three interrelated brand management’s critical dimensions that could assist luxury fashion firms in order to increase the effectiveness of brand investment and regain the customers’ brand attention. –Focusing on core brands, putting more attention to products and processes’ quality in order to strenghten the main values of the brand identity. – Managing the composition of brand-portfolio in order to face the emerging customers needs and values. This requires continuous innovation and new product development. – Developing a more managerial approach in brand management, less influenced by the mere creativity of the stylists. This involves the implementation of an organizing model based on commitment and wide sharing of firms’ values strategies and objectives aimed at supporting the creative process; a more careful management of the communication activity and of the retail (because of its strategic role in brand identity’s communication) and a very careful management of the license agreements, largely widespread in the luxury fashion market. Journal: Journal of Global Fashion Marketing Pages: 170-179 Issue: 3 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593095 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593095 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:3:p:170-179 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593094_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Seahee Lee Author-X-Name-First: Seahee Author-X-Name-Last: Lee Title: Consumers’ Value, Environmental Consciousness, and Willingness to Pay more toward Green-Apparel Products Abstract: Consumer awareness of and concerns for the environment have increased significantly and environmental concerns now represent one of the major factors in consumer decision making. While there have been many studies regarding green marketing, limited research has been conducted concerning the consumers’ view on ethical issues in the fashion industry and its influence on their purchase behavior (Laroche, et al., 2001; Dickson, 2000; Butler & Francis, 1997). This study looks at the relationships among environmental consciousness, willingness to pay more toward environmentally friendly apparel products and buying behavior among college students. It also examines the effects of fashion involvement, which is considered one of the important values in apparel purchasing behavior. Laroch, et al.’s (2001) conceptual framework serves as a basis for the present research. In this framework, they consider factors that may influence consumers’ willingness to pay more for environmentally friendly products using five categories: demographics, knowledge, values, attitudes and behavior. Among these five categories, four of them (knowledge, values, attitudes and behavior) were adopted and knowledge, attitudes and behavior were considered as an environmental consciousness and those were included as predictors of willingness to pay more for green apparel in this research. In addition, since many studies examined the hierarchical relationship between values, knowledge, attitudes, and behaviors, it was hypothesized that value (fashion involvement) will influence environmental consciousness (knowledge, attitudes, and behavior) and environmental consciousness will have direct effect on willingness to pay more for eco-friendly apparel products following reviews of literature. Based on the previous discussion, six hypotheses were developed: H1. Consumers who have higher fashion involvement value will have less environmental knowledge than those who have lower fashion involvement value. H2. Consumers who have higher fashion involvement value will have lower environmental concern than those who have lower fashion involvement value. H3. Consumers who have higher fashion involvement value will demonstrate fewer environmentally sensitive behaviors than consumers who have lower fashion involvement value. H4. Consumers who have more environmental knowledge will demonstrate a greater willingness to pay more for environmentally friendly apparel products than consumers who have less environmental knowledge. H5. Consumers who have higher environmental concerns will show higher willingness to pay more for environmentally friendly apparel products than consumers who have lower environmental concerns. H6. Consumers who are more involved in environmentally sensitive behaviors will have higher willingness to pay more for environmentally friendly apparel products than consumers who are less engaged in general environmental behaviors. The questionnaire was developed from existing measures of the variables and from the author. The participants were 150 undergraduate students attending a Midwestern university. To test the hypothesized model, linear structural equation modeling (LISREL 8) was performed. The findings of this study provide that university students who had more interest in fashion tended to know less about environmental issues, to show less concern about the environment, and to be involved less in the environmentally sensitive behaviors. According to the results, there was no relationship between environmental knowledge and willingness to pay more for eco-friendly apparel. This indicates that people who have more knowledge about the environment are not necessarily the consumers of eco-friendly apparel. The findings also show that college students who were more concerned about the environment tended to be willing to pay more for green apparel. College students who made more effort to conserve energy and natural resources also tended to be willing to spend more for green apparel. This research provides valuable insights for eco-friendly apparel product retailers and manufacturers by indicating that two dimensions of environmental consciousness (attitude and behavior) were good predictors of college students’ willingness to spend more for green apparel. Environmentally sensitive behavior like conserving natural resources is a good indicator to intention to purchase environmentally friendly apparel products. Retailers and marketers might need to encourage students to be aware the importance of environmentally sensitive behaviors and to involve in those behaviors. Marketers in the fashion industry need to consider college students’ environmental concerns and conserving natural resources behaviors when they make marketing decisions for environmentally-friendly apparel products. The apparel marketers also need to develop creative marketing strategies for the eco-friendly apparel products to persuade the fashion-conscious consumers. Although environmental knowledge was not related to intention to pay more for green apparel, it might be related to environmental concern or other environmental behavior. It is also suggested that apparel retailers and marketers should use a consistent and reliable message about their practice of green marketing in order not to confuse consumers. Journal: Journal of Global Fashion Marketing Pages: 161-169 Issue: 3 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593094 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593094 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:3:p:161-169 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593098_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Author-Name: Eunha Chun Author-X-Name-First: Eunha Author-X-Name-Last: Chun Author-Name: Seulgi Lee Author-X-Name-First: Seulgi Author-X-Name-Last: Lee Title: Korean Beauty in a Global Cultural Context* Abstract: Culture appears to be the significant factor for the competitiveness of a country, as a unique cultural heritage can function as a differentiation tool that can never be emulated by others (Kim, 2009). More and more countries are making great efforts to recognize their own values and to develop cultural contents. Korea, however, lacks a distinctive national image or cultural identity compared to neighboring countries, such as Japan and China. In particular, the Korean lifestyle and traditional values are not being introduced to the world. A cultural prototype can be utilized to render the image of a certain nation more appealing. Living in highly diversified world, it is necessary to rediscover and properly understand the true value of our traditional culture. Therefore, this study (1) identifies the intrinsic values of Korean beauty from ideological, religious, and aesthetic perspectives and backgrounds; (2) discovers the Korean beauty present in the traditional Korean lifestyle and culture, including clothing, food, housing, Korean liquor, and Korean paper; and (3) provides strategic implications for globalizing Korean beauty and improving the national brand value of Korea. To discover the value of Korean beauty, a multilateral literature review was conducted. Previous studies have explored the intrinsic Korean beauty present in traditional culture (i.e., ideology, religion and aesthetics) and in traditional lifestyles (i.e., clothing, food, housing, traditional liquor and paper). Additionally, to reexamine Korean beauty as it is perceived in a modern context, in-depth interviews with thirteen experts in Korean culture were conducted. The in-depth interview method was also applied to determine the strategic implications of globalizing Korean standards of beauty. Lastly, the Experience Grid Model by Schmitt (1999a) was utilized to analyze the globalization strategies of Korean standards of beauty. This study presents the basic characteristics of Korean beauty according to three descriptions: Sagacious harmony of man and nature, Immanence of spiritual values: Symbolism and the culture of ‘Jeong ()’, and Realistic optimism: Beauty of Pungryu () and Han (). As Kim (2004b) emphasized the substantiality of intangible value despite the difficulty of proving such value, Korean beauty actually appears in every lifestyle component, including clothing, food, housing, traditional liquors, and Korean paper. From the in-depth interviews, experts commonly pointed out the importance of Korean people having pride in their own tradition and culture before aiming at the globalization of Korean beauty. The results of interviews regarding the requirements for advertising and globalizing Korean beauty can be summed up in three points: ‘In-First-Then-Out’, ‘Find and Stick to the KOREANESS (Korean Identity)’, and ‘Importance of Presentation and Direct Experience’. First, ‘In-First-Then-Out’ indicates that having a profound knowledge of and pride in one’s own culture is an essential prerequisite for Koreans. Second, ‘Find and Stick to the KOREANESS’ stresses the development of core values and unique edges in Korean culture. Lastly, ‘Importance of Presentation and Direct Experience’ suggests that the firsthand experience of the total traditional Korean culture should be further expanded. As a result, this study proposes five marketing strategies related to the Strategic Experiential Modules (SEMs) that can induce a positive perception toward Korean culture and national image. Regarding ‘Sense’ marketing, developing luxurious contents with a combination of modernism and tradition is suggested. Movies and fashion shows can be effective experiential channels that can arouse either the aesthetic amusement of or pleasure in Korean beauty. In emotion marketing, related to the ‘Feel’, Ko (2005) described the emotional branding strategy in terms of an experienced aspect. Expanding the experiential channel and creating emotional stimuli that compose certain moods relevant to Korean culture is necessary. From the cognition marketing aspect, which is relevant the ‘Think’ perspective, associative thinking with Korean culture can be induced by a media program, joint Asian symposium and distinctive naming strategy. As to the ‘Act’ module, raising the level of holistic experience and providing various options can help attract voluntary actions. Lastly, relationship marketing, corresponding to the ‘Relate’ factor, can be adopted, as this factor injects Korean identity into the whole experience, which leads to a bonding relationship and sincere interaction. Additionally, excellent contents and experiences need to be provided to arouse the self-respect of the Korean people and to produce a natural word-of-mouth effect. This study is intended to rediscover cultural values in Korean tradition in a highly developed material civilization. Traditional cultures have long been transformed, recreated, and naturally selected by socio-cultural changes and are now being redefined as subjects of global materialism. The development of unique Korean values can be utilized by many actors: Korea, by improving national brand value, and Korean companies, by establishing global marketing strategies and using storytelling as a marketing tool. It is time for Korea to grapple with the means of globalizing and positioning traditional Korean culture as having a premium value in the global environment. The general aesthetic values of Korean tradition can be useful in branding with cultural-specific storytelling and differentiating a brand or product (Kim, Kim, & Ko, 2010; Ko & Lee, 2011). However, anxious expectation for short-term performance can ruin the ongoing efforts. The main contribution of this study is that it encompasses both an academic and a managerial perspective in defining Korean beauty and developing a globalization strategy by collecting comments from a variety of expert panels. Further research can implement a quantitative study on consumers’ attitudes about, satisfaction with, and evaluation of Korean culture. Additionally, the application of this study to developing brands with storytelling of Korean culture and as a substantive strategy for communicating with customers is encouraged. Journal: Journal of Global Fashion Marketing Pages: 200-212 Issue: 4 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593098 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593098 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:4:p:200-212 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593099_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Michel Phan Author-X-Name-First: Michel Author-X-Name-Last: Phan Author-Name: Ricarda Thomas Author-X-Name-First: Ricarda Author-X-Name-Last: Thomas Author-Name: Klaus Heine Author-X-Name-First: Klaus Author-X-Name-Last: Heine Title: Social Media and Luxury Brand Management: The Case of Burberry Abstract: Social networks, and social media as the tools, are everywhere in the marketer’s world today. Their growing importance was quickly acknowledged and they were casted one of the top research priorities by the trustees of the Marketing Science Institute (MSI) in 2006. Brands, and in particular luxury brands with their high brand equity, ought to have a clear understanding of what social media could do for them, and develop a clear strategy of how they could enhance customers’ experience and perceptions of their brands. Social media are highly related with the concept of Web 2.0, which go back to O’Reilly (2005) who realized that the companies that had survived the dot-com bubble in 2001 seemed to have something in common. These shared principles and practices are the modern second era of the web that can be described as Web 2.0. Beyond the social classification of content by tagging (folksonomy), Web 2.0 pages allow and encourage the creation of user-generated content. This includes creating and sharing texts, pictures or videos and commenting and editing on existing content. Besides these practices, the Web 2.0 principles require webpage creators to trust and to involve their users, but enable them to harness network effects and collective intelligence to create applications that actually get better the more people use them. The collection of these interactive, user-controlled applications can be described as social media. Besides blogs and forums, content communities facilitate storage and sharing of media content between users. They empower users to upload a wide range of different media types, such as photos (e.g., Flickr), videos (e.g., YouTube), PowerPoint presentations (e.g., Slideshare), podcasts (e.g., PodOmatic) and text (e.g., BookCrossing). Social network sites (e.g. LinkedIn) enable users to connect and stay in touch with other people. Brands can exploit the potential of social media by establishing an online brand community, which is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. A brand community is created by setting up a profile on a social network site or by developing an own brand community website. The most important social media pages that are used by many luxury brands include Facebook, Twitter, and You Tube. These platforms encourage communication between brands and consumers, but also among the consumers themselves as they can view and comment each other’s messages. This study examines how Burberry succeeded an amazing turnaround from a brand for “chavs” and English hooligans to a major trendsetter in social media marketing. Burberry was the first luxury fashion brand to invest wholeheartedly in social media. Burberry’s Facebook page now has more than 7 millions fans and its Twitter’s account recorded more than 400,000 followers, way ahead of Louis Vuitton, Gucci and other fashion brands. Burberry was also the first to broadcast live and in 3D its fashion show from London to five international cities simultaneously in 2010. In April 2011, Burberry staged a catwalk show in Beijing where live models are mixed with holograms, creating a new and unique experience for its audience. All the videos were immediately posted on YouTube for fans that had missed the shows. This social media strategy helped Burberry to rejuvenate the brand and reposition it as a more fashionable and aspirational one than ever. With this repositioning Burberry can attract younger consumers. However, to preserve its core customer base the company continues to invest in mainstream marketing activities such as print media advertising and public relations. The company recorded a whopping 34% increase in total revenue in the second quarter of 2011 alone, confirming its strong financial health of 39.8% increase in profits (before tax) of the previous financial year, ending at 31st March 2011. The company’s steep rise in recent years gives reason enough to dedicate this paper to analyzing its major strategies and success factors. One of Burberry’s key success factors was undeniably its decision to be the first luxury brand to invest in digital communications, and social media in particular, to reposition its brand as a ‘cool and trendy’, and increase its appeal to younger and web-savvier consumers. Young consumers are the future of all fashion brands and Burberry knows “how” to speak to them directly through social media. Social media platforms such as Facebook or Twitter are the best means to reach young consumers that are increasingly difficult to address via TV advertising. Burberry is the best-ranked luxury brand in the Top Social Network ranking by Famecount in 2011. In the overall brand category, it spotted the 22nd position behind brands such as Coca-Cola, Starbucks and H&M, but the best among luxury brands, ahead of BMW and Chanel (Famecount, 2011). Moreover, Burberry was ranked the most popular FTSE100 Company on Facebook and Twitter, according to a report by social media agency Three-D in 2011 (Retail Week, 2011). Social media seem to play a key role in Burberry’s success. However, how did it actually manage to exploit their potential? Is the high number of fans on social media a good indicator of success? Companies are beginning to understand that the brand transition to social media ultimately involves a re-casting of the customer relationship. In social media, the customer is an ally, not an “audience.” The audience model is a carryover from obsolescent marketing thinking, as if the brand was an “act” in front of a crowd. A brand that considers customers an “audience” often finds itself resorting to theatrics to make an impression. These can work, for a time, but at the cost of a stagnating brand on a shrinking stage. As allies, customers can add value to the brand, many times over. It will be interesting to see how Burberry handles the “customer audience vs. customer ally” question in the future. The objective of the paper is to highlight how Burberry managed to re-build its luxury image over the last ten years while being closer to its customers than ever and accessible to the mass through its social media marketing. The paper successively presents the heritage of this iconic English fashion brand, its strategy to overcome a major drop in its brand desirability in the late 1990’s with the arrival of Rose Marie Bravo as the Chief Executive Officer. It will then analyze the revitalization strategy of the brand with the arrival of its Creative Director Christopher Bailey in 2001. Burberry’s social media strategy, initiated by the current CEO Angela Ahrendts, and its performance will also be evaluated using the findings of two recent independent studies. Burberry’s social media performance can definitely be improved and it will be with time, as social media will help it to run the business differently. Finally a discussion about the importance of social media for luxury brand management is presented. The conclusion highlights the fast-growing importance of the Chinese market where Burberry is deploying the most advanced brand experience to its consumers. The lessons learned from this study will certainly help luxury brand marketers to engage in social media if they were still hesitant, or improve their social media strategy if they have started, but not sure of how and where to go next. Journal: Journal of Global Fashion Marketing Pages: 213-222 Issue: 4 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593099 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593099 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:4:p:213-222 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593100_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jacob Ostberg Author-X-Name-First: Jacob Author-X-Name-Last: Ostberg Title: The Mythological Aspects of Country-of-Origin: The Case of the Swedishness of Swedish Fashion Abstract: In both practical marketing management and marketing scholarship the concept of County-of-Origin has been widely employed the last couple of decades. Despite the ubiquity of country-of-origin references in contemporary marketing there are conceptual blind spots in our understanding of the concept. In this article the theoretical perspective of country-of-origin is discussed using the empirical example of Swedish fashion to illustrate how marketing related to the notion of place is always contingent on the various mythologies always already present. Departure is hence taken in the notion that an understanding of contemporary Swedish fashion cannot be decoupled from an overall understanding of Sweden’s role in popular culture. This base in popular culture, together with the particular historicity of Swedish fashion, forms a basis of different versions of Swedishness on which contemporary fashion brands —both Swedish and foreign—can build. A number of different ways in which Swedish fashion brands relate to these available mythologies of Swedishness, as well as other place mythologies is outlined. On a theoretical level the paper addresses calls for more research on the symbolic aspects of country-of-origin. To argue that the place where something “comes from” is important for the success of a market offering is by no means a novel thought. In mainstream marketing country-of-origin is typically seen as a cognitive cue, i.e. “an informational stimulus about or relating to a product that is used by consumers to infer beliefs regarding product attributes such as quality”. Culturally influence marketing researchers have critiqued this notion and added that country-of-origin is not merely a piece of information that goes into making decisions, rather country-of-origin might link a product to a rich product-country imagery, with sensory, affective and ritual connotations. Furthermore, since contemporary production and branding processes are rather complex, oftentimes encompassing multiple locations, the designation product-country image is sometimes used rather than country-of-origin to signal that it is rather the place that something is associated with that matters, rather than where something is produced. Brands are important for consumers for several reasons. In the view of McCracken, consumption objects as well as brands represent bridges to displaced meanings, i.e. properties of our personality that we cannot attain in the here and now. The lack of these properties, we are led to believe, is what prevents us from being realized as a better version of ourselves. By the magical whims of advertising it is as if these properties come to reside in the consumption objects. It is in this light that the notion of Swedish fashion, or any other place connected to a product group, needs to be thought about. Brand owners who try to connect their brand to a particular place trust that consumers will value this positively, and consumers value the place branding activities since they help them both in making decisions and in constructing a coherent life narrative. Country-of-origin might influence consumer product evaluations in three principle ways: cognitive, affective and normative. Cognitive means that country-of-origin is used as a cue for product quality, e.g. consumers might hold beliefs that garments sown in Italy are of high quality and garments sown in Turkey are of low quality. Affective means that country-of-origin has symbolic and emotional value to consumers, e.g. consumers emanating from a particular country might be emotionally attached to certain brands and products from that country. Normative means that consumers might hold social and personal norms related to products from certain countries, e.g. some might not want to purchase products produced in sweatshops in which worker safety cannot be assured and others might want to purchase only locally produced products in order not to affect the environment with unnecessary shipping costs. In order to discuss the use of Swedishness in the marketing of Swedish fashion the potential marketing positions related to place can be structured according to the two dimensions Intended Market and Place Marketing Approach. Intended Market refers to whether a brand caters to the Intranational (Swedish) Market alone or whether they are also aspiring to a broader International audience. Place Marketing Approach refers to whether a company is leveraging the mythologies rooted in the Intranational (Swedishness) in building their brand or whether a company are using the mythologies the International, which might encompass both other places and no place at all. These two dimensions create four possible positions: provincial, national, pseudo-international, and cosmopolitan. One important insight from this article is that the possible meaning positions that a company can take is not limited to the factual location of the company; either a national or an international marketing approach can be taken by Swedish or international companies. A Swedish company leveraging a Swedish marketing approach could be said to have an indexical connection to the place. They can, in some way, claim lineage to the country of Sweden either because production takes place there or because the company in some other way is based in Sweden. Other companies might also leverage the mythologies of Swedishness but they then merely have an iconic connection to the place. There is a resemblance between the expression of the company and that of the available mythologies of the place, but no genuine physical connections. The same reasoning goes for the companies adapting a pseudo-international approach; they have an iconic connection to the places from which they draw their mythologies. By thinking about marketing based on country-of-origin in this way we decouple the available strategies from the physical location of the companies and instead view various country-of-origin mythologies as cultural resources that can be leveraged by companies in their brand building activities. Depending on the intended market companies will need to adapt the way in which they perpetuate the available mythologies. This is especially the case for companies with a strong position on the local market but with aspirations to go global. These companies might then oscillate between a provincial position on the Swedish market and Swedish position on the international market. Journal: Journal of Global Fashion Marketing Pages: 223-234 Issue: 4 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593100 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593100 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:4:p:223-234 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593097_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jihyun Kim Author-X-Name-First: Jihyun Author-X-Name-Last: Kim Author-Name: Hyun-Hwa Lee Author-X-Name-First: Hyun-Hwa Author-X-Name-Last: Lee Title: The Impact of Shopping Orientations on U.S. Consumer’s Retail Channel Choice Behavior toward Luxury Goods Purchases* Abstract: The revenues generated by the luxury goods industry is estimated to reach $1 trillion by 2010 (Luxury Institute, 2007; Silverstein & Fiske, 2005). According to the Bain & Co., the luxury goods spending in the U.S. itself is projected to reach approximately $275 billion in 2011 of which is eight percent growth from the expenditure in 2010 (Lamb, 2011). In 2011, it is expected that the U.S. trend in increased market shares in the luxury goods industry will be mirrored in the global luxury economy and industry. Despite of the continued worldly economic stagnation in the first decade of 21st century, the growth of the luxury goods market has been observed in the emerging markets throughout the world especially China (Global Luxury Retailing, 2011; Lamb, 2011; The Luxe Groupe of Range Online Media, 2010). In this paper, we conceptualize luxury goods as those that have premium brand image, provide pleasure as a central benefit and utility or functional benefits as peripheral benefits based on the previous research (Kapferer, 1997; Vigneron and Johnson, 2004). With the technological advancement in the retailing sector, many luxury brands and retailers launched the multichannel retailing strategies to reach their target market through various retail formats and to provide more convenience of access to the brands and/or retailers. That practice resulted in the fact that many luxury brands have online presence of their luxury brand image. The aim of this study was to investigate the effect of consumer shopping orientation on repeat purchase behavior of luxury goods occurred via various online and offline retail venues in the U.S. multichannel retail environment. We examined the influences of six consumers’ shopping orientation factors on their repeat purchases of luxury goods made via eight different retail channels. Using a national purposive sampling technique, a total of 1,422 U.S. consumers whose annual household income is greater than $150,000 provided responses to our online survey. A self-administered questionnaire was developed based on the previous literature. The questionnaire consisted of three sections: 1) shopping orientation, 2) frequencies of luxury goods purchases made via various channels, and 3) demographic information. Multivariate data analyses including principal factory analysis and multiple regression analysis were employed to examine the research questions. The findings showed that various shopping orientation factors explained each channel in a unique manner. For instance, hedonic shopping orientation was significantly positively influenced the repeat purchase behavior in all eight retail channels. Bargain shopping orientation negatively impacted the repeat purchase behavior of luxury goods made via upscale-image retailers, while positively influenced the behavior via discount-image retailers. Fashion/brand conscious shopping orientation positively influenced the repeat purchase behavior via all four upscale image retailers as well as online and offline off-price retailers. In-home shopping orientation positively predicted the repeat purchase behavior via online retail channels for both upscale- and discount-image retailers. Convenience shopping orientation positively predicted the repeat purchase behavior via official websites of the brands, off-price retailers, and consignment stores. Utilitarian shopping orientation negatively predicted the repeat purchases via off-price retailers and consignment stores. For the luxury goods industry, this paper offers pragmatic knowledge about the relationships between consumers’ shopping orientation and their repeat purchases of luxury goods made via various retail channels, which may assist developing its marketing strategies. By shedding light on the U.S. affluent consumers’ repeat purchase behavior regarding luxury goods in the multichannel retail environment, this paper contributes the valuable insights regarding strategic directions to the luxury goods industry and theoretical understandings regarding the consumer shopping orientation to the academia. Journal: Journal of Global Fashion Marketing Pages: 188-199 Issue: 4 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593097 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593097 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:4:p:188-199 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593096_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jaehee Jung Author-X-Name-First: Jaehee Author-X-Name-Last: Jung Title: Advertising Images of Men: Body Size and Muscularity of Men Depicted in Magazine Abstract: Despite an increasing incidence of body image and eating disturbances in men, research on men and the ways in which they are affected by the media remain greatly under-documented. Given the fact that men are not immune to media images and are increasingly objectified in the media (Rohlinger, 2002), some men may be under as much pressure as women to achieve cultural ideals of physical appearance depicted by the media. The media not only reflects cultural environments but it can also actively shape social norms as being recognized as an important socialization agent. In Western cultures, the male appearance ideal is leanness with defined musculature. Emphasis on muscularity for male body ideals has also been noted with children’s action toys (Baghurst, Carlston, Wood, & Wyatt, 2007). Although men are not targeted as obviously as fitness magazines target bodybuilders, men are increasingly targeted by advertisements in health and lifestyle magazines concerning how to improve their shape, tone their muscles, and change their exercise and diets (Law & Labre, 2002). Men may internalize this information from the advertisements when developing their ideas about masculine body ideals and try to approximate those body ideals. Among health and lifestyle magazines, Men’s Health - the best-selling men’s magazine on U.S. newsstands - is the world’s largest men’s magazine with a readership of more than 22 million men around the world (Men’s Health). The purpose of this study was to examine images of men depicted through magazine advertisements featured in the U.S. version of Men’s Health over an 11-year period to document two components that contribute to male body ideals in the U.S. This study had two specific objectives: 1) To examine body size and the level of muscularity depicted in advertisements of selected issues of Men’s Health from 1999 to 2009 and 2) to compare body size and the level of muscularity depicted in advertisements of all issues of Men’s Health published in 1999 with those published in 2009. To examine changes in body size and musculature of men’s body ideals from 1999 to 2009, male images depicted each year in the March and October issues of Men’s Health were compared using a content analysis method. To determine differences in body size and musculature of men’s images in advertising between two specific years, images of men featured in all issues of 1999 to those featured in all issues of 2009 were compared using the same content analysis method. The body size and muscularity of the models were determined using the Contour Drawing Rating Scale (Thompson & Gray, 1995) and the Muscle-Based Silhouette Measure (Frederick, Fessler, & Haselton, 2005), respectively. The same coding categories were used to assess changes in body size and muscularity of the models between all the issues of 1999 and those of 2009. Two research assistants who were trained with a set of test images independently rated male models in magazine advertisements with the two instruments. The two coders recorded their ratings using a Microsoft Excel coding sheet and they met with the researcher to compare their results and to discuss any disagreements until they reached consensus. The unit of analysis was restricted to advertisements of one or more full pages containing a single male model. Advertisements featuring men whose bodies were obscured by heavy clothes were excluded. A total of 552 advertisements were selected for analysis from the two selected monthly issues published in 1999 through 2009 (a total of 22 issues). A total of 403 advertisements were selected for analysis from all issues published in 1999 and in 2009 (a total of 21 issues). Results based on analyses of variance (ANOVA) showed a significant main effect for body size, F(1, 550)=10.54, p<.001, partial eta-squared=.163 and for muscularity level, F(1, 550)=31.73, p<.001, partial eta-squared=.370. While muscularity level showed a significant gain after 2007, increase in body size was not to the same extent as increase in muscularity level. An independent-samples t-test revealed significant results for both body size (t=3.07, df=401, p<.05) and muscularity (t=2.67, df=401, p<.05). Body size of male models in advertisements from all issues of 2009 was smaller (M=4.03, SD=1.27) than that from all issues of 1999 (M=5.33, SD=1.46). Muscularity level was greater in 2009 (M=5.96, SD=1.96) than in 1999 (M=4.48, SD=1.54). Although the results need to be interpreted with great caution due to the use of a single health and lifestyle magazine brand, overall findings of this research suggest that contemporary cultural appearance ideals of men focus on having a high degree of muscle definition while maintaining relatively smaller body sizes. A drastic increase in body image concerns among men in recent years has been mainly attributed to men trying to be more muscular. Most existing research in male body image has focused on the assessment of body size (body fat) that has no clear distinction from muscularity. The findings of this study suggest that being fit and having a slender body might be just as important as being muscular and having a toned body for men in contemporary society. Because the data suggest that changes in both (body size and muscularity) were evident over time, researchers may want to assess both of these components when examining male body image to assess their joint and independent effects on male body satisfaction. The findings also suggest that idealization of muscular bodies among men in the U.S. may be as harmful to their health as the desire to be thin among women. As a much greater level of muscularity was identified in male body ideals in 2009 than in 1999, some men, particularly those who internalize these cultural ideals, may seek harmful behaviors such as substance abuse in order to meet the cultural standards. Further research on media images should address possible influencers for change in body size and muscularity. Also recommended for further research is cross-cultural comparisons of images of men in advertising for the understanding of worldwide male body ideals in contemporary society. Journal: Journal of Global Fashion Marketing Pages: 181-187 Issue: 4 Volume: 2 Year: 2011 X-DOI: 10.1080/20932685.2011.10593096 File-URL: http://hdl.handle.net/10.1080/20932685.2011.10593096 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:2:y:2011:i:4:p:181-187 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593106_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yoon-Jung Lee Author-X-Name-First: Yoon-Jung Author-X-Name-Last: Lee Title: Orgdot: A Fashion and Social Enterprise in South Korea Abstract: Orgdot is a South Korean social enterprise specializing in the fashion business. A limited liability company established in March 2009, it was certified as a Seoul-style social enterprise in October 2010. At the end of 2011, Orgdot had 18 employees working in its head office and at the Seoul-based factory. Orgdot’s primary business objective is to improve the environment and the level of labor contentment by promoting ethical fashion. In terms of labor, Orgdot enhances the job satisfaction of sewing industry laborers by providing sustainable, decent jobs for designers and production experts through the direct operation of its factory. By establishing a network between emerging designers and sewing factories, Orgdot has re-invigorated the sewing industry and helped creative, emerging designers establish their own businesses. This practice ensures reliable incomes for the designers and the factories, enhancing the job satisfaction of both the sewing factory laborers and designers. In addition, Orgdot plans to reduce environmental pollution by using eco-friendly materials and increasing the public’s awareness of the importance of eco-friendliness. Through these activities, Orgdot aims to ultimately promote an ethical fashion lifestyle. Orgdot’s business is largely divided into 3 divisions: B2B, B2C and the Platform divisions. The B2B division, whose purpose is to supply eco-friendly and ethically produced uniforms, supplies goods to enterprises through planning, design and production. Its primary products are T-shirts, hooded sweatshirts, jackets, bags, and cheering towels. It produces and supplies uniforms for players in both private and governmental Korean organizations. The B2B business enables customers to contribute to social benefit by purchasing eco-friendly and ethically manufactured goods. Their business clients can improve their corporate images by highlighting their interests in social responsibility. Hence, the B2B business is a substantial revenue source for Orgdot. The B2C division develops apparel products, promotes and manufactures them in ethical and eco-friendly ways, and sells them to customers. It has developed and currently produces eco-friendly bags (8 types in 2 styles) and USB flash drives with hardwood shells (2 types). The tote bag labeled “Once I was a plastic bottle” is made from recycled plastic bottles. These bags have vivid colors and are reversible, and 1,500 of them have been sold. In 2010, the B2C division of Orgdot ex panded by 67% in comparison to 2009. Although the trade volume of the B2C division is less than that of the B2B division, its primary objective is to enhance customers’ awareness of the importance of ethical consumption through the development and sale of products with competitive designs. In particular, the Orgdot online shop connected to Orgdot’s blog provides a range of information on ethical and eco-friendly consumption, enabling more consumers to purchase ethically produced goods. The Platform division focuses on local communities. Its primary objective is to create a healthy fashion ecosystem by supporting young designers’ label-launching activities. Orgdot is conducting a Regional Innovative Specialization project supported by the Ministry of Knowledge Economy in partnership with Hansung University, the Seoul Chamber of Commerce & Industry, and the Specialized Sewing Manufacturers’ Group (SSMG). This project’s objective is to construct a production and distribution platform for designing and sewing, provide sample rooms that are easily accessible by designers, encourage companies to purchase eco-friendly raw and subsidiary materials, and help them produce goods in small quantities. It also plans to supply regular work for sewing factories and to open online and offline stores, supplying customers with goods at reasonable distribution charges. Moreover, it plans to adopt techniques such as “crowd sourcing”, which enables customers to choose designs for products that they want to produce, promoting the stockless production of goods. Due to the rapid increase in sales over the past two years, Orgdot plans to expand its factory and recruit more employees. These new jobs will offer five-day work weeks and will provide basic national insurance coverage. Moreover, by developing more products and materials, and through continuous expansion of the B2B and B2C divisions, Orgdot is determined to maintain the current level of increasing sales. Orgdot aims to produce at least 80% of its goods through ethical (i.e., fair labor or eco-friendly) processes in accordance with the guidelines for ethical products and to develop various fabrics. This will minimize its limitations in producing ethical/eco-friendly products and will offer Orgdot an advantage over its competitors. To establish a platform for producing ethical goods, Orgdot is recruiting emerging designers for the Regional Innovative Specialization (RIS) project, which is supported by the Korean government and is being run as a consortium by Orgdot. This project is an incubator for emerging designers that allows them to display their creative skills, and it attempts to create a network that links emerging designers with local garment factories. Moreover, it aims to establish a system that enables the production of samples and goods in small quantities. Considering the relatively low public awareness in South Korea of the social and environmental issues in apparel manufacturing, the efforts of social enterprises such as Orgdot in the fashion industry are encouraging. An enterprise in South Korea that makes a positive social impact, or at least demonstrates an increased awareness of social issues, is important in light of the Korean fashion industry’s significant position in the global economy. The Asian Big Five countries, which include Korea, served as a base for apparel manufacturing until the 1990s. These countries are now recognized as examples of successful industrial upgrading that characterizes them as focused on product development and design. The Korean fashion industry has also been considered a model for many developing countries seeking to upgrade their industry. The increased awareness and emphasis on social issues in the Korean fashion industry may have an impact beyond national boundaries and may transmit changes to other developing countries. Journal: Journal of Global Fashion Marketing Pages: 42-53 Issue: 1 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593106 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593106 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:1:p:42-53 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593101_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Title: Integrating Design and Fashion Marketing Abstract: Fashion business processes and time are more and more related to the retailing and consumer rhythms than to traditional manufacturing timetables (Sheridan et al. 2006). Relation between design and marketing capabilities are evolving generating a field of innovation for the fashion firms. This special section of Journal of Global Fashion Marketing aims to offer a discussion about specific aspects of the interface between fashion design and marketing. More precisely the two articles included in this special section uses secondary research and interviews in depth with management of specific kinds of fashion firms. The first article, by Preiholt (2012), aims to uncover the reasons why fashion appears in terms of collective selection in a movement towards individual style in the way people dress. Here, fashion is viewed in terms of collective fashion trends and personal style. Thus, it is the clothes, dressing habits, and garments that are observed in the research. The paper shows how the theory of symbolic interactionism can be used as an analytical tool to bring transparency to the movement from collective selection towards individual style in the fashion industry. This theoretical approach, which is connected to social interaction helps avoid the classical research trap of making statements through the study of cause and effect. The analysis is made based on examples of meanings created around the garment through an observation of the process from the initial meaning the person gives to as a symbol in social interaction, to the final stage when it becomes an individual style. There are four such phases that together create the final picture of why fashion is heading towards individual style. All these phases have different sources, and naturally provide different answers to the initial research question in this paper. Once the garment is turned into an individual style and, as customers seek more details in garments, there then occur a collapse of the “total look” towards hyper individuality. The second article, by Guercini and Ranfagni (2012), examines the bureaux de style (style agencies) as producers of fashion trends and their interactions with textile firms in order to analyze their contribution in terms of knowledge and of competence to textile innovation processes. The business relationships for innovation has considerable current importance in the textile sector. Although this industry is considered mature, product innovation, based on the generation and exploitation of fashion trends, represents a fundamental strategic option to face the increasingly competitive pressure. In particular the paper tries to answer the following questions: How do the bureaux de style produce knowledge to generate fashion trends? What are the interactions between bureaux de style and textile firms in the production and sharing of fashion trends? What contribution do these interactions make to the textile product innovation? The research of Guercini and Ranfagni is based on an examination of the literature, on an analysis of secondary data and on deep interviews with managers of bureaux de style located in Italy and in France. The relation between fashion design and marketing is analyzed in these papers under different views and generate insightful perspective about the future of the fashion industry and important managerial implications. We believe that integrating fashion design and marketing is a fundamental topic to understand future of innovation in the fashion business and further research on the topic is needed in the next future. Journal: Journal of Global Fashion Marketing Pages: 1-4 Issue: 1 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593101 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593101 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:1:p:1-4 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593102_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Håkan Preiholt Author-X-Name-First: Håkan Author-X-Name-Last: Preiholt Title: From Collective Selection to Individual Style: A Symbolic Transfer in Fashion Abstract: The paper aims to uncover the reasons why fashion appears in terms of collective selection in a movement towards individual style in the way people dress. Here, fashion is viewed in terms of collective fashion trends and personal style. Thus, it is the clothes, dressing habits, and garments that are observed in the research. The paper shows how the theory of symbolic interactionism can be used as an analytical tool to bring transparency to the movement from collective selection towards individual style in the fashion industry. This theoretical approach, which is connected to social interaction helps avoid the classical research trap of making statements through the study of cause and effect. The analysis is made based on examples of meanings created around the garment through an observation of the process from the initial meaning the person gives to as a symbol in social interaction, to the final stage when it becomes an individual style. There are four such phases that together create the final picture of why fashion is heading towards individual style. All these phases have different sources, and naturally provide different answers to the initial research question in this paper. Once the garment is turned into an individual style and, as customers seek more details in garments, there then occur a collapse of the “total look” towards hyper individuality. 1. The same garment may have different meanings for us depending on social interaction and symbol. When observing the same garments around the globe, they appear to have a common reality but this is not the case as these garments have different meanings. This reality is depicted in earlier studies such as Sapir (1999) that concludes that the main difficulty in understanding fashion and its apparent extravagances is the lack of exact knowledge of the unconscious symbolism of forms, colours, materials, postures and other elements that express a given culture. This difficulty is exacerbated by the fact that some expressive elements tend to have different symbolic references in different contexts. It is interesting to näote that current studies in fashion are in contradiction with such logic. 2. The same garment may have the same meaning depending on social interaction and symbol. When the same garment has the same meaning, such as a police uniform, it is straight forward in communicating belongings, simply because the gar ment can be understood in exactly the same way by both parties. Lönnqvist (2008) is outspoken about power games in apparel communication with the assistance of garments. It is a matter of how one dresses and turns oneself out with different versions of clothing - from the warrior’s fearsome armour to the sexy and suggestive underwear. Power can be manifested in different ways, and clothing is among its more visible indicators. Clothes can radiate dominance and dignity, but also a sense of ridicule and humiliation thereby destroying their initial purpose of meaning. The question that arises then is, when can those garments become fashion if by definition the latter is a matter of a desire to keep up with times and to express the tastes that are emerging in a changing world? 3. Different garments may have different meanings depending on social interaction and symbol. A communication problem arises when different garments have different meanings in fashion. This problem highlights the structure of fashion design as well as pricing in the world. There is perhaps no other business sector like fashion, in terms of the correlation between a certain design and garments with price. The price criterion cuts across market criteria in the structural segmentation of the fashion industry. According to Saviolo and Testa, (2002) there are five price categories: couture, ready-to-wear, diffusion, bridge, and mass. A garment designed on the upper level in terms of price might differ radically from the design of a garment on the mass production level. 4. Different garments may have the same meaning depending on social interaction and symbol. When different garments have the same meaning in terms of status, income levels, gender, etc. department stores and “shops-in-shop” are frequently used together with branding to introduce these different garments with the same meaning to target groups on the market. Department stores are consequently the appropriate venues created to enable the introduction of these particular garments and deal with the particular situation they engender. Miller (1981) studied such a case in detail, focusing on Le Bon Marché in Paris. The latter refers to a large fashion department store and its place in fashion history. By allowing interactions with the society in which it is situated, and reflecting the changes that occur in that society, the department store becomes the living mirror of that society. The department store thus achieves a communicative role by using the living environment as a legitimizing justification of their very existence. As such, the department store as a display of fashion and witness of its historical change, typifies symbolic interactionism at work. This conceptual banter anchored in a symbolic interactionism framework that underlies this study has revealed four significant aspects that arise out of the movement from collective selection towards individual style in fashion: When the same garment can have different meanings, it can create individualities depending on time, place and the role of the designer.When the same garment has the same meaning as in the case of uniforms, then it can be used as a manifest for power. In certain circumstances these garments can move from being a symbol of power to become a symbol to communicate fashion indicating changes in the society as whole.When different garments have different meanings, the price practice becomes a communication tool towards the consumers. The subsequent brand extension habits of fashion firms through stretching, collaborating, etc. confuses consumers who responsively become more individualistic in their choice of garments including mixing brands. This situation sometimes generates a hyper personalized fashion.Where different garments have the same meanings to the consumers, the place or the store achieves a significant role in the marketing communication of fashion. Journal: Journal of Global Fashion Marketing Pages: 5-11 Issue: 1 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593102 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593102 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:1:p:5-11 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593103_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Author-Name: Silvia Ranfagni Author-X-Name-First: Silvia Author-X-Name-Last: Ranfagni Title: Creation of Fashion Trends and Role of the Bureau de Style for Textile Innovation Abstract: The aim of this paper is to examine the bureaux de style as producers of fashion trends and their interactions with textile firms in order to analyze their contribution in terms of knowledge and of competence to textile innovation processes. The business relationships for innovation has considerable current importance in the textile sector. Although this industry is considered mature, product innovation, based on the generation and exploitation of fashion trends, represents a fundamental strategic option to face the increasingly competitive pressure. From a theoretical point of view, the achievement of our research goals has led us to analyze the scientific paradigms of knowledge generation and of cognitive networks as conceptual frameworks. As to knowledge generation we focus on constructivism, which considers the creation of knowledge as a generative act (Weick, 1995; Starbuck and Milliken 1988; Westley 1990; Louis, 1980; Griffith 1999; Drazin et al. 1999). In other words knowledge is not just a revelation of an objectively given situation; its generation means creating a reality and actively influencing the surrounding circumstances, which it contributes to shaping (Von Glasersfeld, 1981). According to this approach the process of knowledge generation can be subdivided into the three specific stages: a) activation of the environment; b) selection of environment on the basis of the search for causal linkages; and c) retention of the constructed environment. Portions of potential knowledge are identified in the environment that can take form and be built as a subjective act. The constructivist approach is opposed to the cognitive approach , which considers knowledge as a representation of a world, outside the subject; this is because the object of thought processes is consists of symbols and situations which are structured by encoding and elaborating information. In connection with the cognitive network (Schwenk, 1988; Lektorskii, 2010), we introduce the concept of relations as way of sharing and exploiting knowledge to generate product innovation. In particular relations among firms can favor the exchange and sharing of cognitive resources, producing a co-evolution of their own learning processes and product innovations. Studies in management literature analyze the cognitive contribution to innovation deriving from subjects (customers, distributors, suppliers) belonging to the same inter-organizational network (Cooper and Kleinschmidt 1987; Von Hippel, 1988, 2011; Jones and Ritz 1991; Rangan, Melvyn and Mayer 1992; Clark and Fujimoto 1991; Leonard-Barton, 1995). Other studies highlight how the development of innovation also implies an analysis of the sources of knowledge internal to the firm. A firm in order to produce innovation, has to assimilate the external stock of knowledge and combine it with its competence, thereby producing new knowledge (Mahajan and Wind, 1992; Workman, 1993; Griffin and Hauser, 1994; Pisano, 1994; Bruce and Morris, 1995; Davies-Cooper and Jones, 1995; Williams and Smith, 1990; Axelsson and Håkansson, 1990). In this perspective, the process of new product development is encouraged by the integration of knowledge between an inter-enterprise network and an intra-enterprise network, which can considered in the various functions of the firm (marketing, research and development, production, purchasing). Resting on these theoretical frameworks, our empirical analysis focuses on the processes of knowledge generation produced by the bureaux de style. In particular we examine a) how the bureaux de style produce knowledge to generate fashion trends; b) the interactions between bureaux de style and textile firms in the sharing and production of fashion trends; and c) the contribution of these interactions to textile product innovation. In a relational perspective the bureaux de style constitute part of the cognitive network for innovation in textile firms; they produce creative knowledge that can influence the realization of seasonal collections. Our study is both exploratory and original: in the management literature in fact, specific studies on the bureaux de style and their role in the fashion sector have not yet been carried out. Our work is based not only on the study of the literature and an analysis of the results of research on this topic, but also on primary sources consisting of information gathered through interviews with four important bureaux de style in France and Italy, which, in the opinion of Italian textile manufacturers’ associations, are considered to play a major role in trend generation. Journal: Journal of Global Fashion Marketing Pages: 12-21 Issue: 1 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593103 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593103 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:1:p:12-21 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593104_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Marie-Eve Faust Author-X-Name-First: Marie-Eve Author-X-Name-Last: Faust Author-Name: Susan Christoffersen Author-X-Name-First: Susan Author-X-Name-Last: Christoffersen Author-Name: Kristina Shin Author-X-Name-First: Kristina Author-X-Name-Last: Shin Author-Name: Jeanne Tan Author-X-Name-First: Jeanne Author-X-Name-Last: Tan Title: An Expanding Market: Asian Mothers-to-be Abstract: Nowadays many fashion marketers search for specific niches in emerging countries in the hope of identifying needs to fulfil. For any potential niche, they scrutinize demographic and psychographic variables to determine preferences in style and elements of the buying decision process. This study classifies Asian mothers-to-be as a specific target market. It highlights criteria considered important throughout the purchasing process for maternity-wear. Because body size/shape changes rapidly during pregnancy, it identifies the needs for particular garments during precise periods of pregnancy. Additionally the uniqueness of the Asian culture influences maternity-wear preferences. This paper provides insights on: when and what type of maternity-wear is wanted/needed; what type of marketing channels purchasers rely on; where they purchase new garments or obtain previously owned garments; and which variables are important to the purchasing decision: price, brand, quality, etc. We confirm Asian mothers-to-be as an important and growing niche for fashion merchandisers and marketers to consider. Day (1990) defines a target market as a group of homogenous people, identifiable so that they can be reached; durable so that profit can be realized before the characteristics of the segment disappears; measurable in terms of sales volume and rate of growth; substantial to justify the allocation of resources to serve the segments; and sufficiently distinctive in behavior in the marketplace. Based on this description, Asian mothers-to-be constitute a specific and never ending target market of its own. The questions that arise are: How do Asian women manage the acquisition of garments when they become pregnant and their body morphology and shape changes so radically? When do they start to search for maternity-wear? What type of garments, style and fabrics are Asian mothers-to-be looking for? How do they discover what to look for? Where do they prefer to shop for these maternity clothes (specialty or department stores, vintage stores or borrowing pre-owned clothes)? How well their needs are being met? Our results indicate that the majority of Asian mothers-to-be sampled do procure new garments during their pregnancy. Furthermore, close to 60% need new shoes. The need for a new bra appears during the first trimester for 40% of our sample, which validates the literature. Surprisingly the same percentage mentions the need for new panties and pants as early as in the first trimester, which is not commonly known, based on the literature reviewed. According to our results more than fifty percent (53%) of our sample rely on word-of-mouth regarding where to find maternity wear, seeking information from their family and friends. Only 30% rely on advertising found in leaflets, magazines or billboards. For specific, fitted, intimate garments such as bras, panties and tummy belt, most of our respondents (52%, 47% and 60% respectively), like to purchase these items at maternity stores. For the less fitted items or clothes less specific to pregnancy, a respectable percentage purchases them through department stores. For clothes that aren’t specific to maternity such as sleepwear and socks, a substantial percentage (30%) is bought from informal markets: the ubiquitous and vibrant outside markets of China. Designer stores and online retailers are barely utilized by our respondents. The majority state they prefer to buy new clothes instead of buying vintage clothes or wearing borrowed clothes, although they don’t have a negative perception of vintage maternity clothes. The most important criterion in the purchasing decision is size and fit. Women either stated it was an extremely important criterion (55%) or an important criterion (35%). This is followed by the quality and the price. According to our results, women of our sample are either neutral or pay little attention to criteria such as the brand, the trend and the salesperson’s opinion. When asked to rate each garment separately for size and fit (bra, panties, pants, blouses, one-piece dress, sleepwear, sportswear, jeans, socks and tummy belt), the item that had the poorest fit appreciation is the one piece dress (44% being dissatisfied) followed by the jeans (16%). Broadly, our study reveals that Asian mothers-to-be prefer the one piece dress to separates, whether a top and pant or top and skirt. Additionally, there is a preference for natural textiles/fabrics such as cotton suitable to the warm, humid Hong Kong climate and jersey knit or stretchy material (over 50%), suitable for pregnancy. Increasingly, women continue to work during pregnancy and practice activities such as yoga and swimming. Asian mothers-to-be need garments that ‘fit’ professional and leisure activities; this research identifies the opportunities for the apparel industry, from manufacturers, to retailers and merchandisers, to expand into this target market. When the one child policy expires in 2015, one can expect the maternity market in China to expand for two reasons. Families will likely choose to have more than one child and rising incomes will allow the mothers-to-be to purchase more maternity clothing worthy of the family lineage. Even a small percentage change, given the very large population base, will reward the apparel industry for its attention to this target market. The successful firms will produce the right product, at the right time, with the right styling and fit for this distinctive market. This research serves as a starting point to investigate Asian women’s perception of their morphology’s transformation during pregnancy and their need and appreciation for apparel offered on the market. Aesthetics and fit, price, brand, etc. contribute importantly to the purchasing decision; if properly understood, the consumer (in this case pregnant Asian women) can help to clarify the most important factors affecting their purchase decisions. A pilot test group plus a convenient sample of 203 pregnant or previously pregnant women in one specific area, Hong Kong, yields results which could easily be replicated on a larger scale or in another geographic area. We seek greater clarification on which type of activities/sports are practiced by pregnant women in order to correlate activity/sports practiced with the sportswear wearability and fit, for example, the need for and satisfaction with maternity bathing suits. To the extent that manufacturers identify and address regional differences, the greater the consumer satisfaction and resulting business success. Journal: Journal of Global Fashion Marketing Pages: 22-33 Issue: 1 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593104 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593104 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:1:p:22-33 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593105_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kristi Storemark Author-X-Name-First: Kristi Author-X-Name-Last: Storemark Author-Name: Jonas Hoffmann Author-X-Name-First: Jonas Author-X-Name-Last: Hoffmann Title: A Case Study on the Business Model of Chloé Abstract: Luxury fashion companies are today part of a dynamic and fast growing industry. The competition of international market shares is tough, and only the fittest survive. There are three large luxury groups in the world: LVMH, PPR and Richemont. Chloé is a French luxury fashion company belonging to Richemont, since being acquired by the group in 1985. Chloe was founded in 1952 by a Parisian claiming that the contemporary fashion was too stiff and formal. Her name was Gaby Aghion and she opted for changes and started to design garments which she called “luxury ready-to-wear”. This became a huge success in the market and other fashion houses followed her. The house reached its first peak in the 1970s with Karl Lagerfeld at the designer helm and later on in the 2000s with Phoebe Philo as the chief designer. A business model is defined by three basic components; value creation, value architecture and revenue model. Osterwalder and Pigneur (2009) extend these three components into a nine point business model canvas. The value creation deals with the value proposition as well as the customer segments of the company. The value architecture explains customer relationships, distribution channels, key activities, key resources and key partners. Finally, the revenue model is based on the cost structure and the revenue streams of the company. For a company, it is highly important to detect its own business model in order to know where improvements are needed to improve growth and profitability. The methodology conducted to detect the business model of Chloé in this study is characterized by a qualitative research strategy. Both primary and secondary sources were utilized in the search for information. Regarding primary sources, the first author of the paper conducted in-depth interviews with sales staff and was able to observe the daily routine first-hand while working as an intern in one of Chloé’s boutiques. This article is therefore built on an interactive case study. The value proposition Chloé offers its clients over and above the actual products of ready-to-wear, bags, shoes and accessories, is a lifestyle recognized by elegance, comfort and luxury in a clean and simple manner. The customer of Chloé is the same worldwide: very feminine, well-traveled, central, iconoclastic and adventurous. The age group is different from country to country, but the customer usually belongs to an economically wealthy group of its society. Chloé also counts a number of celebrities among its clients. Key resources are divided into physical, intellectual, human and financial resources. Physical resources include materials utilized to manufacture the products, alongside design studios, showrooms, stores and equipment. Intellectual resources are the company’s brand patents and copyrights. Human resources are the individuals who make up the work force of the company. There is an important emphasis on sales staff training. Financial resources revolve around the support given by parent company Richemont. The study also comments on the turnover of creative directors at Chloé, and the importance of choosing the right person for the job. Finally, pioneer clients who become company ambassadors, for example, Kirsten Dunst, are mentioned as a resource in the company value constellation. Regarding distribution channels, Chloé has one main channel; retail. This include Chloé’s own boutiques, as well as multi-brand stores such as department stores, shop-in-shop and point-of-sale counters. Chloé is represented in around one hundred and twenty stores worldwide, forty of which are company owned and twenty are franchise units. The stores are mostly represented in Asia where Japan, South-Korea, China and the Middle-East are strong markets. The US and Europe are also large markets. There are in total seven online stores which offer Chloé products. Chloé puts a lot of effort in winning market shares in China, and has opened a Chinese blog/webpage (jesuischloe.com.) for its Chinese clients. The key activities Chloé performs are design, manufacturing, marketing, distribution and sales. Export and import are also part of the activities, given the company’s global presence. Key partners are Lamy, who provides the company’s sunglasses, Iris who provides the shoes and Coty Prestige who has bought the beauty license of the company and is responsible for providing the Chloé perfumes. The customer relationship is naturally strongest between the sales staff and the clients. Returning clients are registered in a client database and they receive benefits such as invitations for events, discounts, pre-sales and so on. The company also holds a list of VIP-customers, who receive significant discounts on products. Regarding the revenue model, Chloé has two main streams of income; retail and wholesale. The retail is divided into direct retail, in other words online sales, which count for forty percent of the retail, and the normal retail in stores which counts for sixty percent of the retail. It is uncertain how much revenue the wholesale counts for percent wise compared to retail, but it is estimated to be a figure around three hundred million dollars. Main cost sources are manufacture, branding and retail. As a conclusion, this study has indicated that the business model of Chloé is highly efficient. There is evidence for its integration from corporate to local level with a strong communication between the various departments of the company. Yet new challenges lie ahead for Chloé. Massive growth markets such as Brazil and India are yet to be captured, and with a new creative director, Claire Waight Keller, time will show how well new collections and competition of market shares succeed. However, as Chloé testifies with a great resilience in its brand equity, any new challenges are expected to be met with carefully planed strategies. Journal: Journal of Global Fashion Marketing Pages: 34-41 Issue: 1 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593105 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593105 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:1:p:34-41 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593107_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Arch Woodside Author-X-Name-First: Arch Author-X-Name-Last: Woodside Title: Economic Psychology and Fashion Marketing Theory Appraising Veblen’s Theory of Conspicuous Consumption Abstract: The study here serves to examine customer choice and firm profitability outcomes from the conjoining of four perspectives: economics, fashion, marketing, and psychology. This article describes core tenets of fashion marketing theory (FMT) from the perspective of economic psychology. The study here is unique and valuable in proposing empirically testable hypotheses that follow from FMT and in describing evidence from available literature testing these hypotheses. The core tenets reflect the view that impactful fashion marketing moderates the relationships among price and consumer demand for the firm’s offering (i.e., brand) by psychological customer segments, and subsequently firm profitability. Relating to fashion marketing, “psychology” in “economic psychology” includes the influences of chronic desire for conspicuous consumption (CC) and desire for rarity as relative human conditions, that is, humans vary in these desires; consumers relatively very high versus very low in these desires are more prone to enact conspicuous choices whatever the price level of the object or service. Consequently, different pricing points (decisions) that maximize profitability vary considerably for product designs which are positioned high in CC and rarity directed to customers very high in chronic desire for CC and rarity versus product designs which are positioned low in CC and rarity directed to customers very low in chronic desire for CC and rarity. The study offers an interesting application of interdisciplinary research that combines economics, fashion, marketing, and psychology. The theory and empirical findings support the view that the influence of fashion marketing designs and price depends substantially on the chronic desires of consumers and marketers’ abilities to segment and target customers by these desires—a conclusion made explicit by Veblen (1899). Journal: Journal of Global Fashion Marketing Pages: 55-60 Issue: 2 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593107 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593107 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:2:p:55-60 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593108_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Junghyun Jang Author-X-Name-First: Junghyun Author-X-Name-Last: Jang Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Author-Name: Eunha Chun Author-X-Name-First: Eunha Author-X-Name-Last: Chun Author-Name: Euntaik Lee Author-X-Name-First: Euntaik Author-X-Name-Last: Lee Title: A Study of a Social Content Model for Sustainable Development in the Fast Fashion Industry Abstract: Due to an increase in clothes consumption and a decrease in the trend cycle, middle-class consumers generally prefer clothes that are cheap and trendy. The share of global SPA (Specialty store retailer of Private label Apparel) brands in the world fashion market is steadily expanding. However, SPA clothes emphasize trends, resulting in disposal after a season regardless of the quality. Today, the growth of fashion waste raises serious environmental concerns. This study develops sustainable social content for fast fashion. The fast fashion industry has not yet made suitable efforts to achieve sustainability, even though serious environmental pollution is produced by fast fashion. This study investigates the possibility that fashion social content can focus on environmentally friendly products, customer service, fair employment opportunities, fair allocation of profits, diversity of quality and design, and ecosystem promotion. The study provides data to execute a new marketing strategy for sustainable development of global a SPA brand. The qualitative research of the present study was conducted via one-on-one in-depth interviews. The subjects of the qualitative research were individuals who had extensive knowledge about the subject of this research and were employed in the fast fashion and ethical fashion industries. After the qualitative interviews, 200 students were surveyed, and 166 were chosen as research subjects. The results are as follows. First, five sub-themes, including fair-trade storytelling, independent designers, an eco-friendly identity, understanding differences in reform and redesign, and changes in consumer perception, are investigated through in-depth interviews. Second, based on a consumer survey about the intent to participate in different programs, such as 1:1 sponsorship, eco-friendly design sourcing, a reform style contest, redesign consulting, and an eco-fashion gallery, eco-friendly design sourcing programs have the highest intent to participate of all the studied sustainable social programs. The present study is a timely investigation because there has been an increase in the social awareness of benefit sharing. Moreover, consumer perception of the environment is on the rise in South Korea. This study is a pioneer in applying social sustainability, which has until now been used in the fields of environmental, economic, and social research, to fashion social content. The implications for fast fashion firms that care about the ecological consumers are discussed, as are opportunities for further research. Journal: Journal of Global Fashion Marketing Pages: 61-70 Issue: 2 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593108 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593108 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:2:p:61-70 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593109_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Nalae Kim Author-X-Name-First: Nalae Author-X-Name-Last: Kim Author-Name: Jina Park Author-X-Name-First: Jina Author-X-Name-Last: Park Author-Name: Kyung Kim Author-X-Name-First: Kyung Author-X-Name-Last: Kim Author-Name: Gaetano Aiello Author-X-Name-First: Gaetano Author-X-Name-Last: Aiello Author-Name: Raffaele Donvito Author-X-Name-First: Raffaele Author-X-Name-Last: Donvito Title: A Study on Measuring and Defining Customer Equity of Complex Shopping Malls Abstract: As leisure time is extended, the time that consumers spend at one shopping space increases, and complex shopping malls are taking center stage as a new type of retail venue, channeling family-focused shopping culture by allowing, the whole family to enjoy themselves at the same time in a space with both shopping space and entertainment facilities. With their new combination of traditional retail activities with entertainment elements, these complex shopping malls satisfy a variety of consumer’ needs, changing buying patterns, in the competitive distribution market. Complex shopping malls are evolving into a living space that offers goods, service, entertainment facilities, and a variety of experiences. Companies have been increasingly employing SNS as a new marketing communication tool. Companies can appeal to consumers and cut marketing costs through use of SNS. Companies use SNS as an important means of marketing to form, keep, and develop relations with consumers. These social network service marketing activities influence complex shopping malls and the malls form relationships with consumers with Twitter, Facebook, and blogs. The final purpose of this study is to suggest a marketing strategy for complex shopping malls by categorizing consumers according to customer equity and lifestyle and by discovering their characteristics through mall image and awareness of users of SNS of complex shopping malls. An online survey of followers of Twitter operated by Mall A and Mall B. The questionnaire was conducted in October 2011 among Twitter followers of Mall A, and the 220 questionnaires that were returned were used in statistical analysis. The 261 questionnaires returned by Twitter followers of Mall B from October 2011 to November 2011 were also used in the statistical analysis. The data of this study were analyzed using the Amos 18, SPSS 18.0 program. Confirmatory factor analysis was conducted to analyze the validity and reliance of the study parameters and reliance analysis was conducted to confirm the consistency of the questions in the criteria. The structured equation model was used for hypothesis testing and cluster analysis was conducted to analyze the lifestyle of SNS users and to separate groups. Multiple group analysis was conducted to investigate the relationships of each parameter in each cluster. The outcomes of the study are summarized as follows: First, a survey of social network service users of complex shopping malls was performed to identify mall awareness and image. Second, the effect of mall image on self-congruity was confirmed. Customers acknowledged the shopping mall as a self-extension or part of themselves when they feel that self-image and mall image correspond. Third, mall awareness proved to have no effect on mall commitment. A customer’s mere awareness of a shopping mall can hardly be extended to commitment to that shopping mall. Fourth, self-congruity has a significant, positive effect on shopping mall commitment, because self-congruity makes customers more dependent on the shopping mall, continuous commitment results, not to mention emotional commitment. Fifth, the hypothesis that the higher is the customer’s commitment to the shopping mall, the higher is the loyalty, proved to be correct. Sixth, loyalty proved to have an effect on customer equity. Seventh, shopping mall awareness was found to have an effect on customer equity. Eighth, this study classified customer groups into the three categories of fashion-oriented, sociability-oriented, and rationality-oriented, according to the lifestyles of users of multipurpose shopping malls’ SNS. Implications obtained from the study include the following: In a bid to provide assistance in developing marketing strategies for complex shopping malls using social network services, social network service users were categorized by characteristics, and the differences in the use and awareness of SNS were identified. This study reviewed previous studies on SNS and lifestyle at home and abroad, but the questions on lifestyle focusing on fundamental SNS users have yet to be developed, presenting difficulties in fully describing the lifestyles of SNS users. Thus, further study to develop the more specific and reliable questions regarding the lifestyles of SNS users should be pursued. Journal: Journal of Global Fashion Marketing Pages: 71-80 Issue: 2 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593109 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593109 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:2:p:71-80 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593111_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mukta Ramchandani Author-X-Name-First: Mukta Author-X-Name-Last: Ramchandani Author-Name: Ivan Coste-Manière Author-X-Name-First: Ivan Author-X-Name-Last: Coste-Manière Title: Asymmetry in Multi-Cultural Luxury Communication: A Comparative Analysis on Luxury Brand Communication in India and China Abstract: A luxury brand strongly differentiates itself from the universe of classic consumption goods, resulting in a different way of communication than just “making sales”. A basic idea starts from making people dream and aspire. In luxury one applies the communication strategy in order to create a dream and to recharge a brand’s value, not just in order to sell (Kapferer and Bastien, 2009). Through previous researches in the past, scholars have identified a number of concepts which influence consumer’s purchase intention, perceived values and attitudes towards luxury brands.Those findings contribute to understanding in general about individuals’ motives and pattern of luxury consumption. Whereas, most of the studies were conducted in developed nations regardless of emerging markets like China. (Wiedmann et al., 2007; Wang et al., 2010, 2011). The luxury and fashion brands are focusing on the penetration in the emerging markets and are creating a large consumer base with dependence on communication strategy but in the long term this has a negative affect since it should be critical for them to understand what consumer values trigger the purchase of their brands and why? Theoretical backdrop in the past has neither been much established between the asymmetry of brand communication in the developed and developing countries nor between the cognitive responses of consumers and the brand identity. As such, developing a deeper understanding about the influence of implemented strategies upon brand identities in consumer buying patterns is relevant key in determining how such practices can confer and be followed in developed and developing economies. Giving a competitive advantage on all adopting firms or the ones that intend to embed and capitalize on their business practices. This research is focused on the asymmetry in multicultural luxury communication but it is centralized around the comparative analysis of luxury communication between India and China with a minor focus on France. France for long has been considered the origin of luxury and fashion industry and it sets as a suitable example for this research. France is a significant market for luxury brands and is prevalent since years due to the heritage and exclusive artisan values imparted in the brand image targeted at the consumers who are more like connoisseurs and are aware of the product they are considering luxury. Ethical and moral considerations impact the purchase of luxury products. Communication can be portraying bling bling in some cultures and in some it could be under the jurisdiction of censorship. Sometimes, it’s a trend which is followed by the “peer feedback” or the “word of mouth”. But sometimes there are the direct communicative tools used by the brands through magazines, billboard, internet and social media that have a strong impact on the mindset. The objectives of this research were achieved through adoption of two perspectives simultaneously – of the communication strategies adopted by the luxury brands and of the customer. Countries are compared by various dimensional scales and culture can be quantified but also it could be correlated with different aspects of consumption. This research has tried to answer the questions like -how do luxury brands influence the luxury consumers based on multicultural paradigms? What are the major consumer motivations in India, China and France for buying a luxury product? Which brands are perceived as luxury, where and why? What are the converging and diverging factors that determine the modes of communication implemented? The multifaceted dimensions and concepts involved in cross-cultural communication like cognitive response theory, mimetic desire, celebrity influences on potential consumers of the luxury and fashion brands are well studied in this research through the survey and the in depth interview. The questionnaire was designed considering the participant’s responses with their motivational factors, places of purchasing, impact of celebrity endorsements, attractiveness and expertise on the brand communications adopted in their country. Due to the lack of extensive secondary data present on the communication strategies for China the focused group interviews and a personal interview are considered as the major approaches for collecting the data. It provided the benchmark to allow for various forms of imperfect markets in simulation to explain the probable outcomes of the luxury brand communication in China. The literature review comprises of the elements, concepts and theories related to the consumer behavior, the modes of communications adopted and how they impact the countries. The secondary data and the relation with Hofstede’s five dimensional cultural differences has been related to the findings and observations made with the Primary data for China, India and France. This method is based on the originality and is direct. We have drawn and inference through this study that the luxury brands can be more proactive and more cultural conscious when entering huge multicultural economy like India and China which must not be hindered with the traditional communication process of portraying the brand identity to the connoisseur category and thus prevent value shifts amongst the brand positioning.With the lesser dependency on making a brand fall prey to a trend it should strategically be identified as market driving than the market driven force. This new step could serve as the launch pad in increasing the brand value catering to the aspirational and admirational consumers. Confirming the interest of the potential consumers to consolidate and support a brand’s positioning as luxury. Furthermore, diverging the impact from “conspicuous consumption” to “brand loyalty”. The structure of this paper constitutes the introduction of the concepts involved in the study, research methodology, discussion and conclusion with the merger of solutions for managerial implications. Journal: Journal of Global Fashion Marketing Pages: 89-97 Issue: 2 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593111 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593111 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:2:p:89-97 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593110_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sang Kim Author-X-Name-First: Sang Author-X-Name-Last: Kim Author-Name: Kyung Kim Author-X-Name-First: Kyung Author-X-Name-Last: Kim Author-Name: Pekka Mattila Author-X-Name-First: Pekka Author-X-Name-Last: Mattila Title: The Role of Fashion in the Characters of Online Games Abstract: This research study aims to discover the relationships among the fashion of characters, storytelling, and game satisfaction in Massive Multiplayer Online Role Playing Games(MMORPG) in order to examine the influence of the fashion of characters in games on storytelling and game satisfaction, and to identify the following constructs: fashion of characters, storytelling, and game satisfaction. The global game market has grown rapidly every year since the introduction of computer games. The size of the global game market in 2010 was 6 billion dollars, and the online game market captured 64.2% of the total market. The competition in the online game market has become increasingly fierce in South Korea. Millions of people now spend several hours per week on MMORPGs, which have several features that attract a large number of users. First, the world of MMORPGs is open and user-oriented. Many game users interact with each other in the same space and play games in their own way. MMORPGs also have continuous updates, which allow for the dissemination of sequence stories and provides new content to game users. Many MMORPGs are released each year, and each has its own story, characters, and system to attract and satisfy game users. However, due to the maturity of the game market, there are a few differences among the games (particularly in reference to game systems and services). Therefore, the fashion of characters in the game can serve as one of the important elements that provide enjoyment for users who partake in the online game industry. As is the case in the real world, game users in the virtual world prefer beautiful and chic characters to ugly characters. Good-looking people are likely to have better interpersonal interactions and thus develop more satisfying interpersonal relationships, while ugly people frequently fail in interpersonal interactions. Regardless of age, people like to make friends with others who are outwardly attractive. In online games, the characters represent all of the players, even though players are free to choose what role they want to play. In addition, many gamers spend money to purchase items in order to have unique character appearances and fashion styles. People who play games desire to express their identity and aesthetic sensibilities through their characters. The apperance of the characters is the main component that game users use to express their own personalities within the MMORPG environment. Stories and storytelling are the most efficient means by which to understand customer psychology. Using the Internet, many people upload their experiences and other useful information onto their blogs or community sites and share these information pieces with friends as well as with unknown community members. People naturally think in narratives rather than in arguments or in paradigms, and stories that include rousing incidents, experiences, and summaries/nuances of person-to-person and person-and-brand relationships within specific contexts enhance strong feelings of presence while playing a game. An existing game user’s story can influence new game users. Game users share their experiences and the pros and cons of the game with other game users through blogs or gaming community websites. Through these postings, those who were not initially interested in a particular game eventually develop an interest. Game users tend to share their useful information with other game users by using game communities and do so without any monetary profit. In visiting these gaming community websites, game users look for new and/or humorous information. An online gaming community consists of a group of users who interact with each other via the Internet, create fantasy roles, develop online relationships, share common interests, and indulge their need for entertainment by playing their own virtual roles. As new users gather more information regarding a particular game and increase their level of experience within this realm, the probability of them choosing said particular game increases. The satisfaction that customers attain from online games is an emotional reaction that occurs in response to an assessment from the experiences of playing said games. Many influential factors exist that correspond with product features and affect the satisfaction level of consumers with regard to online games. These include the connection speed, stability of server connectors, emotional experience, services, challenges presented within the games themselves and interpersonal relationships formed with other players. Online games use an international set of standards (reliability, usability, functionality, efficiency, maintainability, and portability) for their evaluation, which is suitable for a given purpose such as software quality characteristics (ISO/ICE 9126, 2001). Visual stimulation can more easily lead to immersion than other forms of stimulation, and online gaming mainly uses this visual stimulation through the gamer’s monitor so that gamers tend to be immersed in a game and feel satisfied. Data collection resulted in 235 usable responses from MMORPG users, and the accompanying demographic information included age, gender, education, employment, and time spent per day on gaming. The user age in the sample ranges from 15 to 44, and there were 178 respondents (75.7%) ages 21 to 31 (average 27) and 51 respondents over 35 years of age (10.2%). Males made up 91.1% of the sample, and females made up 8.9% (21 in total). The majority of participants reported spending approximately 2.4 hours playing games each day. The mean score of each sub-construct is calculated and used for further analysis, and the measurement model provides a satisfactory fit to the data. The fit indices are as follows: χ2 (11) = 34.151, which is statistically significant (p < .001); goodness-of-fit index (GFI) = (.958); normed fit index (NFI) = (.947); incremental fit index (IFI) = (.963); comparative fit index (CFI) = (.963); and root mean square error of approximation (RMSEA) = (.095), indicating a high level of validity for the measures. Thus, the measures of the gaming customers’ data demonstrate adequate convergent validity. Examination of the overall model fit reveals the Chi-square standard coefficient of fashion of character on storytelling, which is found to be .805 (t=7.716) and which is significant (p < .001). The standard coefficient of fashion of character on game satisfaction is found to be .556 (t=3.111), which is significant (p < .005). The standard coefficient of storytelling on game satisfaction is found to be .516 (t = 2.997), which is significant (p < .005). Thus, all hypotheses are supported based on the results of the analyses. The fashion of character in MMORPGs is an important element for game satisfaction even though it differs from one game to another. Many games provide various options for fashioning one’s game character. However, online game companies should increase game satisfaction further by providing services such as altering a character’s appearance, clothes, and fashion. In addition, the game environment should support players’ desires to manage the fashion of their characters. In this research model, the storytelling of game users has a positive influence on game satisfaction in MMORPGs, as has been shown to be the case by many previous research studies in this field. For further research, it is necessary to conduct the same survey in several countries as well as across other online game genres. Journal: Journal of Global Fashion Marketing Pages: 81-88 Issue: 2 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593110 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593110 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:2:p:81-88 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593112_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: C. Di Benedetto Author-X-Name-First: C. Author-X-Name-Last: Di Benedetto Title: Product Design: Research Trends andan Agendafor the Future Abstract: Academic research in product design is growing in popularity, and new challenging research questions are emerging. This article explores several of these product design research issues. We first explore the role of design as a driver of innovation and as a strategic resource to senior managers for competitive advantage. We revisit the topic of functional integration on the new product team, focusing in particular on the cooperation between designers and marketers. There is also a rich literature emerging on customer-initiated design and user toolkits for design, and we explore this intriguing stream as well. Considering these topics, and several others identified in a recent special issue on design research in the Journal of Product Innovation Management, we present an agenda for research in product design. We conclude with a discussion of how these design research trends affect researchers as well as practitioners involved in high-fashion or luxury-brand goods. Journal: Journal of Global Fashion Marketing Pages: 99-107 Issue: 3 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593112 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593112 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:3:p:99-107 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593115_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Tinne Gorp Author-X-Name-First: Tinne Author-X-Name-Last: Gorp Author-Name: Jonas Hoffmann Author-X-Name-First: Jonas Author-X-Name-Last: Hoffmann Author-Name: Ivan Coste-Manière Author-X-Name-First: Ivan Author-X-Name-Last: Coste-Manière Title: Brand Building: Luxury Leather Goods Brands Anatomized Abstract: Brand building is central to achieving differentiation in most economic sectors. This is paramount for luxury goods where customers buy a symbol as much as a product. The brand and its image are key factors for competitive advantage and brand building is a central competence for luxury goods companies. This study aims to explore brand building of traditional luxury leather goods brands. A multiple case study of Delvaux, Bottega Veneta, Hermès and Loewe allows us to replicate and extend Fionda and Moore’s (2009) findings about luxury fashion brands. Results show that the nine dimensions identified by these authors also apply to these brands. Moreover, five additional sub-dimensions are uncovered-website, e-shop, link with art, customization and workshop-and these should be taken into account in the brand building process. These exploratory results provide insights to managers for their on-going efforts to keep their brands competitive. Journal: Journal of Global Fashion Marketing Pages: 127-134 Issue: 3 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593115 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593115 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:3:p:127-134 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593116_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Elina Koivisto Author-X-Name-First: Elina Author-X-Name-Last: Koivisto Author-Name: Pekka Mattila Author-X-Name-First: Pekka Author-X-Name-Last: Mattila Title: Brand Management of ‘New Luxury’: Case Saga Furs Abstract: This study addresses brand management in the context of raw material for the luxury fashion industry. The research is conducted in the form of a case study of Saga Furs, which is an auction company whose operations range from co-operation with-local fur breeders supplying the raw materialto marketing and sellingto globally prestigious fashion houses and clothing manufacturers. In this inquiry, changes in the stakeholder relations of Saga Furs Ltd are investigated and their implications for brand management are presented with regard to customer-based brand equity. In conclusion, this case study illustrates the benefits of branding in a controversial material industry and provides best practices for carrying out brand communications. Journal: Journal of Global Fashion Marketing Pages: 135-145 Issue: 3 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593116 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593116 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:3:p:135-145 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593113_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Cara Damminga Author-X-Name-First: Cara Author-X-Name-Last: Damminga Author-Name: Juanjuan Wu Author-X-Name-First: Juanjuan Author-X-Name-Last: Wu Author-Name: Kim Johnson Author-X-Name-First: Kim Author-X-Name-Last: Johnson Title: The Effect of Lifestyle and Shoppable Fashion Product Displays on Consumers’ Approach and Avoidance Behavior Abstract: This research conducted in the US investigated the effect of lifestyle and shoppable fashion product displays on consumers’ emotional states (pleasure, arousal, cognitive pleasure) and further on approach and avoidance behaviors. It also tested the moderating effect of consumers’ convenience orientation and hedonic shopping value on the relationship between product displays and consumers’ emotional states, as well as between product displays and their approach and avoidance behavior. A 2 (lifestyle vs. non-lifestyle) by 2 (shoppable vs. non-shoppable) experimental research revealed that participants who viewed the lifestyle-shoppable product display experienced significantly more arousal, pleasure, and cognitive pleasure than those who viewed the non-lifestyle-non-shoppable product display. Journal: Journal of Global Fashion Marketing Pages: 108-118 Issue: 3 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593113 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593113 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:3:p:108-118 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10593114_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Marike Venter Author-X-Name-First: Marike Author-X-Name-Last: Venter Author-Name: Guillaume Johnson Author-X-Name-First: Guillaume Author-X-Name-Last: Johnson Title: The Smarteez and Post-modern Identities: The Meaning of Style among the Youth in South Africa Smarteez Abstract: Several studies have explored style among youth cultures, though the South African content has been ignored. The Smarteez is an emerging South African youth subculture that uses their style as a means for identity expression. This paper examines the Smarteez discourses on style in an attempt to better understand their style decisions. By means of an ethnographic study, the findings demonstrate that their relationship with style is consistent with post-modern consumer theories (Bennett, 1999; Kjeldgaard & Askegaard, 2006; Maffesoli, 1996; Wilska, 2002). The concept of style was organized into four overall thematic categories: style reflexivity, style switching, idealizing freedom and urbanized identities. Journal: Journal of Global Fashion Marketing Pages: 119-126 Issue: 3 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10593114 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10593114 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:3:p:119-126 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10600846_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyun-Hwa Lee Author-X-Name-First: Hyun-Hwa Author-X-Name-Last: Lee Title: Attributes of Online Review Systems : An Environmental Design Perspective Abstract: This research determines the specific tools of online review systems for general and apparel retailers, categorizing the tools as physical, social, and individual environments, which consumers utilize to gather unique information and reduce uncertainty for online purchases. Content analysis for top grossing retailers and apparel retailers was undertaken by developing a coding guide applying Belk’s individual purchase situation. The findings indicate that not all top retailers operate online review systems at the same level of specificity. Additionally, apparel retailers overall fall short of top retailers, especially for collecting of more specific information in online review system. Findings aid retailers to adapt review systems and maintain competitive advantage in the dynamic online marketplace, specifically for apparel retailers. Journal: Journal of Global Fashion Marketing Pages: 158-171 Issue: 4 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10600846 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10600846 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:4:p:158-171 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10600847_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kim Hiller Connell Author-X-Name-First: Kim Author-X-Name-Last: Hiller Connell Author-Name: Joy Kozar Author-X-Name-First: Joy Author-X-Name-Last: Kozar Title: Social Normative Influence: An Exploratory Study Investigating its Effectiveness in Increasing Engagement in Sustainable Apparel-Purchasing Behaviors Abstract: Even when consumers are knowledgeable and concerned about sustainability issues related to apparel production and consumption, their level of engagement in sustainable apparel purchasing behaviors is low. Through a four-group pretest posttest, quasi-experimental design, this exploratory research examined the persuasive appeal of door hangers employing social normative influence and petitioning consumers to engage in sustainable apparel-purchasing behaviors. Data were collected from students living on campus at a university in the Midwestern United States. At the start of the experiment, the participants completed a survey that assessed engagement in sustainable apparel purchasing. Door hangers were then distributed to the participants’ rooms. After 10 weeks, the students’ engagement in sustainable apparel purchasing was reassessed by having the participants complete an identical survey. Results indicate that engagement in sustainable apparel-purchasing behaviors among the participants was low. Furthermore, normative social influence was not an adequate motivator to increase consumption of sustainable apparel. Journal: Journal of Global Fashion Marketing Pages: 172-179 Issue: 4 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10600847 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10600847 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:4:p:172-179 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10600848_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kyulim Kim Author-X-Name-First: Kyulim Author-X-Name-Last: Kim Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Author-Name: Yang-Im Lee Author-X-Name-First: Yang-Im Author-X-Name-Last: Lee Title: Art Infusion in Fashion Product: The influence of Visual Art on Product Evaluation and Purchase Intention of Consumers Abstract: This research focuses on the influence of visual art only in fashion goods with unknown brand and sees if art infusion led to enhancement of brand image. Also, this paper would like to know if enhanced brand image through art infusion can have positive effect on purchase intention. The results of this study are summarized as follows; Luxury perception differs depending on the presence of art. Brand image fit also differs depending on the presence of art. Also, Art line and Logo line had more positive product evaluation than Nonart line. The study revealed that higher luxury perception leads to more positive product evaluation. However, higher brand image fit did not lead to more positive product evaluation. When participants had positive product evaluation, it was more likely to have higher purchase intention. In this study, familiarity of art had no influence on product evaluation. Moreover, participants chose art line the most favorable line following logo line and nonart line. Participants picked handkerchief and bag as the most preferable product in all line. Also, they picked cap as the most unfavorable product in all line. Journal: Journal of Global Fashion Marketing Pages: 180-186 Issue: 4 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10600848 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10600848 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:4:p:180-186 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10600849_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Phallapa Petison Author-X-Name-First: Phallapa Author-X-Name-Last: Petison Author-Name: Songwut Thongthou Author-X-Name-First: Songwut Author-X-Name-Last: Thongthou Author-Name: Kanittha Lekmoung Author-X-Name-First: Kanittha Author-X-Name-Last: Lekmoung Title: Customer-oriented New Product Design using Means-end Theory : A Case Study of a Fashion Design T-shirt Abstract: This action research applied a means-end theory as a frame to explore customer’s preference on product attributes, benefits and value that drive purchasing decision in order to utilize the market information in design and development of new products to meet customer expectation. A case study of a new fashion design T-shirt brand namely “COMMON-T” by local Thai designer was selected. Style, design, price, and brand name are found as preferred attributes that lead to purchasing decision. Mix & Matchable feature, uniqueness, cost-worthiness, and being Thai brand are perceived as benefits that serve customers’ value of satisfaction, belongingness, and self fulfillment. Understanding these customers’ insight, the designer attempts to emphasize on building a brand identity and offer the most-up-todate trend T-shirt at an affordable price. Positioning itself as the Thai designer brand whose products offer global standard quality not only allows COMMON – T to differentiate itself from counterfeiters, but is also a key to accomplishment. Journal: Journal of Global Fashion Marketing Pages: 187-192 Issue: 4 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10600849 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10600849 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:4:p:187-192 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_10600845_O.xml processed with: repec_from_tfja.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Alice Chu Author-X-Name-First: Alice Author-X-Name-Last: Chu Author-Name: Osmud Rahman Author-X-Name-First: Osmud Author-X-Name-Last: Rahman Title: Colour, Clothing, and the Concept of ‘Green’: Colour Trend Analysis and Professionals’ Perspectives Abstract: Increasingly, many fashion companies and organizations have introduced slogans such as ‘green is the new black’ and ‘get hip, get green’ to raise ‘green’ awareness as well as to build corporate image. This study was designed to explore industry opinion on what colour(s) is/are more likely associated with the notion of ‘green.’ In order to gain a deeper understanding of the relationship between colour and environmental issues, a self-administered questionnaire survey was used to collect data from various professionals. According to the present study, it is evident that certain colours are viewed to be more eco-friendly than others. The findings of this study provide insight and implications for fashion practitioners, educators and consumers on the concept of eco-friendly in general and colour attribute in particular. Journal: Journal of Global Fashion Marketing Pages: 147-157 Issue: 4 Volume: 3 Year: 2012 X-DOI: 10.1080/20932685.2012.10600845 File-URL: http://hdl.handle.net/10.1080/20932685.2012.10600845 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:3:y:2012:i:4:p:147-157 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_857822_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Monika C. Schuhmacher Author-X-Name-First: Monika C. Author-X-Name-Last: Schuhmacher Author-Name: Sergej von Janda Author-X-Name-First: Sergej Author-X-Name-Last: von Janda Author-Name: Arch Woodside Author-X-Name-First: Arch Author-X-Name-Last: Woodside Title: Configural theory of why people shop for clothes: personal-attribute explanations of four stalwart segments Abstract: The study here applies fuzzy set qualitative comparative analysis (QCA) to offer configurations that are sufficient to identify “Clotheshorses”, “Clothesaholics”, “Clothesgourmands” and “Clothesnegators”. In contrast to prior literature investigating only clothes shopping frequency, we find these four clothes shopper types are different with regard to the perceived “importance of dressing well”. The findings demonstrate the existence of these four stalwart segments. Journal: Journal of Global Fashion Marketing Pages: 1-25 Issue: 1 Volume: 5 Year: 2014 Month: 1 X-DOI: 10.1080/20932685.2013.857822 File-URL: http://hdl.handle.net/10.1080/20932685.2013.857822 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:1:p:1-25 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_859876_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: C. Anthony Di Benedetto Author-X-Name-First: C. Anthony Author-X-Name-Last: Di Benedetto Title: Open innovation and the value of crowds: implications for the fashion industry Abstract: Firms in many industries are seeking to incorporate ideas from outside parties to complement their own internal resources and capabilities. Suppliers, distributors, end users, scientists, firms in unrelated industries and even competitors can be important sources of information and ideas. Furthermore, with the computing capabilities available today, firms can scan online communities for sources of ideas and even harness the ideas generated by a select few key users with insights into emerging mainstream customer needs. All of this additional input helps firms compete profitably in an increasingly difficult environment. New trends include open innovation, crowdsourcing, user toolkits, mass customization and lead-user analysis. While there is emerging academic research on all of these topics, their usefulness in fashion marketing and merchandising remains relatively unexplored. This is potentially a great research opportunity, as fashion designers can obtain key ideas that boost competitiveness by working more closely with customers, suppliers, retailers and other parties. This article presents the state of the art in each of these trends, and concludes with a discussion of the implications for fashion marketing and merchandising academic research and practice. Journal: Journal of Global Fashion Marketing Pages: 26-38 Issue: 1 Volume: 5 Year: 2014 Month: 1 X-DOI: 10.1080/20932685.2013.859876 File-URL: http://hdl.handle.net/10.1080/20932685.2013.859876 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:1:p:26-38 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_856099_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Arpita Khare Author-X-Name-First: Arpita Author-X-Name-Last: Khare Title: Antecedents to fashion clothing involvement: role of global self-identity, cosmopolitanism, and normative influence Abstract: This research examines the influence of cosmopolitanism, identification with global consumers, and consumers' susceptibility to interpersonal influence (CSII) on Indian consumers' fashion clothing involvement. A survey technique was used for data collection across seven cities in India. Both metropolitan and non-metropolitan cities were targeted. The cosmopolitanism factor loaded under two factors: cosmopolitanism related to lifestyle (CRL) and cosmopolitanism related to cultural mores (CRCM). The value-expressive factors of normative influence, CRL, self-identification with global consumers, and type of city (metropolitan or non-metropolitan) influenced Indian consumers' fashion clothing involvement.The fashion clothing market is growing in India, but there is limited research seeking to understand the factors influencing fashion clothing involvement. Findings on the influence of global lifestyle, cosmopolitanism, and normative beliefs regarding Indian consumers' fashion clothing involvement can be helpful to companies targeting Indian consumers. Journal: Journal of Global Fashion Marketing Pages: 39-59 Issue: 1 Volume: 5 Year: 2014 Month: 1 X-DOI: 10.1080/20932685.2013.856099 File-URL: http://hdl.handle.net/10.1080/20932685.2013.856099 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:1:p:39-59 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_860731_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jung Mee Mun Author-X-Name-First: Jung Mee Author-X-Name-Last: Mun Author-Name: Hae Won Ju Author-X-Name-First: Hae Won Author-X-Name-Last: Ju Author-Name: Kim K.P. Johnson Author-X-Name-First: Kim K.P. Author-X-Name-Last: Johnson Title: Young consumers and retail borrowing: application of the theory of planned behavior Abstract: Retail borrowing entails customers violating retailers' return policies by purchasing goods with the intention of using and then returning them. Our research purpose was to investigate consumer motivations that may underlie their attitude toward retail borrowing and to test the underlying mechanism of borrowing intention by utilizing the theory of planned behavior. Data were collected through an online survey of 276 female undergraduates. Past retail borrowing experience and the perception that retail borrowing had no negative impact on retailers were significantly related to participants' attitude toward retail borrowing. Attitude, subjective norm, and perceived behavioral control contributed significantly to retail borrowing intention, with subjective norm exerting the greatest influence. In addition, two additional paths were tested that significantly improved the explanatory power of the theory of planned behavior and prediction of retail borrowing intention. Implications of these findings concerning retail borrowing behavior are discussed and suggestions for future research are provided. Journal: Journal of Global Fashion Marketing Pages: 60-73 Issue: 1 Volume: 5 Year: 2014 Month: 1 X-DOI: 10.1080/20932685.2013.860731 File-URL: http://hdl.handle.net/10.1080/20932685.2013.860731 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:1:p:60-73 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_866319_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yang Sun Author-X-Name-First: Yang Author-X-Name-Last: Sun Author-Name: Kyung Hoon Kim Author-X-Name-First: Kyung Hoon Author-X-Name-Last: Kim Author-Name: Juran Kim Author-X-Name-First: Juran Author-X-Name-Last: Kim Title: Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry Abstract: With the rapid rise in global population, environmental ecosystems are experiencing unsustainable stress. Improved marketing research can help companies change their marketing strategies to adjust to new conditions requiring environmental sustainability. A research review suggests that organizations can measure their sustainable marketing performance not only from the organization's standpoint, but also from customers' viewpoints.In this study, we analyze the fast fashion industry to study relationships of sustainable orientation, perceptions of sustainable marketing performance, and drivers of customer equity: value equity, brand equity, and relationship equity. Journal: Journal of Global Fashion Marketing Pages: 74-86 Issue: 1 Volume: 5 Year: 2014 Month: 1 X-DOI: 10.1080/20932685.2013.866319 File-URL: http://hdl.handle.net/10.1080/20932685.2013.866319 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:1:p:74-86 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_863520_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Author-Name: Silvia Ranfagni Author-X-Name-First: Silvia Author-X-Name-Last: Ranfagni Author-Name: Andrea Runfola Author-X-Name-First: Andrea Author-X-Name-Last: Runfola Title: Time in business-to-business interactions. A case analysis in textile and clothing Abstract: The article analyzes the role of time in business network interactions. Its main aim is to examine time issues and fill a research gap regarding different market models and different concepts of time. The methodology used is a case study to investigate a focal interaction in the fashion industry, between a firm considered to be the focal company, a luxury clothing manufacturer, and one of its main suppliers. From the research, two concepts of time emerge with regard to business networks: time as a product and time as a process. Combining literature and case analyses, it derives a correspondence between time as a process and interaction as adaptation, and time as a product and interaction as exchange. The findings of this study point to the need for further studies on time in business networks. Journal: Journal of Global Fashion Marketing Pages: 87-102 Issue: 1 Volume: 5 Year: 2014 Month: 1 X-DOI: 10.1080/20932685.2013.863520 File-URL: http://hdl.handle.net/10.1080/20932685.2013.863520 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:1:p:87-102 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_881583_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kim H.Y. Hahn Author-X-Name-First: Kim H.Y. Author-X-Name-Last: Hahn Author-Name: Eun-Jung Lee Author-X-Name-First: Eun-Jung Author-X-Name-Last: Lee Title: Effect of psychological closeness on consumer attitudes toward fashion blogs: the moderating effect of fashion leadership and interpersonal LOV Abstract: This study examines the influence of psychological closeness to a personal fashion blogger on individuals' attitude toward a fashion blog and purchase intention toward the fashion products displayed by the blogger, while examining fashion leadership (Gutman & Mills, 1982) and List of Values (LOV; Kahle, 1983) interpersonal values as moderators. A convenience sample of 171 female college students in a US university provided usable responses to the survey. Findings from hierarchical regression analysis show that consumers' perceptions of psychological closeness to a blogger affect their attitude toward the blog and their purchase intentions toward the fashion products displayed by the blogger. Fashion leadership was found to be a critical moderating factor that influences the relationship between consumer connection to a blogger and consumer responses. Implications for both researchers and marketers and suggestions for future studies are discussed. Journal: Journal of Global Fashion Marketing Pages: 103-121 Issue: 2 Volume: 5 Year: 2014 Month: 4 X-DOI: 10.1080/20932685.2014.881583 File-URL: http://hdl.handle.net/10.1080/20932685.2014.881583 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:2:p:103-121 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_881166_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gianluca Marchi Author-X-Name-First: Gianluca Author-X-Name-Last: Marchi Author-Name: Elisa Martinelli Author-X-Name-First: Elisa Author-X-Name-Last: Martinelli Author-Name: Bernardo Balboni Author-X-Name-First: Bernardo Author-X-Name-Last: Balboni Title: The country of origin effect on retailer buying behavior: a cross-country analysis on Italian footwear Abstract: The paper analyzes the effect of country of origin (COO) multidimensionality on the intention to buy Italian footwear in samples of retail buyers operating in three different countries, namely Spain, Russia and China. Specifically, it proposes a model aimed at testing the relationships among three different country image dimensions – Country Image (CI), Product–Country Image (PCI), and Country-Related Product Image (CRPI) – and the retail buyers' intention to purchase products originating in Italy, while also verifying the effect of product–country congruity (FIT). A total of 483 questionnaires were collected from samples of Spanish, Russian, and Chinese fashion retailers and processed applying Structural Equation Modeling (SEM). Results show that COO influences retail buyers through a causal link within the three COOs' dimensions, reinforced by the FIT, as the CI effect is fully mediated by PCI. Theoretical and managerial implications for fashion firms are derived. Journal: Journal of Global Fashion Marketing Pages: 122-134 Issue: 2 Volume: 5 Year: 2014 Month: 4 X-DOI: 10.1080/20932685.2014.881166 File-URL: http://hdl.handle.net/10.1080/20932685.2014.881166 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:2:p:122-134 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_878109_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jennifer J. Lee* Author-X-Name-First: Jennifer J. Author-X-Name-Last: Lee* Author-Name: Leslie Davis Burns Author-X-Name-First: Leslie Davis Author-X-Name-Last: Burns Title: Deliver knowledge or touch the mind? The effect of informational and emotional advertisement strategy on fashion sportswear brand attitude and recall Abstract: The purpose of the present study is to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low) on brand name recall and change in brand attitude. The study extends previous research by focusing on fashion sportswear brands and including personal involvement toward fashion sportswear as a moderating variable. Online survey participants were divided into two groups; one group viewed ads featuring high-awareness brands' logos and the other viewed ads from a low-awareness brand. Results indicated that compared to informational ad strategy, emotional ad strategies led to greater change in brand attitude. Also, positive and negative change in brand attitude after viewing positive and negative emotional ads depended on the brand awareness. The findings of the present study emphasize the importance for brands of raising brand awareness and utilizing emotional advertisement strategies. Journal: Journal of Global Fashion Marketing Pages: 135-148 Issue: 2 Volume: 5 Year: 2014 Month: 4 X-DOI: 10.1080/20932685.2013.878109 File-URL: http://hdl.handle.net/10.1080/20932685.2013.878109 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:2:p:135-148 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_878107_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Heidi Cheng Author-X-Name-First: Heidi Author-X-Name-Last: Cheng Author-Name: Elina Koivisto Author-X-Name-First: Elina Author-X-Name-Last: Koivisto Author-Name: Pekka Mattila Author-X-Name-First: Pekka Author-X-Name-Last: Mattila Title: International fashion trade shows as knowledge creation platforms for microenterprises Abstract: In this study, the organizational knowledge creation process of microenterprises exhibiting in trade shows is explored. Specifically, this article examines how knowledge processes are manifested through different trade show activities. The data was collected through semi-structured interviews and ethnographic observation at international B2B fashion trade shows. The study shows that knowledge is created through observing and interpreting the trade show environment and other actors within it. Moreover, knowledge processes are embedded in the informal social interaction that takes place at trade shows. In this way, the participants absorb and adopt industry-specific practices and routines through their physical proximity to other industry actors. Journal: Journal of Global Fashion Marketing Pages: 149-164 Issue: 2 Volume: 5 Year: 2014 Month: 4 X-DOI: 10.1080/20932685.2013.878107 File-URL: http://hdl.handle.net/10.1080/20932685.2013.878107 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:2:p:149-164 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_881586_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hye-Shin Kim Author-X-Name-First: Hye-Shin Author-X-Name-Last: Kim Author-Name: Michelle Ma Author-X-Name-First: Michelle Author-X-Name-Last: Ma Title: Influence of parent brand attitude and self-brand congruity on consumer response to green brand extensions for apparel products Abstract: Brand extensions allow brands with a loyal market following to engage in new sustainability efforts with less assumed risk. Green brand extensions not only appeal to consumers who share similar environmental values, but also is a fast-track marketing to the parent brand's customer base. This study examined how consumers' perceptions of the parent brand influence their response to green brand extensions. Examination of two variables, brand attitude and self-brand congruity, offers insight into whether a certain core group of customers who identify with the parent brand would be a more promising market for green brand extensions. Data from female college students show consumers who strongly identify with the parent brand may care less about the green brand extension but make direct decisions to purchase based on their preference for the parent brand name. Implications for companies to become leaders of sustainable business practices are discussed. Journal: Journal of Global Fashion Marketing Pages: 165-181 Issue: 2 Volume: 5 Year: 2014 Month: 4 X-DOI: 10.1080/20932685.2014.881586 File-URL: http://hdl.handle.net/10.1080/20932685.2014.881586 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:2:p:165-181 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_878108_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Anne-Marie Germain Author-X-Name-First: Anne-Marie Author-X-Name-Last: Germain Author-Name: Serge Carrier Author-X-Name-First: Serge Author-X-Name-Last: Carrier Author-Name: Michèle Beaudoin Author-X-Name-First: Michèle Author-X-Name-Last: Beaudoin Title: Clothing purchase behavior and the Canadian household life cycle Abstract: The first intention of this research is to test if Wells and Gubar's model (1966) of consumer behavior, based on the life cycle, still explains the Canadian population's consumption behavior. A second objective, if warranted, is to determine the possibility to segment the Canadian population based on life cycles with the aim of explaining garment/apparel consumption. Using the Survey of Household Spending from Statistics Canada (2009), this article analyses total clothing expenditures and their subcategories of expenses for women and girls, men and boys, and children. Each expense is analyzed using two different data: (1) gross amount of money spent annually and (2) percentage of the category on household total spending. The three hypotheses of this research are validated, confirming (H1) the non-representativeness of Wells and Gubar's model; (H2) the importance of integrating single households in the life-cycle model since their purchase behaviors are significantly different from those of traditional households; (H3) the possibility to segment based on life-cycle criteria to better understand Canadian realities. Journal: Journal of Global Fashion Marketing Pages: 182-194 Issue: 2 Volume: 5 Year: 2014 Month: 4 X-DOI: 10.1080/20932685.2013.878108 File-URL: http://hdl.handle.net/10.1080/20932685.2013.878108 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:2:p:182-194 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_908528_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Michel Phan Author-X-Name-First: Michel Author-X-Name-Last: Phan Author-Name: Seong-Yeon Park Author-X-Name-First: Seong-Yeon Author-X-Name-Last: Park Title: Introduction: Social media marketing and luxury brands Abstract: This article introduces the five papers selected for this special issue of the Journal of Global Fashion Marketing. These papers were received following a call for papers for the Special Issue on Social Media Marketing and Luxury Brands in 2013. Journal: Journal of Global Fashion Marketing Pages: 195-196 Issue: 3 Volume: 5 Year: 2014 Month: 7 X-DOI: 10.1080/20932685.2014.908528 File-URL: http://hdl.handle.net/10.1080/20932685.2014.908528 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:3:p:195-196 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_906120_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Anne-Flore Maman Larraufie Author-X-Name-First: Anne-Flore Author-X-Name-Last: Maman Larraufie Author-Name: Aurélie Kourdoughli Author-X-Name-First: Aurélie Author-X-Name-Last: Kourdoughli Title: The e-semiotics of luxury Abstract: The relationship that luxury brands have with the digital world is a love-and-hate one: brands wonder how to use it without damaging their identity and their spirit of luxury, while relying upon a distribution and communication network with a priori counter-luxury characteristics. Since luxury consumption assumes semiotic metacognition from the clients, it makes sense to understand how a new semiotic e-system is set, enabling the audience to acknowledge the luxury nature of the brands on display even if present in an a priori counter-luxury medium. This paper is focused on such identification. Using content analysis and Perceian semiotics, we identify two e-semiotics systems, with their various representamen and interpretants. We observe a shift from brand communication to product communication and from purchase experience and context to price. The definition of what luxury is through digital tools is thus specific to its context, and yet not similar to its offline definition. Journal: Journal of Global Fashion Marketing Pages: 197-208 Issue: 3 Volume: 5 Year: 2014 Month: 7 X-DOI: 10.1080/20932685.2014.906120 File-URL: http://hdl.handle.net/10.1080/20932685.2014.906120 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:3:p:197-208 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_907605_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Chedia Dhaoui Author-X-Name-First: Chedia Author-X-Name-Last: Dhaoui Title: An empirical study of luxury brand marketing effectiveness and its impact on consumer engagement on Facebook Abstract: Luxury brands have embraced the social media era through marketing communications pointing out the particular attributes of luxury such as high quality, rich pedigree, rarity, personality and placement, as well as using public relations, public figures and typically high pricing, to drive consumer engagement. This paper provides empirical findings about the effectiveness of luxury brand marketing in driving consumer engagement on social media platforms. An empirical study of 52 luxury brands' Facebook pages has been conducted. The findings of this study provide valuable guidance for luxury brand managers and marketing researchers on how to formulate and implement effective social media marketing strategies to leverage their luxury brand's potential. Journal: Journal of Global Fashion Marketing Pages: 209-222 Issue: 3 Volume: 5 Year: 2014 Month: 7 X-DOI: 10.1080/20932685.2014.907605 File-URL: http://hdl.handle.net/10.1080/20932685.2014.907605 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:3:p:209-222 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_907606_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Klaus Heine Author-X-Name-First: Klaus Author-X-Name-Last: Heine Author-Name: Benjamin Berghaus Author-X-Name-First: Benjamin Author-X-Name-Last: Berghaus Title: Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints Abstract: Today, many of the big brands are diverting substantial amounts of resources away from classical communication channels toward the digital domain. However, despite the digital gold rush, major sections of luxury brands still have not fully arrived in the digital world. Their sentiment increasingly shifts from “Do we need to be online?” to a more complicated question: “How do we actually do it right?” Therefore, this paper has two major objectives. First of all, we want to provide luxury marketers with an overview of the major digital luxury brand–consumer touchpoints and corresponding digital working areas. The first step to digital excellence is to know the available digital opportunities. Based on that, we want to derive some recommendations regarding how to tackle the digital channels successfully, based on an expert survey and a discussion of case studies for each major digital touchpoint. The paper concludes with some major lessons learned. Journal: Journal of Global Fashion Marketing Pages: 223-234 Issue: 3 Volume: 5 Year: 2014 Month: 7 X-DOI: 10.1080/20932685.2014.907606 File-URL: http://hdl.handle.net/10.1080/20932685.2014.907606 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:3:p:223-234 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_912443_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hanna Kontu Author-X-Name-First: Hanna Author-X-Name-Last: Kontu Author-Name: Alessandra Vecchi Author-X-Name-First: Alessandra Author-X-Name-Last: Vecchi Title: Why all that noise – assessing the strategic value of social media for fashion brands Abstract: The importance of social media is evident, as millions of people use it to connect with others, share content and discuss different topics. Although it is clear that social media is powerful and ubiquitous, many fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. Adopting an exploratory approach, our study provides a critical assessment of the use of social media by three international fashion brands, in order to identify its potential as a strategic marketing tool. Journal: Journal of Global Fashion Marketing Pages: 235-250 Issue: 3 Volume: 5 Year: 2014 Month: 7 X-DOI: 10.1080/20932685.2014.912443 File-URL: http://hdl.handle.net/10.1080/20932685.2014.912443 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:3:p:235-250 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_907607_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mark Ng Author-X-Name-First: Mark Author-X-Name-Last: Ng Title: Social media and luxury fashion brands in China: the case of Coach Abstract: Luxury consumption in China reached US$37 billion in 2012, making it the world's second largest luxury goods market. Many luxury fashion brands, such as Louis Vuitton, Gucci, Chanel and Coach, are making huge digital marketing efforts in China to increase brand equity and sales. This paper uses Coach as an example to explore how luxury brands use social media to connect with middle-class customers in China. After briefly summarizing the development of social media platforms in China, the key components of Coach's social media marketing strategy are highlighted and analyzed. Then a discussion of Weibo users' responses to Coach's posts is presented. The lessons learned from this study will help luxury brand marketers to engage in social media with Chinese users and improve their social media strategy in China. Journal: Journal of Global Fashion Marketing Pages: 251-265 Issue: 3 Volume: 5 Year: 2014 Month: 7 X-DOI: 10.1080/20932685.2014.907607 File-URL: http://hdl.handle.net/10.1080/20932685.2014.907607 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:3:p:251-265 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_925328_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Eun Young Kim Author-X-Name-First: Eun Author-X-Name-Last: Young Kim Author-Name: Pekka Mattila Author-X-Name-First: Pekka Author-X-Name-Last: Mattila Title: Introduction: Fashion and smart virtual reality Abstract: This special issue of the Journal of Global Fashion Marketing, “Fashion and Smart Virtual Reality”, focused on aspects of innovative business solutions for strategic fashion marketing. The articles represent the broad range of research being conducted by global researchers focusing on fashion retail technology. Importantly, the articles provide insights to enable practitioners and academic researchers to build a comprehensive framework for strategic technology conversion for effective marketing communications, visual merchandising and smart virtual retailing in the fashion market. Journal: Journal of Global Fashion Marketing Pages: 267-268 Issue: 4 Volume: 5 Year: 2014 Month: 10 X-DOI: 10.1080/20932685.2014.925328 File-URL: http://hdl.handle.net/10.1080/20932685.2014.925328 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:4:p:267-268 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_927659_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sanjukta Pookulangara Author-X-Name-First: Sanjukta Author-X-Name-Last: Pookulangara Author-Name: Jiyoung Kim Author-X-Name-First: Jiyoung Author-X-Name-Last: Kim Author-Name: Bharath Josiam Author-X-Name-First: Bharath Author-X-Name-Last: Josiam Author-Name: Avantika Thombre Author-X-Name-First: Avantika Author-X-Name-Last: Thombre Title: Intent to purchase from 3-D virtual environments: An exploratory study Abstract: Despite the challenging economy, online retail in the United States and western Europe is continuing to have double-digit growth. Regardless of retailer size, the Internet offers an affordable alternative to opening a brick-and-mortar store and provides innovative ways of doing business. However, the evolution of the Internet as a shopping channel is not without drawbacks. Online store lacks interactivity and fails to create the store ambience achieved in a physical store, which can detract from the overall shopping experience. Thus, to ensure success, retailers are exploring various avenues to create a deeply immersive online shopping experience. One such platform is the creation of stores in virtual worlds such as Second Life (SL). This virtual world represents a shared space with a 3-D graphical environment in which several users can simultaneously interact with each other and perform activities similar to those they perform in the real world.This study examined the main features of 3-D stores which could possibly attract and engage consumers in shopping in online 3-D virtual environments. Control and two-way communication influenced purchase intention on SL. Two-way communication influenced both control and the shopping enjoyment variable. Atmospherics influenced shopping enjoyment. Implications for academics as well as retailers have been provided. Journal: Journal of Global Fashion Marketing Pages: 269-282 Issue: 4 Volume: 5 Year: 2014 Month: 10 X-DOI: 10.1080/20932685.2014.927659 File-URL: http://hdl.handle.net/10.1080/20932685.2014.927659 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:4:p:269-282 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_926129_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gallayanee Yaoyuneyong Author-X-Name-First: Gallayanee Author-X-Name-Last: Yaoyuneyong Author-Name: Jamye K. Foster Author-X-Name-First: Jamye K. Author-X-Name-Last: Foster Author-Name: Leisa R. Flynn Author-X-Name-First: Leisa R. Author-X-Name-Last: Flynn Title: Factors impacting the efficacy of augmented reality virtual dressing room technology as a tool for online visual merchandising Abstract: Driven by advancements in technology and continuing improvements in the Internet, a transformation in the way consumers shop is taking place. Despite the shortcomings of remote shopping, web-based fashion sales continue to rise (Batista, 2013), and virtual dressing room (VDR) technology should contribute to this trend. Currently there are two technologies for delivering VDR online: Virtual Reality (VR) and Augmented Reality (AR). Important questions linger regarding how consumers will use these new technologies and how VDR will impact consumer attitudes and purchase intentions. Drawing on Uses and Gratifications (U&G) theory, this paper proposes entertainment value, informativeness and web irritation, along with consumer innovativeness and economic motivation to shop online, as key factors influencing consumer use of VDR technology. Additionally, it is proposed that use of VDR will reduce consumers' perceived risks regarding buying apparel online and have a positive effect on consumer self-confidence, customer–brand relationships and consumers' online e-shopping behavior. Journal: Journal of Global Fashion Marketing Pages: 283-296 Issue: 4 Volume: 5 Year: 2014 Month: 10 X-DOI: 10.1080/20932685.2014.926129 File-URL: http://hdl.handle.net/10.1080/20932685.2014.926129 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:4:p:283-296 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_926130_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Eun Young Kim Author-X-Name-First: Eun Young Author-X-Name-Last: Kim Author-Name: Namhee Yoon Author-X-Name-First: Namhee Author-X-Name-Last: Yoon Title: Perceived QR code technological attributes in the smart shopping context Abstract: This study identified underlying dimensions of perceived QR code technological attributes in the smart shopping context and aimed to compare differences in the perceptions of QR code attributes between shopping tasks for apparel and for general merchandise at the QR code virtual stores. To collect data, a self-administered questionnaire was developed based on previous literature. A total of 122 usable responses were obtained from smartphone users who reside in Korea. Participants were assigned to smart-shopping tasks at selected QR code virtual stores in the Korean market. Descriptive statistics, factor analysis and t-test were used for data analysis. Results showed that perceived QR code technological attributes consisted of eight factors: m-accessibility, location-based information, instant interactivity, scanner/reader, data storage, ubiquity, wireless infrastructure and digital signage. Also, there were significant differences in three QR code technological factors – location-based information, ubiquity and wireless infrastructure between apparel and general merchandise – in the smart shopping context. This study discusses practical implications of utilizing QR codes in the retail stores, and provides an insight into smart business solutions in the future. Journal: Journal of Global Fashion Marketing Pages: 297-307 Issue: 4 Volume: 5 Year: 2014 Month: 10 X-DOI: 10.1080/20932685.2014.926130 File-URL: http://hdl.handle.net/10.1080/20932685.2014.926130 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:4:p:297-307 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_925327_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jennifer Maloney Author-X-Name-First: Jennifer Author-X-Name-Last: Maloney Author-Name: Min-Young Lee Author-X-Name-First: Min-Young Author-X-Name-Last: Lee Author-Name: Vanessa Jackson Author-X-Name-First: Vanessa Author-X-Name-Last: Jackson Author-Name: Kimberly A. Miller-Spillman Author-X-Name-First: Kimberly A. Author-X-Name-Last: Miller-Spillman Title: Consumer willingness to purchase organic products: Application of the theory of planned behavior Abstract: The organic industry continues to increase year on year, and organic apparel is the second largest organic market in terms of generating annual sales. More and more retailers, such as Nike, Gap and Wal-Mart, are beginning to offer their consumers organic apparel options. Despite this growth, there has been little research that studies consumer purchasing behavior toward organic apparel products: most of the literature about the organic industry focuses on the organic food market. This research applied the Theory of Planned Behavior to examine consumer purchasing intentions toward organic apparel products. Participants at a university in the southeastern United States were asked to complete a questionnaire. Structural equation modeling was used to analyze the data. Attitude and subjective norm were found to have a direct influence on consumer purchasing intention. Perceived behavioral control and perceived expensiveness were found to indirectly influence intention through attitude. Awareness, an external variable, was found to indirectly influence intention and directly influence attitude and perceived behavioral controls. Implications for organic clothing retailers are discussed. Journal: Journal of Global Fashion Marketing Pages: 308-321 Issue: 4 Volume: 5 Year: 2014 Month: 10 X-DOI: 10.1080/20932685.2014.925327 File-URL: http://hdl.handle.net/10.1080/20932685.2014.925327 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:4:p:308-321 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_955161_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: The Editors Title: Erratum Abstract: This special issue of the Journal of Global Fashion Marketing, “Fashion and Smart Virtual Reality”, focused on aspects of innovative business solutions for strategic fashion marketing. The articles represent the broad range of research being conducted by global researchers focusing on fashion retail technology. Importantly, the articles provide insights to enable practitioners and academic researchers to build a comprehensive framework for strategic technology conversion for effective marketing communications, visual merchandising and smart virtual retailing in the fashion market. Journal: Journal of Global Fashion Marketing Pages: 322-322 Issue: 4 Volume: 5 Year: 2014 Month: 10 X-DOI: 10.1080/20932685.2014.955161 File-URL: http://hdl.handle.net/10.1080/20932685.2014.955161 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:4:p:322-322 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_971489_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ho Jung Choo Author-X-Name-First: Ho Jung Author-X-Name-Last: Choo Author-Name: So-Yeon Yoon Author-X-Name-First: So-Yeon Author-X-Name-Last: Yoon Title: Visual merchandising strategies for fashion retailers Abstract: This article discusses the emerging role of visual merchandising for fashion retailers as a competitive strategy. Three research papers are introduced for the Journal of Global Fashion Marketing's 2014 special issue on visual merchandising. The fashion retail market has been changing faster than any other market and this change is not a gradual one; it is, rather, revolutionary. One of the most important factors leading this change is the emergence of online shopping, including all different kinds of non-brick-and-mortar commerce through mobile devices, television and kiosks. Fashion retailers who maintain their physical stores must cope with the raised expectations and evolved shopping habits of customers, who are concurrently able to enjoy cyber shopping anywhere in the world. Journal: Journal of Global Fashion Marketing Pages: 1-3 Issue: 1 Volume: 6 Year: 2015 Month: 1 X-DOI: 10.1080/20932685.2014.971489 File-URL: http://hdl.handle.net/10.1080/20932685.2014.971489 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:1:p:1-3 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_971491_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Karinna Nobbs Author-X-Name-First: Karinna Author-X-Name-Last: Nobbs Author-Name: Kar Mun Foong Author-X-Name-First: Kar Mun Author-X-Name-Last: Foong Author-Name: Jonathan Baker Author-X-Name-First: Jonathan Author-X-Name-Last: Baker Title: An exploration of fashion visual merchandising and its role as a brand positioning device Abstract: In today's globally competitive and dynamic fashion environment every clothing and lifestyle brand, from the largest luxury conglomerate to the independent market stall trader, utilises one if not more elements and principles of visual merchandising (VM). This exploratory study aimed to investigate this under-researched marketing tool within the context of a window display's role in communicating the brand's identity and position in the marketplace. Using a qualitative two-phase approach of non-participant store observations and in-depth interviews with visual merchandisers, the research focused on two main elements of window display: color and lighting. Undertaking a comparison between the VM window display techniques of high street and luxury fashion brands, the primary research demonstrated that a clear difference in approach was evident and that this was dependent on the position in the marketplace. The paper concludes by identifying these differences. Journal: Journal of Global Fashion Marketing Pages: 4-19 Issue: 1 Volume: 6 Year: 2015 Month: 1 X-DOI: 10.1080/20932685.2014.971491 File-URL: http://hdl.handle.net/10.1080/20932685.2014.971491 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:1:p:4-19 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_971495_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ha Kyung Lee Author-X-Name-First: Ha Kyung Author-X-Name-Last: Lee Author-Name: So-Yeon Yoon Author-X-Name-First: So-Yeon Author-X-Name-Last: Yoon Author-Name: Ji Yeon Lee Author-X-Name-First: Ji Yeon Author-X-Name-Last: Lee Author-Name: Ha Bin Kim Author-X-Name-First: Ha Bin Author-X-Name-Last: Kim Author-Name: Hyun Jin Kwon Author-X-Name-First: Hyun Jin Author-X-Name-Last: Kwon Author-Name: Hyo Jeong Kang Author-X-Name-First: Hyo Jeong Author-X-Name-Last: Kang Author-Name: Hee Jin Hur Author-X-Name-First: Hee Jin Author-X-Name-Last: Hur Author-Name: Mi-Ah Lee Author-X-Name-First: Mi-Ah Author-X-Name-Last: Lee Author-Name: Dae Geun Jun Author-X-Name-First: Dae Geun Author-X-Name-Last: Jun Title: The effects of sale signs on consumer intentions to visit a store Abstract: This study examines consumer attention to and the perceived aesthetics of sale signs, such as the designs (size and color) of the Point of Purchase (POP) sale signs outside shops, and how these factors affect consumer intention to visit a shop based on expectation regarding the stores. External store stimuli were created using the Sketchup 8 software package. Research found that influences on intention to visit a store can differ depending on how the sale signs are perceived. Consumer expectations of the store can differ depending on the size of sale signs and the colors employed. We expect that the outcomes of this study will aid fashion brands in designing sale signs that reflect their brand value and image. Sale sign planning and utilization as a part of the strategy will be the key factor that can affect consumer behavior. Journal: Journal of Global Fashion Marketing Pages: 20-32 Issue: 1 Volume: 6 Year: 2015 Month: 1 X-DOI: 10.1080/20932685.2014.971495 File-URL: http://hdl.handle.net/10.1080/20932685.2014.971495 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:1:p:20-32 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_971502_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Eunsoo Baek Author-X-Name-First: Eunsoo Author-X-Name-Last: Baek Author-Name: Ho Jung Choo Author-X-Name-First: Ho Jung Author-X-Name-Last: Choo Author-Name: So-Yeon Yoon Author-X-Name-First: So-Yeon Author-X-Name-Last: Yoon Author-Name: Hyein Jung Author-X-Name-First: Hyein Author-X-Name-Last: Jung Author-Name: Gahoi Kim Author-X-Name-First: Gahoi Author-X-Name-Last: Kim Author-Name: Hyesun Shin Author-X-Name-First: Hyesun Author-X-Name-Last: Shin Author-Name: Hyunchul Kim Author-X-Name-First: Hyunchul Author-X-Name-Last: Kim Author-Name: Hyunsook Kim Author-X-Name-First: Hyunsook Author-X-Name-Last: Kim Title: An exploratory study on visual merchandising of an apparel store utilizing 3D technology Abstract: To provide a competitive edge against the rapid growth of online stores, offline stores' physical environments have become more important in attracting consumers. Visual design and display of items and décor for better communication with consumers is known as visual merchandising (VM), which enhances shoppers' in-store exploration and experience. This study investigates the effect of an apparel store's VM on consumers' response with the S-O-R model. Theme-centric and product-centric VM strategies are suggested as the two representative types, and were thus designed and actualized via 3D technology using SketchUp 8. A short video clip was used to enhance the reality of store environment in examining consumers' evaluation toward VM elements (S), emotional response (O) and approach behaviors (R). This study suggests fundamental classification of VM types for retailers to support the development of VM strategies in design of differentiated store environments. Journal: Journal of Global Fashion Marketing Pages: 33-46 Issue: 1 Volume: 6 Year: 2015 Month: 1 X-DOI: 10.1080/20932685.2014.971502 File-URL: http://hdl.handle.net/10.1080/20932685.2014.971502 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:1:p:33-46 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_926131_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Tae-Im Han Author-X-Name-First: Tae-Im Author-X-Name-Last: Han Author-Name: Nancy A. Rudd Author-X-Name-First: Nancy A. Author-X-Name-Last: Rudd Title: Images of beauty: Sex, race, age, and occupational analysis of fashion magazine covers Abstract: The purpose of this research was to examine the manner in which fashion magazine covers portray ideal female and male images in various countries from western and eastern cultures. Content analysis of Vogue and GQ from four countries (the U.S.A., England, Korea and Japan) was conducted to determine whether a trend exists in presenting certain types of models. Overall, the characteristics of Vogue cover models were more homogeneous compared to GQ cover models in all four countries, with respect to sex, race, occupation and age. Perhaps the reason for this is that social standards for the ideal image are narrower for women than men. Thus, women would likely feel more pressure than men to create their appearance in keeping with the standards of beauty considered to be socially acceptable. Journal: Journal of Global Fashion Marketing Pages: 47-59 Issue: 1 Volume: 6 Year: 2015 Month: 1 X-DOI: 10.1080/20932685.2014.926131 File-URL: http://hdl.handle.net/10.1080/20932685.2014.926131 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:1:p:47-59 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_907608_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Maria Rosaria Marcone Author-X-Name-First: Maria Rosaria Author-X-Name-Last: Marcone Title: Creativity–decision processes: the case of Italian luxury fashion Abstract: This study analyzes Italian knitwear manufacturers that operate in international consumer and business markets, and assesses the different forms of competition that exist between them. The purpose of the research is to analyze the different positioning of these firms within the chain of production that they belong to. A framework is proposed to study firms that deal with fashion, that operate in different competitive contexts and that have to launch new products frequently. Sweater manufacturers adopt marketing strategies that are based on a constant growth of marketing capacity (specialized and structural), in order to allow them to enjoy a leading role in micro-segments of world markets. Through multiple case studies, this paper provides a deeper understanding of the strategic decisions regarding marketing and productive activities. The purpose of the paper is to describe and discuss how the integration of intra-organizational competence affects the creative processes of firms. The paper contributes to research on creativity through discussing the issue in the context of interaction and provides many implications for management practice and avenues for future academic research. Journal: Journal of Global Fashion Marketing Pages: 60-74 Issue: 1 Volume: 6 Year: 2015 Month: 1 X-DOI: 10.1080/20932685.2014.907608 File-URL: http://hdl.handle.net/10.1080/20932685.2014.907608 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:1:p:60-74 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_999011_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyejune Park Author-X-Name-First: Hyejune Author-X-Name-Last: Park Author-Name: Youn-Kyung Kim Author-X-Name-First: Youn-Kyung Author-X-Name-Last: Kim Title: Can a fashion brand be social?: The role of benefits of brand community within social network sites Abstract: Social network sites (SNS) are at the center of social media marketing efforts to engage customers and promote fashion brands. In particular, a growing number of fashion firms implement brand communities via various SNSs, such as Facebook, in order to develop meaningful interactions and relationships with their customers. This study identifies the specific benefits perceived by consumers of fashion brand communities embedded in an SNS (BSNS) and examines the impacts of these benefits on consumers' brand relationships and brand loyalty. After qualitative exploration of the community to understand the practice of BSNS, a quantitative method was utilized to test the hypothesized relationships. The results provide general support for the positive effect of BSNS benefits on outcome variables. Practical managerial suggestions and theoretical implications are provided. Journal: Journal of Global Fashion Marketing Pages: 75-86 Issue: 2 Volume: 6 Year: 2015 Month: 4 X-DOI: 10.1080/20932685.2014.999011 File-URL: http://hdl.handle.net/10.1080/20932685.2014.999011 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:2:p:75-86 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_999013_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ahmed Rageh Ismail Author-X-Name-First: Ahmed Rageh Author-X-Name-Last: Ismail Title: Leveraging the potential of word of mouth: The role of love, excitement and image of fashion brands Abstract: This study seeks to test a research framework designed to explain the direct effects of fashion brand love, image and excitement upon word of mouth in two different contexts. Using data collected from two different countries (the United Kingdom and Switzerland), the survey instrument was tested for reliability and validity using confirmatory factor analysis. Hypotheses were then developed related to the consumer-brand relationship across the two countries, which were then tested using structural equation modeling. The findings showed that there is a significant relationship between excitement and brand image, brand love and word of mouth. This is particularly true in both samples. The impact of brand image on word of mouth was not found to be significant in the two countries in the study. The primary limitation of the study is that the two sampled countries were European. Additionally, the results of the study present a preliminary investigation that can only be validated through further research. The study explains the relationships among different branding constructs to maximize word of mouth in a wide range of market environments. Although aspects of consumer–brand relationships have been heavily studied in the US market, much less research exists across markets in a non-US context. This paper redresses this imbalance. Journal: Journal of Global Fashion Marketing Pages: 87-102 Issue: 2 Volume: 6 Year: 2015 Month: 4 X-DOI: 10.1080/20932685.2014.999013 File-URL: http://hdl.handle.net/10.1080/20932685.2014.999013 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:2:p:87-102 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_999009_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Michelle R. Nelson Author-X-Name-First: Michelle R. Author-X-Name-Last: Nelson Author-Name: Sameer Deshpande Author-X-Name-First: Sameer Author-X-Name-Last: Deshpande Author-Name: Alexandra M. Vilela Author-X-Name-First: Alexandra M. Author-X-Name-Last: Vilela Title: Exploring first- versus third-person perceptions of product placement influence on consumption and fashion in India Abstract: This research highlights the influence of globalization in Indian films (including product placement – PPL) and fashion, gauging perceived effects of PPL on self and others among Indian audiences. Although critics assume media effects, little is known about how audiences feel about the changes in the film industry, or the perceived influences of film on fashion and consumption imagery. Across two studies, we seek to fill those research gaps. Featuring 32 interviews, Study 1 revealed a relationship between fashion in film and in real life. Perceived effects of PPLs on self were found only among younger women; other respondents believed that others (“youngsters”) were affected more than they were, in line with third-person perception theory. In Study 2, a survey gauging 158 Indians' beliefs about perceived effects of PPL on self versus others showed that gender and attitude toward PPL influenced the nature of the perceived effects. Both studies indicate that gender drives the perceived influence of PPL on consumption. Journal: Journal of Global Fashion Marketing Pages: 103-119 Issue: 2 Volume: 6 Year: 2015 Month: 4 X-DOI: 10.1080/20932685.2014.999009 File-URL: http://hdl.handle.net/10.1080/20932685.2014.999009 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:2:p:103-119 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_999012_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Siwon Cho Author-X-Name-First: Siwon Author-X-Name-Last: Cho Author-Name: Jane E. Workman Author-X-Name-First: Jane E. Author-X-Name-Last: Workman Title: Effects of need for touch, centrality of visual product aesthetics and gender on channel preference for apparel shopping Abstract: The purpose of this study was to examine how apparel consumers' preference for physical or virtual shopping channels is related to gender and consumers' dispositional traits of need for touch (NFT) and centrality of visual product aesthetics (CVPA). A survey was conducted using a convenience sample of 276 US college students. Data were analyzed using descriptive statistics, MANOVA and ANOVA. Results of this study indicate that participants with high NFT or CVPA had a greater preference for virtual channels than participants with low NFT or CVPA. Gender by itself was not an important influence in preference for shopping channels; however, the results of this study revealed that gender interacted with NFT and CVPA on preference for virtual channels. Men with high NFT or CVPA showed the highest preference for virtual channels, while women with high NFT or CVPA did not differ from other groups in their preference for virtual channels. There were no main effects and no interactions among variables on preference for physical channels. This study is the first to investigate the interactions of gender with NFT and CVPA in preference for apparel shopping channels. Journal: Journal of Global Fashion Marketing Pages: 120-135 Issue: 2 Volume: 6 Year: 2015 Month: 4 X-DOI: 10.1080/20932685.2014.999012 File-URL: http://hdl.handle.net/10.1080/20932685.2014.999012 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:2:p:120-135 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_984822_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gaetano Aiello Author-X-Name-First: Gaetano Author-X-Name-Last: Aiello Author-Name: Raffaele Donvito Author-X-Name-First: Raffaele Author-X-Name-Last: Donvito Author-Name: Laura Grazzini Author-X-Name-First: Laura Author-X-Name-Last: Grazzini Author-Name: Chris Halliburton Author-X-Name-First: Chris Author-X-Name-Last: Halliburton Author-Name: Beverly Wagner Author-X-Name-First: Beverly Author-X-Name-Last: Wagner Author-Name: Juliette Wilson Author-X-Name-First: Juliette Author-X-Name-Last: Wilson Author-Name: Bruno Godey Author-X-Name-First: Bruno Author-X-Name-Last: Godey Author-Name: Daniele Pederzoli Author-X-Name-First: Daniele Author-X-Name-Last: Pederzoli Author-Name: Iana Shokola Author-X-Name-First: Iana Author-X-Name-Last: Shokola Title: An international comparison of “Made in Italy” in the fashion, furniture and food sectors: An observational research study in France, Russia and The United Kingdom Abstract: The aim of this paper is to analyze how Made in Italy products are retailed in the international markets. The research investigates the level of coherence between Italy country image and the image of the stores where Italian brands are sold abroad; the focus is about the internationalization process of Italian firms producing and distributing high value goods in the fashion, furniture, food sectors with an explicit Italian Country-of-Origin (COO). The existent literature has considered and analyzed the relationships between Brand and COO and its effect on consumers' perceptions and behavior. However, less attention has been devoted in the understanding of the interaction between COO and point of sales. On the empirical side, using an observational methodology, the research investigates nine mono-brand and multi-brand retail stores in three international markets (France, Russia and The United Kingdom). Main findings show various degrees of the coherence level between the point of sales and Italian country image. In terms of managerial implications, the authors suggest value offer proposals with a positive Country image should emphasize not only brand and COO explicit connections but also recall the Country image in the store. Journal: Journal of Global Fashion Marketing Pages: 136-149 Issue: 2 Volume: 6 Year: 2015 Month: 4 X-DOI: 10.1080/20932685.2015.984822 File-URL: http://hdl.handle.net/10.1080/20932685.2015.984822 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:2:p:136-149 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_999010_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Irem Eren-Erdogmus Author-X-Name-First: Irem Author-X-Name-Last: Eren-Erdogmus Author-Name: Emine Cobanoglu Author-X-Name-First: Emine Author-X-Name-Last: Cobanoglu Author-Name: Isil Budeyri-Turan Author-X-Name-First: Isil Author-X-Name-Last: Budeyri-Turan Title: Exploring dimensions of brand personality for Generation Y in the apparel market: The case of Turkey Abstract: Successful apparel brand management calls for crafting brand imagery, such as brand personality, around the apparel brand. Building a brand personality around the apparel brand is one way to form an attachment between consumers and the brands they choose to wear on the grounds of self-identification. The aim of this study is to explore the applicability of Aaker's (1997) brand personality dimensions to apparel brands for Generation Y in Turkey, one third of whose population belongs to this generation. Generation Y consumers posit a profitable target market for apparel brands, based on the size of the group and its apparel consumption. The findings of the study confirm the widely accepted brand personality dimensions of sincerity, excitement, competence and sophistication. Ruggedness, on the other hand, was not extracted, probably due Generation Y's postmodern way of life. The study found a new apparel brand personality dimension, uniqueness, which might be elaborated in detail in future studies. Another dimension that appeared in this study was traditionalism, which confirmed previous brand personality studies in Turkey. Implications for apparel brand managers are provided in terms of how to communicate their brand personality alternatives to Generation Y through conducting various marketing mix activities. Journal: Journal of Global Fashion Marketing Pages: 150-161 Issue: 2 Volume: 6 Year: 2015 Month: 4 X-DOI: 10.1080/20932685.2014.999010 File-URL: http://hdl.handle.net/10.1080/20932685.2014.999010 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:2:p:150-161 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1032315_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Tun-Min (Catherine) Jai Author-X-Name-First: Tun-Min (Catherine) Author-X-Name-Last: Jai Author-Name: Tracie (Tsun-Yin) Tung Author-X-Name-First: Tracie (Tsun-Yin) Author-X-Name-Last: Tung Title: Fashion innovativeness, information technology innovativeness, and prior experience as factors influencing adoption of apparel mobile E-catalogs Abstract: The popularity of mobile devices has resulted in the proliferation of many emergent retailing platforms. One of the new inventions in the fields of mobile commerce and catalog shopping is mobile e-catalog apps. This study examines a causal model of how two aspects of domain-specific innovativeness – Fashion Innovativeness (FI) and Information Technology Innovativeness (ITI) – and prior experiences influence consumers’ decisions regarding the adoption of a new shopping platform: apparel Mobile E-catalog (MEC). A total of 217 usable responses were collected from US adult tablet users. The results indicate that respondents who have higher levels of FI and ITI and shop online more frequently have elevated Mobile E-catalog adoption intention. A post hoc analysis showed that 50% of the respondents were reluctant to unsubscribe from print catalogs, even when tablet versions of the catalogs were available. Findings suggest that US tablet users are not ready to suspend their use of print catalogs and switch solely to e-catalog versions. Therefore, providing both options to consumers may be a more effective strategy. Journal: Journal of Global Fashion Marketing Pages: 163-179 Issue: 3 Volume: 6 Year: 2015 Month: 7 X-DOI: 10.1080/20932685.2015.1032315 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1032315 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:3:p:163-179 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1032316_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gopal Das Author-X-Name-First: Gopal Author-X-Name-Last: Das Title: Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands Abstract: The present study explores the direct and indirect impacts, mediated through perceived quality, of self-congruity and brand familiarity on purchase intention in a fashion retail branding context. Subsequently, the study examines the moderating role of gender in the relationships between self-congruity, perceived quality and brand familiarity and purchase intention. A structured questionnaire was used to collect data from fashion retail store shoppers aged 18 years and above. A mall-intercept survey technique was employed to collect data in Kolkata, a metropolitan city in India. Multivariate data analysis techniques, such as exploratory factor analysis, and structural equation modeling were used to analyze the data (n = 374). Results reveal that self-congruity, perceived quality and brand familiarity positively influence purchase intention. Results also indicate that the indirect impacts of self-congruity and brand familiarity on purchase intention are stronger than the direct ones. Finally, results show that gender moderates the relationships between self-congruity and purchase intention, perceived quality and purchase intention and brand familiarity and purchase intention. The academic and managerial implications of these findings are further discussed. Journal: Journal of Global Fashion Marketing Pages: 180-193 Issue: 3 Volume: 6 Year: 2015 Month: 7 X-DOI: 10.1080/20932685.2015.1032316 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1032316 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:3:p:180-193 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1032319_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jie G. Fowler Author-X-Name-First: Jie G. Author-X-Name-Last: Fowler Author-Name: Timothy H. Reisenwitz Author-X-Name-First: Timothy H. Author-X-Name-Last: Reisenwitz Author-Name: Les Carlson Author-X-Name-First: Les Author-X-Name-Last: Carlson Title: Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads Abstract: The FDA has only focused upon the physical safety of cosmetics and has ignored the significant reasonability of advertising claims. As such, the present article is intended to examine/ascertain the extent to which cosmetics claims contain deceptive content in fashion ads. Through a content analysis, the study reported herein revealed that cosmetics claims were not evenly distributed. To that end, the preponderance of the claims appeared to be described primarily by three categories (scientific, performance and subjective). The results also showed that more cosmetics claims were classified as deceptive than were deemed as acceptable. Close examination of these trends revealed that, for instance, most superiority claims were categorized as false, whereas scientific claims tended to be classified as vague or as omitting important information. Furthermore, performance claims were likely to be viewed as vague and endorsement claims were seen to be acceptable. The study concludes with practical and public policy suggestions that need to be addressed by advertisers and the FDA. Journal: Journal of Global Fashion Marketing Pages: 194-206 Issue: 3 Volume: 6 Year: 2015 Month: 7 X-DOI: 10.1080/20932685.2015.1032319 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1032319 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:3:p:194-206 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1032318_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jihyun Kim Author-X-Name-First: Jihyun Author-X-Name-Last: Kim Author-Name: Hyun-Hwa Lee Author-X-Name-First: Hyun-Hwa Author-X-Name-Last: Lee Title: Impacts of U.S. affluent consumers' luxury goods consumption beliefs on repeat purchases of luxury goods: Generational and gender comparison analyses Abstract: This study examined the influences of affluent US consumers' beliefs about luxury consumption of goods on their repeat purchases of luxury goods in a multichannel retail environment. We also compared luxury goods consumption beliefs among different generations and gender groups. From a national US sample, we obtained 1066 usable responses, using a self-administered online survey. We used univariate and multivariate analyses to examine the research questions. The consumers' beliefs about luxury goods consumption resulted in four dimensions: (1) importance of signaling status through luxury goods consumption, (2) knowledge about luxury goods and brands, (3) experiential aspect of a luxury retailer, and (4) luxury goods purchase and consumption experiences. We found significant mean differences among generational cohorts in Factors 1, 3 and 4. As proposed, female affluent consumers predominantly exhibited statistically higher mean scores on all four factors as compared to their male counterparts. By comparing generational cohorts and genders with regard to their luxury consumption beliefs and their repeat luxury goods purchases made at department stores, this paper offers insights into affluent US consumers' beliefs and actual behavior that are of value for the managerial strategic directions in luxury manufacturing and retailing industries. Journal: Journal of Global Fashion Marketing Pages: 207-221 Issue: 3 Volume: 6 Year: 2015 Month: 7 X-DOI: 10.1080/20932685.2015.1032318 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1032318 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:3:p:207-221 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1032314_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ian Phau Author-X-Name-First: Ian Author-X-Name-Last: Phau Author-Name: Min Teah Author-X-Name-First: Min Author-X-Name-Last: Teah Author-Name: Aaron Lim Author-X-Name-First: Aaron Author-X-Name-Last: Lim Author-Name: Ryan Ho Author-X-Name-First: Ryan Author-X-Name-Last: Ho Title: A brief affair with underwear: Uniqueness and innovativeness in male underwear brand purchases Abstract: This study investigates the role of consumers' need for uniqueness and fashion innovativeness when purchasing a male underwear brand. Data were collected from male participants through an intercept method in malls, public arenas and university campuses in Western Australia. A total of 388 usable questionnaires were returned. Data were analysed using factor analysis, multiple regression analysis and mediation analysis. It was found that male consumers' need for uniqueness is a uni-dimensional concept in the context of male underwear. Emotional value had the strongest and most significant effect on purchase intentions. Brand perceptions were found to have no effect on innovative consumers' purchase intention toward an underwear brand. This article adds knowledge in the area of marketing of male underwear and gives managers an understanding of the impact of uniqueness with respect to purchase intention toward a male underwear brand. Most studies on the consumer's need for uniqueness and consumer innovativeness have focused on public fashion apparel; this study, meanwhile, focuses on private, intimate products. Journal: Journal of Global Fashion Marketing Pages: 222-235 Issue: 3 Volume: 6 Year: 2015 Month: 7 X-DOI: 10.1080/20932685.2015.1032314 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1032314 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:3:p:222-235 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1032317_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Su Yun Bae Author-X-Name-First: Su Yun Author-X-Name-Last: Bae Author-Name: Nancy Rudd Author-X-Name-First: Nancy Author-X-Name-Last: Rudd Author-Name: Anil Bilgihan Author-X-Name-First: Anil Author-X-Name-Last: Bilgihan Title: Offensive advertising in the fashion industry: Sexual objectification and ethical judgments of consumers Abstract: Facebook pages of two selected companies were examined: Dolce & Gabbana (D&G) and American Apparel (AA). The current study compares two brands with different target markets, products, and price points, both of which are known for their provocative and controversial advertising campaigns. This study aims to understand consumers' perceptions of the controversial marketing practices based on the two theories of sexual objectification and ethical judgments, using qualitative content analysis. Our findings confirm that sexual appeal is no longer a compelling factor in advertising for consumers. Consumers noted problems with branding strategies that have been used by AA, claiming such advertising harms their brand image. Considering the brand's financial struggles and media criticism aimed at it, it would seem wise for AA to cease its inappropriate marketing campaigns and focus on ethical marketing claims. It is time for the company to consider its role in social responsibility from both the ideological and utilitarian visions of ethics to balance social responsibility and profitability. Journal: Journal of Global Fashion Marketing Pages: 236-249 Issue: 3 Volume: 6 Year: 2015 Month: 7 X-DOI: 10.1080/20932685.2015.1032317 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1032317 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:3:p:236-249 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1070679_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Georgia Liapati Author-X-Name-First: Georgia Author-X-Name-Last: Liapati Author-Name: Ioannis Assiouras Author-X-Name-First: Ioannis Author-X-Name-Last: Assiouras Author-Name: Jean-Marc Decaudin Author-X-Name-First: Jean-Marc Author-X-Name-Last: Decaudin Title: The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing Abstract: The purpose of this study is to explain the paths that lead to impulse purchasing of fashion products by investigating, for the very first time, the role of brand love in impulse purchasing. In this research, impulse purchasing is defined as the strong and unexpected desire to purchase a product without having pre-shopping intentions to buy it. A theoretical model of fashion-product impulse-buying was developed, by examining the associations between fashion involvement, brand love, hedonic consumption tendency, positive affect, fashion impulse tendency, shopping enjoyment, browsing, available budget and urge to impulse-buy a fashion product. The urge to impulse-buy a fashion product can be explained mainly by fashion involvement, which directly and indirectly influences several related variables, such as shopping enjoyment, browsing and fashion impulse tendency. On the other hand, brand love and hedonic consumption tendency increase the positive affect that consumers feel when visiting stores, which stimulates them to impulse-buy fashion products. Finally, the impulse purchase is influenced by urge and available budget. Journal: Journal of Global Fashion Marketing Pages: 251-264 Issue: 4 Volume: 6 Year: 2015 Month: 10 X-DOI: 10.1080/20932685.2015.1070679 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1070679 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:4:p:251-264 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1070682_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hye-Shin Kim Author-X-Name-First: Hye-Shin Author-X-Name-Last: Kim Author-Name: Eun-Young Shin Author-X-Name-First: Eun-Young Author-X-Name-Last: Shin Author-Name: An Cheng Author-X-Name-First: An Author-X-Name-Last: Cheng Author-Name: Sharron J. Lennon Author-X-Name-First: Sharron J. Author-X-Name-Last: Lennon Author-Name: Wing-sun Liu Author-X-Name-First: Wing-sun Author-X-Name-Last: Liu Title: Influence of design, workmanship, and familiarity on perceptions of country-of-origin apparel brands: A study of consumers in the US, China and Japan Abstract: This research examines how consumers (N = 627) from the three largest world economies, the US, China and Japan, perceive two major apparel brand image dimensions (design and workmanship) in conjunction with brand familiarity for country-of-origin (COO) apparel brands. Using the summary construct theory, this study examines how consumers from three major markets perceive COO brands from five different countries (US, France, Italy, Japan and China). Although results showed design and workmanship to have significant influence on consumers' brand attitude for most COO brands, these two dimensions did not necessarily determine brand attitude for all COO brands. The relationship between brand familiarity and brand attitude was strong for almost all COO brands across the three sample groups. However, consumers from the three markets perceived and evaluated COO brands differently. Only a few cases of interaction between design and workmanship on familiarity were found for the US and Chinese groups. The results offer information to global brands concerning differences in COO brand image perceptions within these respective consumer markets. Journal: Journal of Global Fashion Marketing Pages: 265-277 Issue: 4 Volume: 6 Year: 2015 Month: 10 X-DOI: 10.1080/20932685.2015.1070682 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1070682 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:4:p:265-277 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1070683_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jaeil Lee Author-X-Name-First: Jaeil Author-X-Name-Last: Lee Author-Name: Yoon-Jung Lee Author-X-Name-First: Yoon-Jung Author-X-Name-Last: Lee Title: Acculturation for fashion consumer behavior: A case of Korean–American families Abstract: The purpose of this study was to examine how parents and children of an immigrant family interact with each other in their process of acculturation to become fashion consumers in a new culture. In-depth interviews were conducted with 18 young adults to study the differences and interactions between parents and children of Korean-American families in relation to fashion-related values, attitudes and behaviors. A strong relationship between the values of parents and children was found in the Korean-American families interviewed. Two roles of fashion in relation to the acculturation process of Korean-American families were identified in this study. The two roles are, first as an indicator and second as a facilitator of acculturation. The results of this study provide a better understanding of intergenerational interaction in immigrant families who are leading transnational lives and the significance of fashion in their acculturation process as a medium of culture. This information will be useful in developing intervention programs that mediate acculturation of Korean-Americans, as well as other immigrant families. The process and characteristics of fashion-related behavior, one's ethnic identity and the value adoption of Korean-Americans were identified through this study. Journal: Journal of Global Fashion Marketing Pages: 278-291 Issue: 4 Volume: 6 Year: 2015 Month: 10 X-DOI: 10.1080/20932685.2015.1070683 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1070683 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:4:p:278-291 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1070681_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyun Ju Kwon Author-X-Name-First: Hyun Ju Author-X-Name-Last: Kwon Author-Name: Thomas M. Brinthaupt Author-X-Name-First: Thomas M. Author-X-Name-Last: Brinthaupt Title: The motives, characteristics and experiences of US Black Friday shoppers Abstract: Despite the popularity of Black Friday (BF) shopping, there is surprisingly little research on shoppers' Black Friday motivations, characteristics, experiences and behaviors. The purpose of this study was to examine a broad range of Black Friday shopping behaviors and experiences, as well as the relationships between Black Friday shoppers' motivations and experiences. In this study, we collected data from consumers who did and did not participate in BF shopping during the most recent holiday season. As expected, compared to non-shoppers, Black Friday shoppers reported higher levels of hedonic shopping motivations. In particular, Black Friday shoppers appear to be especially attracted to experiences of pleasurable shopping emotions and the BF holiday may be particularly good at stimulating and satisfying those emotions. In addition, Black Friday shoppers with more positive experiences reported more extensive shopping behaviors and reported shopping for products that were similar to those products that they shop for on a regular monthly basis. Although the participants were primarily college-aged, examining these measures with a greater age range would also be worthwhile. We discuss the implications of our results for online shopping, other seasonal shopping events and cross-cultural differences. Implications for retailer marketing strategies are also discussed. Journal: Journal of Global Fashion Marketing Pages: 292-302 Issue: 4 Volume: 6 Year: 2015 Month: 10 X-DOI: 10.1080/20932685.2015.1070681 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1070681 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:4:p:292-302 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1070680_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gary Warnaby Author-X-Name-First: Gary Author-X-Name-Last: Warnaby Author-Name: Varvara Kharakhorkina Author-X-Name-First: Varvara Author-X-Name-Last: Kharakhorkina Author-Name: Charlotte Shi Author-X-Name-First: Charlotte Author-X-Name-Last: Shi Author-Name: Margherita Corniani Author-X-Name-First: Margherita Author-X-Name-Last: Corniani Title: Pop-up retailing: Integrating objectives and activity stereotypes Abstract: The purpose of this paper is to provide an overview of pop-up retailing, which is, to date, a relatively neglected element in the retailing literature. Pop-up retailing can be defined in terms of an experientially orientated consumer–brand interaction, taking place within a particular, albeit temporary, “territory”. Given the limited extant academic literature, the paper briefly outlines antecedents that provide a broader theoretical context for the study of pop-up retailing, in particular experiential marketing and customer experience management, retail environments and atmospherics. It then moves on to identify more strategic objectives that pop-up retail activities could potentially contribute toward achieving, conceptualized in terms of communicational, experiential, transactional and testing objectives, before identifying four different general stereotypes of pop-up retailing. These are the product showcase/anthology, the brand pantheon, the tribal gathering and the market tester. These objectives and stereotypes are not mutually exclusive, and their interaction is highlighted via an exploratory case study of one pop-up activity developed by the fashion brand Marisota, held in April 2014 in Manchester, UK. The paper proposes an initial classificatory schema of pop-up activity and concludes with an agenda for future research in this relatively neglected area. Journal: Journal of Global Fashion Marketing Pages: 303-316 Issue: 4 Volume: 6 Year: 2015 Month: 10 X-DOI: 10.1080/20932685.2015.1070680 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1070680 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:4:p:303-316 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1105111_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Siming Gu Author-X-Name-First: Siming Author-X-Name-Last: Gu Author-Name: Hyejeong Kim Author-X-Name-First: Hyejeong Author-X-Name-Last: Kim Title: What drives customers to use retailers’ Facebook pages? Predicting consumers’ motivations and continuance usage intention Abstract: The emergence of social networking sites (SNSs) has changed business–consumer communication and become one of the major marketing tools in current retailing, including fashion retailing. Implementing SNSs in their businesses is no longer an option for retailers but a requirement. This study examined factors related to cognitive, social integrative, and hedonic benefits influencing consumers’ extrinsic and intrinsic motivations, which in turn predict their intent to continue to use retailers’ Facebook pages. Using a web-based survey and college students as a sample, this study collected 404 usable responses. This study revealed that information quality and sense of community influenced perceived usefulness and enjoyment. Vividness of information and entertainment affected only perceived enjoyment while interactivity influenced only perceived usefulness. The antecedents of consumer’s motivations indirectly influenced intent to continue to use retailers’ Facebook pages via perceived usefulness and/or perceived enjoyment. The findings of this study provide retailers with valuable insights about what drives customers to use their Facebook pages and how to design their Facebook pages to attract customers and expand their fan base. This study fills a gap in the literature by integrating external factors to predict customers’ intrinsic and extrinsic motivations for using retailers’ Facebook pages. Journal: Journal of Global Fashion Marketing Pages: 1-14 Issue: 1 Volume: 7 Year: 2016 Month: 1 X-DOI: 10.1080/20932685.2015.1105111 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1105111 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:1:p:1-14 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1105109_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Christine Kim Author-X-Name-First: Christine Author-X-Name-Last: Kim Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Author-Name: Jaeyun Koh Author-X-Name-First: Jaeyun Author-X-Name-Last: Koh Title: Consumer attitudes and purchase intentions toward fashion counterfeits: Moderating the effects of types of counterfeit goods and consumer characteristics Abstract: Designers’ creative rights must be protected in terms of intellectual property rights, but current legal protections for fashion design are insufficient. The fashion market is rife with counterfeit goods. In this study, we (1) examine consumer attitudes toward counterfeit goods as they affect purchase intentions, (2) identify differences between consumer attitude and purchase intention by types of counterfeit goods (TCG including design and trademark piracy), and (3) measure consumer characteristics – purchase experience of luxury goods (PELG), purchase experience of counterfeit goods (PECG), nationality, and level of legal knowledge (LLK) – as they moderate attitude and purchase intention. The study shows that consumer attitude toward counterfeit goods affects purchase intention. TCG has a partially moderating effect between attitude and purchase intention. All consumer characteristics except PECG can moderate attitude and purchase intention. Korean consumers have a high LLK about fashion design protection and negative attitudes toward counterfeit goods, but in reality willingly buy counterfeit goods. To bridge the gap between perception and reality, consumers must be educated to know that they should only purchase legal brands. In addition, legislation and law enforcement must be strengthened. Journal: Journal of Global Fashion Marketing Pages: 15-29 Issue: 1 Volume: 7 Year: 2016 Month: 1 X-DOI: 10.1080/20932685.2015.1105109 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1105109 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:1:p:15-29 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1110042_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jessie Chen-Yu Author-X-Name-First: Jessie Author-X-Name-Last: Chen-Yu Author-Name: Siwon Cho Author-X-Name-First: Siwon Author-X-Name-Last: Cho Author-Name: Doris Kincade Author-X-Name-First: Doris Author-X-Name-Last: Kincade Title: Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust Abstract: With continuous growth in online apparel shopping, many consumers have experience not only in purchasing brand products online, but also in making repeat purchases. Although repeat purchases are critical to the success of branded companies, especially in online apparel shopping, limited academic research is found examining factors that influence online shoppers’ intent to repurchase apparel of a particular brand. This research investigated the effects of four types of brand perception (i.e. brand experience, brand image-congruence, brand affect, brand trust) on brand repurchase intent in online apparel shopping. An online survey was conducted with a US national sample of 217 online apparel shoppers who had purchased and worn products from a particular apparel brand. Bootstrapping Structural Equation Modeling was used to test the proposed model and research hypotheses. The findings showed that brand experience and brand image-congruence were antecedents of brand affect. Brand image-congruence and brand affect significantly influenced brand trust. Brand image-congruence and brand trust also had direct effects on brand repurchase intent in online apparel shopping. Journal: Journal of Global Fashion Marketing Pages: 30-44 Issue: 1 Volume: 7 Year: 2016 Month: 1 X-DOI: 10.1080/20932685.2015.1110042 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1110042 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:1:p:30-44 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1110041_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jamid Ul Islam Author-X-Name-First: Jamid Ul Author-X-Name-Last: Islam Author-Name: Zillur Rahman Author-X-Name-First: Zillur Author-X-Name-Last: Rahman Title: Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands Abstract: Organizations are making huge investments to embrace customer engagement. Customer engagement has become a central concept in customer–brand relationships. The empirical investigation of customer engagement is covered in previous literature, yet none of the studies so far have empirically examined the relationships between brand image and brand love simultaneously with regard to customer engagement in the fashion apparel context. This study is the first to investigate customer engagement in the context of fashion apparel. It examines the effects of brand image and brand love on customer engagement. Customer loyalty as an outcome of customer engagement is also studied. To collect data, self-administered questionnaires were distributed to 430 students, of whom 403 students returned the completed questionnaires. Structural equation modeling (SEM) using AMOS 20.0 software was used to test the hypotheses. Results reveal that brand image and brand love significantly influence customer engagement. Brand love was also found to act as a mediator between brand image and customer engagement. The results also reveal that customer engagement influences customer loyalty. The results can prove helpful to practitioners in engaging customers while branding and marketing their fashion apparel brands so as to build a loyal customer base. The development of the research model can also provide a stage for scholars to undertake future research. Journal: Journal of Global Fashion Marketing Pages: 45-59 Issue: 1 Volume: 7 Year: 2016 Month: 1 X-DOI: 10.1080/20932685.2015.1110041 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1110041 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:1:p:45-59 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1105110_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mi Jin Kim Author-X-Name-First: Mi Jin Author-X-Name-Last: Kim Author-Name: Mi Young Lee Author-X-Name-First: Mi Young Author-X-Name-Last: Lee Title: “It’s not just a winter parka”: The meaning of branded outdoor jackets among Korean adolescents Abstract: The purpose of this study is to explore the meaning of the popularity of branded outdoor jackets among Korean adolescents. In-depth interviews with 13 teenage middle-school girls who had purchased and worn branded outdoor winter jackets, along with a semi-structured questionnaire, were conducted. Three themes emerged from the responses in terms of the motivations for adolescents’ preferences toward branded outdoor jackets: media effects, peer pressure to conform, and parents’ suggestions. Three themes also emerged concerning the meaning of wearing branded outdoor winter jackets: the development of a hierarchy, the internalization of this hierarchy, and a framework for use with other fashion brands. The findings of this research may serve as an initial attempt to address Korean adolescents’ unique clothing behavior associated with branded outdoor sports jackets, to understand the adolescent market, and to provide the basis for identifying factors related to adolescents’ fashion brand choices and for increasing extant knowledge of their brand perceptions. Journal: Journal of Global Fashion Marketing Pages: 60-71 Issue: 1 Volume: 7 Year: 2016 Month: 1 X-DOI: 10.1080/20932685.2015.1105110 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1105110 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:1:p:60-71 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1131430_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Min-Young Lee Author-X-Name-First: Min-Young Author-X-Name-Last: Lee Author-Name: Jooeun Sung Author-X-Name-First: Jooeun Author-X-Name-Last: Sung Title: Sustainability and management in fashion, design and culture Abstract: This special issue of Journal of Global Fashion Marketing is titled “Sustainability and Management in Fashion, Design, and Culture”. Sustainability is a multi-dimensional issue that requires a more complex and holistic understanding of humans and their lives. Since the early 1990s, sustainability has been included in studies of fashion, design and culture in various ways. These four articles represent the broad range of research being conducted by global researchers who focus on sustainability. The articles, providing insights into consumers’ knowledge, attitude, behavior and perceptions toward sustainable products, will increase practitioners’ and academic researchers’ understanding of effective marketing and merchandising practices related to sustainable products. Journal: Journal of Global Fashion Marketing Pages: 73-75 Issue: 2 Volume: 7 Year: 2016 Month: 4 X-DOI: 10.1080/20932685.2015.1131430 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1131430 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:2:p:73-75 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1131433_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Amrut Sadachar Author-X-Name-First: Amrut Author-X-Name-Last: Sadachar Author-Name: Frayen Feng Author-X-Name-First: Frayen Author-X-Name-Last: Feng Author-Name: Elena E. Karpova Author-X-Name-First: Elena E. Author-X-Name-Last: Karpova Author-Name: Srikant Manchiraju Author-X-Name-First: Srikant Author-X-Name-Last: Manchiraju Title: Predicting environmentally responsible apparel consumption behavior of future apparel industry professionals: The role of environmental apparel knowledge, environmentalism and materialism Abstract: The present study explored several critical constructs related to environmentally responsible apparel consumption, which include environmentalism, materialism and knowledge of environmental issues pertaining to apparel products. The research focused on apparel merchandising and design students (n = 233) as future industry professionals who will soon be driving industry decisions in apparel production and consumption. A proposed research model was subject to confirmatory factor analysis and structural equation modeling. The model explained 58% of the variance in environmentally responsible apparel consumption behavior. Environmental apparel knowledge positively influenced environmentalism, and, in turn, environmentalism had a significant positive influence on environmentally responsible apparel consumption behavior. On the contrary, environmental apparel knowledge did not significantly influence materialism, and, in turn, materialism was not related to environmentally responsible apparel consumption behavior. Practical implications and limitations of the present study are also discussed. Journal: Journal of Global Fashion Marketing Pages: 76-88 Issue: 2 Volume: 7 Year: 2016 Month: 4 X-DOI: 10.1080/20932685.2015.1131433 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1131433 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:2:p:76-88 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1131434_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Tae-Im Han Author-X-Name-First: Tae-Im Author-X-Name-Last: Han Author-Name: Leslie Stoel Author-X-Name-First: Leslie Author-X-Name-Last: Stoel Title: The effect of social norms and product knowledge on purchase of organic cotton and fair-trade apparel Abstract: This research study examined the influence of different types of social norms (injunctive and descriptive) and product knowledge (subjective and objective) on consumers’ purchase of organic cotton and fair-trade apparel to clarify our understanding in this scholarly domain. An online survey was conducted among 500 Generation Y participants to examine purchasing behaviors toward the two products. Structural equation modeling (SEM) and independent t-tests were used to test the cause–effect relationships among constructs and to compare the results between the two product groups. Injunctive norms were more effective in encouraging positive attitudes while descriptive norms had a stronger effect on increasing purchase intentions of organic cotton and fair-trade apparel. Additionally, this study confirmed the important role of knowledge in the purchase process. Both objective and subjective knowledge significantly influenced attitudes toward purchasing the products. Journal: Journal of Global Fashion Marketing Pages: 89-102 Issue: 2 Volume: 7 Year: 2016 Month: 4 X-DOI: 10.1080/20932685.2015.1131434 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1131434 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:2:p:89-102 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1131435_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyun Min Kong Author-X-Name-First: Hyun Min Author-X-Name-Last: Kong Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Author-Name: Heeju Chae Author-X-Name-First: Heeju Author-X-Name-Last: Chae Author-Name: Pekka Mattila Author-X-Name-First: Pekka Author-X-Name-Last: Mattila Title: Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types Abstract: Companies in the fashion industry recognize sustainability as a major issue and are placing intensive efforts to incorporate it into their marketing strategies. Yet they face a stumbling block as most fashion consumers still have limited knowledge or clarification about sustainability. In addition, there is a lack of in-depth research regarding sustainable knowledge in the fashion industry, especially considering its importance in this field. Therefore, this study, analyzes sustainable knowledge to better understand which sources and types of knowledge are effective. Thus, the purpose of this study is as follows: (1) to examine the influence of sustainable knowledge sources on different types of sustainable knowledge; and (2) to examine the impact of these types of knowledge on sustainable consumer behavior. A total of 245 responses are collected in South Korea through an online survey for the final analysis. The proposed model and research hypotheses are tested using AMOS and SPSS programs. Results indicates that fashion consumers have a positive effect on corporate marketing information. Effectiveness and social knowledge also play an important role in forming attitude toward sustainable fashion products. In conclusion, fashion brands must identify and incorporate effective sources and types of sustainable knowledge into their marketing strategies to expand their business scope. Moreover, this study stands out for examining the specific role of sustainable knowledge in the fashion industry, thus providing a direction for future research. Journal: Journal of Global Fashion Marketing Pages: 103-119 Issue: 2 Volume: 7 Year: 2016 Month: 4 X-DOI: 10.1080/20932685.2015.1131435 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1131435 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:2:p:103-119 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1131436_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kimberly A. Miller-Spillman Author-X-Name-First: Kimberly A. Author-X-Name-Last: Miller-Spillman Author-Name: Min-Young Lee Author-X-Name-First: Min-Young Author-X-Name-Last: Lee Author-Name: Mary A. Graham Author-X-Name-First: Mary A. Author-X-Name-Last: Graham Author-Name: Bella Cho Author-X-Name-First: Bella Author-X-Name-Last: Cho Title: Consumer groups for Ghanaian fabric products, based on aesthetics and socially responsible shopping behavior Abstract: Recent fashion trends using African prints are combined with a desire to provide outreach to artisans in Ghana, West Africa, leading to an investigation of mainstream consumer groups in the United States. The purpose of this research was to identify US consumer segments based on aesthetic preferences, purchase intentions and socially responsible behavior (willingness to support artisans) with regard to products made from Ghanaian fabrics. This research identified ethnic apparel consumer segments based on consumer characteristics. First, Cultural Creatives, a psychographic scale, compared consumers regarding aesthetics/benefits of ethnic apparel and consumers’ willingness to support Ghanaian artisans. Next, clusters were compared according to demographics: age, ethnicity and education. Lastly, clusters were compared by purchase intention (of apparel and accessories), aesthetic preferences for fabrics (ie print size, as garment trim, as home furnishings) and social comfort (ie comfort wearing among others). By using multi-step cluster analysis, this study categorized respondents (N = 577) into three distinct segments: Artisan Shoppers, Holistic Shoppers and Ethnic Stylists. Based on the results, limitations and further research are discussed. Journal: Journal of Global Fashion Marketing Pages: 120-131 Issue: 2 Volume: 7 Year: 2016 Month: 4 X-DOI: 10.1080/20932685.2015.1131436 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1131436 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:2:p:120-131 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1130592_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Aela Salman Author-X-Name-First: Aela Author-X-Name-Last: Salman Author-Name: Ronald J. Ferguson Author-X-Name-First: Ronald J. Author-X-Name-Last: Ferguson Author-Name: Michèle Paulin Author-X-Name-First: Michèle Author-X-Name-Last: Paulin Author-Name: Kaspar Schattke Author-X-Name-First: Kaspar Author-X-Name-Last: Schattke Title: Gaining Millennial women’s support for a fashion show: Influence of fashion experiences, gender identity and cause-related Facebook appeals Abstract: The present research was designed to examine the effects of Millennial women’s past fashion experiences and gender identity on both online and offline support of a luxury fashion show from a cause-related social media perspective, while investigating the specific relative effects of manipulating the promotion of the fashion products and of the charitable cause. A Conditional Process Model proposed a direct effect of Millennial women’s history of fashion experiences on their online and offline support of a fashion show. Female gender identity was proposed as a mediator of this direct effect and the Facebook event page appeal (augmented cause versus augmented fashion) as the moderator. The participants were (N = 218) female Millennials at a Canadian university business school. Data collection was conducted online in two phases using Qualtrics. Gender identity was found to be an important predictor of online and offline support of a fashion show promoted on Facebook. It also significantly mediated any effect of Millennial women’s past fashion experiences on this event support. Also, compared to a normal product-oriented Facebook appeal, one that included an emotional link to the cause produced greater online and offline support for the fashion show and attracted a wider clientele. This unique online study of digitally savvy and socially conscious Millennial women can inform both fashion businesses and non-profit organizations of the mutual advantages of ensuring an adequate emphasis on the cause in their cause-related fashion marketing. It also brings to light the importance of addressing social media communication to characteristics of female gender identity. Journal: Journal of Global Fashion Marketing Pages: 132-146 Issue: 2 Volume: 7 Year: 2016 Month: 4 X-DOI: 10.1080/20932685.2015.1130592 File-URL: http://hdl.handle.net/10.1080/20932685.2015.1130592 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:2:p:132-146 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1166711_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sookhyun Kim Author-X-Name-First: Sookhyun Author-X-Name-Last: Kim Author-Name: Akira Shimizu Author-X-Name-First: Akira Author-X-Name-Last: Shimizu Author-Name: Raffaele Donvito Author-X-Name-First: Raffaele Author-X-Name-Last: Donvito Title: Italian fashion case study Abstract: This special section, “Italian Fashion Case Study”, is part of the Global Fashion Landscape project initiated by the Global Alliance of Marketing & Management Associations. Researchers and business leaders aspire to understand current trends, types and characteristics and their application to consumer behavior in leading fashion cities. Understanding consumer behavior in those major global fashion cities will affect the success of the fashion business in the future. The current special section shows the relevance of the link between fashion cities and fashion brands. It provides the opportunity for marketing scholars to investigate the transfer of culture and heritage of a city in the perception of fashion brands through different points of view. Undeniably, the reputation of a city and of the street where a store or a museum is located could influence fashion brands’ identity. Journal: Journal of Global Fashion Marketing Pages: 147-149 Issue: 3 Volume: 7 Year: 2016 Month: 7 X-DOI: 10.1080/20932685.2016.1166711 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1166711 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:3:p:147-149 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1166714_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gaetano Aiello Author-X-Name-First: Gaetano Author-X-Name-Last: Aiello Author-Name: Raffaele Donvito Author-X-Name-First: Raffaele Author-X-Name-Last: Donvito Author-Name: Laura Grazzini Author-X-Name-First: Laura Author-X-Name-Last: Grazzini Author-Name: Elisa Petrucci Author-X-Name-First: Elisa Author-X-Name-Last: Petrucci Title: The relationship between the territory and fashion events: The case of Florence and Pitti Immagine fashion fairs Abstract: The aim of this paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these characteristics are the basis of the fashion industry, which combines past, present and future in a constant state of renewal. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship between the city of Florence and its most important fashion events, Pitti Immagine fairs. Main findings show the distinctive elements of these events, highlighting the strong synergy and the mutual influence between Pitti Immagine fashion events and the territory of Florence. In terms of managerial implications, the authors suggest the existence of a mutual effect between the Florentine city and Pitti Immagine, both in terms of enhancement of the reputation and in terms of influence on fashion consumers’ behavior, acting in this territory. Journal: Journal of Global Fashion Marketing Pages: 150-165 Issue: 3 Volume: 7 Year: 2016 Month: 7 X-DOI: 10.1080/20932685.2016.1166714 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1166714 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:3:p:150-165 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1166715_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Francesco Capone Author-X-Name-First: Francesco Author-X-Name-Last: Capone Author-Name: Luciana Lazzeretti Author-X-Name-First: Luciana Author-X-Name-Last: Lazzeretti Title: Fashion and city branding: An analysis of the perception of Florence as a fashion city Abstract: The aim of the present work is to investigate the role of fashion in branding a city as a fashion city, through an analysis of tourists’ and fashion consumers’ perceptions of Florence, Italy. The analysis was based on how the city’s fashion industry and image were perceived by tourists and how such perceptions influenced their decisions to visit Florence. The data were gathered from a field survey carried out during the months of March and April 2015. A questionnaire was created and administered in person to tourists and fashion consumers around the via Tornabuoni, a famous luxury street in the historic city centre of Florence. Tourists’ and fashion consumers’ perceptions of the city’s image and its shopping opportunities were subsequently analysed. The results demonstrate the significant role that fashion plays in the global attractiveness of Florence as a fashion city by improving its image, promoting positive tourist perceptions and strengthening the competitiveness of local fashion brands and shops. Some interesting implications for managers of fashion brands and city marketers were also found, as both the branding and the status of Florence as a fashion city can influence the future success of the fashion industry. Journal: Journal of Global Fashion Marketing Pages: 166-180 Issue: 3 Volume: 7 Year: 2016 Month: 7 X-DOI: 10.1080/20932685.2016.1166715 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1166715 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:3:p:166-180 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1166716_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Giuseppe Bertoli Author-X-Name-First: Giuseppe Author-X-Name-Last: Bertoli Author-Name: Bruno Busacca Author-X-Name-First: Bruno Author-X-Name-Last: Busacca Author-Name: Maria Carmela Ostillio Author-X-Name-First: Maria Carmela Author-X-Name-Last: Ostillio Author-Name: Silvia Di Vito Author-X-Name-First: Silvia Author-X-Name-Last: Di Vito Title: Corporate museums and brand authenticity: Explorative research of the Gucci Museo Abstract: In this paper we explore the role played by a fashion company’s museum as a driver of brand authenticity. The museum could offer to its visitors a holistic view of the brand’s original culture and values, in a synthesis that integrates past and present, reinforcing the visitors’ connection to the brand. Drawing on the existing literature, this paper explores the attributes that, according to the objective and subjective dimensions of brand authenticity, characterize the role of corporate museums in the individual quest of authentic brands. Furthermore, in addition to the objective and subjective dimensions, the paper aims to understand how the brand’s authentication tools (pioneering, protagonist in history, stylistic continuity, geographic roots, personalization and characterization) may have been influenced by the perceptions of authenticity that the museum has preserved. Finally, according to the self-expressive dimension of brand authenticity, the paper explores how the brand’s authentication tools may have been influenced by the perceptions of authenticity of visit experience. This paper will focus on the museum created by Gucci. After a synthetic overview of the literature on brand authenticity, the methodology of explorative research will be explained, and finally the results obtained will be presented. Journal: Journal of Global Fashion Marketing Pages: 181-195 Issue: 3 Volume: 7 Year: 2016 Month: 7 X-DOI: 10.1080/20932685.2016.1166716 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1166716 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:3:p:181-195 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1162665_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yeo Jin Jung Author-X-Name-First: Yeo Jin Author-X-Name-Last: Jung Author-Name: Jiyoung Kim Author-X-Name-First: Jiyoung Author-X-Name-Last: Kim Title: Facebook marketing for fashion apparel brands: Effect of other consumers’ postings and type of brand comment on brand trust and purchase intention Abstract: The purpose of this research is to examine the effect of a brand’s comments in attenuating (enhancing) the negative (positive) influence on brand trust and purchase intention of other consumers’ postings on social media. To develop more precise results for this study, a 3 (brand comment: automated comment, personalized comment and no comment) × 3 (other consumers’ postings: positive, negative and mixed) experimental research design was employed. With total usable data of 530, MANOVA analysis examined the hypothesized relationships. Findings from the main test revealed brand comments have no effect on brand trust or purchase intention, while other consumers’ postings have a significant effect on consumers’ brand trust but not on purchase intention. Journal: Journal of Global Fashion Marketing Pages: 196-210 Issue: 3 Volume: 7 Year: 2016 Month: 7 X-DOI: 10.1080/20932685.2016.1162665 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1162665 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:3:p:196-210 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1167619_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Marie-Pier Delisle Author-X-Name-First: Marie-Pier Author-X-Name-Last: Delisle Author-Name: Marie-Agnès Parmentier Author-X-Name-First: Marie-Agnès Author-X-Name-Last: Parmentier Title: Navigating person-branding in the fashion blogosphere Abstract: Fashion blogs have received much attention since their emergence in 2002. Yet, little is known about how fashion bloggers succeed or fail in building their brand in the fashion industry. This article examines how fashion bloggers navigate person-brand building by focusing on how fashion bloggers accumulate – or fail to accumulate – status and audience, on the basis of a new form of capital and construct: person-brand capital. Based on an 18-month netnography in the fashion blogosphere and a Bourdieuian theoretical approach, we find that to build a strong person-brand, fashion bloggers must engage in at least two sets of practices that help fuel person-brand capital. Fashion bloggers must signal that they belong to and play a valuable role in the field of fashion and in the subfield of blogging. Our findings also demonstrate that engaging in practices rooted in either a lack of cultural capital in the field of fashion or weak social capital in the subfield of blogging can hinder person-brand capital development. Overall, our research provides insight into successful person-brand building in the fashion blogosphere and offers implications for fashion brands that want to benefit from the unique showcase that they can offer. Journal: Journal of Global Fashion Marketing Pages: 211-224 Issue: 3 Volume: 7 Year: 2016 Month: 7 X-DOI: 10.1080/20932685.2016.1167619 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1167619 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:3:p:211-224 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1205953_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Anna Perry Author-X-Name-First: Anna Author-X-Name-Last: Perry Title: Consumers’ purchase intention of 3D-printed apparel Abstract: The purpose of the current study is to address how perceived product characteristics (e.g. compatibility, aesthetics), consumers’ confidence (e.g. self-efficacy) and attitude, and social influence (e.g. subjective norm) influence purchase intention of 3D-printed apparel. A total of 1002 US participants were recruited. The results indicated that purchase intention was mostly determined by a favorable attitude, moderately determined by a characteristic of the product (compatibility), and limitedly determined by the social influence (subjective norm). In addition, a positive attitude was largely determined by aesthetics and compatibility of 3D-printed apparel, moderately determined by self-efficacy, and limitedly contributed by social influences. Therefore, as an innovative product that has not yet been widely spread in the market, consumers’ attitudes toward 3D-printed apparel were mostly determined by the product itself: whether it is aesthetically pleasing, and whether it is suitable for consumers’ lifestyle and needs. Consumers’ confidence in using the product moderately and social influences limitedly contributed to a favorable attitude. This study filled a research gap about consumers’ purchase intentions of 3D-printed apparel. This study also provided important insights for the apparel industry to effectively create and promote 3D-printed apparel in future. Journal: Journal of Global Fashion Marketing Pages: 225-237 Issue: 4 Volume: 7 Year: 2016 Month: 10 X-DOI: 10.1080/20932685.2016.1205953 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1205953 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:4:p:225-237 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1198239_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hee Jin Hur Author-X-Name-First: Hee Jin Author-X-Name-Last: Hur Author-Name: Ho Jung Choo Author-X-Name-First: Ho Jung Author-X-Name-Last: Choo Title: Comforting or rewarding myself: Choices for self-gifting Abstract: This study aimed to empirically explore consumers’ preferred self-gift products depending on the motivation to give self-gifts. Perceiving the distinctive motivations for self-gifts led to the postulation of likely distinctiveness in selecting types of attractiveness-relevant products (enhancing vs. problem-solving products) for self-gifts. Two empirical studies were conducted to test the hypotheses with 319 female consumers in their 20s and 30s. Study 1 was an experiment through which different preferences were tested and verified. Here, two types of attractiveness-relevant products showed differing preference levels when the motivation was to give a self-gift reward, thus representing a therapeutic motive. This study also revealed that among enhancing and problem-solving products, experiential products and material products showed different levels of preferences. Study 2 was conducted to provide empirical evidence of the moderating effect of regulatory focus on product type preferences and self-gift motivation. This study expanded the scope of the research in this field as it examined consumer behaviors regarding self-gifts and linked consumer motivations to give self-gifts with relevant product types. We also clarified that different situations exist for self-gift consumption and the preferred products vary depending on a consumer’s motivation to give a self-gift. Journal: Journal of Global Fashion Marketing Pages: 238-251 Issue: 4 Volume: 7 Year: 2016 Month: 10 X-DOI: 10.1080/20932685.2016.1198239 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1198239 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:4:p:238-251 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1204239_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jie G. Fowler Author-X-Name-First: Jie G. Author-X-Name-Last: Fowler Author-Name: Rongwei Chu Author-X-Name-First: Rongwei Author-X-Name-Last: Chu Author-Name: James W. Gentry Author-X-Name-First: James W. Author-X-Name-Last: Gentry Author-Name: Himadri Roy Chaudhuri Author-X-Name-First: Himadri Roy Author-X-Name-Last: Chaudhuri Title: Vulnerability or masculinity: Examining “Aesthetic Labor” from male fashion models’ perspective Abstract: ‘Masculinity’ is changing globally. We investigate the adjustments made by Chinese male models as they work in a domain that had previously belonged primarily to women. Using a liminal lens to view the models’ adjustments, the study discovered that they perceive themselves to be subordinated to other participants in the advertising industry: designers, makeup artists, directors, clients, and even female models. While the changing nature of ‘masculinity’ globally has created many more opportunities for male models, we found that the norms of the advertising industry require a major reinvention of the models’ self-perceptions of masculinity. Journal: Journal of Global Fashion Marketing Pages: 252-265 Issue: 4 Volume: 7 Year: 2016 Month: 10 X-DOI: 10.1080/20932685.2016.1204239 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1204239 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:4:p:252-265 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1204932_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Seung Yeon Lee Author-X-Name-First: Seung Yeon Author-X-Name-Last: Lee Author-Name: Seunghee Lee Author-X-Name-First: Seunghee Author-X-Name-Last: Lee Title: The influence of masculinity and femininity in responses to sex appeal advertising Abstract: This study examined the influence of gender identity on the effects of sex appeal advertising using a two (low/high nudity level of sex appeal) by two (male/female model) between-group factorial design. The results of this study are as follows. Firstly, both males and females strongly favored sex appeal advertisements (ads) with more, rather than less nudity. Secondly, whereas male respondents were more attracted to opposite sex (female) models than same sex models in sex appeal ads, female respondents were not influenced by the model’s sex. Thirdly, male respondents reacted differently to sex appeal ads given their gender identity. A significant difference was found between the androgynous and the feminine groups; androgynous males showed the most positive attitude toward sex appeal ads and feminine males showed the least positive attitude. Finally, both male and female respondents’ attitudes toward sex appeal advertising exhibited a significant interaction effect between gender identity and the model’s sex. Both androgynous males and females showed more positive attitudes toward opposite sex models, whereas feminine males and females showed more positive attitudes toward models of the same sex as their own. Journal: Journal of Global Fashion Marketing Pages: 266-277 Issue: 4 Volume: 7 Year: 2016 Month: 10 X-DOI: 10.1080/20932685.2016.1204932 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1204932 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:4:p:266-277 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1208111_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Komal Nagar Author-X-Name-First: Komal Author-X-Name-Last: Nagar Title: Mediating effect of self-control between life satisfaction and counterfeit consumption among female consumers Abstract: Despite the popularity of counterfeit brands among consumers, there is surprisingly little research on factors affecting shoppers’ counterfeit consumption behavior. India’s changing consumption patterns necessitate a study of counterfeits for understanding this behavior’s intensity and subsequently the buying patterns evolving on account of it. One of the most consistent findings in the extant literature is that conspicuous consumption is associated with life satisfaction. However, there is little research demonstrating the link between life satisfaction and counterfeit consumption. The present research examines whether self-control mediates the effects of life satisfaction on counterfeit consumption among women in India. Results based on 215 women consumers of counterfeit luxury fashion apparels revealed that self-control indeed has a mediating influence on the relationship between life satisfaction and counterfeit consumption. These results are interpreted as providing empirical support for the importance of self-control as a mechanism that influences the link between life satisfaction and counterfeit consumption. Journal: Journal of Global Fashion Marketing Pages: 278-290 Issue: 4 Volume: 7 Year: 2016 Month: 10 X-DOI: 10.1080/20932685.2016.1208111 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1208111 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:4:p:278-290 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1198238_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yulia Malenkaya Author-X-Name-First: Yulia Author-X-Name-Last: Malenkaya Author-Name: Aliona Andreyeva Author-X-Name-First: Aliona Author-X-Name-Last: Andreyeva Title: Fashion and audio branding: The analysis and interpretation of luxury fashion marketing concepts Abstract: Fashion and music serve as the key identity markers in any historical period. In the twenty-first century the symbiosis of fashion and music as the interdependence of visual and audio constituents of time has found its development in the frame of marketing theory, which links the branding of luxury fashion apparel with audio branding. The article contains an analytical review of contemporary luxury fashion marketing concepts, as well as the analysis of audio communications being used by high-end fashion brands. The specific aspects of the contemporary luxury fashion market, such as multidimensional product perception, emotional drivers of buying behavior, and hedonic and aesthetic motives of consumption are discussed in terms of their dynamics and in relation to the latest brand-management concepts and approaches. Audio communication is considered in a broad socio-cultural context of music semiotics, from the perspective of modern media and is interpreted with reference to the development of key fashion brand equity drivers. As a result, three strategies of brand management based on the conscious use of music are distinguished: luxury strategy, fashion strategy and interaction strategy. The authors formulate key techniques, formats and methods of building fashion brand equity via audio-communication with reference to familiar cases from business practice. Journal: Journal of Global Fashion Marketing Pages: 291-304 Issue: 4 Volume: 7 Year: 2016 Month: 10 X-DOI: 10.1080/20932685.2016.1198238 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1198238 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:4:p:291-304 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1255855_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Charles R. Taylor Author-X-Name-First: Charles R. Author-X-Name-Last: Taylor Author-Name: John P. Costello Author-X-Name-First: John P. Author-X-Name-Last: Costello Title: What do we know about fashion advertising? A review of the literature and suggested research directions Abstract: This paper’s aim is to provide a comprehensive review of the literature on fashion advertising. Toward this end, the paper describes major theoretical perspectives that have been used in fashion advertising research; discusses major findings that the cumulative body of research has produced in key sub-areas of fashion advertising research; and provides directions for future research. Key sub-areas of the field which are discussed include what factors lead to effective advertisements; how different types of models affect consumers and influence the effectiveness of ads; how consumers can be segmented potentially across nations; how social media advertising can be used to produce positive marketing outcomes; and how controversial fashion advertising impacts consumers. Future areas of research in the area of fashion advertising are identified and explored. Journal: Journal of Global Fashion Marketing Pages: 1-20 Issue: 1 Volume: 8 Year: 2017 Month: 1 X-DOI: 10.1080/20932685.2016.1255855 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1255855 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:1:p:1-20 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1257359_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ken Kumagai Author-X-Name-First: Ken Author-X-Name-Last: Kumagai Author-Name: Shin’ya Nagasawa Author-X-Name-First: Shin’ya Author-X-Name-Last: Nagasawa Title: Consumers’ perceptions of store location effect on the status of luxury, non-luxury, and unknown apparel brands Abstract: When apparel brand managers attempt to raise their brand value, store location status is their major concern since they consider it one way to influence their brand value. This research focuses on the status of shopping malls and adjacent stores as store location factors and assesses their effects on perceived brand status. In this research, two consumer surveys on apparel brands with different characteristics (luxury, non-luxury, and unknown brands) were conducted in Japan and the variation of perceived brand status and attractiveness in different store location frames was analyzed. The result of an Analysis of Variance (ANOVA) suggests store location influences perceived brand status and attractiveness of luxury brands more than in the case of non-luxury ones. Moreover, store location status is confirmed to influence unknown brands only very slightly. This result implies difficulties in raising the status of non-luxury and unknown brands just by constructing their stores in high-status locations following the luxury strategy. Journal: Journal of Global Fashion Marketing Pages: 21-39 Issue: 1 Volume: 8 Year: 2017 Month: 1 X-DOI: 10.1080/20932685.2016.1257359 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1257359 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:1:p:21-39 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1255853_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Dae Ryun Chang Author-X-Name-First: Dae Ryun Author-X-Name-Last: Chang Author-Name: Joonsuk Jang Author-X-Name-First: Joonsuk Author-X-Name-Last: Jang Author-Name: Eric Y. Lee Author-X-Name-First: Eric Y. Author-X-Name-Last: Lee Author-Name: Hosun Lee Author-X-Name-First: Hosun Author-X-Name-Last: Lee Author-Name: Boinn Chang Author-X-Name-First: Boinn Author-X-Name-Last: Chang Title: When a good company transgresses: A study of the influences of CSR, moral decoupling, and ethnocentrism Abstract: Transgressions can result in negative consequences, especially when committed by global companies. Some of the biggest multinational companies in the world take extra steps to be socially responsible and to have positive reputations in domestic and foreign markets. Despite the extra steps that may be taken, it is a common occurrence for some of these companies to commit transgressions. The knowledge of the effect of corporate social responsibility (CSR) history and the country of origin of transgressing companies is scarce in studies that examine the consumers’ reasoning process to forgive or not to forgive the transgression. While the moral reasoning process to forgive transgressions has been examined in instances with public figures, studies are lacking in the instance of companies. This study will bridge these gaps by examining the effects of CSR history and consumer ethnocentrism on the evaluation of companies before and after transgressions. This study will also examine the effects of company evaluations before and after transgressions in the reasoning process of consumers. The authors conclude the study by discussing implications for marketing managers and the potential for further research. Journal: Journal of Global Fashion Marketing Pages: 40-53 Issue: 1 Volume: 8 Year: 2017 Month: 1 X-DOI: 10.1080/20932685.2016.1255853 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1255853 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:1:p:40-53 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1261040_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Nancy J. Miller Author-X-Name-First: Nancy J. Author-X-Name-Last: Miller Author-Name: Ruoh-Nan Terry Yan Author-X-Name-First: Ruoh-Nan Terry Author-X-Name-Last: Yan Author-Name: Daniela Jankovska Author-X-Name-First: Daniela Author-X-Name-Last: Jankovska Author-Name: Camille Hensely Author-X-Name-First: Camille Author-X-Name-Last: Hensely Title: Exploring US Millennial consumers’ consumption values in relation to traditional and social cause apparel product attributes and purchase intentions Abstract: Millennial consumers, born between 1980 and 2000, are one of the largest consumer groups, yet there is limited knowledge about their apparel product purchasing intentions. Millennials are said to make sustainability-based decisions and to have a strong social and environmental consciousness. This study explores US Millennial consumers’ consumption values in relation to social cause product attributes of environment, labor, and traceability along with 12 more traditional attributes such as fit or style. Consumption values include the perceived importance of functional, monetary, emotional, social, and epistemic benefits derived from the apparel products. Online survey data were collected from 307 students attending a major western US university. The research hypotheses are tested using regression analyses with jeans as the apparel product category. Results suggest that traditional attributes remain a stronger influence on consumption values than social cause attributes, and that social cause product attributes, while influencing four consumption values, did not influence the social consumption value. Consumption values influence US Millennial consumers’ purchase intentions and these mediate the influence of traditional and social cause attributes on purchase intentions. Further investigation is suggested for clarifying the discrepancy between what is reported regarding Millennial consumers’ convictions and their intended apparel purchase behavior. Journal: Journal of Global Fashion Marketing Pages: 54-68 Issue: 1 Volume: 8 Year: 2017 Month: 1 X-DOI: 10.1080/20932685.2016.1261040 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1261040 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:1:p:54-68 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1255854_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyein Jung Author-X-Name-First: Hyein Author-X-Name-Last: Jung Author-Name: Eunsoo Baek Author-X-Name-First: Eunsoo Author-X-Name-Last: Baek Author-Name: Ho Jung Choo Author-X-Name-First: Ho Jung Author-X-Name-Last: Choo Title: Effects of human crowding and the physical attractiveness of others on customers in stores Abstract: This study examines how the physical attractiveness of other customers affects consumer emotions and behaviors in the context of human crowding in a fashion store. We propose that consumers’ store avoidance behaviors due to human crowding are affected by the physical attractiveness of other customers, and explain the mechanism as pleasure based on the S-O-R model. With a 2 (crowding level: high vs low) × 2 (physical attractiveness of other customers: high vs low) ANCOVA of 3D virtual stores, a lab experiment was conducted. Data from a total sample of 137 females was analyzed using SPSS 18.0. Analysis of variance and moderated mediation were performed. Results provide empirical insights about the interactive effect of store crowding and physical attractiveness of other customers on in-store customers’ avoidance behavior, which is mediated by pleasure. Findings enrich the existing literature on store crowding and provide both theoretical and managerial implications. Journal: Journal of Global Fashion Marketing Pages: 69-82 Issue: 1 Volume: 8 Year: 2017 Month: 1 X-DOI: 10.1080/20932685.2016.1255854 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1255854 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:1:p:69-82 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1274665_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Kiseol Yang Author-X-Name-First: Kiseol Author-X-Name-Last: Yang Author-Name: Jiyoung Kim Author-X-Name-First: Jiyoung Author-X-Name-Last: Kim Author-Name: Youn-Kyung Kim Author-X-Name-First: Youn-Kyung Author-X-Name-Last: Kim Title: The effect of brand consciousness on interpersonal influences, brand values, and purchase intention: Cases for American and Korean college students Abstract: This study aims to examine the effect of brand consciousness on interpersonal influences, value facets of brand equity, and purchase intention in selecting a global apparel brand in American and Korean markets. This study found that the effect of brand consciousness based on the response of purchase intention was similar with both American and Korean college students. While brand consciousness was positively related to both normative and informational influences, only the causal relationship among normative influence, emotional value, and purchase intention was significant and positive in this study. Informational influence did not influence functional value and purchase intention in brand response. The results of this study suggest that apparel marketers should appeal to their targeted consumers’ reference groups and promote the brand through credible informational sources in the global market when they target brand-conscious consumers. In addition, global apparel marketers need to develop a branding strategy for promoting the emotional value aspect of a brand that satisfies the consumers’ psychological and social needs in wearing the brand. This study contributes to providing implications for developing global apparel branding strategies in a targeted global market. Journal: Journal of Global Fashion Marketing Pages: 83-97 Issue: 2 Volume: 8 Year: 2017 Month: 4 X-DOI: 10.1080/20932685.2016.1274665 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1274665 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:2:p:83-97 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1274666_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Tommaso Pucci Author-X-Name-First: Tommaso Author-X-Name-Last: Pucci Author-Name: Elena Casprini Author-X-Name-First: Elena Author-X-Name-Last: Casprini Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Author-Name: Lorenzo Zanni Author-X-Name-First: Lorenzo Author-X-Name-Last: Zanni Title: One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products Abstract: The purpose of this paper is to understand whether the impact of country image and product-specific country-of-origin over the willingness to pay premium prices is different among consumers from different emerging countries. After a review of the literature shedding light on the heterogeneity of country-related cues, the paper provides first empirical evidence of a cross-national analysis based on data gathered from 2364 consumers belonging to 4 emerging countries (China, India, Thailand and Brazil) and the domestic country (Italy). The data-set was used to verify whether country image (i.e. the image consumers have of Italy as a country) and product-specific country-of-origin image (i.e. the image consumers have of “Made in Italy” fashion products) impact in a different way on the willingness to pay premium prices for Italian fashion products. Results show that country image and product-specific country of origin are country-specific, presenting different roles in the countries considered. Country-related cues in marketing strategies are still an important factor affecting consumer behaviour, especially for certain products. This paper sheds light on how country-related effects for fashion products differ across countries, with implications for both practitioners and researchers. Journal: Journal of Global Fashion Marketing Pages: 98-112 Issue: 2 Volume: 8 Year: 2017 Month: 4 X-DOI: 10.1080/20932685.2016.1274666 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1274666 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:2:p:98-112 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1257358_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hakan Cengiz Author-X-Name-First: Hakan Author-X-Name-Last: Cengiz Title: Effect of the need for popularity on purchase decision involvement and impulse-buying behavior concerning fashion clothing Abstract: Consumer researchers specifically interested in popularity have generally focused on either product popularity or brand popularity but have been largely silent on the subject of the need for popularity. Although a large number of studies have examined reference group influence on consumer behaviors, no research has yet evaluated the need for popularity in the consumption context. With this aim, the main purpose of this study is to investigate the effect of the need for popularity on purchase decisions and impulse-buying behavior concerning fashion clothing. Accordingly, this study explores the relationships between fashion clothing purchase decision involvement, need for popularity and fashion-oriented impulse buying. Using a sample of Amazon Mechanical Turk (MTurk) participants (n = 333), this study finds that (1) the need for popularity positively influences purchase decision involvement and impulse-buying behavior concerning fashion clothing and (2) the involvement in purchase decisions concerning fashion clothing positively influences fashion-oriented impulse buying. This research advances the understanding of the need for popularity in the context of fashion consumption. Implications and limitations for future research are discussed and consumer researchers are called to pay attention to this promising research area. Journal: Journal of Global Fashion Marketing Pages: 113-124 Issue: 2 Volume: 8 Year: 2017 Month: 4 X-DOI: 10.1080/20932685.2016.1257358 File-URL: http://hdl.handle.net/10.1080/20932685.2016.1257358 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:2:p:113-124 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1279067_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jeonmi Ko Author-X-Name-First: Jeonmi Author-X-Name-Last: Ko Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Author-Name: Eunha Chun Author-X-Name-First: Eunha Author-X-Name-Last: Chun Title: Channel attributes of traditional market-based fashion brands and consumers’ multi-channel shopping orientation Abstract: The paradigm of distribution channels has changed from single to multi-channels with the diffusion of smartphones and mobile equipment, as well as the emergence of new consumption patterns. Considering that Dongdaemun, which represents a brand from a special commercial district, is actively expanding its multi-channel distribution pattern, there is a need to examine which specific attributes are causing brands to change their distribution strategies. This study aims to extract multi-channel attributes of Dongdaemun-based fashion brands and consider the differences recognized by groups based on consumers’ multi-channel shopping orientations. In Study I, a means-end chain theory is applied to conduct in-depth interviews for the purpose of deriving multi-channel attributes of Dongdaemun-based fashion brands. Six multi-channel attributes – product diversity, trendiness, cost-effectiveness, convenience, entertainment, and informative – are identified. Study II, which seeks to verify the six multi-channel attributes by surveying 493 participants, reveals that each attribute is distinct in terms of consumers’ multi-channel shopping orientations. As a result, groups differ in how consumers recognize multi-channel attributes of Dongdaemun-based fashion brands, based on channel utilization and channel preference. This study is significant for its academic focus on Dongdaemun-based fashion brands’ distribution channels, and for identifying which multi-channel attributes are important to consumers. Journal: Journal of Global Fashion Marketing Pages: 125-142 Issue: 2 Volume: 8 Year: 2017 Month: 4 X-DOI: 10.1080/20932685.2017.1279067 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1279067 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:2:p:125-142 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1279066_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Maria V. Ciasullo Author-X-Name-First: Maria V. Author-X-Name-Last: Ciasullo Author-Name: Silvio Cardinali Author-X-Name-First: Silvio Author-X-Name-Last: Cardinali Author-Name: Silvia Cosimato Author-X-Name-First: Silvia Author-X-Name-Last: Cosimato Title: A strenuous path for sustainable supply chains in the footwear industry: A business strategy issue Abstract: In the age of sustainability, the fashion industry is very concerned about environmental and social issues; nevertheless, it is considered not completely sustainable. This study investigated the sustainable orientation of the complex and under-investigated footwear industry. This paper presents the results of an exploratory, case-based research highlighting the internal and external drivers that footwear companies perceive as relevant in terms of sustainable configuration of their supply chain and the subsequent impact on their business. The study analyzed all the stages of the footwear supply chain to better define which processes and decision-making practices can lead companies to make their supply chains sustainable. The findings showed the existence of different approaches and a different influence on the internal and external drivers; the relevant roles of corporate values and the values of entrepreneurs are highlighted. Journal: Journal of Global Fashion Marketing Pages: 143-162 Issue: 2 Volume: 8 Year: 2017 Month: 4 X-DOI: 10.1080/20932685.2017.1279066 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1279066 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:2:p:143-162 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1321967_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sharron J. Lennon Author-X-Name-First: Sharron J. Author-X-Name-Last: Lennon Author-Name: Minjeong Kim Author-X-Name-First: Minjeong Author-X-Name-Last: Kim Author-Name: Jaeha Lee Author-X-Name-First: Jaeha Author-X-Name-Last: Lee Author-Name: Kim K. P. Johnson Author-X-Name-First: Kim K. P. Author-X-Name-Last: Johnson Title: Effects of emotions, sex, self-control, and public self-consciousness on Black Friday misbehavior Abstract: Addressing the growing adoption of Black Friday (BF) promotions and related BF misbehavior in the US and elsewhere, we examined the mechanism by which emotions, self-control, and public self-consciousness impact BF consumer misbehavior. We also investigated to what extent women and men differ with regard to how these variables affect misbehavior on BF. Student participants were former in-store BF shoppers (n = 411) who completed an online questionnaire. Emotions evoked via scenarios simulating realistic BF shopping situations affected the likelihood of engaging in BF misbehavior for both men and women. Both negative emotion (anger) and positive emotion (thrill) increased the likelihood of misbehaving on BF. There were sex differences in how self-control and public self-consciousness impacted BF misbehavior. For men, self-control had both a direct and moderating effect on the likelihood of BF misbehavior, but it had no impact on women. Self-control reduced men’s likelihood of misbehavior despite anger aroused on BF. For women, public self-consciousness moderated how anger affected misbehavior likelihood, but not for men. Findings offer new insights into factors fueling and inhibiting potential misbehavior on BF. Journal: Journal of Global Fashion Marketing Pages: 163-179 Issue: 3 Volume: 8 Year: 2017 Month: 7 X-DOI: 10.1080/20932685.2017.1321967 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1321967 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:3:p:163-179 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1313125_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Mijeong Noh Author-X-Name-First: Mijeong Author-X-Name-Last: Noh Author-Name: H. M. Rakib ul Hasan Author-X-Name-First: H. M. Rakib ul Author-X-Name-Last: Hasan Title: Moderating effect of personality traits on relationships between retail therapy, compulsive buying, and hoarding for fashion products Abstract: The goal of this research was to examine the relationships between retail therapy, compulsive buying and hoarding, and subsequently to investigate the moderating effect of consumers’ personality traits on the relationships between retail therapy and compulsive buying and between retail therapy and compulsive hoarding. A sample of 354 undergraduate and graduate students was used to examine the relationships. Participants who purchased fashion products to alleviate negative feelings (retail therapy) scored high on being compulsive buyers, and consumers who were involved in compulsive buying were inclined to hoard fashion products. Participants indicating a narcissistic authority-leadership personality were not engaged in compulsive buying even though they indicated they participated in retail therapy. Participants with a positive disposition, negative disposition, and a narcissistic high self-esteem personality were engaged in compulsive buying. Findings confirmed the connection between retail therapy and compulsive buying and hoarding. Fashion educators might want to discuss these connections with their fashion students as this group may be susceptible to these types of consumer problems Journal: Journal of Global Fashion Marketing Pages: 180-192 Issue: 3 Volume: 8 Year: 2017 Month: 7 X-DOI: 10.1080/20932685.2017.1313125 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1313125 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:3:p:180-192 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1284603_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ui-Jeen Yu Author-X-Name-First: Ui-Jeen Author-X-Name-Last: Yu Author-Name: Eunjoo Cho Author-X-Name-First: Eunjoo Author-X-Name-Last: Cho Author-Name: Kim K. P. Johnson Author-X-Name-First: Kim K. P. Author-X-Name-Last: Johnson Title: Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping Abstract: Consumers tend to imagine product features, functions, or usage that they have learned from previous exposure to and experiences with brands, especially when they engage in online apparel shopping. Prior brand-related factors, such as brand familiarity and brand loyalty, may influence imagery elaboration – the activation of stored information in the production of mental images beyond that provided by the stimulus – evoked through virtual product experience tools with online apparel websites. Thus, the purpose of this study was to empirically examine how brand familiarity and brand loyalty impact imagery elaboration at online apparel websites and consequently influence attitudinal and behavioral intention relative to the brand. Utilizing MacInnis and Joworski’s model of brand attitude formation, a conceptual model was developed. Using an Internet-based survey, data was collected from 403 undergraduates at a Midwestern university in the US. Results indicated participants familiar with, and loyal to, a brand engaged in greater imagery elaboration as evoked through virtual product experiences, resulting in positive brand attitudes and online purchase intention. Managerial implications are discussed to highlight the important roles of brand familiarity and brand loyalty on imagery elaboration, brand attitudes, and online purchase intentions. Journal: Journal of Global Fashion Marketing Pages: 193-206 Issue: 3 Volume: 8 Year: 2017 Month: 7 X-DOI: 10.1080/20932685.2017.1284603 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1284603 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:3:p:193-206 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1298460_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jessie Chen-Yu Author-X-Name-First: Jessie Author-X-Name-Last: Chen-Yu Author-Name: Jihyun Kim Author-X-Name-First: Jihyun Author-X-Name-Last: Kim Author-Name: Hsiao-Ling Lin Author-X-Name-First: Hsiao-Ling Author-X-Name-Last: Lin Title: Antecedents of product satisfaction and brand satisfaction at product receipt in an online apparel shopping context Abstract: This study investigates the antecedents of satisfaction with the product and satisfaction with the brand of consumers when they have received a garment ordered online and tried it on for the first time. We propose four antecedents of product satisfaction and brand satisfaction: (a) brand-based product expectation at purchase, (b) perceived product performance at product receipt, (c) website-visible-attribute expectancy disconfirmation (discrepancy between product expectation and perceived performance of the product attributes that are visible on the website, such as style and color), and (d) website-invisible-attribute expectancy disconfirmation (discrepancy between product expectation and perceived performance of the product attributes that may not be distinguishable on the website, such as fabric, fit, and workmanship). The research design was a 2 (levels of brand-based product expectation) x 2 (levels of perceived product performance) factorial experimental design. We developed two mock-up apparel retailer web pages for the data collection, and 120 participants provided usable responses. The findings revealed that brand-based product expectation and product performance did not influence product or brand satisfaction. Both types of expectancy disconfirmation were determinants of product satisfaction; however, only website-visible-attribute expectancy disconfirmation was the antecedent of brand satisfaction. Based on the findings, theoretical and pragmatic implications are presented. Journal: Journal of Global Fashion Marketing Pages: 207-219 Issue: 3 Volume: 8 Year: 2017 Month: 7 X-DOI: 10.1080/20932685.2017.1298460 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1298460 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:3:p:207-219 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1336458_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyun Min Kong Author-X-Name-First: Hyun Author-X-Name-Last: Min Kong Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Title: Why do consumers choose sustainable fashion? A cross-cultural study of South Korean, Chinese, and Japanese consumers Abstract: This research aims to study consumers in South Korea, China, and Japan to better understand their decision-making processes regarding sustainable fashion, an area where demands are increasing for countering negative environmental impacts. Consumers sometimes fail to align their behavior with their positive attitudes toward sustainable consumption. In addition, they have cross-cultural differences in their attitudes and eWOM intentions toward sustainable fashion products (SFP). This study (1) investigates whether environmental concerns and product knowledge of SFP may increase SFP purchasing, (2) identifies factors influencing eWOM intentions, and (3) investigates marketing approaches and cross-cultural differences in the SFP context. Findings suggest that consumers have positive attitudes toward SFP when they perceive that the products have value but not when they perceive risks. The research gives marketing insights into methods for enhancing sustainable fashion consumption. Journal: Journal of Global Fashion Marketing Pages: 220-234 Issue: 3 Volume: 8 Year: 2017 Month: 7 X-DOI: 10.1080/20932685.2017.1336458 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1336458 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:3:p:220-234 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1313124_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Author-Name: Claudio Becagli Author-X-Name-First: Claudio Author-X-Name-Last: Becagli Author-Name: Silvia Ranfagni Author-X-Name-First: Silvia Author-X-Name-Last: Ranfagni Title: Conviviality and its impact on business relationships: insights into an entrepreneurial textile-clothing community Abstract: Entrepreneurial communities are social units that share values, experiences, rituals and traditions. In these communities, conviviality represents a socialization tool, which can foster a sense of belonging through the development of social relations among its members. Since conviviality has a social impact, it can be related to the phenomenon of “embeddedness” whenever the social relations that it produces incorporate business relations. Drawing on an appropriate literature review and on the case analysis of a community of young entrepreneurs operating in the textile district of Prato (Italy), we propose to investigate how conviviality affects social relations making them interactive contexts to animate business relations. Journal: Journal of Global Fashion Marketing Pages: 235-249 Issue: 3 Volume: 8 Year: 2017 Month: 7 X-DOI: 10.1080/20932685.2017.1313124 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1313124 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:3:p:235-249 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1329023_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: C. Anthony Di Benedetto Author-X-Name-First: C. Anthony Author-X-Name-Last: Di Benedetto Title: Corporate social responsibility as an emerging business model in fashion marketing Abstract: Corporate social responsibility (CSR) is an important part of many firms’ customer relationship management programs and can be a source of competitive advantage. Many firms have reaped competitive advantage by making CSR a central part of their corporate mission, rather than an afterthought, since this ensures sustained commitment to CSR. Sustainability can be an important CSR target for firms in the fashion industry, though the adoption of sustainability initiatives has been slower than in other industries such as food production. This article explores the reasons why fashion manufacturers and retailers have been reluctant to take action to increase the production of sustainable fashion products, and why consumers have generally been reluctant to purchase sustainable fashion products. We present an agenda for the future, which details several concrete steps for fashion manufacturers and retailers to overcome the barriers to customer adoption. The central idea is for firms in the fashion industry to recognize the long-term benefits of adopting a business model which includes CSR, and specifically sustainability, as an integral part of the corporate mission. We conclude with managerial implications. Journal: Journal of Global Fashion Marketing Pages: 251-265 Issue: 4 Volume: 8 Year: 2017 Month: 10 X-DOI: 10.1080/20932685.2017.1329023 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1329023 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:4:p:251-265 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1348241_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Ken Kumagai Author-X-Name-First: Ken Author-X-Name-Last: Kumagai Author-Name: Shin’ya Nagasawa Author-X-Name-First: Shin’ya Author-X-Name-Last: Nagasawa Title: The effect of selective store location strategy and self-congruity on consumers’ apparel brand attitudes toward luxury vs. non-luxury Abstract: This research discusses the effect of selective store location strategy on consumers’ brand attitudes, its variation based on brand luxuriousness, and consumers’ psychological mechanisms underlying this choice. To test the selective location effect, consumers’ perceptions of three apparel brands with different characteristics (well-known luxury, well-known non-luxury, and unknown brand) were assessed. Self-congruity theory was employed to discuss the psychological mechanism of brand attitude formation. The result of analysis of variance and structural equation modeling on 312 cases collected in Japan showed selective store location influenced consumers’ luxury brand attitudes positively, while its impact was negative in the non-luxury case. In addition, its effect on the unknown brand was not significant. The selective location also contributed ideal social self-congruity with brand user imagery, while its impact was negative on actual self-congruity. Moreover, ideal social self-congruity contributed luxury attitude: In the non-luxury case, its impact was negative, while the impact of actual self-congruity was positive: Self-congruity affected the unknown brand very slightly. This result implies non-luxury brand equity is hard to increase via selective location strategy, while this approach may be effective for luxury. Our results also suggest the ability of self-congruity and brand luxuriousness to predict the selective location effect. Journal: Journal of Global Fashion Marketing Pages: 266-282 Issue: 4 Volume: 8 Year: 2017 Month: 10 X-DOI: 10.1080/20932685.2017.1348241 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1348241 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:4:p:266-282 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1348240_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yun-Hee Kim Author-X-Name-First: Yun-Hee Author-X-Name-Last: Kim Author-Name: Youn-Kyung Kim Author-X-Name-First: Youn-Kyung Author-X-Name-Last: Kim Title: A technology-fashion collaborative product: Its impact on consumer attitudes and purchase intention Abstract: This study seeks to investigate consumers’ willingness to adopt a collaborative product by answering three research questions: (1) how do two types of innovativeness (i.e. technology innovativeness and fashion innovativeness) influence perceived product innovativeness, (2) how do the two types of consumer innovativeness affect utilitarian and hedonic attitudes toward a technology-fashion collaborative product, and (3) how do these effects cooperate to influence consumers to purchase the collaborative product? Data were collected from 339 respondents and structural equation modeling was employed to test the proposed model. Of most interest is that consumers’ utilitarian attitudes toward the product do not influence purchase intentions, whereas consumers’ hedonic attitudes lead to purchase intention of the technology-fashion collaborative product. This study’s findings provide the bases for making suggestions to marketers who are planning to work with another industry regarding whether and how they can provide synergy between two product types. Journal: Journal of Global Fashion Marketing Pages: 283-297 Issue: 4 Volume: 8 Year: 2017 Month: 10 X-DOI: 10.1080/20932685.2017.1348240 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1348240 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:4:p:283-297 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1362988_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hyejune Park Author-X-Name-First: Hyejune Author-X-Name-Last: Park Author-Name: Min-Young Lee Author-X-Name-First: Min-Young Author-X-Name-Last: Lee Author-Name: Wanmo Koo Author-X-Name-First: Wanmo Author-X-Name-Last: Koo Title: The four faces of apparel consumers: Identifying sustainable consumers for apparel Abstract: The aims of this study are to identify apparel consumer segments based on consumer attributes related to sustainability-related factors and traditional apparel shopping-related factors and to profile the identified segments in consumer characteristics. Using a sample of 754 US consumers, a factor analysis, a cluster analysis, χ2 test, and ANOVA were used in identifying and profiling the segments for sustainable consumers for apparel. Four consumer segments were identified: Concerned Shoppers, Holistic Shoppers, Traditionals, and Apathetic Shoppers. Each consumer segment exhibited significant differences in sustainability-related attributes (i.e. sustainability knowledge, sustainability consciousness), traditional shopping-related attributes (i.e. fashion consciousness, price sensitivity, product quality), behavioral outcomes (i.e. ecologically-conscious apparel consumer behavior, socially-conscious apparel consumer behavior, purchase intention of fast fashion products), and demographic characteristics (i.e. gender, age). The results provide marketing suggestions for each consumer segment. Journal: Journal of Global Fashion Marketing Pages: 298-312 Issue: 4 Volume: 8 Year: 2017 Month: 10 X-DOI: 10.1080/20932685.2017.1362988 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1362988 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:4:p:298-312 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1364137_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Amber Roth Author-X-Name-First: Amber Author-X-Name-Last: Roth Author-Name: Jihyun Kim Author-X-Name-First: Jihyun Author-X-Name-Last: Kim Author-Name: Doris Kincade Author-X-Name-First: Doris Author-X-Name-Last: Kincade Title: Businesswomen’s choice of professional dress: Model development for dress perception Abstract: The purpose of this study was to explore the relationships between businesswomen’s choice of professional dress and four dress perception variables (ie comfort, employment orientation, appearance labor, availability of professional dress). The choice of professional dress is viewed along the fashion continuum, which ranges from “classic dress” to “innovative dress.” A model was developed based on systems theory, and variables were selected from previous research that relate to an individual’s perception of and attitude toward their professional dress as well as an individual’s population characteristics. Data were collected via an online survey managed by a marketing research company. Results of the multiple regression analysis and mean comparisons testing indicated significant relationships between businesswomen’s choice of professional dress and comfort, appearance labor (ie effort devoted to attire), and availability of professional dress (ie limited store availability) as well as age and education. Based on the findings, academic and practical suggestions as well as recommendations for future research were provided. Journal: Journal of Global Fashion Marketing Pages: 313-325 Issue: 4 Volume: 8 Year: 2017 Month: 10 X-DOI: 10.1080/20932685.2017.1364137 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1364137 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:4:p:313-325 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1407018_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Author-Name: Pedro Mir Bernal Author-X-Name-First: Pedro Mir Author-X-Name-Last: Bernal Author-Name: Catherine Prentice Author-X-Name-First: Catherine Author-X-Name-Last: Prentice Title: New marketing in fashion e-commerce Abstract: This paper introduces a special issue devoted to the emergence of new marketing models and tools within a fashion e-commerce context. Despite the importance of physical stores, in recent years, we have witnessed substantial development regarding the electronic trade in fashion products. In effect, fashion products represent a major category within e-commerce and have witnessed the development of a “new” form of online marketing. Special attention should be paid to the internationalization of e-commerce within the fashion industry. New models and tools have emerged in relation to: the technology/consumption interface and the strategies of the different players within the business sector; the integration of online and offline fashion marketing; the impact of new IT technologies and new marketing on preexisting fashion marketing policies, such as customization; and the role of new emerging players such as fashion bloggers and influencers. In this period of change, new and traditional marketing tools co-exist. The five articles in this special issue seek to contribute to research whose aim is to systemize new models and tools that may be useful for practitioners and marketing researchers working in this field. Journal: Journal of Global Fashion Marketing Pages: 1-8 Issue: 1 Volume: 9 Year: 2018 Month: 1 X-DOI: 10.1080/20932685.2018.1407018 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1407018 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:1:p:1-8 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1399083_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sophie Miell Author-X-Name-First: Sophie Author-X-Name-Last: Miell Author-Name: Simeon Gill Author-X-Name-First: Simeon Author-X-Name-Last: Gill Author-Name: Delia Vazquez Author-X-Name-First: Delia Author-X-Name-Last: Vazquez Title: Enabling the digital fashion consumer through fit and sizing technology Abstract: Online fashion retailing is a major growth area. Innovative online fit and sizing technologies that facilitate purchase continue to develop and launch, however, problems associated with digital expectations of fit and size in consumer decision-making remain unresolved. This research focuses on 20 prominent fit and size technologies from a sample of 30 and uses content analysis to examine website design and operation. Content analysis, combined with an extended literature review, enables the linking of academic theory and practice. The research provides the basis for a discussion of best practice utilisation of fit and sizing technology through the Omni-fit model, which accounts for the combination of technological approaches and the emerging influence of augmented and virtual reality fashion technology. The results include the need for improvements to 3D visualisation, user experience, and online customer relationship management of existing websites, aligned with Omni-channel retailing practice. Journal: Journal of Global Fashion Marketing Pages: 9-23 Issue: 1 Volume: 9 Year: 2018 Month: 1 X-DOI: 10.1080/20932685.2017.1399083 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1399083 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:1:p:9-23 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1399079_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Maria Cristina Morra Author-X-Name-First: Maria Cristina Author-X-Name-Last: Morra Author-Name: Valeria Gelosa Author-X-Name-First: Valeria Author-X-Name-Last: Gelosa Author-Name: Francesca Ceruti Author-X-Name-First: Francesca Author-X-Name-Last: Ceruti Author-Name: Alice Mazzucchelli Author-X-Name-First: Alice Author-X-Name-Last: Mazzucchelli Title: Original or counterfeit luxury fashion brands? The effect of social media on purchase intention Abstract: Italy is the country most affected by the counterfeit phenomenon in Europe. In the field of luxury fashion brands, the relationship between social media marketing (SMM) and consumers’ intention to purchase counterfeit products is still little analyzed. The aim of this pioneering work is to investigate the net impact of SMM communication, user-generated content (UGC), and firm-created content (FCC), on overall brand equity (OBE) and on intention to buy original and counterfeit luxury fashion brands. Findings based on 198 Italian undergraduate students indicate a positive effect of UGC on both OBE and purchase intention of counterfeit products, while purchase intention of original luxury fashion brands is positively affected by OBE and FCC. The last relationship is confirmed when UGC register a low appreciation by users. This study is significant for both academics and practitioners, extending the scope of antecedents influencing the purchase intention of both original and counterfeit luxury fashion products. Findings reveal the fundamental role of UGC as a tool that firms have to manage and monitor due to their moderating effect in the relationship between FCC and intention to buy original luxury fashion brands. This study contributes to providing implications for developing social media brand communications strategies. Journal: Journal of Global Fashion Marketing Pages: 24-39 Issue: 1 Volume: 9 Year: 2018 Month: 1 X-DOI: 10.1080/20932685.2017.1399079 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1399079 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:1:p:24-39 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1399082_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Patricia SanMiguel Author-X-Name-First: Patricia Author-X-Name-Last: SanMiguel Author-Name: Teresa Sádaba Author-X-Name-First: Teresa Author-X-Name-Last: Sádaba Title: Nice to be a fashion blogger, hard to be influential: An analysis based on personal characteristics, knowledge criteria, and social factors Abstract: The growing interest in fashion bloggers within the field of fashion is generating different kinds of research under the headings of communication and consumer behavior. However, one of the key issues within fashion, such as influence, has not been researched in any great depth so far. This paper seeks to shed some light on this matter and poses the question as to just how many fashion bloggers can really be considered influential. Through an analysis of the characteristics of what has been considered “influential” within the field of research, and based on a research project that focuses on Spanish bloggers, we can discover which bloggers are influential, what the attributes are that define them, and how we can locate them. Journal: Journal of Global Fashion Marketing Pages: 40-58 Issue: 1 Volume: 9 Year: 2018 Month: 1 X-DOI: 10.1080/20932685.2017.1399082 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1399082 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:1:p:40-58 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1399080_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Pedro Mir-Bernal Author-X-Name-First: Pedro Author-X-Name-Last: Mir-Bernal Author-Name: Simone Guercini Author-X-Name-First: Simone Author-X-Name-Last: Guercini Author-Name: Teresa Sádaba Author-X-Name-First: Teresa Author-X-Name-Last: Sádaba Title: The role of e-commerce in the internationalization of Spanish luxury fashion multi-brand retailers Abstract: The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms affect the international sales of multi-brand retailers? This paper presents a data analysis of the 15 most important Spanish fashion multi-brand retailers and the different prospects of e-commerce today. Our analysis of online stores shows an open mentality when it comes to adapting to this new business model, but the late integration and inexperience of the majority of retailers limit their performance. Information from different channels and further research through the collaboration of brands would have given us more detailed information regarding the current situation within this sector. The paper analyzes the current situation of e-commerce luxury fashion multi-brand stores and mainly focuses on the Spanish market, even though it also offers a global overview. Journal: Journal of Global Fashion Marketing Pages: 59-72 Issue: 1 Volume: 9 Year: 2018 Month: 1 X-DOI: 10.1080/20932685.2017.1399080 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1399080 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:1:p:59-72 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1399081_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Andrea Perna Author-X-Name-First: Andrea Author-X-Name-Last: Perna Author-Name: Andrea Runfola Author-X-Name-First: Andrea Author-X-Name-Last: Runfola Author-Name: Valerio Temperini Author-X-Name-First: Valerio Author-X-Name-Last: Temperini Author-Name: Gian Luca Gregori Author-X-Name-First: Gian Luca Author-X-Name-Last: Gregori Title: Problematizing customization and IT in the fashion industry: A case study of an Italian shoemaker Abstract: This paper focuses on the problematization of customization processes in the fashion industry. We investigate how companies may face and orchestrate customization processes that are based on the use of specific Information and Technology (IT) tools such as online sales configurators. Most studies on customization in fashion have considered the roles of consumers and their impact on the development of customization strategies. The co-development of customized goods – the choices concerning which IT system should be implemented to allow customers to design their products – has been studied extensively. We offer new insights into the extent to which customization represents an issue to be managed in business relationships, particularly among different business actors involved in a supplier network. By considering the case of a shoe manufacturer we seek to answer to the following research questions: (1) How can a fashion company implement a customized solution via the Internet? (2) Which specific trade-offs affect the management of customization and IT when online customization must be linked to offline production? The paper concludes with implications and suggestions for further research. Journal: Journal of Global Fashion Marketing Pages: 73-86 Issue: 1 Volume: 9 Year: 2018 Month: 1 X-DOI: 10.1080/20932685.2017.1399081 File-URL: http://hdl.handle.net/10.1080/20932685.2017.1399081 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:1:p:73-86 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1432408_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Camilla Keim Author-X-Name-First: Camilla Author-X-Name-Last: Keim Author-Name: Ralf Wagner Author-X-Name-First: Ralf Author-X-Name-Last: Wagner Title: Back in time to move forward: An empirical study on luxury fashion vintage drivers Abstract: Vintage has been embodying an ongoing global trend in apparel for the last ten years. This vintage craze has managed to change consumers’ purchasing behavior, attitudes, and skepticism towards these bygone items in a short period of time, while succeeding in influencing several luxury brands as well. Previous academic research has shed the light on luxury and fashion consumption, focusing precisely on brand-new and second-hand luxury goods, or investigating fashion vintage ones. So far, there are no studies showing the consumption of luxury vintage fashion, or research defining the profile of the consumers or the drivers to purchase luxury fashion vintage goods. The aim of the study is to investigate thoroughly the luxury fashion vintage market, the latter being identifiable as a specific sub-segment of the vintage sector which is currently the protagonist of an overwhelming trend and still unexplored. Particularly, this study focuses on understanding and underlining what the specific drivers to luxury fashion vintage are, starting from the study of possible antecedents and the employment of a mixed methodology approach concerning both the collection and analysis of the empirical data. Journal: Journal of Global Fashion Marketing Pages: 87-102 Issue: 2 Volume: 9 Year: 2018 Month: 4 X-DOI: 10.1080/20932685.2018.1432408 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1432408 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:2:p:87-102 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1426482_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jungmin Suh Author-X-Name-First: Jungmin Author-X-Name-Last: Suh Author-Name: Youseok Lee Author-X-Name-First: Youseok Author-X-Name-Last: Lee Author-Name: Sang-Hoon Kim Author-X-Name-First: Sang-Hoon Author-X-Name-Last: Kim Title: The effects of collaborated character’s image congruence on cosmetic products evaluation: The relative importance of ideal and actual self-image congruence Abstract: Brand collaborations, particularly between characters and cosmetics brands, have become popular, adding more esthetic value and story to products. This paper explores the effects of character collaborations on cosmetic products evaluation, focusing on the collaborated character’s image congruence. The current research reveals that consumers who perceive a collaborated character’s image as congruent with their ideal self-image have more positive product evaluation, and further unveils the mediating effect of the self-improvement motive and the moderating effect of the perception of product usage situation. The findings of this research suggest that brand collaboration with character brands would be beneficial as a long-term strategy. Journal: Journal of Global Fashion Marketing Pages: 103-115 Issue: 2 Volume: 9 Year: 2018 Month: 4 X-DOI: 10.1080/20932685.2018.1426482 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1426482 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:2:p:103-115 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1435294_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Serena Rovai Author-X-Name-First: Serena Author-X-Name-Last: Rovai Title: Digitalisation, luxury fashion and “Chineseness”: The influence of the Chinese context for luxury brands and the online luxury consumers experience Abstract: The relationship between luxury and digitalisation, has been and still is problematic. Literature evidenced the challenging situation for luxury goods and online purchase with respect to exclusivity and identity. China has shown impressive orientation towards the digitalise world and a steady increase in Internet use in every business sector. Chinese market has its own socio-cultural norms and its luxury and fashion purchasing habits seemingly in constant evolution. The situation in China has indicated that luxury fashion brands and digitalisation have not fully revealed its development in relation to its “Chineseness” – or the specificity of the Chinese luxury and fashion market. As a result of the very limited research on digitalisation, luxury and China, this study will try to provide an understanding on the emerging issues – derived from the Chinese consumer market – which influence digitalisation strategy for luxury brands in China. Journal: Journal of Global Fashion Marketing Pages: 116-128 Issue: 2 Volume: 9 Year: 2018 Month: 4 X-DOI: 10.1080/20932685.2018.1435294 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1435294 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:2:p:116-128 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1432407_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Yeong Sheng Tey Author-X-Name-First: Yeong Sheng Author-X-Name-Last: Tey Author-Name: Mark Brindal Author-X-Name-First: Mark Author-X-Name-Last: Brindal Author-Name: Haddy Dibba Author-X-Name-First: Haddy Author-X-Name-Last: Dibba Title: Factors influencing willingness to pay for sustainable apparel: A literature review Abstract: Using a vote count analysis that synthesizes previous works, this study reviews the pivotal factors that lead to greater willingness to pay for sustainable apparel products. Previous work generally concurs that there is a desire for sustainable apparel, even when a price premium is required. Our findings clearly indicate that consumers, when making an actual purchase, are resistant to price premiums unless they perceive a tangible benefit equivalent to the premium paid. These benefits are various, but they can all be grouped as constituting “value.” However, that desire does not directly translate into purchasing action. We conclude that that desire is a form of theoretical rationality in the consumer’s mind. Even when value is added, the evidence indicates that the apparel will gain minimum acceptance unless the esthetic is also appealing. Journal: Journal of Global Fashion Marketing Pages: 129-147 Issue: 2 Volume: 9 Year: 2018 Month: 4 X-DOI: 10.1080/20932685.2018.1432407 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1432407 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:2:p:129-147 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1432406_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jee Su Keem Author-X-Name-First: Jee Su Author-X-Name-Last: Keem Author-Name: Seunghee Lee Author-X-Name-First: Seunghee Author-X-Name-Last: Lee Title: A study on consumers’ experiences and avoidances of mobile shopping application advertisements Abstract: This study aimed to analyze consumers’ experiences and avoidances of mobile shopping application advertisements. Preceding mobile shopping studies were reviewed to meet this objective and to understand mobile shopping characteristics; consequently, mobile shopping application advertisement types were selected for analysis. This study sampled 200 male and female consumers in their 20s and 30s who had experience in using mobile shopping applications. Their experiences regarding shopping application advertisements, their clicks and irritations, and particularly their avoidance of these advertisements were analyzed by advertisement type. Finally, subjects’ experiences in avoiding mobile shopping application advertisements were discussed. This study’s results can be summarized as follows: First, the group with no experience in mobile shopping application advertisements demonstrated a higher tendency to avoid these advertisements. Second, the group with experiences in clicking on mobile shopping application advertisements tended to avoid them more than their counterpart group. Third, the “reward” ad type was most favored by consumers, and alternatively, the “pop-up” ad type was shown to irritate both genders. In summary, the companies that create these application advertisements are advised to operate their own mobile shopping application advertisements with caution, to prevent irritating consumers or forcing them to avoid their advertisements. Journal: Journal of Global Fashion Marketing Pages: 148-160 Issue: 2 Volume: 9 Year: 2018 Month: 4 X-DOI: 10.1080/20932685.2018.1432406 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1432406 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:2:p:148-160 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1435295_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Elina Koivisto Author-X-Name-First: Elina Author-X-Name-Last: Koivisto Author-Name: Pekka Mattila Author-X-Name-First: Pekka Author-X-Name-Last: Mattila Title: International fashion trade shows as platforms for experiential branding Abstract: Branding has traditionally been a staple interest in fashion marketing research, although it has only been studied from the perspective of business-to-consumer markets. Recently, however, corporate branding has sparked the interest of industrial marketing scholars, who have demonstrated its potential benefits for companies, including a sustainable competitive advantage and increased customer loyalty. Based on interviews with representatives of 18 Scandinavian fashion companies that have attended trade shows, this article explores experiential marketing activities and their potential branding outcomes during international fashion trade shows. To this end, the study provides a new perspective on fashion branding by identifying the main experience providers in trade shows, and their contribution towards Customer-Based Brand Equity. In conclusion, the study contributes to the fashion marketing literature by providing a novel perspective on branding, and by demonstrating the use of experiential marketing in enhancing brand equity during international trade shows. Moreover, the emergent stream of literature on trade shows as experiential marketing is extended with an account from the exhibitor perspective. Finally, the studies of industrial branding are built on by illustrating the ways in which experiential marketing at trade shows can contribute to brand equity. Journal: Journal of Global Fashion Marketing Pages: 161-178 Issue: 2 Volume: 9 Year: 2018 Month: 4 X-DOI: 10.1080/20932685.2018.1435295 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1435295 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:2:p:161-178 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1463633_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Raffaele Donvito Author-X-Name-First: Raffaele Author-X-Name-Last: Donvito Title: Renaissance of marketing and management in fashion Abstract: This special issue was jointly conceived together with the 2015 Global Fashion Management Conference at Florence entitled “Renaissance of Marketing and Management in Fashion” organized by the Global Alliance of Marketing & Management Associations and co-hosted by the Italian Marketing Society (SIMktg), the International Textile and Apparel Association, the Korean Scholars of Marketing Science, and the University of Florence. This article aims to inspire scholars and practitioners activating a dynamic dialogue between Renaissance facets and the results of contemporary research about luxury fashion marketing phenomenon presented in this special issue (i.e. luxury fashion branding, product, pricing, communication, and social media). Journal: Journal of Global Fashion Marketing Pages: 179-184 Issue: 3 Volume: 9 Year: 2018 Month: 7 X-DOI: 10.1080/20932685.2018.1463633 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1463633 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:179-184 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1463859_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Diletta Acuti Author-X-Name-First: Diletta Author-X-Name-Last: Acuti Author-Name: Valentina Mazzoli Author-X-Name-First: Valentina Author-X-Name-Last: Mazzoli Author-Name: Raffaele Donvito Author-X-Name-First: Raffaele Author-X-Name-Last: Donvito Author-Name: Priscilla Chan Author-X-Name-First: Priscilla Author-X-Name-Last: Chan Title: An instagram content analysis for city branding in London and Florence Abstract: This paper aims to understand how user-generated content (UGC) affects the process of place branding by identifying the main associations of various actors related to London and Florence, both traditionally linked to the fashion industry. In particular, this study focuses on fashion as a city image component that contributes to the construction of the image of London and Florence. This research applies a content analysis of visual information (pictures) and textual information (hashtags) available on social networks (i.e. Instagram), typing the hashtags #London and #Florence, to reconstruct the brand image of these two cities. As the recent literature has argued for brands or products, even for places and cities, it is important to monitor the perceived city brand image resulting from the overall online experience, especially on social media. This paper is one of the first to apply content analysis on Instagram in relation to city branding, where the core of communication is based on images. Therefore, in contrast to previous studies, this work principally focuses on visual communication, as a form of textual paralanguage communication, for the construction of a city image for London and Florence. Journal: Journal of Global Fashion Marketing Pages: 185-204 Issue: 3 Volume: 9 Year: 2018 Month: 7 X-DOI: 10.1080/20932685.2018.1463859 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1463859 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:185-204 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1463860_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Gaetano Aiello Author-X-Name-First: Gaetano Author-X-Name-Last: Aiello Author-Name: Raffaele Donvito Author-X-Name-First: Raffaele Author-X-Name-Last: Donvito Author-Name: Virginia Vannucci Author-X-Name-First: Virginia Author-X-Name-Last: Vannucci Author-Name: Beverly Wagner Author-X-Name-First: Beverly Author-X-Name-Last: Wagner Author-Name: Juliette Wilson Author-X-Name-First: Juliette Author-X-Name-Last: Wilson Title: The paradox of odd-even price in fashion luxury sector: Empirical evidence from an international direct observation of luxury stores Abstract: Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, particularly analyzing a specific pricing strategy that seems to be in contrast with the nature of luxury pricing: the odd-even price (OEP). With the direct observation of physical and digital store windows of 20 luxury brands, this research investigates the role of OEP in the fashion luxury sector. Particularly, this work examines the relationship between the OEP strategy and the luxury level of fashion brands considering both offline and online channels. Journal: Journal of Global Fashion Marketing Pages: 205-222 Issue: 3 Volume: 9 Year: 2018 Month: 7 X-DOI: 10.1080/20932685.2018.1463860 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1463860 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:205-222 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1463861_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Stefania Masè Author-X-Name-First: Stefania Author-X-Name-Last: Masè Author-Name: Elena Cedrola Author-X-Name-First: Elena Author-X-Name-Last: Cedrola Author-Name: Genevieve Cohen-Cheminet Author-X-Name-First: Genevieve Author-X-Name-Last: Cohen-Cheminet Title: Is artification perceived by consumers of luxury products? The research relevance of a customer-based brand equity model Abstract: This article presents an experiment that tests the capacity of consumers to recognize an artification effect on luxury brands. From a managerial viewpoint, artification is an umbrella term that covers extensive art-based strategies. Luxury brands have been especially prone to using art strategies to address the issue of commodification resulting from high production volumes and so restore perceptions of rarity and exclusiveness. The main hypothesis of this research is that artification favorably alters perceptions of rarity in luxury products and also leads to a series of positive associations at the level of the brand. Through the customer-based brand equity (CBBE) scale, the four main dimensions of brand equity from a consumer perspective (Awareness, Image, Quality, Loyalty) have been analyzed. We randomly show consumers standard Louis Vuitton (LV) luxury items, and items resulting from the collaboration between LV and artist Yayoi Kusama. Frequency of distribution, analysis of variance (ANOVA) and multivariate analysis of variance (MANOVA) confirmed our hypothesis concerning both the Awareness and Image dimensions. No changes were observed at the Quality and Loyalty levels. This result opens up to further analysis on artification’s impact on brand equity, giving special attention to Brand Image, such an important and complex dimension of CBBE. Journal: Journal of Global Fashion Marketing Pages: 223-236 Issue: 3 Volume: 9 Year: 2018 Month: 7 X-DOI: 10.1080/20932685.2018.1463861 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1463861 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:223-236 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1461020_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: David Martín-Consuegra Author-X-Name-First: David Author-X-Name-Last: Martín-Consuegra Author-Name: Monica Faraoni Author-X-Name-First: Monica Author-X-Name-Last: Faraoni Author-Name: Estrella Díaz Author-X-Name-First: Estrella Author-X-Name-Last: Díaz Author-Name: Silvia Ranfagni Author-X-Name-First: Silvia Author-X-Name-Last: Ranfagni Title: Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model Abstract: Social media have opened up a whole new era for fashion companies and brands, encouraging them to identify innovative relationship with consumer. In order to face these new challenges, understanding the combinatory mechanism of brand credibility and brand image in the formation of brand purchase intention is strategic for fashion brands practitioners. The main purpose of this study is to examine the moderating effect of social media on the relationship between brand credibility, brand image and purchase intention of fashion brands. A conditional process analysis methodology is employed to describe the mediation and moderation effects of the variables analyzed. The findings show that brand credibility has a positive influence on brand image and purchase intention. In addition, social media activity is positively influential on the direct relationship between brand image and purchase intention. However, the results show that, over social media activity, the direct influence of brand credibility on purchase intention decreases. From a managerial point of view, the study helps fashion brand managers in executing marketing decisions through the evaluation of brand credibility and the understanding of the impact of social media activity to increase the brand image and consumer purchase. Journal: Journal of Global Fashion Marketing Pages: 237-251 Issue: 3 Volume: 9 Year: 2018 Month: 7 X-DOI: 10.1080/20932685.2018.1461020 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1461020 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:237-251 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1461021_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Giacomo Gistri Author-X-Name-First: Giacomo Author-X-Name-Last: Gistri Author-Name: Matteo Corciolani Author-X-Name-First: Matteo Author-X-Name-Last: Corciolani Author-Name: Stefano Pace Author-X-Name-First: Stefano Author-X-Name-Last: Pace Title: The interaction effect between brand identification and personal crisis relevance on consumers’ emotional reactions to a fashion brand crisis Abstract: An organizational crisis is an event perceived by managers and stakeholders as highly salient, unexpected, and potentially disruptive; it can also threaten an organization’s goals and have profound implications for its relationships with stakeholders. In this article, we consider an actual crisis that recently struck an important brand in the fashion sector – Moncler. The crisis endured by Moncler was complex, involving several aspects of its activity. Notably, our study was conducted at the beginning of November 2014, in the 2 weeks after the crisis event. In particular, to collect data on consumers’ reactions to Moncler crisis, we created a questionnaire and ran a web survey through Survey Monkey. Then, through a moderated mediation model, we show that the impact of brand identification on the attitude toward the company and purchase intention is significantly mediated by anger for high levels of personal crisis relevance (PCR) and by sympathy for average and low PCR levels. These results are in accordance with some research concerning the role of emotions, which can perform different functions; the function of emotions such as anger and sympathy is to support the individual’s commitment and relate to moral decisions and judgements. Journal: Journal of Global Fashion Marketing Pages: 252-269 Issue: 3 Volume: 9 Year: 2018 Month: 7 X-DOI: 10.1080/20932685.2018.1461021 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1461021 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:252-269 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1461022_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Alice Mazzucchelli Author-X-Name-First: Alice Author-X-Name-Last: Mazzucchelli Author-Name: Roberto Chierici Author-X-Name-First: Roberto Author-X-Name-Last: Chierici Author-Name: Francesca Ceruti Author-X-Name-First: Francesca Author-X-Name-Last: Ceruti Author-Name: Claudio Chiacchierini Author-X-Name-First: Claudio Author-X-Name-Last: Chiacchierini Author-Name: Bruno Godey Author-X-Name-First: Bruno Author-X-Name-Last: Godey Author-Name: Daniele Pederzoli Author-X-Name-First: Daniele Author-X-Name-Last: Pederzoli Title: Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook Abstract: Despite the fact that social networking sites (SNSs) provide new opportunities for firms and brands, there is still a little understanding of how user-generated contents (UGC) and shopping-related research via Facebook (FB) affects brand loyalty intention in the luxury fashion context. The present work develops a conceptual model to empirically analyze how brand loyalty intention is affected by customers’ trust in a brand’s FB page, by their willingness to utilize brand’s FB page for shopping-related searches, and by three different types of UGC: peer recommendations, informational support and emotional support. In order to fulfill this aim, the study examines 277 Millennials and the Victoria’s Secret FB page. Structural equation model results reveal that online shopping-related searches, peer recommendations and social support have significant positive effects on customers’ trust. Moreover, the research points out a significant positive effect between customers’ trust and their brand loyalty intention, supporting marketers to better understand the role played by trusted UGC. The research provides interesting insights, for both academic and practitioners, because it contributes to the existing body of knowledge in the field of brand and social media marketing. Moreover, UGC, especially informational support, could enable firms to influence consumers’ behavior positively and to transform their brands’ FB pages into trusted ones. Journal: Journal of Global Fashion Marketing Pages: 270-286 Issue: 3 Volume: 9 Year: 2018 Month: 7 X-DOI: 10.1080/20932685.2018.1461022 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1461022 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:270-286 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1503558_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Eun Young Kim Author-X-Name-First: Eun Young Author-X-Name-Last: Kim Author-Name: Kiseol Yang Author-X-Name-First: Kiseol Author-X-Name-Last: Yang Title: Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity Abstract: With the rapid adoption and the significances of self-service technologies (SSTs) in the fashion retail stores, this study is to identify underlying dimensions of perceived interactivity using SSTs and to estimate a structural model for examining a causal relationship among perceived interactivity, consumer emotional experience and patronage intention toward the fashion retail stores. Findings show that the perceived interactivity of SSTs has a positive effect on emotional experiences, eventually generating consumer positive responses toward the retail stores. Especially, the pleasure and dominance have positive effects on patronage intention toward the fashion retail stores. Also, the level of technology readiness moderates the effect of interactivities on consumer experience in using SSTs at the fashion retail stores. This study discusses theoretical and managerial implications for fashion retailers to enrich shopping experiences, streamlining service management in the technology-mediated retail environments. Journal: Journal of Global Fashion Marketing Pages: 287-304 Issue: 4 Volume: 9 Year: 2018 Month: 10 X-DOI: 10.1080/20932685.2018.1503558 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1503558 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:4:p:287-304 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1503556_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Fernando de Oliveira Santini Author-X-Name-First: Fernando de Oliveira Author-X-Name-Last: Santini Author-Name: Wagner Junior Ladeira Author-X-Name-First: Wagner Junior Author-X-Name-Last: Ladeira Author-Name: Claudio Hoffmann Sampaio Author-X-Name-First: Claudio Hoffmann Author-X-Name-Last: Sampaio Title: The role of satisfaction in fashion marketing: a meta-analysis Abstract: We analysed the antecedents and consequents of satisfaction in the fashion industry. Due to the number of primary papers found in the systematic review with applications in different fashion contexts, we opted to analyse possible moderators. This meta-analysis was undertaken in three distinct steps: a data search, a data collection process and a process of data coding and analysis. We analysed studies published between 1993 and 2017. Thirty-seven studies were found to be valid with respect to this research. The studies generated 283 observations. Our results present a global synthesis of the antecedents and consequents of satisfaction in the fashion industry. Fifteen antecedents and 17 consequents were found to have a positive and significant effect size for the satisfaction construct in the fashion industry. Journal: Journal of Global Fashion Marketing Pages: 305-321 Issue: 4 Volume: 9 Year: 2018 Month: 10 X-DOI: 10.1080/20932685.2018.1503556 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1503556 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:4:p:305-321 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1503555_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Amélia Brandão Author-X-Name-First: Amélia Author-X-Name-Last: Brandão Author-Name: Mahesh Gadekar Author-X-Name-First: Mahesh Author-X-Name-Last: Gadekar Author-Name: Francisco Cardoso Author-X-Name-First: Francisco Author-X-Name-Last: Cardoso Title: The impact of a firm’s transparent manufacturing practices on women fashion shoppers Abstract: Many fashion brands have responded to a transparent fashion industry to prevent unethical manufacturing practices. Firms are evaluating suppliers more carefully as fashion consumers are showing more concern and shopping with the social consciousness of sweatshops. Prior studies have examined the relationship between transparency and purchase intention; however, little is known about women fashion consumers. Because women show more participation in pro-environment behavior and activism than men and information about suppliers is highly valued, we examined women’s perception toward firms’ transparency of suppliers’ manufacturing practices. Structural modeling was employed for hypotheses testing for 411 women fashion consumers in a South-western European country. The proposed model provides the satisfactory explanation for transparency as an antecedent of brand trust among women consumers. The study reports that consumer attitude toward the brand acts as mediator between transparency and purchase intention. The results suggest that transparency has a significant and positive relationship with trust, attitude and word-of-mouth intention; however, it does not have significant relation to purchase intention. Trust has a positive and significant relation with word-of-mouth communication; however, it does not have a significant relation to purchase intention. Implications for researchers and marketers and direction for future studies are suggested. Journal: Journal of Global Fashion Marketing Pages: 322-342 Issue: 4 Volume: 9 Year: 2018 Month: 10 X-DOI: 10.1080/20932685.2018.1503555 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1503555 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:4:p:322-342 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1503554_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Jean-Eric Pelet Author-X-Name-First: Jean-Eric Author-X-Name-Last: Pelet Author-Name: Monia Massarini Author-X-Name-First: Monia Author-X-Name-Last: Massarini Author-Name: Rubens Pauluzzo Author-X-Name-First: Rubens Author-X-Name-Last: Pauluzzo Title: Ethnicity versus country-of-origin effects: A situational process-focused approach towards designer fashion brand evaluation Abstract: The globalization of trade and the increasingly mixed identities of consumers suggest that researchers on “country of origin” (COO) should go beyond nationality. Thus, we propose the “ethnicity of origin” (EOO) construct as an alternative to COO. We focus on a privileged area of investigation – fashion – and operationalize the construct through three variables: the designer’s birthplace, educational background and headquarters location. We conduct a cross-national experimental factorial analysis on a sample of 980 respondents from China, France and Italy. Results suggest that the three variables have an impact on brand evaluation. The indirect impact on willingness to buy (WBUY) and willingness to recommend (WREC) is also supported. However, correlations vary according to the ethnicity of the consumer. More specifically, our results stress that ethnicity cues have a strong influence on potential Chinese customers. Moreover, consumer ethnocentrism acts as an important moderator of the relationship between ethnicity cues and perceived brand image evaluation. EOO cues should be taken into account as strategic branding levers when defining marketing strategies in the fashion industry. Findings support our suggestion that studies on COO should address a situational focused approach to ethnicity. Journal: Journal of Global Fashion Marketing Pages: 343-363 Issue: 4 Volume: 9 Year: 2018 Month: 10 X-DOI: 10.1080/20932685.2018.1503554 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1503554 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:4:p:343-363 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1503557_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Shina Kim Author-X-Name-First: Shina Author-X-Name-Last: Kim Author-Name: Eunju Ko Author-X-Name-First: Eunju Author-X-Name-Last: Ko Author-Name: Sang Jin Kim Author-X-Name-First: Sang Jin Author-X-Name-Last: Kim Title: Fashion brand green demarketing: Effects on customer attitudes and behavior intentions Abstract: The authors focus on a fashion brand, Patagonia, to study green demarketing advertising in the fashion industry, a strategy for enhancing sustainability by encouraging consumers to avoid buying unneeded products. The study shows that green demarketing advertising positively affects consumer attitudes and behavior intentions in consumers who have either analytic or intuitive cognitive styles. All cognitive styles react most positively to concrete rather than abstract demarketing advertisements. Theoretical and managerial implications are discussed. Journal: Journal of Global Fashion Marketing Pages: 364-378 Issue: 4 Volume: 9 Year: 2018 Month: 10 X-DOI: 10.1080/20932685.2018.1503557 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1503557 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:4:p:364-378 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_1511380_J.xml processed with: repec_from_tfjats.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Charles R. Taylor Author-X-Name-First: Charles R. Author-X-Name-Last: Taylor Author-Name: Yoon-Na Cho Author-X-Name-First: Yoon-Na Author-X-Name-Last: Cho Author-Name: Carissa M. Anthony Author-X-Name-First: Carissa M. Author-X-Name-Last: Anthony Author-Name: Danielle B. Smith Author-X-Name-First: Danielle B. Author-X-Name-Last: Smith Title: Photoshopping of models in advertising: A review of the literature and future research agenda Abstract: The extant literature suggests that idealized imagery of female models in advertising has negative impacts on the body satisfaction of those exposed. Women can feel pressure to live up to “perfect” images depicted in advertising, sometimes resulting in negative consequences. As a result, the practice of digital retouching or “photoshopping” of ads has come under scrutiny, with some countries implementing restrictions on the practice. The purpose of this paper is to critically review the literature on photoshopping of ads in terms of both its societal and managerial impacts. We also examine literature investigating whether the inclusion of disclaimers on photoshopped images has effects on consumers’ reaction to the ad both psychologically and in terms of ad effectiveness. Findings suggest that, in some settings, idealized imagery as an output of digital retouching does have a negative impact on women’s body satisfaction. The limited research on disclaimers suggest that they do not have much effect either on body image or ad effectiveness, but more research is needed. Directions for future research aimed at better understanding the impact of photoshopping are provided. Journal: Journal of Global Fashion Marketing Pages: 379-398 Issue: 4 Volume: 9 Year: 2018 Month: 10 X-DOI: 10.1080/20932685.2018.1511380 File-URL: http://hdl.handle.net/10.1080/20932685.2018.1511380 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:4:p:379-398 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2165130_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Sheetal Jain Author-X-Name-First: Sheetal Author-X-Name-Last: Jain Author-Name: Amit Shankar Author-X-Name-First: Amit Author-X-Name-Last: Shankar Title: Examining the luxury consumers’ showrooming behaviour: The effect of perceived values and product involvement Abstract: Since showrooming has been a key trend among luxury consumers, this study tries to understand the major drivers behind luxury consumers’ showrooming behaviour using a moderated mediation framework. Drawing from Stimulus-Organism-Response (S-O-R) Model and Value-Based Adoption Model (VAM), this research aims to bridge this gap in the existing work. Systematic sampling method was employed for data collection from 404 luxury fashion consumers in India. AMOS 27 and Process SPSS Macro were employed to analyse the data. Findings from the analysis revealed that sales-staff assistance, evaluation convenience, deals and discount and online purchase convenience significantly influence showrooming intention. Mediating roles of in-store search value and perceived value of online shopping were confirmed in the relationship between antecedent variables and showrooming intention. Furthermore, the mediating role of in-store search value is moderated by product involvement. This is the earliest work performed to examine the influence of product involvement in consumers’ showrooming behaviour for luxury goods. This paper will assist luxury players to create appropriate marketing programmes to facilitate or counter showrooming. Journal: Journal of Global Fashion Marketing Pages: 294-311 Issue: 3 Volume: 14 Year: 2023 Month: 07 X-DOI: 10.1080/20932685.2023.2165130 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2165130 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:3:p:294-311 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2195677_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Murphy Aycock Author-X-Name-First: Murphy Author-X-Name-Last: Aycock Author-Name: Eunjoo Cho Author-X-Name-First: Eunjoo Author-X-Name-Last: Cho Author-Name: Kyuree Kim Author-X-Name-First: Kyuree Author-X-Name-Last: Kim Title: “I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers Abstract: The second-hand luxury fashion market has continued to gain popularity in the past decade. Many luxury fashion retailers have been pursuing ways to get involved in the second-hand goods market. However, little is known about what drives consumers to shop at online second-hand luxury fashion stores. This study applied the uses and gratification and mental accounting theory to develop a theoretical framework investigating young adult consumers’ motivations and the perceived value that lead to their willingness to recommend and purchase intentions toward online second-hand luxury fashion retailers. This study collected data via an online survey and analyzed 190 samples to test hypotheses using structural equation modeling. The results indicate that critical and fashion motivations positively influence perceived value for shopping at online second-hand luxury fashion retailers among young adult consumers. The perceived value significantly influences young adult consumers’ willingness to recommend and purchase intentions. The results reveal that fashion motivation indirectly influences willingness to recommend and purchase intentions via perceived value. The findings provide empirical evidence of the importance of perceived value for young adult second-hand luxury shoppers. Managerial implications offer insights on how to appeal to these consumers to recommend and purchase second-hand luxury fashion products from online retailers. Journal: Journal of Global Fashion Marketing Pages: 327-349 Issue: 3 Volume: 14 Year: 2023 Month: 07 X-DOI: 10.1080/20932685.2023.2195677 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2195677 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:3:p:327-349 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2186462_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Manqian Wang Author-X-Name-First: Manqian Author-X-Name-Last: Wang Author-Name: Eunyoung Kim Author-X-Name-First: Eunyoung Author-X-Name-Last: Kim Author-Name: Bo Du Author-X-Name-First: Bo Author-X-Name-Last: Du Title: Art-derived designs promote the inconspicuous consumption of fashion bags Abstract: This study examines whether art-derived design can be used as an effective approach to promote the inconspicuous consumption of fashion bags. As there is a strong correlation between inconspicuous consumption and brand image, the study classified how brand image is presented in bags to analyze the relationship between brand image, art-derived design methods, and brand groups through a chi-squared test; 87 bag designs from 19 fashion brands and 46 artists and art institutions were selected as a sample. The brands included were divided into three categories: accessible core brands, affordable luxury brands, and mass fashion brands. The accessible core brands outperformed the other two brand groups in terms of maintaining a prominent brand image. Analyzing the ages of art-derived bags also demonstrated that fashion – art collaboration has been on the rise in recent years. And the stronger the artistry of the bag, the less prominent the brand image, which means that the importance of artistic image expression goes beyond the brand image. This analysis result demonstrates that art-derived designs not only help to enhance the commercial value of fashion brands but can also be used as an effective design method to promote the inconspicuous consumption of fashion bags. Journal: Journal of Global Fashion Marketing Pages: 263-278 Issue: 3 Volume: 14 Year: 2023 Month: 07 X-DOI: 10.1080/20932685.2023.2186462 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2186462 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:3:p:263-278 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2176902_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Minjung Park Author-X-Name-First: Minjung Author-X-Name-Last: Park Author-Name: Jayoung Koo Author-X-Name-First: Jayoung Author-X-Name-Last: Koo Author-Name: Do Yuon Kim Author-X-Name-First: Do Yuon Author-X-Name-Last: Kim Title: Femvertising of luxury brands: Message concreteness, authenticity, and involvement Abstract: This research examined luxury brands’ women empowerment advertising (femvertising) on social media. The study found that the authenticity of the message mediates the positive relationship between message concreteness and a) brand attitude and b) intention to support women empowerment campaign. The results also showed that consumers with high (vs. low) involvement with women empowerment tend to be more receptive to femvertising regardless of the concreteness of the message and have more positive brand attitude and value perceptions (i.e. uniqueness and social) of femvertising of luxury brands. Consumers with low involvement in women empowerment have higher uniqueness and social value perceptions when luxury advertising without any women empowerment message was shown (vs. femvertising). This research provides important implications of luxury brands’ femvertising. Journal: Journal of Global Fashion Marketing Pages: 243-262 Issue: 3 Volume: 14 Year: 2023 Month: 07 X-DOI: 10.1080/20932685.2023.2176902 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2176902 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:3:p:243-262 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2197920_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Swagata Chakraborty Author-X-Name-First: Swagata Author-X-Name-Last: Chakraborty Author-Name: Amrut Sadachar Author-X-Name-First: Amrut Author-X-Name-Last: Sadachar Title: Spirituality bestowing self-transcendence amid COVID-19 through slow fashion Abstract: We proposed and tested a conceptual model exploring how (i) COVID-stress evokes spirituality; (ii) COVID-stress and spirituality engender positive attitude toward the different dimensions of slow fashion (i.e. equity, authenticity, functionality, localism, and exclusivity) as a symbol of self-transcendence and (iii) spirituality mediates the relationships between COVID-stress and the different dimensions of slow fashion. We conducted an online survey in Amazon Mechanical Turk (n = 317) and analyzed the data through structural equation modeling. (i) COVID-stress positively influences spirituality; (ii) both COVID-stress and spirituality positively influence attitude toward slow fashion in terms of equity, authenticity, localism, and exclusivity; (iii) spirituality mediates the relationships between COVID-stress and all the dimensions of slow fashion except for functionality. Due to the fast-changing situations amid the pandemic and the uneven severity of the pandemic globally, a cross-sectional study may have limited the scope for capturing nuances of retail consumer behavior. In summary, we suggest that the consumption of slow fashion apparel as a symbol of self-transcendence may help consumers cope with COVID-stress in the hope of building spiritual ties with a higher power through the process of ethical consumption amid the pandemic. Journal: Journal of Global Fashion Marketing Pages: 350-368 Issue: 3 Volume: 14 Year: 2023 Month: 07 X-DOI: 10.1080/20932685.2023.2197920 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2197920 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:3:p:350-368 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2176338_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Hye-Shin Kim Author-X-Name-First: Hye-Shin Author-X-Name-Last: Kim Author-Name: Yanan Yu Author-X-Name-First: Yanan Author-X-Name-Last: Yu Title: The effects of product return effort and recreational shopper identity on future purchase intentions Abstract: Returning the product is an important part of the consumer decision-making process where the future relationship with the retailer can be negatively compromised. Although returning products influences consumer satisfaction, most studies have studied product returns from economic and logistical perspectives and a smaller number of studies addressing the psychological impact of returning products can be found. This study fills the void in the literature on apparel product returns and offers retailers insight into how negative feelings related to product returns are connected to their future purchase intentions from the retailer. In addition, the influence of the recreational shopper characteristic is studied within the context of product returns. Hypotheses were tested that examine the relationship among variable product return effort, recreational shopper identity, product dissonance, and purchase intentions. Data from 227 female participants recruited from Amazon’s Mechanical Turk (MTurk) were analyzed. Findings support the hypothesized influence of product return effort and recreational shopper identity on product dissonance. However, the relationship between product dissonance and purchase intentions was not confirmed and a more complex relationship among the variables studied with purchase intentions is discussed. Journal: Journal of Global Fashion Marketing Pages: 312-326 Issue: 3 Volume: 14 Year: 2023 Month: 07 X-DOI: 10.1080/20932685.2023.2176338 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2176338 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:3:p:312-326 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2189602_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Irene Roozen Author-X-Name-First: Irene Author-X-Name-Last: Roozen Author-Name: Mariet Raedts Author-X-Name-First: Mariet Author-X-Name-Last: Raedts Author-Name: Muriel Schwolle Author-X-Name-First: Muriel Author-X-Name-Last: Schwolle Title: Is it worth investing in an online fashion pop-up store? Abstract: The COVID-19 pandemic outbreak has also challenged fashion brands to offer (potential) customers new and exciting online brand experiences and buying options. This study compared the effectiveness of two types of online fashion stores: an online pop-up store versus the same brand’s web store, for a luxury brand (Louis Vuitton) and a mass-selling fashion brand (Nike). The effectiveness of the stores was measured by means of the following constructs: perceived brand experiences, social media buzz intentions, and buying intentions. Based on previous research on personality traits of fashion pop-up store visitors, we hypothesized that online pop-up stores would be more effective for customers with a high level of need for uniqueness (NFU). A sample of 212 female customers participated in our online experiment that had a between subjects-design. The results showed that customers who score relatively high on NFU are significantly more likely to buy from an online pop-up store. These customers also have superior brand experiences, and are more likely to share their experiences on social media, regardless of brand type. Overall, the results indicate that an online fashion pop-up store is significantly worth considering, especially for female customers who are looking for uniqueness. Journal: Journal of Global Fashion Marketing Pages: 279-293 Issue: 3 Volume: 14 Year: 2023 Month: 07 X-DOI: 10.1080/20932685.2023.2189602 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2189602 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:3:p:279-293 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2214164_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Paloma Diaz Soloaga Author-X-Name-First: Paloma Author-X-Name-Last: Diaz Soloaga Author-Name: Gemma Muñoz Dominguez Author-X-Name-First: Gemma Author-X-Name-Last: Muñoz Dominguez Author-Name: Jing Zhou Author-X-Name-First: Jing Author-X-Name-Last: Zhou Title: Legacy transmission through fashion films: Visual and narrative brand heritage integration Abstract: On this research, we analyze how fashion houses transmit the spirit of the brands, convey the values that constitute their identity and show their heritage through fashion films. High end luxury brands with a long heritage such as Dior and Chanel, use audiovisual narratives fashion films, a form of visual and artistic communication, where the content establishes an emotional relationship between brand and customers and recreates the origins of the brand. Authors primarily selected, classified, and analyzed all fashion films that Chanel and Dior had published on YouTube, and then study a series of representative samples selected from all those contents created by fashion brands. Based on the number of views, likes and comments of each video, it is possible to see the interaction between the brand and the audience and the engagement among the different fashion films. It also delves into the key of the brand to unearth the inheritance and tradition of its origin, trying to record the history of “Maison” to reach a wider audience and convey a series of values to new digital consumers. The combination of heritage and vitality through digital activities is oriented to deliver values that have a significant impact on the audience. Journal: Journal of Global Fashion Marketing Pages: 429-448 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2214164 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2214164 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:429-448 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2200815_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Concha Pérez Curiel Author-X-Name-First: Concha Author-X-Name-Last: Pérez Curiel Author-Name: Jorge Zarauza Castro Author-X-Name-First: Jorge Zarauza Author-X-Name-Last: Castro Author-Name: Ana Velasco Molpeceres Author-X-Name-First: Ana Author-X-Name-Last: Velasco Molpeceres Title: Fashion, cinema and marketing: An exploratory study of diversity and stereotyping on the red carpets in US Vogue Abstract: Research on race and gender stereotypes in the field of cinema and fashion highlights the dysfunction of the social discourse of inclusivity and diversity. The international Red Carpet events continue to reproduce a model of femininity and masculinity according to the traditional canon of beauty, but specialized fashion magazines show a certain tendency to change, that reopen the debate about their role in equality. The symbiosis of both scenarios requires knowing what are the beauty codes and gender stereotypes that identify movie stars in the red carpets and checking to what extent fashion magazines evolve and conveys the message of inclusiveness. The coverage of US Vogue of four red carpets is analysed with the content analysis methodology and then interpreted by a panel of experts. The results show the presence of a stereotyped image of beauty, with the influence and marketing of luxury brands and celebrities, as well as the primacy and continuity of a canon traditional gender binary that identifies women’s fashion magazines. It remains to be seen if, in future red carpets, a more defined trend towards diversity is glimpsed, which also favours a change in strategy in the communication of brands and fashion magazines. Journal: Journal of Global Fashion Marketing Pages: 404-418 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2200815 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2200815 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:404-418 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2205862_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Alfonso de la Quintana García Author-X-Name-First: Alfonso Author-X-Name-Last: de la Quintana García Title: The evolution of journalists´ style in the cinema in Spain: From the Historias de la radio to Spotlight Abstract: The cinema is a fashion promoter that has always influenced journalists’ stereotypes. From their clothes, hairstyles, gestures and even the way of speaking. It has been an essential instrument for studying the aesthetic movements through the different eras in history. It also turned the journalist into an opinion leader and, hereinafter, those journalists would influence in their audience by creating style icons through movies and promoting items of clothing. In order to analyse the evolution of cinema fashion in Spain, two representative films of the journalistic profession have been analysed for their screen share acceptance, but very different in time, space and form in order to try to cover all possible characteristics. By means of a comparative study, the similarities, differences and fashion pattern are analysed and summarised. The most important conclusion is that fashion is a cross-cuing phenomenon that is used to denounce injustice in each of the films. Fashion is not only the costume, it is the way of speaking in the script, the furniture, the place filmed and sometime even the problems that are denounced. Fashion has social effects. Finally, a small, very limited simple is made with a series of in-depth interviews with three journalists in relevant positions, with more than ten years of seniority working in the world fashion. Journal: Journal of Global Fashion Marketing Pages: 419-428 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2205862 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2205862 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:419-428 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2176337_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Justo de Jorge Moreno Author-X-Name-First: Justo de Jorge Author-X-Name-Last: Moreno Author-Name: Francisco Javier Martínez Velázquez Author-X-Name-First: Francisco Javier Author-X-Name-Last: Martínez Velázquez Title: Analysis of productivity, efficiency, and their explanatory factors in the fast fashion sector: New evidence from the international environment Abstract: This paper analyses the performance levels of the leading companies in the fast fashion sector, Inditex, H&M and Gap in the period 2005–2019. Additionally, the isolated analysis of Inditex, as a case study, has been considered, with special emphasis on its internationalization process, in the period 1995–2019. The use of different approaches to obtain efficiency and productivity (DEA, intertemporal and Windows models), have enriched this work. The results obtained indicate a good performance in the resource management of the companies analyzed. In the case of Inditex, a curvilinear U-shaped relationship was found between efficiency and its level of internationalization. In addition, average increases in TFP are observed in the case of Gap and Inditex. However, Inditex shows a trend of continuous improvement in most of the sub-periods considered, reaching an improvement of 18%. Journal: Journal of Global Fashion Marketing Pages: 449-467 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2176337 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2176337 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:449-467 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2183876_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Teresa Sádaba Author-X-Name-First: Teresa Author-X-Name-Last: Sádaba Author-Name: Carmen Azpurgua Author-X-Name-First: Carmen Author-X-Name-Last: Azpurgua Author-Name: Pedro Mir Bernal Author-X-Name-First: Pedro Author-X-Name-Last: Mir Bernal Author-Name: Patricia SanMiguel Author-X-Name-First: Patricia Author-X-Name-Last: SanMiguel Title: Fashion empowering women: Sterotypes in the TV dramedy series House of Cards, Suits and Emily in Paris Abstract: Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fashion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing elements in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series. Journal: Journal of Global Fashion Marketing Pages: 374-389 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2183876 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2183876 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:374-389 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2234930_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Y. Greg Song Author-X-Name-First: Y. Greg Author-X-Name-Last: Song Author-Name: Jiemin Looi Author-X-Name-First: Jiemin Author-X-Name-Last: Looi Author-Name: Eun Yeon Kang Author-X-Name-First: Eun Yeon Author-X-Name-Last: Kang Title: Assessing how an unofficial brand partnership affects a brand image: The case of the Satan Shoes Abstract: This study investigates how unofficial, third-party brand partnerships detrimentally impact brand attitudes. It also addresses an underexplored research area by evaluating whether brands’ response strategies can effectively mitigate reputational damages incurred from paracrises – trivial yet publicly visible incidents alleging their involvement in socially irresponsible and unethical behaviors. This study is premised upon the Satan Shoes scandal, in which musician Lil Nas X and the art collective MSCHF altered and sold Nike footwear without obtaining the company’s authorization, resulting in public backlash on social media and a lawsuit from Nike to recall the modified sneakers. Sentiment analysis indicated that consumers expressed negative brand attitudes toward Nike in response to the scandal. Topic modeling also revealed key themes regarding the product design, moral controversies surrounding the Satan Shoes, and Nike’s lawsuit against MSCHF. Time series analysis further demonstrated that the lawsuit effectively positioned Nike as a victim, thereby disassociating the brand from the paracrisis. Journal: Journal of Global Fashion Marketing Pages: 505-520 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2234930 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2234930 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:505-520 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2205869_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Fatemeh Golalizadeh Author-X-Name-First: Fatemeh Author-X-Name-Last: Golalizadeh Author-Name: Bahram Ranjbarian Author-X-Name-First: Bahram Author-X-Name-Last: Ranjbarian Author-Name: Azarnoosh Ansari Author-X-Name-First: Azarnoosh Author-X-Name-Last: Ansari Title: Impact of customer’s emotions on online purchase intention and impulsive buying of luxury cosmetic products mediated by perceived service quality Abstract: This study has provided an in-depth analysis of the impact of Iranian customers’ emotions on their online purchase intention and impulsive buying behavior when buying luxury cosmetics, emphasizing the role of the perceived quality of online services. The goal is to investigate emotions’ direct and indirect relationships with purchase behavior. A mixed-method approach was conducted, combining interviews with 23 expert active customers and a customer-based survey with a sample of 385 online customers of several Telegram groups on luxury cosmetic products. The qualitative analysis identified positive and negative dimensions for customers’ emotions and three dimensions for perceived online service quality: group quality, transaction-related service, and interaction quality. The results indicated that customers’ emotions affect perceived online service quality dimensions. The findings also confirmed the impact of perceived online service quality dimensions on customers’ online purchase intention and impulsive buying behavior. Finally, the results confirmed the effect of customers’ emotional dimensions on their online purchase intention and impulsive buying behavior mediated by perceived online service quality. Regarding luxury brands, especially cosmetics brands, considering the specific situation of Iran, according to the research findings, positive emotions versus negative emotions have a greater impact on all dimensions of perceived online service quality. Journal: Journal of Global Fashion Marketing Pages: 468-488 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2205869 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2205869 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:468-488 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2206411_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Paloma Díaz Soloaga Author-X-Name-First: Paloma Author-X-Name-Last: Díaz Soloaga Author-Name: Gemma Muñoz Domínguez Author-X-Name-First: Gemma Author-X-Name-Last: Muñoz Domínguez Author-Name: Arch G. Woodside Author-X-Name-First: Arch G. Author-X-Name-Last: Woodside Title: Fashion and film stories of (mis)understanding: Introduction to a special issue on cinema and fashion Abstract: Cinema is the “the Seventh Art” and cinema is valued socially for its enormous capacity to evoke feelings, awaken consciences, and represent the most sublime of the human spirit and soul. Cinema stories are elaborate constructs of narrative, technical and aesthetic elements whose result is a final product with the antagonistic ability to entertain in an alienating way or even change the thinking of a society regarding a certain issue. Through movies, generations receive aesthetic educations: the way of behaving is learned, the way of speaking and dressing is imitated, an atmosphere of the past is reproduced, trying to represent the Zeitgeist and evoke the great themes that oscillate in each society. Without a doubt, the arrival of cinema into lives in the 20th century marks the ways generations socialize, while forever changing the transmission of ideas, values, and aesthetics. Journal: Journal of Global Fashion Marketing Pages: 369-373 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2206411 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2206411 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:369-373 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2197919_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Tammy R. Kinley Author-X-Name-First: Tammy R. Author-X-Name-Last: Kinley Author-Name: Sanjukta Pookulangara Author-X-Name-First: Sanjukta Author-X-Name-Last: Pookulangara Author-Name: Bharath M. Josiam Author-X-Name-First: Bharath M. Author-X-Name-Last: Josiam Author-Name: Dan Spears Author-X-Name-First: Dan Author-X-Name-Last: Spears Author-Name: Kirti Dutta Author-X-Name-First: Kirti Author-X-Name-Last: Dutta Title: Bollywood influence on clothing selection of Indian consumers Abstract: The purpose of this study was to examine the influence of Indian (Bollywood) movie engagement on fashion involvement and purchase behavior of Indian consumers who reside in India. Specifically, the study examined the influence of Bollywood movies on fashion purchases and personal appearance of Indian consumers. Survey data collected from 1,058 Indian adults via a convenience sample in a major city using the mall intercept technique found that stronger Bollywood engagement was significantly related to fashion involvement generally. More specifically, Bollywood engagement was found to influence clothing selection, clothing purchase, and hairstyles. The effect was stronger for male participants. In the crowded space for customer attention, findings from this study indicate that Bollywood movies can be a strong promotional vehicle to reach consumers beyond overt brand placement. The participants in this study found clothing style inspiration on the big screen as well as a way to satisfy cultural pressure to adhere to traditional dress while adopting the appearance and implied persona of a Western-influenced lifestyle. Journal: Journal of Global Fashion Marketing Pages: 390-403 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2197919 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2197919 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:390-403 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2198249_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20 Author-Name: Saheli Goswami Author-X-Name-First: Saheli Author-X-Name-Last: Goswami Author-Name: Geetika Jaiswal Author-X-Name-First: Geetika Author-X-Name-Last: Jaiswal Title: Lying by telling the truth – the risks of deception by paltering and hypocrisy in corporate social responsibilities context Abstract: This research investigated how fashion corporations’ paltering-based deceptive marketing, specifically related to corporate social responsibility (CSR), might influence consumers. Specifically, it investigated if it evokes hypocrisy perceptions to influence consumers’ purchase decisions and how the mediating roles of consumer-corporation-relationship and consumer-based corporate-reputation can explain such influences. Using a two-factor online experiment (paltering x message replications), data were collected from 252 US consumers. PROCESS results indicated that CSR-paltering positively evoked hypocrisy and, in turn, dampened consumer-corporation-relationship and corporate-reputation. Such hypocrisy significantly reduced purchase-intentions, but only when mediated through consumer-corporation-relationship. No significant negative relationships between deception and purchase-intentions were observed when mediated by hypocrisy alone or combined with corporate-reputation. Additionally, paltering directly influenced relational and reputational evaluations. The novelty of this research lies in its focus on paltering-based deception, prevalent within the fashion industry, and how technically true yet misleading CSR marketing influences consumers. This study also responds to the urgent scholarly calls for investigating deception’s role in consumers’ hypocrisy and adds how this new type of deception is also an attributing factor. Further, it provides corporations insight into how CSR paltering, despite its technically true information, can damage consumers’ relational and reputational attachments and their behavioral intentions if discovered. Journal: Journal of Global Fashion Marketing Pages: 489-504 Issue: 4 Volume: 14 Year: 2023 Month: 10 X-DOI: 10.1080/20932685.2023.2198249 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2198249 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:14:y:2023:i:4:p:489-504 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2180768_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Jinsu Park Author-X-Name-First: Jinsu Author-X-Name-Last: Park Author-Name: Naeun (Lauren) Kim Author-X-Name-First: Naeun (Lauren) Author-X-Name-Last: Kim Title: Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world Abstract: The aim of this study was to examine the role of “avatar” in the metaverse, specifically, by exploring how appearance similarity with an avatar affects virtual product purchase intention, which is mediated by self-congruence and flow. Further, this study also attempted to find how human behavior in the virtual world could affect behavior in the real world. An online survey was administered to a total of 164 users of a popular South Korean metaverse platform ZEPETO. The findings indicated that the appearance similarity with the avatar influenced virtual product purchase intention, and this relationship was fully mediated by avatar-self congruence and flow. This study also found that virtual product purchase intention could influence real product purchase intention. Based on these findings, it is suggested high-quality avatar customization is critical for users, and retail brands can utilize metaverse as a new marketing tool and as a testbed for new products. Journal: Journal of Global Fashion Marketing Pages: 23-38 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2180768 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2180768 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:23-38 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2234918_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Alice Venturini Author-X-Name-First: Alice Author-X-Name-Last: Venturini Author-Name: Martina Columbano Author-X-Name-First: Martina Author-X-Name-Last: Columbano Title: ‘Fashioning’ the metaverse: A qualitative study on consumers’ value and perceptions of digital fashion in virtual worlds Abstract: The field of fashion is rapidly evolving, as it has surprisingly arisen as one of the most inclined to adopt digitalization and virtual realities to transform its business model, motivated by the apparent plethora of options and advantages that these technologies have to offer. The metaverse is one of these digital emerging trends. The aim of the present study is to investigate the context-specific consumption values associated with the use of the metaverse in fashion practices. Based on a theoretical framework rooted in the “theory of consumption values”, a qualitative study was employed. Semi-structured interviews with 13 metaverse users and professionals were conducted to derive context-specific consumption values. Our findings enrich and extend the theory of consumption values literature by redefining the five consumption values according to the metaverse usage. The five values have been identified as: utilitarianism, social identity, personification, hedonism, and personal beliefs. Technology provides and fashion brand managers can capitalize on these findings to develop new digital experiences and enhance the metaverse users’ engagement. Journal: Journal of Global Fashion Marketing Pages: 6-22 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2234918 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2234918 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:6-22 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2268609_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Stefano Paolo Russo Author-X-Name-First: Stefano Paolo Author-X-Name-Last: Russo Author-Name: Cristina Mele Author-X-Name-First: Cristina Author-X-Name-Last: Mele Author-Name: Tiziana Russo Spena Author-X-Name-First: Tiziana Author-X-Name-Last: Russo Spena Title: Innovative value propositions in the fashion metaverse Abstract: At the present time, fashion companies experiment with the metaverse in pursuit of innovative value propositions (IVPs) to offer to customers, and this paper addresses that phenomenon. The metaverse is a “phygital” space that rests on a range of different technologies, leveraging the benefits they generate and enhancing their potential applications. We carried out an exploration of 17 cases across the fashion industry by deploying a “metaverse ethnography” to utilise thick data (qualitative information such as observations, feelings, and reactions) which offers contextual and qualitative insights. Our main contribution consists of a framework that has identified the metaverse as an enabler of IVPs. We address three main activities that fashion companies carry out to leverage the potential of the metaverse: crafting resources, designing contexts, and enabling experiences. Within these activities, fashion companies offer new value promises to customers and activate new strategic levers; both of these result in IVPs. We highlight implications for scholars, practitioners and for further research. Journal: Journal of Global Fashion Marketing Pages: 39-61 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2268609 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2268609 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:39-61 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2251033_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Hazel Hoi Yau Chan Author-X-Name-First: Hazel Hoi Yau Author-X-Name-Last: Chan Author-Name: Claudia Henninger Author-X-Name-First: Claudia Author-X-Name-Last: Henninger Author-Name: Rosy Boardman Author-X-Name-First: Rosy Author-X-Name-Last: Boardman Author-Name: Marta Blazquez Cano Author-X-Name-First: Marta Author-X-Name-Last: Blazquez Cano Title: The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda Abstract: With the advancement of 3D design software, “digital fashion” has evolved from a retail and design tool for physical fashion to a virtual-only end-product sold to consumers in wholly digital form. As many brands are now developing digital fashion end products as a new revenue stream, given its potential to reduce some levels of overconsumption of physical clothing, it warrants academic attention. However, the literature has predominantly defined digital fashion as a tool rather than an end-product, resulting in an incomplete definition of digital fashion. This hinders scholars’ ability to fully comprehend and explore this emerging product category. This article aims to synthesize the current marketing/management literature on digital fashion and investigate the theories, context, characteristics, and methodology of digital fashion as an end-product. This study contributes to the literature by providing a comprehensive industry-accepted definition of digital fashion within a conceptual framework, categorizing six different types of digital fashion end-products, and establishing a future research agenda that will lead to new research streams. Journal: Journal of Global Fashion Marketing Pages: 155-180 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2251033 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2251033 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:155-180 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2249476_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Gabriele Murtas Author-X-Name-First: Gabriele Author-X-Name-Last: Murtas Author-Name: Giuseppe Pedeliento Author-X-Name-First: Giuseppe Author-X-Name-Last: Pedeliento Author-Name: Federico Mangiò Author-X-Name-First: Federico Author-X-Name-Last: Mangiò Title: Luxury fashion brands at the gates of the Web 3.0: An analysis of early experimentations with NFTs and the metaverse Abstract: Luxury fashion brands have been pioneers in experimenting with NFTs and the metaverse. Though, the analysis of the success of these forerunning initiatives to date still pertains to anecdotal literature. Drawing upon a mixed-method convergent multiple-case-study design involving four cases, this study investigates how pivotal marketplace actors – namely, journalists and consumers – perceived these early experimentations and the extent to which these new technologies can support luxury fashion brands in further conveying their traditional luxury values. Findings suggest that luxury fashion brands should exploit these technologies to reinforce the perception of scarcity, accelerate the “artification” process, and innovatively convey their ancestral heritage. Nevertheless, when leveraging Web 3.0 technologies, luxury fashion brands must be particularly cautious about the risks of conveying their distinctive aesthetics ineffectively and offering experiences that do not align with the highly experiential nature of luxury. Journal: Journal of Global Fashion Marketing Pages: 90-114 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2249476 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2249476 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:90-114 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2293290_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Raffaele Donvito Author-X-Name-First: Raffaele Author-X-Name-Last: Donvito Author-Name: Diletta Acuti Author-X-Name-First: Diletta Author-X-Name-Last: Acuti Author-Name: Sanga Song Author-X-Name-First: Sanga Author-X-Name-Last: Song Title: Fashion and the metaverse: Implications for consumers and firms Abstract: The metaverse is transforming the fashion industry, offering novel consumer experiences and inventive prospects for businesses. This special issue delves into consumer behavior, business strategies, and future research avenues within the intersection of fashion and the metaverse. Key findings highlight consumer values guiding metaverse fashion consumption and the role of avatar resemblance in purchase intent. Firms leverage the metaverse for innovation through NFTs and immersive experiences. Distinct motivations guide luxury and fast fashion firms into the metaverse, where NFTs wield substantial influence over the fashion landscape. A stakeholder engagement framework facilitates navigation, and an industry-accepted definition of digital fashion categorises end-products. However, challenges such as psychological well-being, technology addiction, data privacy, and legal concerns must be addressed to ensure a safe and ethical metaverse experience for fashion consumers. Journal: Journal of Global Fashion Marketing Pages: 1-5 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2293290 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2293290 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:1-5 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2249483_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Emmanuel Mogaji Author-X-Name-First: Emmanuel Author-X-Name-Last: Mogaji Author-Name: Yogesh K. Dwivedi Author-X-Name-First: Yogesh K. Author-X-Name-Last: Dwivedi Author-Name: Ramakrishnan Raman Author-X-Name-First: Ramakrishnan Author-X-Name-Last: Raman Title: Fashion marketing in the metaverse Abstract: The metaverse is a shared virtual environment with significant implications for several aspects of businesses. This conceptual paper focuses on how fashion brands can benefit from the metaverse’s vast opportunities. Reviewing the key publications in this field, it identifies the key stakeholders who shape fashion marketing in the metaverse: fashion brands, tech developers, and consumers. Furthermore, the paper outlines the opportunities and challenges of fashion marketing in the metaverse. The study presents a conceptual framework that shows the collaborative relationships between critical stakeholders involved in fashion marketing to take such opportunities and overcome potential challenges. The framework provides a theoretical foundation for research and practice in fashion marketing within the metaverse. The study contributes to the expanding body of research on the intersection of the metaverse and fashion marketing, offering valuable managerial insights for fashion brands and tech developers and a rich agenda for future research. Journal: Journal of Global Fashion Marketing Pages: 115-130 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2249483 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2249483 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:115-130 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2269952_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Maria Kniazeva Author-X-Name-First: Maria Author-X-Name-Last: Kniazeva Author-Name: Gaetano Aiello Author-X-Name-First: Gaetano Author-X-Name-Last: Aiello Author-Name: Costanza Dasmi Author-X-Name-First: Costanza Author-X-Name-Last: Dasmi Author-Name: Valentina Mazzoli Author-X-Name-First: Valentina Author-X-Name-Last: Mazzoli Author-Name: Olga Nechaeva Author-X-Name-First: Olga Author-X-Name-Last: Nechaeva Author-Name: Faheem Uddin Syed Author-X-Name-First: Faheem Uddin Author-X-Name-Last: Syed Title: Why fashion brands enter the metaverse: Exploring the motivations of fast fashion and luxury fashion brands Abstract: Why do fashion brands enter the metaverse when the benefits of using this virtual reality space are not yet clear to the industry? What motivates them to venture into the complex world of digital platforms and ecosystems? Do luxury and fast fashion companies share the same motivations for entering the metaverse? These research questions guide the study which seeks to understand the motivational factors driving fashion brands to establish a presence in the metaverse. To achieve our research objective, we employ qualitative research methods and follow a grounded theory approach. Through a content analysis of publicly available website publications containing insights from fashion industry leaders, we identify commonalities and distinctions in the motivational factors leading luxury and fast fashion brands into the metaverse. The study contributes to the theoretical comprehension of the metaverse as a new strategic platform for the fashion industry and highlights practical implications intended to assist industry managers contemplating entry into this virtual reality space. Journal: Journal of Global Fashion Marketing Pages: 62-89 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2269952 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2269952 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:62-89 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2270587_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20231214T103247 git hash: d7a2cb0857 Author-Name: Giorgia Profumo Author-X-Name-First: Giorgia Author-X-Name-Last: Profumo Author-Name: Ginevra Testa Author-X-Name-First: Ginevra Author-X-Name-Last: Testa Author-Name: Milena Viassone Author-X-Name-First: Milena Author-X-Name-Last: Viassone Author-Name: Kamel Ben Youssef Author-X-Name-First: Kamel Author-X-Name-Last: Ben Youssef Title: Metaverse and the fashion industry: A systematic literature review Abstract: The metaverse presents increasing potential for fashion companies. However, given its rapid evolution, a clear understanding of the role and scope of the metaverse and its implications for brands is lacking. Hence, this study presents a systematic literature review on the recent body of knowledge in the management and marketing fields on the role of the metaverse in the fashion industry. Accordingly, 34 articles published between 2009 and 2022 were analyzed. The results revealed that the literature is still in its infancy. The extant research is articulated into four clusters: (1) metaverse and consumer experience, (2) the marketing mix in the metaverse, (3) opportunities and challenges in the metaverse, and (4) the future of retail in the metaverse. Subsequently, we propose a research agenda based on the future strategies to be adopted by fashion companies, to advance the scholarly debate on these issues leveraging neglected research topics and emerging themes. Journal: Journal of Global Fashion Marketing Pages: 131-154 Issue: 1 Volume: 15 Year: 2024 Month: 01 X-DOI: 10.1080/20932685.2023.2270587 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2270587 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:1:p:131-154 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2201251_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a Author-Name: Elena E. Karpova Author-X-Name-First: Elena E. Author-X-Name-Last: Karpova Author-Name: Kelly L. Reddy-Best Author-X-Name-First: Kelly L. Author-X-Name-Last: Reddy-Best Author-Name: Farimah Bayat Author-X-Name-First: Farimah Author-X-Name-Last: Bayat Title: Developing a typology of sustainable apparel consumer: An application of grounded theory Abstract: The purpose of the study was to develop a data-driven typology to explain sustainable apparel consumers’ orientations towards clothing acquisition and use. Using grounded theory, we analyzed comments of New York Times readers to a sustainability-focused article and identified the two core constructs that allowed for a systematic and effective classification of sustainable apparel consumers: (1) importance of personal appearance and (2) willingness and/or ability to pay for clothing. The typology was developed based on the discourses of several hundred people’s comments to share and encourage sustainable practices for acquiring and using clothes. As a result of applying the two constructs to the data, four groups of sustainable apparel consumers were established: classy affluents, chic thrifters, functional minimalists, and austeritics. The paper outlines each group’s unique apparel needs and priorities that manifest in everyday practices. Journal: Journal of Global Fashion Marketing Pages: 203-220 Issue: 2 Volume: 15 Year: 2024 Month: 04 X-DOI: 10.1080/20932685.2023.2201251 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2201251 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:203-220 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2248824_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a Author-Name: The Editors Title: Correction Journal: Journal of Global Fashion Marketing Pages: x-x Issue: 2 Volume: 15 Year: 2024 Month: 04 X-DOI: 10.1080/20932685.2023.2248824 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2248824 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:x-x Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2257723_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a Author-Name: Tae-Im Han Author-X-Name-First: Tae-Im Author-X-Name-Last: Han Author-Name: Haesun Park-Poaps Author-X-Name-First: Haesun Author-X-Name-Last: Park-Poaps Title: Egoistic and altruistic claims in organic cotton apparel advertising Abstract: The purpose of this study was to examine the influence of egoistic and altruistic values on purchase behaviors of organic cotton apparel. Our findings indicated that egoistic, social-altruistic, and biospheric values have a positive and significant effect on purchase intentions. In addition, when examining the effectiveness of egoistic and altruistic claims in organic cotton apparel advertising, we found a significant effect of advertising claim type on brand attitudes, product attitudes, and purchase intentions. Organic cotton apparel ads were the most effective in persuading consumers when they contain egoistic claims such as information about low price and personal health benefits. The findings suggested that altruistic claims alone may not be effective in promoting purchase behaviors and thus should be combined with egoistic claims. While it is widely accepted that altruistic considerations foster green apparel purchase behaviors, egoistic aspects of the purchase are often ignored. However, our findings showed that egoistic motives may play an important role in the purchase process of organic cotton apparel. Therefore, it would be important for marketers of organic cotton apparel to link such products to consumers’ egoistic considerations. Journal: Journal of Global Fashion Marketing Pages: 235-252 Issue: 2 Volume: 15 Year: 2024 Month: 04 X-DOI: 10.1080/20932685.2023.2257723 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2257723 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:235-252 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2085609_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a Author-Name: Alex Yao Yao Author-X-Name-First: Alex Yao Author-X-Name-Last: Yao Author-Name: Ying Bao Author-X-Name-First: Ying Author-X-Name-Last: Bao Title: Leveraging visual cues and pricing strategies: An empirical investigation of the pre-owned luxury market Abstract: Previously less notable behind the primary market, the pre-owned luxury market has grown rapidly during the past five years as luxury resale has become a new normal. This market presents some new challenges that do not apply to the traditional luxury market, yet limited research explores it. This paper fills this gap by investigating information disclosure and pricing effects in pre-owned luxury product promotion in the digital market. Analysis of a unique dataset from a leading luxury resale online platform suggests that providing more information through visual cues reduces information asymmetry and facilitates transactions, but the effect is moderated if pre-owned products are in newer conditions. High prices also have an overall negative effect on sales, but the effect is moderated among newer products because they provide higher price-prestige value. Managerial implications to sellers and the platform are discussed. Journal: Journal of Global Fashion Marketing Pages: 286-301 Issue: 2 Volume: 15 Year: 2024 Month: 04 X-DOI: 10.1080/20932685.2022.2085609 File-URL: http://hdl.handle.net/10.1080/20932685.2022.2085609 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:286-301 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2237978_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a Author-Name: K. Vladimirova Author-X-Name-First: K. Author-X-Name-Last: Vladimirova Author-Name: C. E. Henninger Author-X-Name-First: C. E. Author-X-Name-Last: Henninger Author-Name: S. I. Alosaimi Author-X-Name-First: S. I. Author-X-Name-Last: Alosaimi Author-Name: T. Brydges Author-X-Name-First: T. Author-X-Name-Last: Brydges Author-Name: H. Choopani Author-X-Name-First: H. Author-X-Name-Last: Choopani Author-Name: M. Hanlon Author-X-Name-First: M. Author-X-Name-Last: Hanlon Author-Name: S. Iran Author-X-Name-First: S. Author-X-Name-Last: Iran Author-Name: H. McCormick Author-X-Name-First: H. Author-X-Name-Last: McCormick Author-Name: S. Zhou Author-X-Name-First: S. Author-X-Name-Last: Zhou Title: Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda Abstract: Growing in popularity, social media and related channels (e.g. Instagram, Twitter, and TikTok) are utilised as sources for sharing information with the power to influence consumers and drive social change. This has become critical for the fashion industry, as fashion/textile consumption has recently been recognized for its devastating social and environmental impacts. This structured, systematic literature review explores who and in which ways can influence consumers on social media to engage with more sustainable fashion consumption practices. Based on an analysis of 92 research studies, the analysis findings indicate that most studies examined how brands can influence consumers via social media marketing strategies. Fewer studies have also addressed sustainable fashion discourse on social media more broadly, including promoting sustainable fashion consumption practices that are not related to brands’ marketing strategies and the role of social media as a tool for activism. Based on the review’s findings, the article outlines areas for future research. Journal: Journal of Global Fashion Marketing Pages: 181-202 Issue: 2 Volume: 15 Year: 2024 Month: 04 X-DOI: 10.1080/20932685.2023.2237978 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2237978 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:181-202 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2234940_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a Author-Name: Danielle Sponder Testa Author-X-Name-First: Danielle Sponder Author-X-Name-Last: Testa Author-Name: Ann Marie Fiore Author-X-Name-First: Ann Marie Author-X-Name-Last: Fiore Title: A fashion trend forecasting course as a gateway to career discovery Abstract: The purpose of this study was to present an overview of a newly designed fashion trend forecasting course and examine its success at increasing the student’s (a) trend forecasting acumen, (b) trend forecasting abilities in various roles within fashion, and (c) awareness of future career interests. A mixed methods approach enabled researchers to evaluate course success and methodological impacts. A repeated measures ANOVA and mean difference tests were utilized to test hypotheses. Qualitative data was analyzed to triangulate results. The study revealed significant increases in students’ trend forecasting abilities and comprehension of how trend forecasting is utilized in industry contexts. Originally, results did not indicate a significant increase in career preparedness, however triangulation revealed outliers within the participant set. The triangulated indicated that students focused on careers in merchandising, design, and product development saw a significant increase in their career preparedness. This is the first study to explore the connect between fashion trend forecasting and career preparation. While trend forecasting is a widely used skill in the fashion industry, the diverse use has been infrequently taught and has not been academically studied. The results demonstrate the opportunity to expand on the application of trend forecasting in fashion programs. Journal: Journal of Global Fashion Marketing Pages: 270-285 Issue: 2 Volume: 15 Year: 2024 Month: 04 X-DOI: 10.1080/20932685.2023.2234940 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2234940 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:270-285 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2204111_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a Author-Name: María Dolores Macías-Mañas Author-X-Name-First: María Dolores Author-X-Name-Last: Macías-Mañas Author-Name: Natalia Vila-López Author-X-Name-First: Natalia Author-X-Name-Last: Vila-López Author-Name: Inés Küster-Boluda Author-X-Name-First: Inés Author-X-Name-Last: Küster-Boluda Title: Handmade virtual messages to promote foreign fashion brands in Instagram Abstract: The purpose of this paper is to assess whether a handmade message communicated on the social media network can enhance brand love to a handmade fashion brand and how brand love can lead to different consumer responses including enhanced perceived country of origin image of the brand, higher social media engagement and increased purchase intention towards the brand. An experimental online design was used to measure the effect of handmade product descriptor cues in an Instagram post, which generated 287 valid responses. The data was analyzed using partial least squares-structural equation modeling (PLS). The results mainly support the model by confirming that positive attitudes to handmade fashion products enhances brand love. The study’s findings also suggest positive associations between brand love and macro-country image, social media engagement and purchase intention. Social media engagement and micro-country image were also found as antecedents of purchase intention. This research adds further insights in the study of brand love towards international fashion brands considering the role that social media and the use of handmade product descriptor cues play in the international promotion of Spanish Fashion Small Medium Enterprises. Journal: Journal of Global Fashion Marketing Pages: 221-234 Issue: 2 Volume: 15 Year: 2024 Month: 04 X-DOI: 10.1080/20932685.2023.2204111 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2204111 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:221-234 Template-Type: ReDIF-Article 1.0 # input file: RGFM_A_2234919_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a Author-Name: Changju Kim Author-X-Name-First: Changju Author-X-Name-Last: Kim Author-Name: Mai Kikumori Author-X-Name-First: Mai Author-X-Name-Last: Kikumori Author-Name: Aekyoung Kim Author-X-Name-First: Aekyoung Author-X-Name-Last: Kim Author-Name: Jungkeun Kim Author-X-Name-First: Jungkeun Author-X-Name-Last: Kim Title: How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption? Abstract: This study empirically investigates the combined effects of social factors such as word-of-mouth (WOM) and individual psychological factors such as moral judgment and saving face on consumers’ purchases of counterfeit luxury goods. Using a snowball sampling method, we gathered data from 257 Chinese consumers who had purchased counterfeits and tested our hypotheses using a hierarchical multiple regression model. We found that positive WOM and moral judgment increased counterfeit luxury purchases. Interestingly, saving face was found to mitigate the impact of positive WOM on counterfeit luxury purchases. This study contributes to the existing body of knowledge on consumer behavior regarding counterfeit luxury purchases by introducing innovative insights and proposing new moderating predictions related to moral judgment and saving face. Additionally, the findings have practical implications for global luxury companies, enabling them to devise effective marketing and communication strategies that dissuade consumers from buying counterfeits. In particular, the study emphasizes the importance of considering saving face from a cultural standpoint to discourage counterfeit purchases. Journal: Journal of Global Fashion Marketing Pages: 253-269 Issue: 2 Volume: 15 Year: 2024 Month: 04 X-DOI: 10.1080/20932685.2023.2234919 File-URL: http://hdl.handle.net/10.1080/20932685.2023.2234919 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:253-269