Journal of Global Fashion Marketing最新文献_第10页

“Foreign brands of course!” An ethnographic study exploring COO image perceptions and its influence on the preference of foreign clothing brands “当然是外国品牌!”一项民族志研究探讨首席运营官形象感知及其对外国服装品牌偏好的影响

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-07-03 DOI: 10.1080/20932685.2021.1921608

Nadine Khair, Elizabeth Lloyd-Parkes, J. Deacon

{"title":"“Foreign brands of course!” An ethnographic study exploring COO image perceptions and its influence on the preference of foreign clothing brands","authors":"Nadine Khair, Elizabeth Lloyd-Parkes, J. Deacon","doi":"10.1080/20932685.2021.1921608","DOIUrl":"https://doi.org/10.1080/20932685.2021.1921608","url":null,"abstract":"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. ","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"274 - 290"},"PeriodicalIF":3.8,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1921608","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44693464","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 4

Moderating effect of brand commitment on apparel brand prestige in upward comparisons 向上比较中品牌承诺对服装品牌声望的调节作用

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-07-03 DOI: 10.1080/20932685.2021.1912630

K. Kumagai, S. Nagasawa

{"title":"Moderating effect of brand commitment on apparel brand prestige in upward comparisons","authors":"K. Kumagai, S. Nagasawa","doi":"10.1080/20932685.2021.1912630","DOIUrl":"https://doi.org/10.1080/20932685.2021.1912630","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"195 - 213"},"PeriodicalIF":3.8,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1912630","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45066922","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 6

The impact of inclusive fashion advertising with plus-size models on female consumers: The mediating role of brand warmth 大码模特包容性时尚广告对女性消费者的影响:品牌温暖度的中介作用

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-07-03 DOI: 10.1080/20932685.2021.1905021

B. Joo, Juanjuan Wu

{"title":"The impact of inclusive fashion advertising with plus-size models on female consumers: The mediating role of brand warmth","authors":"B. Joo, Juanjuan Wu","doi":"10.1080/20932685.2021.1905021","DOIUrl":"https://doi.org/10.1080/20932685.2021.1905021","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"260 - 273"},"PeriodicalIF":3.8,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1905021","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44163522","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 8

Capturing sustainable fashion purchase behavior of Hispanic consumers in the US 捕捉美国西班牙裔消费者的可持续时尚购买行为

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-04-06 DOI: 10.1080/20932685.2021.1899016

Lizhu Davis, Chitra S. Dabas

{"title":"Capturing sustainable fashion purchase behavior of Hispanic consumers in the US","authors":"Lizhu Davis, Chitra S. Dabas","doi":"10.1080/20932685.2021.1899016","DOIUrl":"https://doi.org/10.1080/20932685.2021.1899016","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"245 - 259"},"PeriodicalIF":3.8,"publicationDate":"2021-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1899016","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43170086","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

Between you and me: The effects of content ephemerality and the role of social value orientation in luxury brands’ social media communication Between you and me:内容短暂性的影响与社会价值取向在奢侈品牌社交媒体传播中的作用

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-04-03 DOI: 10.1080/20932685.2021.1881579

Heejin Lim, Michelle L. Childs, Leslie M. Cuevas, Jewon Lyu

{"title":"Between you and me: The effects of content ephemerality and the role of social value orientation in luxury brands’ social media communication","authors":"Heejin Lim, Michelle L. Childs, Leslie M. Cuevas, Jewon Lyu","doi":"10.1080/20932685.2021.1881579","DOIUrl":"https://doi.org/10.1080/20932685.2021.1881579","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"120 - 132"},"PeriodicalIF":3.8,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1881579","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46311551","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 7

Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies 现实自我与理想自我:时尚自我一致性对消费者时尚意识和身份消费倾向影响的研究

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-04-03 DOI: 10.1080/20932685.2020.1856705

Harsandaldeep Kaur, S. Anand

{"title":"Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies","authors":"Harsandaldeep Kaur, S. Anand","doi":"10.1080/20932685.2020.1856705","DOIUrl":"https://doi.org/10.1080/20932685.2020.1856705","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"146 - 160"},"PeriodicalIF":3.8,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2020.1856705","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47028170","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 15

What fashion startups should know before launching Crowdfunding projects: Focusing on Wadiz reward Crowdfunding 时尚创业公司在启动众筹项目之前应该知道什么：关注Wadiz奖励众筹

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-04-03 DOI: 10.1080/20932685.2020.1870521

Jisu Ko, E. Ko

引用次数: 5

Examining the role of luxury elements on social media engagement 研究奢侈品元素在社交媒体参与中的作用

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-04-03 DOI: 10.1080/20932685.2020.1853585

V. C. Duong, B. Sung

{"title":"Examining the role of luxury elements on social media engagement","authors":"V. C. Duong, B. Sung","doi":"10.1080/20932685.2020.1853585","DOIUrl":"https://doi.org/10.1080/20932685.2020.1853585","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"103 - 119"},"PeriodicalIF":3.8,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2020.1853585","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45781504","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 18

The effect of gender on willingness to pay for mass customised running shoes 性别对大规模定制跑鞋付费意愿的影响

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-04-03 DOI: 10.1080/20932685.2020.1867878

H. Kalantari, L. Johnson, C. Perera

{"title":"The effect of gender on willingness to pay for mass customised running shoes","authors":"H. Kalantari, L. Johnson, C. Perera","doi":"10.1080/20932685.2020.1867878","DOIUrl":"https://doi.org/10.1080/20932685.2020.1867878","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"161 - 175"},"PeriodicalIF":3.8,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2020.1867878","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48657292","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

Investigating the direct and indirect effects of perceived corporate hypocrisy on turnover intentions 调查企业伪善感知对离职意向的直接和间接影响

IF 3.8

Journal of Global Fashion Marketing Pub Date : 2021-03-26 DOI: 10.1080/20932685.2021.1893782

Saheli Goswami, Gargi Bhaduri

{"title":"Investigating the direct and indirect effects of perceived corporate hypocrisy on turnover intentions","authors":"Saheli Goswami, Gargi Bhaduri","doi":"10.1080/20932685.2021.1893782","DOIUrl":"https://doi.org/10.1080/20932685.2021.1893782","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"12 1","pages":"214 - 228"},"PeriodicalIF":3.8,"publicationDate":"2021-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1893782","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42917869","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 4