时尚意识与穆斯林适度品牌倡导:品牌爱与忠诚度的中介作用

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-08-10 DOI:10.1080/20932685.2022.2090983

A. Kusumawati, Farida Akbarina, E. Pangestuti, U. Nimran

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引用次数: 1

摘要

本研究旨在确定时尚意识的维度，并探讨时尚意识与品牌热爱、忠诚度的关系及其对印尼穆斯林适度品牌消费者感知的所有事物倡导的影响。从315名受访者中收集数据并使用偏最小二乘法(PLS)进行分析。本研究提供了关于穆斯林奢华适度品牌的信息，可以用来参考穆斯林服装。本研究表明，时尚意识对品牌喜爱有显著影响，时尚意识对忠诚度有显著影响，时尚意识对倡导有显著影响。此外，品牌喜爱对忠诚度有显著影响。然而，喜欢一个品牌的消费者不会提倡它，因为有时他们不想要这种时尚。他们和其他人一样。这与之前的研究结果一致，即品牌爱对宣传没有显著影响，而忠诚度对宣传有显著影响。时尚对每个消费者都有不同寻常的行为影响。因此，有必要进行与消费者行为相关的研究，因为每个时装模特的感知是不同的。

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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.

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.