When and how it is good for fashion to look typical: visual prototypicality affecting product valuation and brand preference

IF 3.2 4区 管理学 Q2 BUSINESS Journal of Fashion Marketing and Management Pub Date : 2024-09-18 DOI:10.1108/jfmm-12-2023-0355
Eun-Jung Lee
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Abstract

Purpose

Although visual prototypicality in fashion is an observed phenomenon, empirical examinations of the link between fashion products' design prototypicality and consumer evaluations still need to be included. The present study analyzes the influence of the visual prototypicality of fashion products on consumer-perceived product values and brand preference.

Design/methodology/approach

An online survey adopting the fashion product images with significantly differing levels of visual prototypicality was used to collect data from 456 US consumers. The hypothesized relationships among visual prototypicality, product values and brand preference were analyzed through multi-group analysis.

Findings

Perceived visual typicality of fashion product designs significantly increased the hedonic and utilitarian value of the product and only indirectly increase brand preference. The hypothesized positive relationship between visual prototypicality and the product’s social value was found to be significant only in the low-price levels but became insignificant in the high-price levels.

Originality/value

The findings of this study contribute to the extant literature by first providing an initial analysis of the mechanism of visual prototypicality in the fashion product design field. The results confirm that visual prototypicality indirectly influences consumers' brand evaluations by the product’s perceived value. This relationship was previously assumed but not empirically proven only in non-fashion product categories. The study also presents additional new points, further enriching the understanding of visual typicality. Additionally, the results show the complex relationship between the visual prototypicality of fashion product designs and the perceived social value of the product, which varies depending on the price range.

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何时以及如何让时尚看起来更典型:视觉原型影响产品估值和品牌偏好
目的虽然时尚产品的视觉原型性是一种可观察到的现象,但仍需对时尚产品的设计原型性与消费者评价之间的联系进行实证研究。本研究分析了时尚产品的视觉原型性对消费者感知的产品价值和品牌偏好的影响。设计/方法/途径采用视觉原型性水平显著不同的时尚产品图片进行在线调查,收集了 456 名美国消费者的数据。通过多组分析,对视觉原型性、产品价值和品牌偏好之间的假设关系进行了分析。研究结果时尚产品设计的视觉典型性明显提高了产品的享乐价值和实用价值,仅间接提高了品牌偏好。假设的视觉原型性与产品社会价值之间的正相关关系仅在低价位时显著,而在高价位时变得不显著。研究结果证实,视觉原型会通过产品的感知价值间接影响消费者对品牌的评价。这种关系以前只在非时尚产品类别中被假设过,但没有得到实证证明。研究还提出了更多新观点,进一步丰富了对视觉典型性的理解。此外,研究结果还显示了时尚产品设计的视觉典型性与产品感知社会价值之间的复杂关系,而这一关系因价格范围而异。
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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
期刊介绍: ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.
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