Pub Date : 2021-10-29DOI: 10.1080/20932685.2021.1960580
Jitong Li, K. Leonas
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.
{"title":"Generation Z female consumers’ preferences for swimwear products with sustainability-relevant attributes","authors":"Jitong Li, K. Leonas","doi":"10.1080/20932685.2021.1960580","DOIUrl":"https://doi.org/10.1080/20932685.2021.1960580","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45599684","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}
Pub Date : 2021-10-29DOI: 10.1080/20932685.2021.1978308
S. Salem, A. Alanadoly
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.
{"title":"What drives Malaysian online fashion shopping? The mediating role of perceived value","authors":"S. Salem, A. Alanadoly","doi":"10.1080/20932685.2021.1978308","DOIUrl":"https://doi.org/10.1080/20932685.2021.1978308","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47463007","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}
Pub Date : 2021-10-02DOI: 10.1080/20932685.2021.1957701
Ganga S. Urumutta Hewage, Sona Klucarova, Laura Boman
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.
{"title":"The effects of political ideology and brand familiarity on conspicuous consumption of fashion products","authors":"Ganga S. Urumutta Hewage, Sona Klucarova, Laura Boman","doi":"10.1080/20932685.2021.1957701","DOIUrl":"https://doi.org/10.1080/20932685.2021.1957701","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48709592","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}
Pub Date : 2021-10-02DOI: 10.1080/20932685.2021.1939757
D. Shen, Feng Liu, Joseph Richards
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.
{"title":"Branded there, made here? How country equity influences fashion product consumers in China","authors":"D. Shen, Feng Liu, Joseph Richards","doi":"10.1080/20932685.2021.1939757","DOIUrl":"https://doi.org/10.1080/20932685.2021.1939757","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43853153","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}
Pub Date : 2021-10-02DOI: 10.1080/20932685.2021.1930096
I. Roozen, M. Raedts, Laura Meijburg
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.
{"title":"Do verbal and visual nudges influence consumers’ choice for sustainable fashion?","authors":"I. Roozen, M. Raedts, Laura Meijburg","doi":"10.1080/20932685.2021.1930096","DOIUrl":"https://doi.org/10.1080/20932685.2021.1930096","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1930096","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47186701","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}
Pub Date : 2021-10-02DOI: 10.1080/20932685.2021.1930097
Maria Logkizidou
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.
{"title":"The neglected unity-in-variety principle: A holistic rather than a single-factor approach in conceptualising a visual merchandise display","authors":"Maria Logkizidou","doi":"10.1080/20932685.2021.1930097","DOIUrl":"https://doi.org/10.1080/20932685.2021.1930097","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1930097","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44804570","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}
Pub Date : 2021-10-02DOI: 10.1080/20932685.2021.1947151
Sang-chul Son, Joonheui Bae, K. Kim
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.
{"title":"The effect of perceived agility on intention to reuse Omni-channel: Focused on mediating effect of integration quality of Omni-channel","authors":"Sang-chul Son, Joonheui Bae, K. Kim","doi":"10.1080/20932685.2021.1947151","DOIUrl":"https://doi.org/10.1080/20932685.2021.1947151","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1947151","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45956301","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}
Pub Date : 2021-09-07DOI: 10.1080/20932685.2021.1947150
Ashley Paintsil, Hye-Shin Kim
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.
{"title":"Sharing personal experiences and online consumer engagement: A case study of Glossier","authors":"Ashley Paintsil, Hye-Shin Kim","doi":"10.1080/20932685.2021.1947150","DOIUrl":"https://doi.org/10.1080/20932685.2021.1947150","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47707217","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}
Pub Date : 2021-09-03DOI: 10.1080/20932685.2021.1947149
Jinhee Han, Wi-Suk Kwon
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.
{"title":"Brand loyalty through love for a brand’s Facebook page: Roles of motivations and personal traits","authors":"Jinhee Han, Wi-Suk Kwon","doi":"10.1080/20932685.2021.1947149","DOIUrl":"https://doi.org/10.1080/20932685.2021.1947149","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47788697","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}
Pub Date : 2021-09-02DOI: 10.1080/20932685.2021.1960581
M. Miao, I. Go, K. Ikeda, Hideho Numata
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.
{"title":"Brand equity effects on financial performance in Japanese fashion market: applying complexity theory via fsQCA","authors":"M. Miao, I. Go, K. Ikeda, Hideho Numata","doi":"10.1080/20932685.2021.1960581","DOIUrl":"https://doi.org/10.1080/20932685.2021.1960581","url":null,"abstract":"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47997744","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}
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