Pub Date : 2021-04-06DOI: 10.1108/JFMM-07-2020-0143
Nancy Miller, Carol Engel-Enright, Kayna Hobbs, D. Brown
PurposeThis study highlights the impact of attaining and incorporating knowledge and building relationships with other firms in US apparel production.Design/methodology/approachProducers of apparel and sewn products operating within a US state form the sample for this mixed methods exploration. Study 1 involves a qualitative analysis of the producers highlighting knowledge in interorganizational discussions. Study 2 quantitatively measures responses from 38 producing firms. Ordinary least squares (OLS) regression was used to measure associations, and simple slopes were computed to examine interactions.FindingsThe knowledge exchanged, according to participants in study 1, was limited, thus warranting further examination. Results from study 2 revealed strong associations among knowledge absorptive capacity, social interaction and people-oriented culture with network ties. A two-way interaction effect was found for absorptive capacity and social interaction, indicating association between social interaction and network ties was more positive at higher levels of absorption capacity and vice versa.Research limitations/implicationsFindings provide theoretical and applied support for building network ties. This research operationalizes complicated-to-measure constructs critical to the empirical measurement of junctions from two theoretical frameworks, in the context of a specific industry. Though acceptable for exploratory research, additional work is needed to refine reliability measures and to examine a national sample.Originality/valueThis study links elements of social capital- and knowledge-based views of the firm necessary for reviving US apparel production. Broader outcomes from this research include job creation providing support and growth in the US sewn apparel and goods industry that will drive US economy.
{"title":"Advancing US small business apparel production: a state-level mixed-method exploration","authors":"Nancy Miller, Carol Engel-Enright, Kayna Hobbs, D. Brown","doi":"10.1108/JFMM-07-2020-0143","DOIUrl":"https://doi.org/10.1108/JFMM-07-2020-0143","url":null,"abstract":"PurposeThis study highlights the impact of attaining and incorporating knowledge and building relationships with other firms in US apparel production.Design/methodology/approachProducers of apparel and sewn products operating within a US state form the sample for this mixed methods exploration. Study 1 involves a qualitative analysis of the producers highlighting knowledge in interorganizational discussions. Study 2 quantitatively measures responses from 38 producing firms. Ordinary least squares (OLS) regression was used to measure associations, and simple slopes were computed to examine interactions.FindingsThe knowledge exchanged, according to participants in study 1, was limited, thus warranting further examination. Results from study 2 revealed strong associations among knowledge absorptive capacity, social interaction and people-oriented culture with network ties. A two-way interaction effect was found for absorptive capacity and social interaction, indicating association between social interaction and network ties was more positive at higher levels of absorption capacity and vice versa.Research limitations/implicationsFindings provide theoretical and applied support for building network ties. This research operationalizes complicated-to-measure constructs critical to the empirical measurement of junctions from two theoretical frameworks, in the context of a specific industry. Though acceptable for exploratory research, additional work is needed to refine reliability measures and to examine a national sample.Originality/valueThis study links elements of social capital- and knowledge-based views of the firm necessary for reviving US apparel production. Broader outcomes from this research include job creation providing support and growth in the US sewn apparel and goods industry that will drive US economy.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44111764","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-31DOI: 10.1108/JFMM-08-2019-0167
Jae Youn Chang, Wi-Suk Kwon
PurposeThis study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence.Design/methodology/approachAn online survey was conducted with a US national sample of 458 female consumers (20–50 years old) who had shopped for clothing online.FindingsResults revealed that e-store brand personality incongruence in three personality dimensions had a negative impact on consumers' e-store patronage intention directly as well as indirectly by reducing the consumers' global perception of the e-store brand fit. Further, the retailer's relevance to the consumer moderated the relationship between the perceived e-store brand fit and e-store patronage intention in that this relationship was significantly greater among consumers with a high (vs low) perceived self-relevance of the retail brand.Practical implicationsThe findings highlight the importance of symbolically integrated cross-channel brand management for multichannel apparel retailers by clearly identifying their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality.Originality/valueThis study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing environments by examining the e-store brand image congruence employing both direct and indirect approaches.
{"title":"E-store brand personality congruence for multichannel apparel retail brands","authors":"Jae Youn Chang, Wi-Suk Kwon","doi":"10.1108/JFMM-08-2019-0167","DOIUrl":"https://doi.org/10.1108/JFMM-08-2019-0167","url":null,"abstract":"PurposeThis study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence.Design/methodology/approachAn online survey was conducted with a US national sample of 458 female consumers (20–50 years old) who had shopped for clothing online.FindingsResults revealed that e-store brand personality incongruence in three personality dimensions had a negative impact on consumers' e-store patronage intention directly as well as indirectly by reducing the consumers' global perception of the e-store brand fit. Further, the retailer's relevance to the consumer moderated the relationship between the perceived e-store brand fit and e-store patronage intention in that this relationship was significantly greater among consumers with a high (vs low) perceived self-relevance of the retail brand.Practical implicationsThe findings highlight the importance of symbolically integrated cross-channel brand management for multichannel apparel retailers by clearly identifying their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality.Originality/valueThis study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing environments by examining the e-store brand image congruence employing both direct and indirect approaches.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44148997","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-26DOI: 10.1108/JFMM-03-2020-0044
E. Arrigo
The purpose of this paper is to explore the key features of fashion rental from a business model perspective with a focus on the role played by digital platforms.,A qualitative research design was used based on multiple case studies of three Italian fashion rental enterprises.,The findings reveal the key aspects characterizing fashion rental business models and the centrality of digital platforms in value creation, configuration and capture activities. The study also found that fashion rental platforms are likely to exhibit further successful development in the future.,The academic literature on fashion rental has been mainly focussed on examining consumers' motivations and concerns, paying little attention to the enterprise's viewpoint. To date, no previous study has examined fashion rental business models from the retailer's perspective. This paper is the first to explore the key components of fashion rental business models and how digital platforms influence them from the perspective of retailers. The originality of the study is further strengthened by the unique context of analysis, namely, Italy, a leading country for global fashion.
{"title":"Digital platforms in fashion rental: a business model analysis","authors":"E. Arrigo","doi":"10.1108/JFMM-03-2020-0044","DOIUrl":"https://doi.org/10.1108/JFMM-03-2020-0044","url":null,"abstract":"The purpose of this paper is to explore the key features of fashion rental from a business model perspective with a focus on the role played by digital platforms.,A qualitative research design was used based on multiple case studies of three Italian fashion rental enterprises.,The findings reveal the key aspects characterizing fashion rental business models and the centrality of digital platforms in value creation, configuration and capture activities. The study also found that fashion rental platforms are likely to exhibit further successful development in the future.,The academic literature on fashion rental has been mainly focussed on examining consumers' motivations and concerns, paying little attention to the enterprise's viewpoint. To date, no previous study has examined fashion rental business models from the retailer's perspective. This paper is the first to explore the key components of fashion rental business models and how digital platforms influence them from the perspective of retailers. The originality of the study is further strengthened by the unique context of analysis, namely, Italy, a leading country for global fashion.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47393762","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-22DOI: 10.1108/JFMM-09-2020-0208
K. Shetty, Jason R. Fitzsimmons
PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.
{"title":"The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector","authors":"K. Shetty, Jason R. Fitzsimmons","doi":"10.1108/JFMM-09-2020-0208","DOIUrl":"https://doi.org/10.1108/JFMM-09-2020-0208","url":null,"abstract":"PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48065812","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-12DOI: 10.1108/JFMM-07-2019-0150
Magnum Man Lok Lam, Eric Ping Hung Li, Wing-sun Liu
PurposeThe purpose of the present study is to examine how local consumers disassociate themselves from migrants' acculturative practices and negotiate their identity through the symbolic consumption of fashion.Design/methodology/approachData for this interpretive study were obtained via phenomenological interviews with locally-born Chinese youth in Guangzhou, China, to examine their acculturative consumption practices as well as their subjective experiences of perceived threats to their lifestyle imposed by the influx of outsiders. Snowballing and purposive sampling methods were adopted in recruiting the research participants.FindingsData analyses revealed that local consumers adopt three dissociative strategies (stigmatization, avoidance and self-assertion) in order to ascribe meanings to their fashion consumption practices as a means of resolving identity conflicts and differentiate themselves from the migrant consumers.Research limitations/implicationsThis research offers a single perspective (i.e. that of local-born young consumers residing in Guangzhou) on the locals' attitudes aimed at distinguishing and negotiating their identities in an intercultural setting via specific fashion-clothing choices. This research has theoretical implications for the consumer acculturation theory and identity negotiation.Practical implicationsFindings yielded by the present study have important implications for commercial companies focusing on fashion consumption, in particular for marketing practices aimed at rural-urban identification and youth market segmentation.Social implicationsThis study contributes to the existing discussion on consumer acculturation by offering an intracultural perspective to the understanding of local consumers' responses to migrants' acculturation. It also provides managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility in the marketplace and better understand how it alters the in-between social relationships that result in different consumption patterns and practices.Originality/valueThis study contributes to the existing discussion on youth consumer acculturation theories by offering an intercultural perspective to the understanding of local consumers' responses to migrants' acculturation attempts. It also offers managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility and better understand how it alters the social relationships that result in different consumption patterns and practices.
{"title":"Dissociative fashion practices and identity conflicts: local resistance as a response to clothing acculturation in the context of rural–urban migration","authors":"Magnum Man Lok Lam, Eric Ping Hung Li, Wing-sun Liu","doi":"10.1108/JFMM-07-2019-0150","DOIUrl":"https://doi.org/10.1108/JFMM-07-2019-0150","url":null,"abstract":"PurposeThe purpose of the present study is to examine how local consumers disassociate themselves from migrants' acculturative practices and negotiate their identity through the symbolic consumption of fashion.Design/methodology/approachData for this interpretive study were obtained via phenomenological interviews with locally-born Chinese youth in Guangzhou, China, to examine their acculturative consumption practices as well as their subjective experiences of perceived threats to their lifestyle imposed by the influx of outsiders. Snowballing and purposive sampling methods were adopted in recruiting the research participants.FindingsData analyses revealed that local consumers adopt three dissociative strategies (stigmatization, avoidance and self-assertion) in order to ascribe meanings to their fashion consumption practices as a means of resolving identity conflicts and differentiate themselves from the migrant consumers.Research limitations/implicationsThis research offers a single perspective (i.e. that of local-born young consumers residing in Guangzhou) on the locals' attitudes aimed at distinguishing and negotiating their identities in an intercultural setting via specific fashion-clothing choices. This research has theoretical implications for the consumer acculturation theory and identity negotiation.Practical implicationsFindings yielded by the present study have important implications for commercial companies focusing on fashion consumption, in particular for marketing practices aimed at rural-urban identification and youth market segmentation.Social implicationsThis study contributes to the existing discussion on consumer acculturation by offering an intracultural perspective to the understanding of local consumers' responses to migrants' acculturation. It also provides managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility in the marketplace and better understand how it alters the in-between social relationships that result in different consumption patterns and practices.Originality/valueThis study contributes to the existing discussion on youth consumer acculturation theories by offering an intercultural perspective to the understanding of local consumers' responses to migrants' acculturation attempts. It also offers managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility and better understand how it alters the social relationships that result in different consumption patterns and practices.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44035075","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-11DOI: 10.1108/JFMM-10-2020-0218
Kerri McBee-Black, Jung E. Ha‐Brookshire
PurposeThe goal of this study was to explore the development of the first-of-its-kind mainstream adaptive apparel line for children through the collaboration of an adaptive apparel advocate and an apparel brand.Design/methodology/approachTo achieve this goal, the study used the resource advantage (RA) and first-mover advantage theory to conduct a case study investigating the lived experiences of Mindy Scheier as she created the adaptive apparel movement and collaborated with Tommy Hilfiger® to launch the first-of-its-kind mainstream adaptive apparel line for children.FindingsThe result of the case study revealed two dominant themes: (1) “I am going to educate the entire industry” and (2) “You mean no mainstream brands have done this before?” Using RA theory and first-mover advantage theory, the themes illustrated the advocate's position as a key competitive resource, how she leveraged the key competitive resources with an apparel brand, and subsequently, how the brand, using the advocate as a key competitive resource, established a first-mover advantage in the adaptive apparel market to develop the first-of-its-kind mainstream adaptive apparel line for children in the marketplace.Originality/valueThis study demonstrated how RA theory could be applied to the partnership between an advocate and an apparel firm and how the key resources acquired and utilized by the advocate support a competitive advantage within the adaptive apparel marketplace.
{"title":"“I am going to educate the industry”: how an advocate became a key competitive resource for the adaptive apparel market","authors":"Kerri McBee-Black, Jung E. Ha‐Brookshire","doi":"10.1108/JFMM-10-2020-0218","DOIUrl":"https://doi.org/10.1108/JFMM-10-2020-0218","url":null,"abstract":"PurposeThe goal of this study was to explore the development of the first-of-its-kind mainstream adaptive apparel line for children through the collaboration of an adaptive apparel advocate and an apparel brand.Design/methodology/approachTo achieve this goal, the study used the resource advantage (RA) and first-mover advantage theory to conduct a case study investigating the lived experiences of Mindy Scheier as she created the adaptive apparel movement and collaborated with Tommy Hilfiger® to launch the first-of-its-kind mainstream adaptive apparel line for children.FindingsThe result of the case study revealed two dominant themes: (1) “I am going to educate the entire industry” and (2) “You mean no mainstream brands have done this before?” Using RA theory and first-mover advantage theory, the themes illustrated the advocate's position as a key competitive resource, how she leveraged the key competitive resources with an apparel brand, and subsequently, how the brand, using the advocate as a key competitive resource, established a first-mover advantage in the adaptive apparel market to develop the first-of-its-kind mainstream adaptive apparel line for children in the marketplace.Originality/valueThis study demonstrated how RA theory could be applied to the partnership between an advocate and an apparel firm and how the key resources acquired and utilized by the advocate support a competitive advantage within the adaptive apparel marketplace.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46517423","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-23DOI: 10.1108/JFMM-09-2020-0214
Victoria K. Wells, Navdeep Athwal, Esterina Nervino, M. Carrigan
PurposeBy responding to scholarly calls, this study examines the environmental reports of LVMH and Kering. The study extends legitimacy theory to ascertain the credibility of the aforementioned luxury conglomerates' commitment to environmental sustainability.Design/methodology/approachA corpus-assisted discourse analysis centred upon the Global Reporting Initiative (GRI) guidelines is used to examine the environmental disclosures of LVMH and Kering.FindingsThe findings show inconsistencies due to the lack of brand-level reporting and reporting quality falls short of comparable sustainability reporting within each conglomerate and with one another. Selective and unbalanced reporting along with symbolic management undermines the legitimacy of sustainability efforts by LVMH and Kering.Originality/valueDespite the increased attention paid to sustainable luxury, few studies critically analyse how luxury brands formally report on sustainability.
{"title":"How legitimate are the environmental sustainability claims of luxury conglomerates?","authors":"Victoria K. Wells, Navdeep Athwal, Esterina Nervino, M. Carrigan","doi":"10.1108/JFMM-09-2020-0214","DOIUrl":"https://doi.org/10.1108/JFMM-09-2020-0214","url":null,"abstract":"PurposeBy responding to scholarly calls, this study examines the environmental reports of LVMH and Kering. The study extends legitimacy theory to ascertain the credibility of the aforementioned luxury conglomerates' commitment to environmental sustainability.Design/methodology/approachA corpus-assisted discourse analysis centred upon the Global Reporting Initiative (GRI) guidelines is used to examine the environmental disclosures of LVMH and Kering.FindingsThe findings show inconsistencies due to the lack of brand-level reporting and reporting quality falls short of comparable sustainability reporting within each conglomerate and with one another. Selective and unbalanced reporting along with symbolic management undermines the legitimacy of sustainability efforts by LVMH and Kering.Originality/valueDespite the increased attention paid to sustainable luxury, few studies critically analyse how luxury brands formally report on sustainability.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41505074","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-09DOI: 10.1108/JFMM-03-2020-0049
Meena Rambocas, Jon Marc Mahabir
PurposeConsumers' attitude toward luxury brands remains a crucial area for many researchers and marketers. But, attitude toward domestically-produced luxury fashion brands in developing countries have not been sufficiently examined. Drawing on the social identity theory (SIT), this study proposes that consumer ethnocentrism (CE) and cultural sensitivity (CS) will significantly influence attitudes toward luxury fashion brands produced in Trinidad and Tobago. Furthermore, the study suggests that consumer demographical characteristics of age, gender and income will moderate the influence.Design/methodology/approachData were collected from 160 fashion consumers and analyzed using exploratory factor analysis and multiple regression analysis.FindingsThe findings confirm the positive impact of CE on consumers' attitude toward domestically produced luxury products, while CS has a significant but negative effect. Also, the results show that these effects are consistent across different levels of income, but vary by age and gender.Practical implicationsThese findings provide a deeper understanding of consumers' perceptions and inherent biases toward luxury brands. It further explains how brands with ostentatious value, in particular fashion brands, produced in Trinidad and Tobago, can compete against larger international brands.Originality/valueThe study is one of the few that examines the effects of personal values on attitudes toward luxurious fashion brands produced in a developing country. It uniquely extends the SIT model by examining the influence of CE, CS and demographical characteristics on preferential attitudes toward locally produced luxury fashion brands.
{"title":"The effects of consumers' cultural sensitivity, ethnocentrism and demographical characteristics on attitude toward luxury fashion brands in Trinidad and Tobago","authors":"Meena Rambocas, Jon Marc Mahabir","doi":"10.1108/JFMM-03-2020-0049","DOIUrl":"https://doi.org/10.1108/JFMM-03-2020-0049","url":null,"abstract":"PurposeConsumers' attitude toward luxury brands remains a crucial area for many researchers and marketers. But, attitude toward domestically-produced luxury fashion brands in developing countries have not been sufficiently examined. Drawing on the social identity theory (SIT), this study proposes that consumer ethnocentrism (CE) and cultural sensitivity (CS) will significantly influence attitudes toward luxury fashion brands produced in Trinidad and Tobago. Furthermore, the study suggests that consumer demographical characteristics of age, gender and income will moderate the influence.Design/methodology/approachData were collected from 160 fashion consumers and analyzed using exploratory factor analysis and multiple regression analysis.FindingsThe findings confirm the positive impact of CE on consumers' attitude toward domestically produced luxury products, while CS has a significant but negative effect. Also, the results show that these effects are consistent across different levels of income, but vary by age and gender.Practical implicationsThese findings provide a deeper understanding of consumers' perceptions and inherent biases toward luxury brands. It further explains how brands with ostentatious value, in particular fashion brands, produced in Trinidad and Tobago, can compete against larger international brands.Originality/valueThe study is one of the few that examines the effects of personal values on attitudes toward luxurious fashion brands produced in a developing country. It uniquely extends the SIT model by examining the influence of CE, CS and demographical characteristics on preferential attitudes toward locally produced luxury fashion brands.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48130694","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-03DOI: 10.1108/JFMM-04-2020-0059
S. Jin, Ehri Ryu, Aziz Muqaddam
PurposeSocial media campaigns by fashion brands typically rely on two types of accounts: official brands' accounts and social media influencers' accounts. The current study investigates relevant mechanisms that explain the effectiveness of Instagram posts contingent upon their account types (commercial brand's Instagram account versus influencer's Instagram account) and content types (the absence versus presence of human figures in the posted contents).Design/methodology/approachConducting an online experiment (N Females = 195), it was tested if parasocial interaction (PSI) and feelings of social presence moderate the effects of Instagram accounts' promotional posts on consumers' perceived trustworthiness of the endorsed fashion brand. The experiment employed a 2 (Type of Instagram posts: product-only posts versus product posts with a person content) × 2 (Type of Instagram account: a fashion-brand account versus a a fashion-influencer account) between-subjects factorial design.FindingsResults demonstrate three-way interaction effects among the type of the Instagram account, the type of Instagram posts and PSI/social presence on the perceived trustworthiness of a brand. When the content is coming from a fashion-influencer account, there is no difference between product posts with a person and product-only posts conditions with regard to the positive relationship between PSI/social presence and trustworthiness. In contrast, when the source is a fashion-brand account on Instagram, the positive relationship between PSI/social presence and trustworthiness is stronger for product posts with a person. These findings suggest that Instagram posts that are promoted by fashion influencers would have similar effects of PSI and social presence, even if they do not appear themselves in the branded content.Originality/valueThis research contributes to our understanding of the effective antecedents of trustworthiness in social media-based fashion marketing and fashion brand management. Instagram account types and content types influence the extent to which social media communication allows for the formation of emotional ties with and positive evaluation of the fashion brand.
{"title":"I trust what she's #endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing","authors":"S. Jin, Ehri Ryu, Aziz Muqaddam","doi":"10.1108/JFMM-04-2020-0059","DOIUrl":"https://doi.org/10.1108/JFMM-04-2020-0059","url":null,"abstract":"PurposeSocial media campaigns by fashion brands typically rely on two types of accounts: official brands' accounts and social media influencers' accounts. The current study investigates relevant mechanisms that explain the effectiveness of Instagram posts contingent upon their account types (commercial brand's Instagram account versus influencer's Instagram account) and content types (the absence versus presence of human figures in the posted contents).Design/methodology/approachConducting an online experiment (N Females = 195), it was tested if parasocial interaction (PSI) and feelings of social presence moderate the effects of Instagram accounts' promotional posts on consumers' perceived trustworthiness of the endorsed fashion brand. The experiment employed a 2 (Type of Instagram posts: product-only posts versus product posts with a person content) × 2 (Type of Instagram account: a fashion-brand account versus a a fashion-influencer account) between-subjects factorial design.FindingsResults demonstrate three-way interaction effects among the type of the Instagram account, the type of Instagram posts and PSI/social presence on the perceived trustworthiness of a brand. When the content is coming from a fashion-influencer account, there is no difference between product posts with a person and product-only posts conditions with regard to the positive relationship between PSI/social presence and trustworthiness. In contrast, when the source is a fashion-brand account on Instagram, the positive relationship between PSI/social presence and trustworthiness is stronger for product posts with a person. These findings suggest that Instagram posts that are promoted by fashion influencers would have similar effects of PSI and social presence, even if they do not appear themselves in the branded content.Originality/valueThis research contributes to our understanding of the effective antecedents of trustworthiness in social media-based fashion marketing and fashion brand management. Instagram account types and content types influence the extent to which social media communication allows for the formation of emotional ties with and positive evaluation of the fashion brand.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44613098","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-19DOI: 10.1108/JFMM-06-2019-0135
B. Joo, Hye-young Kim
PurposeBuilding on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.Design/methodology/approachA sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.FindingsThe results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.Originality/valueThis study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.
{"title":"Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration","authors":"B. Joo, Hye-young Kim","doi":"10.1108/JFMM-06-2019-0135","DOIUrl":"https://doi.org/10.1108/JFMM-06-2019-0135","url":null,"abstract":"PurposeBuilding on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.Design/methodology/approachA sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.FindingsThe results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.Originality/valueThis study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.5,"publicationDate":"2021-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45694038","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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