...Sneha Rani; Delisia Matthews; Lori Rothenberg; Kate Nartker Purpose This study aims to examine how adaptive clothing brands' social media marketing activities influence senior citizens' engagement intentions. It investigates the roles of perceived usefulness (PU) and ease of engagement in shaping...

... research objectives: to capture progress towards greater transparency across sustainability reporting areas, across fashion brands and years, and to identify strategic approaches for transparency in sustainability reporting by revealing common patterns in business disclosure. Design/methodology/approach...

...Danielle Sponder Testa; Sonia Bakhshian; Rachel Eike Purpose The purpose of this study was to explore drivers of consumer engagement with sustainable fashion brands on Instagram to specifically answer the research question: what drives popularity of sustainable fashion among digital consumers...

... use, preferences and bra issues across three major global markets could be utilised by brands and manufacturers to optimise bra marketing and fit education initiatives and inform future sports bra design and distribution strategies. © Emerald Publishing Limited 2020 Emerald Publishing Limited...

...Sin Man Lai; Gerard Prendergast Purpose Women’s conspicuous display of luxury brands is known to serve the purpose of sending signals to other women, but little is known about how men interpret those signals. The purpose of this paper is to elucidate how men interpret the signals sent by women...

...Ulf Aagerup; Edson Roberto Scharf Purpose The purpose of this paper is to investigate the effect of obese models vs normal weight models on fashion brands’ attractiveness. Design/methodology/approach An experiment was carried out in which 1,225 university students in Sweden and Brazil rated...

...Sheetal Jain; Mohd Naved Khan Purpose Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand...

...Dong Shen; Qiuyue Wang Purpose The purpose of this paper is to examine Chinese consumers’ perception of US-made clothing and purchase intention to US-made clothing; to explore the role of brand in the relationship between country of origin (COO) and consumer perception and purchase intention...

...Karan Khurana; Marco Ricchetti Purpose – The purpose of this paper is to trace developments in the fashion business commitment to sustainability over two decades and identify the drivers that progressively changed fashion brands’ perspective on sustainable supply chain management. Design...

...Jieun Kim; Kim K. Johnson Purpose – The purpose of this paper is to improve the original Brand Luxury Index (BLI) developed by Vigneron and Johnson to provide a practical tool for assessing consumer’s perception of the luxurious of a brand. Design/methodology/approach – The original BLI...

...Youngjin Bahng; Doris H. Kincade; Jung‐ha (Jennifer) Yang Purpose The purpose of this study is to provide detailed information about the shopping behaviors and brand/product preferences of college students. To accomplish this purpose the following objectives were proposed: to identify college...

... for future researchers to consider other contexts of fashion or luxury brands to qualify or quantify the extent of pleasure seeking and its contribution to the fashion experience in the context of the designer, the fashion brand and the customer. Practical implications Developing fashion games or fashion...

...Wai Jin Lee; Ian Phau; Rajat Roy Purpose The purpose of this paper is to determine if high versus low ethnocentric consumers differ in their attitudes toward buying domestic and foreign brands of underwear that are made domestically or in foreign countries. Design/methodology/approach...

...Ho Jung Choo; Heekang Moon; Hyunsook Kim; Namhee Yoon Purpose The purpose of this paper is to conceptualize luxury customer value and empirically test the reliability and validity of the proposed structure of it. In addition, it aims to identify luxury customer value factors that influence brand...

...Julie McColl; Christopher Moore Purpose It has been proposed within the branding literature that the theory of the brand be extended within a variety of industries. The purpose of this paper is to offer a deeper understanding of the centrality of the own brand to fashion retailer brand strategy...

...Jill Ross; Rod Harradine Purpose This study seeks to investigate value branding in the fashion context and young consumer perceptions of, and attitudes towards, supermarket value branded clothing with a view to identifying potential barriers to adoption. Design/methodology/approach A mixture...

...Minjung Park; Sharron J. Lennon Purpose The objective of the paper is to examine the effect of brand name and promotion on consumers' perceived value, store image, and purchase intention. Design/methodology/approach An experiment with a 2×2 (well known versus unknown brand name, promotion...

...Jaehee Jung; Eunyoung Sung Purpose The purpose of this study is to measure and compare the consumer‐based brand equity of apparel products by three consumer groups across cultures – Americans in the USA, South Koreans in the USA, and South Koreans in Korea. Also examined was cross‐cultural effects...

... in the study. The four most popular discussion categories were personal style, brands and designers, tips and advice, and retailers. The prevalence of these four topics suggests that consumer driven marketing is a growing and influential component of fashion marketing. Research limitations/implications...

...Rod Harradine; Jill Ross Purpose The paper seeks to explore key differences in the perceptions of parents and children towards branding, examining differences and potential implications. Design/methodology/approach This study was conducted over a six‐month period utilising focus groups...