Journal of Fashion Marketing and Management

Jin, Byoungho Ellie; Yang, Heesoon; Kim, Naeun Lauren

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-10-2019-0232

Built on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

Chakraborty, Swagata; Sadachar, Amrut

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-02-2020-0017

The present study compared Indian consumers' attitude (AT) toward and purchase intention (PI) from Western apparel brands, as a function of their Western acculturation (WA), consumer ethnocentrism (CE) in apparel consumption, consumer cosmopolitanism (CC) and country of residence (India vs the USA).Design/methodology/approachThe sample included Indians residing in India and the USA, who were 19 years or older, and visited online or brick-and-mortar apparel stores. An online survey was administered through Amazon Mechanical Turk to collect the data. The data was analyzed through multi-group structural equation modeling.FindingsWA engenders CE among Indian consumers, especially among Indians residing in India. WA and CC positively influence AT. CE did not have a significant negative influence on AT. Although a high CE lowers the PI, a high WA, CC and positive AT can translate into high PI.Research limitations/implicationsThe study did not use an experimental design. Therefore, causal relationships between the research variables could not be explained. Majority of the respondents were male. This might have confounded the findings with potential gendered effects.Practical implicationsWestern apparel brands targeting Indian consumers in India and the USA should focus on projecting their cosmopolitan and pro-Indian image to target this population's cosmopolitan and ethnocentric outlook, thereby enhancing PI.Originality/valueThe study proposed and empirically tested a conceptual model indicating the relationship between some of the important predictors of Indian consumers' PI in the context of Indians residing in the USA and India.

Li, Xintong; Zhao, Li; Lee, Stacy H.

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-02-2020-0022

Grounded in two primary theories such as (1) the triangular alignment model and (2) the technology–organization–environment framework, this paper aims to develop appropriate scales to measure the e-sourcing experience index (EEI).Design/methodology/approachThe sample includes a total of 630 e-sourcing platform users in the US and India who have already utilized e-commerce platforms. Item response theory and factor analysis were used for the psychometric analysis. Measurement invariance was established between the Indian and US participants, indicating similar conceptualization of the items across the two cultures.FindingsThe study's results demonstrated that users have a better experience when online sourcing platforms provide adequate resources for making sourcing decisions, finding potential buyers and managing sourcing activities more efficiently. From the perspective of e-sourcing platforms, suppliers' performance and users' experiences can be improved when businesses address the concerns indicated in the five factors.Research limitations/implicationsThe study's objective was to develop the EEI in order to assess suppliers' experiences with e-sourcing platforms. Due to the diffusion of innovation theory (DOI), different stages of adaptation may cause varied experiences and relationships with buyers.Originality/valueFrom a theoretical perspective, this study is one of the few to combine triangular alignment model (TAM) and technology–organization–environment (TOE) theories and to develop a reliable and valid scale (EEI) for user experiences with online sourcing platforms. Based on the previous scales, the EEI was found to be well in line with the established theories on traditional apparel sourcing, and, at the same time, considered the particulars of e-sourcing practices.

Yang, Nannan; Ha-Brookshire, Jung E.

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-01-2020-0001

Using the moral responsibility theory of corporate sustainability (MRCS) framework , the study examined Chinese textile and apparel (T&A) manufacturers' moral duty positions, goals and structures toward sustainability, with a goal of creating a spectrum of corporate sustainability (CS) performance.Design/methodology/approachAn online survey method was employed to investigate participants' views on their companies' perceptions, goals and structures toward each of the listed sustainability-related activities.FindingsThe results showed that all participants expressed their companies have moral responsibilities toward some aspects of sustainability. Particularly, they viewed that their companies emphasize labor relations (LR) and righteous operation (RO) activities over environmental protection (EP) or public welfare involvement (PW) activities when fulfilling their sustainability responsibilities. After analyzing each response by following MRCS, 41 companies were categorized as occasionally sustainability corporations. The remaining 259 responses were categorized as consistently sustainability corporations in selective areas.Originality/valueThe study for the first time revealed the sustainability-related activities that most respondents in Chinese T&A manufacturing industry perceived as perfect or imperfect duties. Findings add knowledge to the area of corporate moral responsibility toward sustainability and show a spectrum of Chinese textile and apparel manufacturers' sustainability performance, empirically supporting MRCS.

Modi, Dipali; Zhao, Li

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-09-2019-0220

This study aims to use social network analysis to (1) investigate public opinions on social media regarding apparel supply chain transparency and (2) identify key themes and the major communities discussing apparel supply chain transparency.Design/methodology/approachData mining-based social network analysis was used to investigate the pattern of discussions regarding apparel supply chain transparency on Twitter and Instagram.FindingsBoth Instagram and Twitter networks exhibited high interest in environmental, working condition and community support in apparel supply chain as explained by the moral responsibility framework of corporate sustainability despite the intended theme of the campaign to promote transparency in terms of working conditions specifically. However, some inconsistencies were found regarding the importance of these communities in the network, suggesting that while survey methods hold significance in measuring user intension, the reaction-based user-generated data on social media can be useful to measure users' true behavior. Also, while Twitter network was dominated by knowledge-based messages, the Instagram network had emotion-driven messages.Originality/valueBy conducting this study, the authors will not only contribute to the existing literature of social media usage in the apparel industry but will also provide a foundation for the use of social network analysis to analyze user-generated data on social media, as this method is fairly new in the textile and apparel industry-related research. The authors also wish to help businesses and policy makers identify specific actionable areas where they are lagging and hence further improve their overall performance.

Mohammad, Jihad; Quoquab, Farzana; Mohamed Sadom, Nur Zulaikha

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-05-2020-0080

This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.Design/methodology/approachThe data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.FindingsThe results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.Originality/valueThis study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.

Brown, Nicola; Burbage, Jenny; Wakefield-Scurr, Joanna

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-05-2020-0084

Previous research suggests that many active females are not engaging in sports bra use, despite the positive health benefits. The aim of this study was to establish and compare sports bra use, preferences and bra fit issues for exercising females in some of the largest and most diverse global underwear markets (the US, the UK and China).Design/methodology/approachA survey covering activity levels, sports bra use and preferences, bra issues and demographics was administered via Qualtrics and completed by 3,147 physically active females (aged ≥ 18 years) from the US (n = 1,060), UK (n = 1,050) and China (n = 1,037).FindingsIn general, participants were 25–29 years, 121 to 140 pounds, 34B bra size and pre-menopausal. “I cannot find the right sports bra” was the most frequent breast barrier to exercise (25.4%). Three-quarters of women wore a sports bra during exercise, with significantly higher use in China (83.9%), compared to the UK (67.2%). A third of all participants reported sports bra shoulder straps “digging into the skin”. Sports bra preferences were: compression sports bras with a racer back, wide straps and thick straps in the US and the UK; thin straps in China and adjustable straps and underband, no wire and maximum breast coverage in the US and the UK, including nipple concealment and with padded/moulded cups.Originality/valueInformation provided on differences in sports bra 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.

Vazquez, Delia; Cheung, Jenny; Nguyen, Bang; Dennis, Charles; Kent, Anthony

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-02-2020-0018

The purpose of this study is to analyse online consumers' experiential responses towards visual user-generated content in social commerce fashion online shopping environments. The study develops and tests a UGC OCE framework incorporating aesthetic and relational experiential paths in the OCE.Design/methodology/approachThis paper adopts a quantitative approach to examine fashion consumers experiential responses to UGC content. The sample comprised 555 respondents recruited via a consumer panel. SEM analysis was employed to analyse and test the framework model.FindingsThe findings illustrate that consumers are initially stimulated by an aesthetic experience, which then triggers a combination of relational, emotional and interactive experiences in fashion social commerce. The study extends the S-O-R framework by integrating it to the experiential “path” that indicates the series of experiences consumers encounter. Using S-O-R, the study presents the consumers' online experiential responses to viewing visual UGC, revealing that there are five experiential responses, all of which have an influence on online consumer behaviour. Responses towards visual UGC include visual, relational, emotional, cognitive engagement and interactive engagement, which were all identified to influence purchase intention.Originality/valueThis study is original in finding that, in the context of online fashion shopping, aesthetics drive relational experiences, and relational experiences drive flow and interactive behaviour and also purchase intention. Aesthetic experiences and positive emotions are powerful drivers of purchase intention and drive connectedness, flow and interactive behaviour. This study extends the literature by extending the frameworks in OCE and CE into the fashion UGC context.

Bari, Md Sadaqul; Jin, Byoungho Ellie

2021 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-06-2020-0118

The purpose of this study is to identify the emergence of apparel brands in Bangladesh: their timing, order and the reasons behind the patterns. This study also examined whether these evolution patterns followed the same path in Korea and India.Design/methodology/approachBy employing secondary research method, this study gathered and analyzed data from companies, trade organizations, news media and academic articles to determine the socioeconomic backgrounds and underlying dynamics that propelled the evolution patterns. Following Jin et al.'s (2013) approach, we analyzed three types of apparel brands (international, national and private) in Bangladesh.FindingsThe findings indicated that in contrast with Korea and India, in Bangladesh (a) the emergence of international brands occurred after the national brands' appearance in the More Advanced Production of Fabric and Apparel stage, (b) national brands also emerged at the same stage and earlier than the international brands developed, and (c) internationalization of national brands and emergence of private brands were not observed. The differences in the emergent timing and order were explained by socioeconomic and cultural aspects, along with industry life cycle perspectives.Practical implicationsFindings indicate that the Bangladeshi market is dominated by national apparel brands. Therefore, international brands are advised to consider the business strategies of local competitors and develop their own pricing and merchandising strategies to maintain their supremacy as premium brands.Originality/valueThis study addressed apparel brand evolution patterns in a lower middle-income country. The results revealed some unique aspects. Unlike in other developing countries, national brand development in Bangladesh was initiated by entrepreneurs.