Fashion clothing consumption: antecedents and consequences of fashion clothing involvement

Fashion clothing consumption: antecedents and consequences of fashion clothing involvement For many years fashion clothing has been an area of interest in consumer research. This study examines the effect of materialism and self‐image product‐image congruency on consumers’ involvement in fashion clothing. It also examines purchase decision involvement, subjective fashion knowledge and consumer confidence. Data were gathered via a self‐completed mail survey, resulting in 478 responses being returned. The results indicate that fashion clothing involvement is significantly effected by a consumer's degree of materialism, gender and age. Further, it was found that fashion clothing involvement influences fashion clothing knowledge. Finally, the results indicate that fashion clothing knowledge influences consumer confidence in making purchase decisions about fashion. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Fashion clothing consumption: antecedents and consequences of fashion clothing involvement

European Journal of Marketing, Volume 38 (7): 14 – Jul 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410539294
Publisher site
See Article on Publisher Site

Abstract

For many years fashion clothing has been an area of interest in consumer research. This study examines the effect of materialism and self‐image product‐image congruency on consumers’ involvement in fashion clothing. It also examines purchase decision involvement, subjective fashion knowledge and consumer confidence. Data were gathered via a self‐completed mail survey, resulting in 478 responses being returned. The results indicate that fashion clothing involvement is significantly effected by a consumer's degree of materialism, gender and age. Further, it was found that fashion clothing involvement influences fashion clothing knowledge. Finally, the results indicate that fashion clothing knowledge influences consumer confidence in making purchase decisions about fashion.

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 1, 2004

Keywords: Fashion industry; Consumption; Consumer behaviour

References

  • Fashion involvement, self‐monitoring and the meaning of brands
    Auty, S.; Elliott, R.
  • The World of Goods
    Douglas, M.; Isherwood, B.
  • Identification and validation of the components of the person‐object relationship
    Evrard, Y.; Aurier, P.
  • A short, reliable measure of subjective knowledge
    Flynn, L.R.; Goldsmith, R.E.
  • Fashion innovativeness and self‐concept: a replication
    Goldsmith, R.; Moore, M.; Beaudoin, P.
  • Relationship marketing: a high‐involvement product attribute approach
    Martin, C.
  • Consumer Behavior
    Solomon, M.

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