PurposeThe purpose of this paper is to investigate how dimensions of body image relate to product involvement among gay men.Design/methodology/approachA survey consisting of body image and product involvement measures was administered to 147 self-identified gay men. Multiple regression was used to examine the relations of the significant body image variables to each of the consumer behavior outcomes in separate analyses.FindingsThe more the men were behaviorally invested in their appearance predicted a higher frequency of shopping each month for apparel and grooming-related products. The stronger the men’s psychological drive to have a lean body and the more they focused on their appearance and invested in their looks, the more likely they were to view apparel as important to them. The more psychologically and behaviorally involved the gay men reported being with their appearance, the more importance they gave to grooming-related products.Research limitations/implicationsThe sample was drawn primarily from a college population, limiting findings to this age cohort.Practical implicationsThe findings of the current research demonstrate the importance of appearance management products to the gay market, where commodities are often used to enhance or maintain a perceived self-image. Retailers can use this information to establish appropriate service options and effective marketing initiatives.Originality/valueThis study replicated others that have investigated gay men’s involvement in consumer products. However, the current study looked at the relationship between involvement and body image.
Journal of Fashion Marketing and Management – Emerald Publishing
Published: Mar 12, 2018
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera