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Despite the exponential growth of collaborative consumption practices, online fashion renting, an important type of collaborative fashion consumption, is still underexplored. Drawing on the theories of Reasoned Action (TRA) and Innovation Diffusion, we developed a holistic research framework to explore the motives for online fashion renting. By analyzing a total of 300 usable responses collected by a research market company using structure equation modeling (SEM), we found that attitudes and subjective norms positively influenced consumers’ intentions to engage with online fashion rental services. Moreover, we found that environmental awareness also had a significant influence on attitudes toward fashion renting through online platforms, and that relative advantage, amplified by personal innovativeness and fashion consciousness, also positively influenced consumers’ attitudes toward online fashion renting. Interestingly, price consciousness did not contribute to relative advantage.

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Purpose This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to examine how characteristics of a message giver (i.e. comprehension fluency, imagery fluency) and message receiver (i.e. transportability, need for affect) influence the narrative persuasion process which further affects consumers’ subsequent responses (i.e. positive affect, brand social networking services [SNS] attitudes and intentions) within the luxury hotel industry. Design/methodology/approach An online survey was performed via Amazon MTurk. A total of 193 usable responses from SNS users were obtained. The structural equation modeling approach was used to test the proposed model. Findings Results show that comprehension fluency and imagery fluency as message-giver factors and transportability as a message-receiver factor positively affect narrative transportation. In addition, narrative transportation leads to positive affect, brand SNS attitudes and visit intentions, while positive affect also influences brand SNS attitudes and visit intentions. Furthermore, additional analyses indicate that narrative transportation mediates the effects of comprehension fluency on affect and brand SNS as well as the effects of transportability on positive affect, brand SNS attitude and visit intention. Originality/value Characteristics of a message giver and message receiver altogether are not well understood in the current literature. Empirical evidence in this study contributes to the social media marketing and brand advertising research fields.

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Purpose – The purpose of this paper is to examine how sensory, cognitive, affective experiences affect relational brand experience in regards to different channels (i.e. online vs store), how relational brand experience influences brand awareness and brand loyalty. Design/methodology/approach – By employing self-administered questionnaires, the data on 393 respondents were collected from students enrolled at a major southwestern university in the USA. The moderation regression analysis was conducted to test the hypotheses and propositions. Findings – The study supports most of the hypotheses and propositions regarding the impacts of brand experiences on brand resonance in multi-channel retailing. The moderating effects of channel type are founded in relationships between sensory experience, affective experience and relational experience. Further, relational experience impacts on brand awareness and loyalty in any channel. Research limitations/implications – Given the exploratory nature of this approach, there are methodological limitations in generalizing research findings. However, the study solidifies the branding theory by understanding the multi-dimensional brand experience, and moderating effects of channel type enrich brand experience managements in the multi-channel retailing for fashion brands. Practical implications – This study implies that relational experience through sensory, affective and cognitive brand experiences in multiple-channel setting has a huge business potential to concrete consumer and brand value. Originality/value – This study substantiates the robust effects of brand experiences on brand resonance and the causal structure of multi-dimensional aspects of brand experiences in conjunction with the moderating effect of channel type.

PurposeThe purpose of this study is to explore consumer behaviour in the context of online fashion renting by applying the theory of reasoned action (TRA) to online fashion rental services and comparing how consumers perceive online fashion renting in terms of its ecological importance and compatibility with the cultures of the USA and China.Design/methodology/approachQuantitative research was conducted, and 646 data sets were collected from a research firm within three weeks. Prior to launching the main survey, back-and-forth translation processes were engaged for the Chinese survey. To test the proposed hypotheses, structural equation modelling (SEM) and PROCESS models were employed.FindingsThe results suggested that both online fashion renting attitudes and social norms positively influenced online fashion renting intentions. Meanwhile, online fashion renting attitudes were positively impacted by perceived compatibility and perceived ecological importance. The moderating effect of national difference was also examined. Specifically, the positive effect of perceived compatibility on online fashion renting attitudes was stronger in US consumers than in Chinese consumers.Research limitations/implicationsAlthough the findings of this study are valuable, comparing online fashion renting services in East Asian regions can be further explored, or comparing the USA with European countries may yield different results.Originality/valueThis study is one of the few to investigate how consumers engage in and perceive online fashion renting by comparing cultural differences between the USA and China. These two countries were selected because they are the leading countries in online shopping behaviour.