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This study examines the relationship between physical and psychosocial attributes of the body, and aesthetic attribute preferences in clothing. Building upon a clothing comfort model, the purpose is to determine whether women's aesthetic response to apparel is related to their body size, body cathexis and body image and if so, to provide insight into underlying patterns of similarity in their response. An Internet survey was administered to a random sample of 199 female undergraduate students. The results indicated that body image and body cathexis had a negative linear relationship with aesthetic preference in styling, implying that lower body image and body cathexis correlate with preference for greater body coverage through clothing and vice versa. Body size showed a positive linear association with styling preferences, implying that increase in body size correlates with preference for greater body coverage in clothing and vice versa. Theoretical, methodological and practical implications are discussed.

The purpose of this study was to examine the combinatorial effects of enduring and momentary mechanisms of cultural identity salience on identity-based apparel brand choices of three Hispanic acculturation segments (Hispanic-dominant, mainstream-dominant, and balanced-bicultural). The hypotheses were empirically tested among Hispanic students at a midwestern university in the U.S. employing a two-session online experiment. Results revealed that the influence of cultural primes (momentary salience of the cultural identity) on subsequent brand choices of Hispanic consumers is moderated by their bidimensional acculturation (enduring salience of the cultural identity). As posited, the current study found that the same cultural primes had differential effects among the three Hispanic acculturation segments, with the largest effect size among the balancedbicultural segment. Specifically, the results indicated that Hispanicdominant and mainstream-dominant consumers were less responsive to cultural cues in the environment and were less likely to demonstrate significant preference shifts in response to cultural primes. However, balanced-bicultural consumers demonstrated significant shifts in their attitudes and purchase intent for Hispanic and mainstream apparel brands when exposed to cultural primes, such that their brand choices assimilated toward the primed identity. Results are discussed in the context of social identity theory, the self-stereotyping process, cultural frame shifting, and the bidimensional acculturation model.

Purpose -The purpose of this paper is to investigate whether ethnic consumers' consumption of cultural apparel, and attributional responses related to their consumption, is predicted by their strength of ethnic identification. The study also examined whether the consumption of cultural apparel mediates the influence of strength of ethnic identification on consumers' attributional responses. Design/methodology/approach -Internet survey research was the chosen methodology for this study. A convenience sample of 106 research participants from four ethnic subcultures in the USA were recruited. Findings -Regression analyses revealed that strength of ethnic identification was a significant predictor of cultural apparel consumption and attribution of emotions and meanings to the consumption. Further, consumption of cultural apparel perfectly mediated the influence of strength of ethnic identification on consumers' attributions of emotions, and partially mediated this influence on consumers' attributions of meanings.Research limitations/implications -The study provides valuable implications for channeling apparel product development, merchandising, and retailing to better meet the emotional needs and preferences of ethnic consumers. The main limitation of this study is the use of a non-representative sample. Originality/value -Prior research on ethnic consumers' motivations in consuming cultural products is limited. This study fills this gap in the literature at a time when large retailers are seeking to attract ethnic consumers through culturally targeted apparel products and brands.

Purpose -The purpose of this paper is to provide insights into the benefits of data-driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward-looking dashboard to measure marketing ROI and guide future marketing spend is explored. Design/methodology/approach -A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed. Findings -The findings point to the importance and untapped potential of data in its ability to inform tactical and strategic marketing decisions. Future challenges, including top management support, ethical considerations and developing data and analytic capabilities, are discussed. Practical implications -The results demonstrate the need for executive service marketing dashboards that include key metrics that are service-relevant, complementary and forward-looking, with proven linkages to business outcomes. Originality/value -This paper provides a synthesis of data-driven services marketing and the value of traditional and contemporary metrics. Since the true potential of data-driven service management in a connected world is still largely unexplored, this paper also delineates fruitful avenues for future research.

This study examines the influence of specific physical factors (body size), demographic factors (age), and psychosocial factors (body satisfaction, social physique anxiety, and drive for muscularity) on apparel-specific (jeans, khakis, dress shirts, and polo shirts) fit preferences of male consumers. Data were collected through an online survey administered to 141 men in the age group of 19-66 years. Results revealed that increase in body size significantly predicted preferences for apparel (jeans, dress, and polo shirts) with looser fits, and jeans with higher waistlines. Increase in age also predicted preferences for dress and polo shirts with looser fits and jeans with higher waists. With respect to the body-image-related factors, increase in body dissatisfaction predicted increased preferences for dress shirts with looser fits and khakis with higher waistlines. Contrary to expectations, increase in men's drive for muscularity predicted preferences for jeans with lower waistlines. This study offers important implications and creates actionable market information on fit strategy for male consumer segments.