Influence of normative and informative values on fashion clothing involvement of Indian women

Khare, Arpita; Parveen, Ceeba; Mishra, Ankita

doi:10.1362/147539212x13286273975193

Cited by 17 publications

(27 citation statements)

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“…Fashion clothing has strong social connotations which enable in improving consumers' self-image and esteem. Indian consumers place high regard to group conformance as identity and consumption was dependent on social cues (Mourali et al, 2005;Shukla, 2011;Khare et al, 2012a).…”

Section: Marketing Implicationsmentioning

confidence: 99%

“…Understanding Indian consumers attitude towards fashion clothing can help global and Indian fashion manufacturers in segmenting and targeting decisions. Earlier research on fashion clothing involvement of Indian consumers has examined influence of collective self-esteem and interpersonal influence (Khare et al, 2011(Khare et al, , 2012aHanda and Khare, 2013). The current research attempts to extend these researches by examining role of cosmopolitanism in fashion clothing involvement.…”

Section: Introductionmentioning

confidence: 97%

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How cosmopolitan are Indian consumers?: a study on fashion clothing involvement

Khare

2014

Journal of Fashion Marketing and Management

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to examine affect of cosmopolitanism and consumers' susceptibility to interpersonal influence on Indian consumers' fashion clothing involvement. Moderating effect of demographics was studied. Design/methodology/approach -Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India. Findings -Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers' fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement. Research limitations/implications -One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness. Practical implications -The findings can prove helpful to international apparel brands marketing luxury and fashion clothing in India. However, since conformance to social norms was important for Indians, clothing manufacturers should use reference groups, opinion leaders, and celebrities to generate awareness. A blend of global and local lifestyle should be used. International luxury brands can customize their products to combine ethnic tastes. Originality/value -Fashion clothing market promises immense growth opportunities in India. There is limited research to examine influence cosmopolitanism on Indian consumers' consumption behaviour. Knowledge about influence of global lifestyle, brands, mass media, and services on Indian consumers' behaviour can help in targeting them effectively.

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Section: Marketing Implicationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 97%

How cosmopolitan are Indian consumers?: a study on fashion clothing involvement

Khare

2014

Journal of Fashion Marketing and Management

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“…The CSII scale has been found applicable to Indian conditions (Shukla, 2011;Khare et al, 2012a). The CSII scale contains 12 items (eight items to measure normative influence and four items to measure informative influence).…”

Section: Findings and Discussionmentioning

confidence: 99%

“…A number of studies have examined western consumers' fashion clothing involvement (Auty & Elliot, 1989;O'Cass, 2000O'Cass, , 2004Solomon & Rabolt, 2004); however, research on Indian consumers has been limited. Earlier research on Indian consumers has examined the influence of materialism (Handa & Khare, 2013), collective self-esteem, and susceptibility to interpersonal influence (CSII) on consumers' fashion clothing involvement (Khare et al, 2011(Khare et al, , 2012a. Buying the latest fashions helps consumers identify themselves with global consumers and values.…”

Section: Introductionmentioning

confidence: 99%

“…The objective of this research was to extend existing research into fashion clothing involvement in western countries (Banister & Hogg, 2004;Kim, 2005;Kozar & Damhorst, 2008;O'Cass, 2000O'Cass, , 2004O'Cass & Choy, 2008;Piamphongsant & Mandhachitara, 2008;Thomas & Peters, 2009;Workman & Lee, 2011) and India (Handa & Khare, 2013;Khare et al, 2011Khare et al, , 2012a by examining the influence of cosmopolitanism, self-identification with global consumers and susceptibility to interpersonal influence (CSII) on fashion clothing involvement. Among several factors that might influence consumers' involvement, only these three were considered.…”

Section: Introductionmentioning

confidence: 99%

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Antecedents to fashion clothing involvement: role of global self-identity, cosmopolitanism, and normative influence

Khare

2013

Journal of Global Fashion Marketing

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This research examines the influence of cosmopolitanism, identification with global consumers, and consumers' susceptibility to interpersonal influence (CSII) on Indian consumers' fashion clothing involvement. A survey technique was used for data collection across seven cities in India. Both metropolitan and non-metropolitan cities were targeted. The cosmopolitanism factor loaded under two factors: cosmopolitanism related to lifestyle (CRL) and cosmopolitanism related to cultural mores (CRCM). The value-expressive factors of normative influence, CRL, self-identification with global consumers, and type of city (metropolitan or non-metropolitan) influenced Indian consumers' fashion clothing involvement.The fashion clothing market is growing in India, but there is limited research seeking to understand the factors influencing fashion clothing involvement. Findings on the influence of global lifestyle, cosmopolitanism, and normative beliefs regarding Indian consumers' fashion clothing involvement can be helpful to companies targeting Indian consumers.

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Young Consumer's Green Purchasing Behavior: Opportunities for Green Marketing

Uddin

Khan

2018

Journal of Global Marketing

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Influence of normative and informative values on fashion clothing involvement of Indian women

Cited by 17 publications

References 0 publications

How cosmopolitan are Indian consumers?: a study on fashion clothing involvement

How cosmopolitan are Indian consumers?: a study on fashion clothing involvement

Antecedents to fashion clothing involvement: role of global self-identity, cosmopolitanism, and normative influence

Young Consumer's Green Purchasing Behavior: Opportunities for Green Marketing

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