Predictors of fashion clothing involvement among Indian youth

Abstract

In developing countries, consumers are becoming conscious of fashion brands. The research was directed towards understanding the determinants of fashion clothing involvement of Indian youth. A primary research study was conducted on Indian college students aged between 18 and 24 years using the fashion clothing involvement scale developed by O ' Cass to understand the importance of fashion clothing in their lives. The scale had constructs related to consumption involvement, product involvement, advertising involvement and purchase decision involvement. Research fi ndings show a high correlation of consumption involvement with the other three involvement dimensions. The results show that Indian youth has an involvement with branded fashion wear. There was not much signifi cant difference in the involvement of females and males towards fashion clothing.

Influence of consumers’ susceptibility to interpersonal influence, collective self-esteem and age on fashion clothing involvement: A study on Indian consumers

“…The results support earlier research on fashion clothing involvement in India that clothes help consumers to improve self-identity. 33 The rising income levels and accessibility to global brands has affected Indian consumers ' evaluation and consumption of fashion brands. Fashion clothing connotes status and consequently enables consumers to enhance their self-image.…”

Consumer involvement profiles: An application of consumer involvement in mobile industry

“…The study considers the effects of various factors influencing on purchase intention including consumers' personal characteristics such as age, gender, income as well as some external factors including advertisement. The study uses a questionnaire in Likert scale, originally developed by O'Cass (2000O'Cass ( , 2004 and Khare and Rakesh (2010). The study considers the following six hypotheses, which are also shown in Fig.…”

Salient antecedents of mobile shopping intentions: Media dependency, fashion/brand interest and peer influence

“…In addition, Wang and Wang (2010) revealed that women were more concerned about their physical appearance than were men. Males' and females' perceptions of fashion and what it connotes may differ as well (Khare & Rakesh, 2010). Generally, fashion is seen as an integral part of women's personality; therefore, women are better equipped than men to understand fashion clothing and their choice of apparel fashion is based on current trends (McCraken & Roth, 1989).…”