Relationships among Gender, Fashion Leadership, Need for Affect, and Consumers' Apparel Shopping Preference

Cho, Siwon; Workman, Jane E.

doi:10.1111/fcsr.12070

Cited by 34 publications

(31 citation statements)

References 40 publications

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“…FI is associated with a high level of interest in fashion styles and brands (Beaudoin and Lachance, 2006;Workman and Cho, 2012), resulting in increased acquisition of knowledge about new fashion styles and brands (Goldsmith et al, 1996). Consumers high in FI are highly involved in information search for new products/brands (Cho and Workman, 2014;Muzinich et al, 2003). This active information search may reflect the importance of cognitive associations (i.e., evaluation of functional and symbolic value of products) in brand image development by fashion innovators.…”

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confidence: 99%

Impact of fashion innovativeness on consumer-based brand equity

Cho

Fiore

2018

Journal of Consumer Marketing

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Purpose This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite fashion-related brands, the contribution of these dimensions to lovemarks (brand love and respect) and lovemarks’ consequent effect on brand loyalty. Design/methodology/approach A Web-based survey was conducted using a national sample of 2,492 US male and female consumers between the ages of 18 and 76. Structural equation modeling tested the hypotheses. Findings Results indicated positive, statistically significant associations between the six variables. Among the three brand image dimensions, sensory associations exhibited the strongest relationship with FI, whereas lovemarks displayed stronger relationships with cognitive and affective associations. Lovemarks affected loyalty toward fashion-related brands. Research limitations/implications The survey of the US consumers and the focus on fashion-related brands may limit the generalizability of the findings. This empirical study illustrated how FI impacts an extended consumer-based brand equity model. Practical implications Fashion-related brand managers should not only promote pleasant sensory associations to attract those with a high level of FI but also promote cognitive and affective associations to foster lovemarks (high brand love and respect) to achieve the end goal of customer loyalty. Originality/value Even though consumers with a high level of FI may contribute significantly to long-term brand success, past research has not explored the relationship between FI and the factors that lead to consumer-based brand equity. The present study is the first to examine the role of FI in fostering brand equity.

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confidence: 99%

Impact of fashion innovativeness on consumer-based brand equity

Cho

Fiore

2018

Journal of Consumer Marketing

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“…These consumers influence the purchase of new products by later buyers (Goldsmith, Flynn, & Goldsmith, 2003), which contributes to the successful launch of a new fashion brand. Moreover, those high in fashion innovativeness are frequently opinion leaders (Cho & Workman, 2014), which supports the importance of building their brand loyalty, thus affecting loyalty of others. Yet, little research has examined factors leading to fashion brand loyalty for those with high innovativeness.…”

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confidence: 95%

“…Consumers who have high innovativeness are likely the first to buy new brands and tend to switch brands (Cho & Workman, 2014;Steenkamp, ter Hofstede, & Wedel, 1999). These consumers influence the purchase of new products by later buyers (Goldsmith, Flynn, & Goldsmith, 2003), which contributes to the successful launch of a new fashion brand.…”

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confidence: 99%

“…The three dimensions of brand image include 1) mystery-cognitive associations shaped by great stories and past and present interactions with a brand, 2) sensuality-sensory associations formed by pleasant visual sensations from the store and product, and 3) intimacy-affective associations shaped by consumers' commitment and enjoyment. Because consumers with high levels of fashion innovativeness tend to engage in sensually-and emotionally-rich experiential aspects and cognitively engaging entertainment aspects of shopping (Cho & Workman, 2014), we hypothesized that fashion innovativeness is positively associated with the three brand image dimensions. These dimensions will increase lovemarks, leading to brand loyalty, as found in past research (Cho et al, 2015) (see Figure 1).…”

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The Role of Fashion Innovativeness, Brand Image, and Lovemarks in Enhancing Loyalty towards Fashion-Related Brands

Cho

Fiore

2015

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“…Thus, the purpose of the study was to examine the influences of fashion leadership and style of information processing (SOP) on consumers' frequency of use of information sources for apparel shopping. Fashion leadership is a relevant variable in the purchase decision process for apparel products because it is an important personal determinant of apparel shopping preferences (Cho and Workman 2014). SOP is known as an individual consumer's preferred way of processing information (Mueller et al 2010), which may play an important role in consumers' preference for and use of information sources during apparel shopping.…”

Section: Introductionmentioning

confidence: 99%

College students’ frequency of use of information sources by fashion leadership and style of information processing

Cho

Workman

2015

Fashion and Textiles

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Information overload compels consumers to make decisions about how to distribute their limited attention across a variety of information sources. Today’s consumers use only one or two information sources from infinite digital choice and search engines available. Thus, it is not a case of more information, but more of the right information that needs to be communicated between consumers and marketers. The purpose of this study was to examine the influences of fashion leadership and style of information processing (SOP) on consumers’ frequency of use of information sources for apparel shopping. A survey was conducted using a non-probability sample of 351 US college students. The hypotheses were tested by MANOVA and ANOVA. Results showed that fashion leaders (vs. fashion followers) tended to be greater visualizers who preferred to engage in visual modality of information processing (SOP-visual) for apparel shopping. Fashion leaders (vs. fashion followers) and high visualizers (vs. low visualizers) were more likely to use internal information sources (i.e., experiences and knowledge) as well as impersonal external information sources (e.g., fashion magazines). Results of the study may help apparel marketers in identifying customers’ preference for information sources in order to communicate effectively. In turn, apparel consumers may have greater success in their search for reliable, credible, and accessible information. Implications and future research directions are discussed.

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Relationships among Gender, Fashion Leadership, Need for Affect, and Consumers' Apparel Shopping Preference

Cited by 34 publications

References 40 publications

Impact of fashion innovativeness on consumer-based brand equity

Impact of fashion innovativeness on consumer-based brand equity

The Role of Fashion Innovativeness, Brand Image, and Lovemarks in Enhancing Loyalty towards Fashion-Related Brands

College students’ frequency of use of information sources by fashion leadership and style of information processing

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