Journal of Fashion Marketing and Management: Volume 23 Issue 2

What influences Chinese fashion retail? Shopping motivations, demographics and spending

Christopher J. Parker, Lu Wenyu

The purpose of this paper is to establish the influence of shopping motivations on Chinese fashion retail engagement relative to demographics, monthly spend on fashion items and…

Can brands deviate from their brand aesthetic? Brand luxury status as a moderator

Christin Seifert, Tianyu Cui, Veena Chattaraman

The purpose of this paper is to examine the effect of brand design consistency (BDC) on consumers’ aesthetic judgment and purchase intention; and whether this effect of BDC is…

Key antecedents to the shopping behaviours and preferences of aging consumers: A qualitative study

Osmud Rahman, Hong Yu

The purpose of this paper is to gain a deeper understanding of how income, cognitive age, physiological change and life-changing events may affect older consumers’ shopping…

How men interpret women’s luxury brand signals

Sin Man Lai, Gerard Prendergast

Women’s conspicuous display of luxury brands is known to serve the purpose of sending signals to other women, but little is known about how men interpret those signals. The…

What drives omnichannel shopping behaviors?: Fashion lifestyle of social-local-mobile consumers

Ju-Young M. Kang

The purpose of this paper is to investigate the interrelationships among fashion lifestyle of social-local-mobile (SoLoMo) consumers as individual characteristics, perceptions of…

Cause-related marketing strategy types: assessing their relative effectiveness

Ji Young Lee, Kim K.P. Johnson

The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the…

Non-conformance in apparels: exploring online fashion retail in India

Vineet Kaushik, Sanjay Dhir

The purpose of this paper is to study, explore and rank the non-conforming factors in apparels purchased from e-shops.

Decoding fashion advertising symbolism in masstige and luxury brands

Jae-Eun Kim, Stephen Lloyd, Keji Adebeshin, Ju-Young M. Kang

The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising.