Journal of Fashion Marketing and Management: Volume 25 Issue 1

Consumers' acceptance and diffusion of word-of-mouth in social brand community: the moderating effect of self-monitoring

Hanna Lee, Sun-Jin Hwang

The purpose of this paper is to explore and examine the different word-of-mouth (WOM) acceptance and diffusion in social brand communities according to the level of…

Personality traits and social media as drivers of word-of-mouth towards sustainable fashion

Suha Fouad Salem, Alshaimaa Bahagat Alanadoly

The main objective is to investigate the effects of antecedents of word-of-mouth (WOM) towards sustainable fashion, using the Personality Traits theory. More specifically, this…

Consumers' adoption of AR-based virtual fitting rooms: from the perspective of theory of interactive media effects

Hanna Lee, Yingjiao Xu, Anne Porterfield

The purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented…

Are negative and positive reviews regarding apparel fit influential?

Eonyou Shin, Telin Chung, Mary Lynn Damhorst

The purpose of the current study is to explore how valenced fit reviews affect the consumer decision-making process during online apparel shopping.

Going green? How skepticism and information transparency influence consumers' brand evaluations for familiar and unfamiliar brands

Gargi Bhaduri, Lauren Copeland

To help brands persuasively communicate their environmentally responsible initiatives, this study aims to involve two experiments, examining the impact of brand schema…

A brave new world: embracing sexuality in advertising for apparel

Elika Kordrostami, Melika Kordrostami

In light of the recent shift in the US culture, this paper investigates the effectiveness of female sexual empowerment as ad appeal in the apparel industry.

Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs

Laura Rienda, Lorena Ruiz-Fernández, Lindsey Carey

This research investigates the role that having a trademark and a social media presence play in the development of international activities as well as their influence on…

Co-location of R&D and production in fashion industry

Denada Lica, Eleonora Di Maria, Valentina De Marchi

The purpose of this paper is to analyze how important is co-location of R&D and production for firms originated from high-cost countries and to provide evidence of the…

Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity

Muhammad Sabbir Rahman, Md Afnan Hossain, Mohammad Tayeenul Hoque, Md Rifayat Islam Rushan, Mohammad Iftekhar Rahman

The purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity with…

Managerial and Industry 4.0 solutions for fashion supply chains

Marcello Braglia, Leonardo Marrazzini, Luca Padellini, Rinaldo Rinaldi

The purpose of this paper is to present a structured framework whose objectives are to identify, analyse and eliminate fashion-luxury supply chains inefficiencies.