Journal of Fashion Marketing and Management: Volume 28 Issue 5

Classification and regression tree approach for the prediction of the seasonal apparel market: focused on weather factors

Jungmi Oh

Climate change-induced weather changes are severe and frequent, making it difficult to predict apparel sales. The primary goal of this study was to assess consumers' responses to…

The influence of dispositional traits on Generation Z's intention to purchase sustainable clothing

Sofia Salvado Antunes, Cristela Maia Bairrada, Susana Garrido

Aim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's…

What drives customers to use virtual fitting rooms? The moderating effect of fashion consciousness

Wenkun Zhang, Yanan Wang

Despite significant advances in previous work, there are still gaps in the research on customers' acceptance of virtual fitting rooms (VFRs). This research aims to highlight the…

Exploring the influence of content marketing strategies on the expansion of the fashion second-hand market: a theoretical prediction study

Lingwen wei, Yan Hong, Xianyi Zeng

The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market…

Exploring consumer webrooming behaviour in the emerging fashion market: an integrated approach and forthcoming research

Rajendra Kumar Gopi, Rambabu Lavuri, K Francis Sudhakar

The purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry…

Identifying critical resources for successful fashion startups in the USA: an exploratory study

Lizhu Yu Davis, Li Zhao, Dean Davis, Yuhui Liu

Using resource-based theory and social cognitive theory, this study aimed to investigate crucial resources that new US fashion ventures need to survive the initial stage of…

Applying a Kansei engineering-based relationship model design approach to developing consumers' sustainability reliance on apparel

Baoru Ge, Yun Xue

Based on Kansei Engineering, this study obtained consumers' emotional preferences aiming to enhance the emotional connection between consumers and clothing to extend the service…

How brand loyalty and its marketing activities affect Japanese fashion companies' financial performance

Miao Miao, I. Go, Cui Linyuan, Kayo Ikeda, Hideho Numata

To investigate (1) the relationship between young adults' behavioural brand loyalty (BBL) and Japanese fashion companies' financial performance (FP) and (2) FP improvement from…

Predicting cause-related marketing patronage intentions based on Schwartz's theory of human values: a large-scale sample study anchored on female fashion leadership

Sujo Thomas, Suryavanshi A.K.S, Viral Bhatt, Vinod Malkar, Sudhir Pandey, Ritesh Patel

Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values…

Exploring the psychological benefits of green apparel and its influence on attitude, intention and behavior among Generation Z: a serial multiple mediation study applying the stimulus–organism–response model

Aušra Rūtelionė, Muhammad Yaseen Bhutto

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple…