Brand consumption among Emirati youth: a socio-cultural perspective

Na’amneh, Mahmoud M.

doi:10.1080/13504630.2021.1948827

Cited by 1 publication

(1 citation statement)

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“…With the upgrading of consumption, consumers’ demand for fashion has been changed from the material demand of fashion itself to the taste symbolized by fashion brands culture, and they pay more attention to whether fashion can bring their own cultural identity and emotional sustenance to their hearts (Mrad et al, 2020; Na’amneh, 2021). Consumers’ perception of brand culture has become an important factor for purchasing and a basis for choosing a brand (Liao et al, 2008).…”

Section: Introductionmentioning

confidence: 99%

Influence Mechanism of Content Marketing for Fashion Brand Culture on Consumers’ Purchase Intention Based on Information Adoption Theory

Chen,

Gao,

Memon

et al. 2024

Sage Open

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This research aims to explore the influencing mechanism of fashion brand cultural content marketing on consumers’ willingness to buy. The concept of content marketing for fashion brand culture was analyzed from the four dimensions of functional content, entertainment content, emotional content, and interactive content according to content marketing theory, and the influencing mechanism was studied based on the information adoption theory. Furthermore, it is verified for the mediating role of information content quality perception, information utility quality perception, information expression quality perception, information carrier quality perception, information adoption, and the moderating role of information involvement and brand trust. The structural equation model was developed and empirically tested the hypothesis. The results show that fashion brand culture content marketing can promote consumers’ willingness to buy. Consumers generate purchase intention by perceiving information content quality, information utility quality, information expression quality, information carrier quality, and information adoption. It was found that consumers with high involvement degrees are more likely to perceive information. Moreover, consumers with high brand trust will promote the effect of information adoption on consumers’ purchase intention. This research provides new ideas and references for the content marketing of fashion brand culture. It provides quantitative scientific data for fashion enterprises to grasp the direction of fashion brand culture content marketing and implement brand culture shaping and communication strategies.

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Section: Introductionmentioning

confidence: 99%