Contribution of vanity to consumer apparel advertising perception

Abstract

Purpose – A recent marketing trend is sending short message service (SMS) apparel advertisements to capture young adult consumers’ attention. These targeted consumers are reluctant to view SMS advertisements due to perceived irrelevant advertising content. The purpose of this paper is to investigate the relationship between consumer vanity trait and perceived SMS apparel advertising values for 291 college-aged Generation Y consumers (aged between 18 and 24) from the USA. Design/methodology/approach – The study opted for a quantitative, correlational design to investigate the relationships among vanity traits and perceived SMS apparel advertising values. An internet-based survey collected vanity trait attributes, perceived SMS apparel advertising values, and demographics from the participant. Correlation and multiple regression analyses tested the degree of association and measured the strength of predictive relationships among the said variables. Findings – Empirical findings of this study reveal a positive, predictive relationship between vanity traits and perceived SMS apparel advertising values. Symbols of success is the most dominant vanity trait for males and ethnic minorities. Research limitations/implications – Excluded from the present study was investigating the relationship between personality and consumer vanity trait. Personality evolves with the individual’s worldview and lived experience. It would be interesting to explore achievement-vanity through the consumers’ life story. Practical implications – Consumer adoption and abandonment of the latest fashion trends can occur quickly. The timing of an SMS apparel advertising campaign and advertising content relevancy are critical to initiate the targeted consumers’ interest. Originality/value – This paper sheds some lights on the contribution of psychological predispositions to apparel consumption-related situations for consumers.

Instagram fashionistas, luxury visual image strategies and vanity

“…Consumers' vanity traits instigate fashion trend-following and information-seeking behaviors (Netemeyer et al, 1995). There is a positive relationship between vanity and perceived apparel advertising values (Wong and Malone, 2016). Advertisements of benefits from owning particular brand names resonate with vanity, as those claims inflate concerns for and views of physical appearance and achievements (Workman and Lee, 2013).…”

“…Intention dimension is concerned with consumers' belief that the brand's behavior is motivated by favorable intentions toward consumers' welfare and interests in the event of problematic situations (Andaleeb, 1992). Consumers with high achievement vanity tend to be more prestige-sensitive and trust a luxury brand based on the brand's attributes such as symbols of success, social status and social prestige (Wong and Malone, 2016). Consumers with high physical appearance vanity tend to be more fashion-conscious and trust a luxury brand based on the brand's attractiveness and aestheticism (Roux et al, 2017).…”

“…In contrast, the trust may be equivalent in consumer-centric image conditions regardless of the source or higher when consumer-centric images are posted by brands (otherendorsement) than by fashionistas (self-endorsement). In addition, women are more fashion conscious (Wong and Malone, 2016) and indicate higher fashion opinion leadership than men (Goldsmith et al, 1987), which implies gender may play a role in shaping interaction effects of Instagram brand post attributes, consumers' opinion leadership and fashion consciousness on brand trust. These theoretical foundations guided the formation of H4.…”

Purchasing Fast-Fashion in Indonesia: Do We Like It or Do We Have to Like It?

“…The trait of vanity itself can be interpreted as excessive attention, and/or a positive view of one's physical appearance or personal achievement (Hung et al, 2011). When someone wears fashionable clothes and has the desired body image, this will be a means to maintain self-esteem and build social prestige (Bakewell et al, 2006;Wong and Malone, 2016). However, Morgan and Birtwistle (2010) found that young consumers who have a relatively high level of knowledge about fashion, who reach the status of avid consumers, could easily be affected by external exposure (media, peers, families) hence the external factors also affect how they would choose and purchase their garments.…”

Analisis Faktor-Faktor Yang Mempengaruhi Niat Pembelian Sepatu Olahraga Bermerk Mewah Di Kota Batam

“…Penelitian ini juga membuktikan bahwa konsumen muda di kota Batam sangat menyukai produk sepatu olahraga bermerek mewah atau branded seperti Nike, Adidas, Reebook, Converse. Konsumen muda saat ini bukan hanya berbeda dari generasi sebelumnya, pada saat ini mereka memiliki kekuatan atau niat pembelian yang tinggi kemudian satu hal unik yang membuat mereka menjadi kekuatan baru di pasar dalam membeli atau mengkonsumsi produk-produk mewah yaitu konsumen muda sangat terpengaruh jika mereka melihat sesuatu yang mereka inginkan maka hal ini kemudian membentuk niat pembelian yang kuat, hal ini senada dengan penelitian yang dilakukan oleh (Perry & Kyriakaki, 2014), (Hung et al, 2011), (Wong & Malone, 2016), (Han, Nunes, & Drèze, 2010). Dalam penerapannya, hal ini menjadi suatu kesadaran merek yang ditunjukkan oleh konsumen muda di kota Batam sehingga hal ini dapat dijadikan strategi bagi produsen yang ingin menargetkan penjualan sepatu olahraga branded khususnya di kota Batam.…”