Enhancing brand equity through multidimensional brand authenticity in the fashion retailing

Hyun, Hyowon; Park, JungKun; Hong, Eunpyo

doi:10.1016/j.jretconser.2024.103712

Cited by 13 publications

(1 citation statement)

References 107 publications

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“…Besides being a necessity, dressing can also reflect a person's lifestyle. Previous research indicate the importance of brand in fashion industry to guide customers awareness and loyalty (Anggraeni & Rachmanita, 2015;Hyun et al, 2024;Kort et al, 2006;Yoo, 2023). Thus, it is a challenge for fashion industry to maintain brand of the fashion product to meet consumer preferences that are moving fast.…”

Section: Introductionmentioning

confidence: 99%

The influence of halal fashion, lifestyle, and brand image on Gen Z's hijab fashion preferences in Indonesia

Rahman,

Indra

2024

J. Islam. Econ. Lariba

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IntroductionThe hijab is an important part of the daily lives of Muslim women in Indonesia. Several studies have been conducted regarding hijab preferences. However, research focusing on Generation Z is still limited. ObjectivesThis research aims to explain how fashion trends, lifestyle, and brand image influence hijab fashion preferences.MethodThis research uses quantitative research methods. The data collection technique used was a questionnaire for 104 respondents, with the criteria being Muslim women who were hijab consumers aged 11-26. The collected data was analyzed using the SEM-PLS approach.ResultsThe results of this research show that halal fashion, lifestyle, and brand image have a significant influence on hijab fashion preferences. Lifestyle variables have the most dominant influence.ImplicationsThe theoretical implications of this research indicate the need for a holistic approach to understanding Generation Z consumer behavior in the context of hijab fashion.Originality/NoveltyThis research shows the importance of collaboration between the fashion industry, religious institutions, and the government to develop regulations that support the growth of a high-quality hijab fashion industry in accordance with religious values.

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Section: Introductionmentioning

confidence: 99%

The influence of halal fashion, lifestyle, and brand image on Gen Z's hijab fashion preferences in Indonesia

Rahman,

Indra

2024

J. Islam. Econ. Lariba

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Smile or Not Smile: The Effect of Virtual Influencers' Emotional Expression on Brand Authenticity, Purchase Intention and Follow Intention

Jiang,

Qin,

Deng

et al. 2024

J of Consumer Behaviour

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Virtual influencer (VI) has become a new tool for brand promotion. The existing researches mainly focus on VI's external feature cues, such as identity, appearance, and sensory factors. In addition to carefully curated images, VI can also display emotions like a human influencer. Emotional expression as a non‐verbal social cue, is a key factor influencing consumers. This research focuses on VI's emotional cues and their impact on consumers' behavioral intentions. Based on emotional contagion theory (ECT) and elaboration likelihood model (ELM), this paper discusses the emotional contagion effect of VI emotional display (smiling vs. non‐smiling) and its matching effect with brand stereotypes. The results of three online experiments (N = 691) show that: firstly, VI's smiling emotion has a stronger primitive emotional contagion. Secondly, VI emotional expression has a positive impact on brand authenticity, purchase intention, and follow intention through affective empathy and cognitive empathy. Finally, this study found that VI's smile does not always produce a more positive effect than not smiling. In advertising situations that highlight brand competence, VI without a smile is more persuasive. Our results provide a new explanation mechanism for the influence of VI emotional expression on consumers' behavioral intention and provide a new perspective and advertising strategy for VI marketing practice.

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Impact of transformational leadership on service delivery behaviours of frontline service employees

Jauhari,

Kumar,

Pandey

2024

Journal of Retailing and Consumer Services

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Enhancing brand equity through multidimensional brand authenticity in the fashion retailing

Cited by 13 publications

References 107 publications

The influence of halal fashion, lifestyle, and brand image on Gen Z's hijab fashion preferences in Indonesia

The influence of halal fashion, lifestyle, and brand image on Gen Z's hijab fashion preferences in Indonesia

Smile or Not Smile: The Effect of Virtual Influencers' Emotional Expression on Brand Authenticity, Purchase Intention and Follow Intention

Impact of transformational leadership on service delivery behaviours of frontline service employees

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