Fashion-related remedies: Exploring fashion consumption stories during Covid-19. ‘<i>Nostalgia overpowering, Old is the new me’</i>

Khair, Nadine; Malhas, Sadina

doi:10.1080/20932685.2022.2085604

Cited by 17 publications

(17 citation statements)

References 46 publications

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“…Fashion items play an important role in expressing a self-concept (Khair and Malhas, 2023) in decorating avatars in the metaverse. Consumers can have emotional and symbolic experiences (Holbrook and Hirschman, 1982; Makkar and Yap, 2018) while enjoying diverse content within a virtual space provided by luxury brands.…”

Section: Literature Reviewmentioning

confidence: 99%

“…While buying the products of a luxury brand, consumers are influenced by motivations such as dreams and pleasures. Luxury brands allow consumers to experience positive emotional value (Khair and Malhas, 2023) through brand recognition, such as brand logos, colors and sizes. This involves experiencing fantasy within a metaverse space that is different from reality.…”

Section: Literature Reviewmentioning

confidence: 99%

“…During the COVID-19 pandemic, consumers experienced negative emotions such as depression and anxiety (Pfefferbaum and North, 2020; Khair and Malhas, 2023; Cheah and Shimul, 2023) and relied on compensation strategies to resolve them (Stanton et al. , 1994; Rucker and Galinsky, 2008; Golemis et al.…”

Section: Introductionmentioning

confidence: 99%

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The metaverse experience in luxury brands

Jiang

Kim

et al. 2023

APJML

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PurposeThe purpose of this study is to develop the scale of the metaverse experience and examine the effect of the metaverse experience on consumer happiness in luxury brands.Design/methodology/approachA survey was distributed to metaverse users from general participants in the Republic of Korea. To reach this goal, the domain of the metaverse experience is defined, items are created through qualitative interviews, the initial scale is refined and then the scale is tested. A total of 262 valid responses were used for exploratory factor analysis (EFA), and 238 data were used for confirmatory factor analysis (CFA). The hypothesis was tested using structural equation modeling (SEM) and SmartPLS 3.0.FindingsThe results showed that the metaverse experience comprises three sub-constructs, namely fantasies, feelings and fun. Also, the metaverse experience affects consumer happiness positively in luxury brands.Originality/valueThis study investigates consumer experience in the metaverse environment. The authors examined the metaverse experience based on the experiential aspects of the consumption of luxury brands and develop the scale development of the metaverse experience. Furthermore, the relationship between metaverse experiences and consumer happiness provides a new perspective in studying metaverse marketing strategy and customer service creation.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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The metaverse experience in luxury brands

Jiang

Kim

et al. 2023

APJML

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“…Consumer behaviour studies how individuals, communities, and institutions choose, acquire, evaluate, and distribute offerings designed to satisfy desires and requirements (Qazzafi, 2019). Consumers purchase items for utility and fundamental requirements based on their functionality and utility (Khair & Malhas, 2022). Others consume for symbolic purposes, attempting to project a particular image (Reed et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

“…Others consume for symbolic purposes, attempting to project a particular image (Reed et al, 2012). Also, this consumption may make people feel like they belong to a certain social group, give them confidence in who they are, and make them feel like their selfimage matches who they are (Khair & Malhas, 2022).…”

Section: Introductionmentioning

confidence: 99%

Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement

Aziz¹,

Ahmed²

2023

JEBV

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Although there has been significant growth in the literature on customer brand engagement, there have been relatively few empirical investigations on its causes and effects. Companies increasingly seek customer engagement with their services and/or products to track their brand performance. The primary purpose of this research was to evaluate the relationship between consumer brand identification and customer brand engagement. This research examines the mediating influence of customer brand engagement on the connection between consumer brand identification and purchase intention. Furthermore, the impact of brand engagement on purchase intention is investigated in this article. The responses of 443 participants were collected using a convenient sampling method. A structural equation modelling (SEM) approach using partial least squares (PLS) was used to conduct the analysis of the data. This investigation's theoretical underpinning is supported by social identity theory. According to the findings of this research, consumer brand identification is the primary driver of customer brand engagement. Customer brand engagement partially mediates the link between consumer brand identification and purchase intention. Additionally, this study reveals that customer brand engagement impacts the purchase intention of fashion clothing businesses. In the context of fashion clothing brands, brand managers should analyse customer brand engagement's role, specifically in generating purchase intention. This study broadens our understanding of customer brand engagement within the context of the fashion apparel industry. This research contributes to the existing body of knowledge by expanding our understanding of the interrelationships between consumer brand identification, customer brand engagement, and purchase intention among consumers of fashion apparel brands in the emerging economy of Pakistan. Moreover, this study is exceptional since it investigates consumer brand identification in a novel context.

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