Individuality on fashion diffusion: Differentiation versus independence

Park, Kyungae

doi:10.1108/eb022539

Cited by 7 publications

(2 citation statements)

References 13 publications

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“…This contrary finding can be explained with several arguments. It has been argued that individuals who want to distinguish themselves from others use fashion clothing as a means of differentiation and a desire for differentiation is related to fashion innovativeness (Park, 1998; Piamphongsant and Mandhachitara, 2008). In general, females are more likely to be fashion innovators or early adopters (Beaudoin et al , 2003).…”

Section: Resultsmentioning

confidence: 99%

Indian consumers' brand equity toward a US and local apparel brand

Lee

Kumar

Kim

2010

Journal of Fashion Marketing and Management: An International Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market. Design/methodology/approach -Three dimensions of brand equity are evaluated based on the respondents' shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India. Findings -The empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers' gender, need for uniqueness (NFU), and attitudes toward American products on three dimensions of brand equity: perceived quality, brand loyalty, and brand associations with brand awareness. For local apparel brands, these effects are found for only one brand equity dimension: perceived quality.Research limitations/implications -The study uses only one US apparel brand, which may limit the generalization of the findings to all product categories and countries. Practical implications -US marketers need to improve Indian consumers' attitudes toward American products through marketing and promotional campaigns. On the other hand, Indian marketers should overcome the negative relationship between Indian consumers' attitudes toward American products and their quality perception toward a local apparel brand. Originality/value -Little attention has been given to individual differences in evaluating the three dimensions of brand equity. By assessing brand equity based on the individual characteristics of gender, need for uniqueness, and attitudes toward American products, results of the study can help marketers to obtain more specific knowledge of brand equity about a target consumer group and thus enable them to plan and implement well-suited strategies for improving their brand equity.

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Section: Resultsmentioning

confidence: 99%

Indian consumers' brand equity toward a US and local apparel brand

Lee

Kumar

Kim

2010

Journal of Fashion Marketing and Management: An International Journal

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“…Alongside aesthetic distinctiveness, comfort and ease of wear are equally valued. Such preferences are integral for clothing that integrates well into everyday activities, with a harmonious blend of intricate design and practicality contributing to heightened consumer satisfaction (Park, 1998;Wang, 2022) Evidence from the interviews lends support to the findings.…”

Section: Customers Pains and Gainsmentioning

confidence: 61%

Business Strategic Realignment for a Sustainable Fashion Brand

Ayularas,

Aulia Zaim

2024

JBMR

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Research Aims: This study aims to determine and formulate business strategies for House of Majik, an upcycling fashion brand, to redefine its business model as a sustainable fashion brand. Design/methodology/approach: This study uses a conceptual framework which uses several steps and tolls, such as business environmental scanning through external analysis (PESTEL, Porter’s Five Forces, and Competitor Analysis), Internal Analysis (Value-chain Analysis), Strategy Formulation (TOWS Matrix Analysis), and Redefining Business Model through Value Proposition Canvas and Business Model Canvas approach. Research Findings: Findings suggest House of Majik to adopt focus-differentiation business strategy, as the strategy is the most appropriate to leverage the exclusivity, creativity, and uniqueness inherent in an upcycling brand. Which affirmed by the value proposition of House of Majik to offer limited editions of upcycled pieces as distinctive products with reasonable prices. Keywords: business strategy; value proposition canvas; business model canvas; sustainable fashion; upcycling fashion

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