본문 바로가기
KERD
논문KCI 등재

Fashion Consciousness and Muslim Modest Brand Advocacy: The mediating role of brand love, and loyalty

1

조회

0

다운로드

3

인용

0

참고문헌

키워드

주제분류경영학

초록

This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different.

Abstract

This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different.

참고문헌 (51)

  1. Ahuvia, A. C., "Some antecedents and outcomes of brand love", Marketing Letters, 17(2), pp.79~89 (2006)[DOI]
  2. Ajzen, I., "The theory of planned behavior, organizational behavior, and human decision processes" (1991), McGraw-Hill Professional Publishing
  3. Ajzen, I., "Handbook of Theories of Social Psychology Vol. 1", pp.438~459 (2012), SAGE Publications Ltd
  4. Ali, I., "Impact of fashion consciousness on Hijabista’s buying behavior", Journal of Philosophy, Culture, and Religion, 38, pp.56~63 (2018)[DOI]
  5. Rajeev Batra, "Brand Love", Journal of Marketing, 76(2), pp.1~16 (2012), SAGE Publications[DOI]
  6. Batra, R., "Integrating marketing communications: New findings, new lessons, and new ideas", Journal of Marketing: AMA, 2016, pp.80(6), 122~145
  7. Bly S, "Exit from the high street: an exploratory study of sustainable fashion consumption pioneers", International Journal of Consumer Studies, 39(2), pp.125~135 (2015)[DOI]
  8. David J. Burns, "Materialism and affect toward others: Influences on apparel consciousness", Journal of Global Fashion Marketing, 10(1), pp.35~49 (2019), 한국마케팅과학회[DOI]
  9. Eicher, Joanne B., "Definition and classification of dress:Implications for analysis of gender roles" (1992), Berg Publishers, Inc
  10. Escalas, J. E., "You are what they eat: The influence of reference groups on consumers’ connections to brands", Journal of Consumer Psychology, 13(3), pp.339~348 (2003)[DOI]
  11. Fishbein, M., "Belief, attitude, intention, and behaviour: An introduction to theory and research" (1975), Addison-Wesley
  12. Martin Fishbein, "Reasoned Action, Theory of", The International Encyclopedia of Communication (2008), John Wiley & Sons, Ltd[DOI]
  13. Gefen, D., "Trust and TAM in online shopping : An integrated model", MIS Quarterly, 27(1), pp.51~90 (2003)[DOI]
  14. Gupta, S., "The role of style versus fashion orientation on sustainable apparel consumption", Journal of Macromarketing, 39(2), pp.188~207 (2019)[DOI]
  15. Hair, J. F., "PLS-SEM or CB-SEM : Updated guidelines on which method to use", International Journal of Multivariate Data Analysis, 1(2), pp.107~ (2017)[DOI]
  16. Hassan, S. H., "Factors influencing fashion consciousness in Hijab fashion consumption among hijabistas", Journal of Islamic Marketing, 7(4), pp.476~494 (2016)[DOI]
  17. Henseler, J., "A new criterion for assessing discriminant validity in variance-based structural equation modeling", Journal of the Academy of Marketing Science, 43(1), pp.115~135 (2015)[DOI]
  18. Herr, P. M., "Effects of word-of-mouth and product-attribute information on persuasion : An accessibility diagnosticity perspective", The Journal of Consumer Research, 17(4), pp.454~462 (1991)[DOI]
  19. Tajamul Islam, "Religiosity and consumer decision making styles of young Indian Muslim consumers", Journal of Global Scholars of Marketing Science(마케팅과학연구), 30(2), pp.147~169 (2020), 한국마케팅과학회[DOI]
  20. 정다운, "The influence of consumers’ self-concept and perceived value on sustainable fashion", Journal of Global Scholars of Marketing Science(마케팅과학연구), 31(4), pp.511~525 (2021), 한국마케팅과학회[DOI]
  21. Jordaan, T., "Consumer innovativeness among females in specific fashion stores in the Menlyn shopping center", Journal of Consumer Sciences, 34(1) (2006)[DOI]
  22. Kaufmann, H. R., "Exploring behavioural branding, brand love and brand co-creation", Journal of Product of Brand Management, 25(6), pp.516~526 (2016)[DOI]
  23. Kaur Harsandaldeep, "Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies", Journal of Global Fashion Marketing, 12(2), pp.146~160 (2021), 한국마케팅과학회[DOI]
  24. Kim, J. O., "Cross-Cultural consumer values, needs, and purchase behavior", Journal of Consumer Marketing, 19(6), pp.481~502 (2002)[DOI]
  25. Kim, J., "Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers", Journal of Fashion Marketing and Management: An International Journal, 22(3), pp.301~316 (2018)[DOI]
  26. Kotler, P., "Marketing principles Vol. 1" (2012), Erlangga
  27. Kusumawati, A., "Antecedents customer decision to visit yogyakarta as special regions in Indonesia", Cogent Business and Management, 9(1), pp.1~12 (2022)[DOI]
  28. Lastovicka, J. L., "Truly, madly, deeply: Consumers in the throes of material possession love", The Journal of Consumer Research, 38(2), pp.323~342 (2011)[DOI]
  29. Latan, H., "Partial least squares concepts, techniques, and applications using smart PLS 2.0 M3 program" (2012), Diponegoro University Publishing Agency
  30. Lawer, C., "Customer advocacy and brand development", Journal of Product and Brand Management, 15(2), pp.121~129 (2006)[DOI]
  31. Lertwannawit, A., "Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men", Journal of Business Research, 65(10), pp.1408~1416 (2012)[DOI]
  32. Lowenstein, M. W., "One customer, divisible: Linking customer insight to loyalty and advocacy behavior" (2005), Cengage Learning
  33. MacKenzie, S. B., "Common method bias in marketing: Causes, mechanisms, and procedural remedies", Journal of Retailing, 88(4), pp.542~555 (2012)[DOI]
  34. Malhotra, N. K., "Common method variance in is research:A comparison of alternative approaches and a reanalysis of past research", Management Science, 52(12), pp.1865~1883 (2006)[DOI]
  35. Naderi, I., "Beyond the fad : A critical review of consumer fashion involvement", International IJC, 37(1), pp.84~104 (2013)[DOI]
  36. Nam, J., "The fashion-conscious behaviours of mature female consumers", International Journal of Consumer Studies, 31(1), pp.102~108 (2007)[DOI]
  37. Oliver, R. L., "Satisfaction a behavioral perspective on the consumer" (1997), McGraw-Hill Education
  38. Parrott, G., "Online behaviour of luxury fashion brand advocates", Journal of Fashion Marketing and Management, 19(4), pp.360~383 (2015)[DOI]
  39. Puspita Henny, "An explorative study and comparison between companies’ and customers’ perspectives in the sustainable fashion industry", Journal of Global Fashion Marketing, 12(2), pp.133~145 (2021), 한국마케팅과학회[DOI]
  40. Rathnayake, C. V., "An empirical investigation of fashion consciousness of young fashion consumers in Sri Lanka", Young Consumers, 12(2), pp.121~132 (2011)[DOI]
  41. Ringle, C. M., "SmartPLS (No. 3)" (2015), SmartPLS GmbH
  42. Samson, A., "Understanding the buzz that matters : Negative vs positive word of mouth", International Journal of Market Research, 48(6), pp.647~657 (2006)[DOI]
  43. Schiffman, L. G., "Consumer behavior" (2004), Prentice-Hall
  44. Shimul, A. S., "Consumer advocacy for luxury brands", Australasian Marketing Journal, 26(3), pp.264~271 (2018)[DOI]
  45. Vieira, V. A., "An extended theoretical model of fashion clothing involvement", Journal of Fashion Marketing and Management: An International Journal, 13(2), pp.179~200 (2009)[DOI]
  46. Wallace, E., "Consumer engagement with self-expressive brands: Brand love and WOM outcomes", Journal of Product & Brand Management, 23(1), pp.33~42 (2014)[DOI]
  47. Walsh, G., "Consumers’decision-making style as a basis for market segmentation", Journal of Targeting, Measurement and Analysis for Marketing, 10(2), pp.117~131 (2001)[DOI]
  48. Woodward, S., "Why women wear what they wear (materializing culture)" (2007), Berg Publishers
  49. Kiseol Yang, "The effect of brand consciousness on interpersonal influences, brand values, and purchase intention: Cases for American and Korean college students", Journal of Global Fashion Marketing, 8(2), pp.83~97 (2017), 한국마케팅과학회[DOI]
  50. Zhou, M., "An integrated model of influential antecedents of online shopping initial trust: Empirical evidence in a low- trust –environment", Journal of International Consumer Marketing, 22(2), pp.147~167 (2010)[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (6건)