Antecedents to fashion clothing involvement: role of global self-identity, cosmopolitanism, and normative influence
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This research examines the influence of cosmopolitanism, identification with globalconsumers, and consumers’ susceptibility to interpersonal influence (CSII) on Indianconsumers’ fashion clothing involvement. A survey technique was used for datacollection across seven cities in India. Both metropolitan and non-metropolitan citieswere targeted. The cosmopolitanism factor loaded under two factors: cosmopolitanismrelated to lifestyle (CRL) and cosmopolitanism related to cultural mores (CRCM). Thevalue-expressive factors of normative influence, CRL, self-identification with globalconsumers, and type of city (metropolitan or non-metropolitan) influenced Indianconsumers’ fashion clothing involvement. The fashion clothing market is growing in India, but there is limited research seekingto understand the factors influencing fashion clothing involvement. Findings on theinfluence of global lifestyle, cosmopolitanism, and normative beliefs regarding Indianconsumers’ fashion clothing involvement can be helpful to companies targeting Indianconsumers.
Abstract
This research examines the influence of cosmopolitanism, identification with globalconsumers, and consumers’ susceptibility to interpersonal influence (CSII) on Indianconsumers’ fashion clothing involvement. A survey technique was used for datacollection across seven cities in India. Both metropolitan and non-metropolitan citieswere targeted. The cosmopolitanism factor loaded under two factors: cosmopolitanismrelated to lifestyle (CRL) and cosmopolitanism related to cultural mores (CRCM). Thevalue-expressive factors of normative influence, CRL, self-identification with globalconsumers, and type of city (metropolitan or non-metropolitan) influenced Indianconsumers’ fashion clothing involvement. The fashion clothing market is growing in India, but there is limited research seekingto understand the factors influencing fashion clothing involvement. Findings on theinfluence of global lifestyle, cosmopolitanism, and normative beliefs regarding Indianconsumers’ fashion clothing involvement can be helpful to companies targeting Indianconsumers.
참고문헌 (92)
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