• East Asian Journal of Business Economics (EAJBE)
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• v.11 no.3
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

• Journal of Distribution Science
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• v.21 no.4
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• pp.1-10
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• 2023

Purpose: This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on Brand Engagement, and at the same time analyze the regulatory effect of Brand Reputation on the relationship between Brand Anthropomorphism and Intimacy and the relationship between Intimacy and Brand Engagement in terms of distribution brand. Results: The findings show that Brand Anthropomorphism, Intimacy, and Brand Reputation are important value factors in customers' minds toward their behavior, and from there, they will contribute to creating positive emotions and interactions between consumers and brands. Research design, data, and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 1,060 samples. Collected data shows that consumers in Ho Chi Minh City have positive emotions and interactive and social behaviors toward smartphone brands. Conclusion: The study has demonstrated the conclusions and proposed solutions to help smartphone brands build Brand Anthropomorphism while enhancing Brand Reputation thereby achieving Intimacy, which leads to consumer Brand Engagement. In addition, this study complements the concept of Brand Anthropomorphism which is lacking in theoretical background and is the first study in Vietnam to explore the prefixes and suffixes of the concept of Brand Anthropomorphism and the regulatory role of Brand Reputation.

• Journal of Fashion Business
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• v.26 no.2
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• pp.48-66
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• 2022

This study aimed to investigate and analyze the overall color utilization characteristics as design elements of advanced men's premium outer brands. From the analysis of a total of 889 color samples, PB showed the highest distribution in color, Bk, R, and P. The use of ltg and p of high and low chroma was high, centering on dkg of low value and low chroma, and g of medium chroma. The men's premium outer brand displays a luxurious color image centered on color planning due to color contrast between dark and grayish shades. The characteristics of colors and color distribution by brand were considered. The brands that utilized the most diverse colors and shades were Herno, which pursues sportswear of the Elegance image, and Stone Island, which pursues casual images of workwear style. These results show that systematic planning using colors and shades are utilized by all premium outer brand concept. The results of this study are meaningful because they can be used as basic data for effective product planning, men's outer design development, and color planning of outer clothing brands are they represent premium outer brands for men, and identifies color characteristics as differentiated design elements.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.87-98
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• 2022

Purpose: The is study aimed to examine the impact of consumer ethnocentrism on reasoned action and brand equity on Generation Z in Vietnam. Research design, data and methodology: A quantitative study was undertaken on 302 Generation Z members. The data for the study was collected using a Google Form-based questionnaire from December 2021 to January 2022. Descriptive statistics, Cronbach's alpha, and structural equation modeling were among the data analysis techniques employed. The results: The results show that consumer ethnocentrism has a direct positive impact on reasoned action (subjective norms and attitude toward domestic goods) as well as an indirect positive impact on brand equity, including brand awareness, brand quality, and brand image. Major findings: According to the findings of this study, governments should continue to push propaganda and advocacy programs, call for national pride and encourage home consumers to support and use domestic goods. Domestic brands must strengthen their ties to the community and invest in community-oriented programs that promote domestic consumption. Vietnam's domestic fashion brands need to promote the exploitation of community-oriented and nationalistic content to call on domestic consumers to support them to consume domestic brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.3
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• pp.425-441
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• 2023

Over the past few years, the fashion industry has faced numerous environmental issues and sustainability is being promoted as the key to success. This study conducted in-depth interviews with a range of stakeholders, such as designers and marketing professionals from upcycled Korean fashion brands, to examine how their sustainable values are reflected and developed through corporate activities related to planning, production, promotion, and distribution. The sustainable values inferred from the interviews were coded based on Schwartz's universal values with a view to addressing conflicts of values and promoting the sustainability of upcycled fashion brands in Korea. Through this process, the study derived universalistic, economic, and self-oriented sustainable values. The study also proposed a conceptual framework for upcycled fashion brands by discussing difficulties and limitations and offer proposals that could help the industry. The results indicate that a key driver for market success is promoting sustainable values in upcycled fashion. Finally, suggestions are offered for follow-up research that can further support sustainable practices in the fashion industry.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.1057-1079
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• 2023

This paper examines the use of semiotics for analyzing fashion advertisements in the fast fashion industry. While previous studies have explored the use of semiotics in various industries, the application of this theory in the fashion sector-especially regarding fast fashion's commercial videos related to sustainability-remains underexplored. The paper adopts Roland Barthes' Semiotics Theory to analyze the advertising videos related to the sustainability of major fast fashion brands such as H&M, MANGO, and ZARA. The research approach involved reviewing all commercial videos related to sustainability on these brands' official YouTube accounts and conducting comprehensive analyses of advertisements using the binary opposition analysis framework. The paper's findings indicate that these commercial videos serve as a platform to mold a brand's sustainability image and promote the notion that fast fashion brands are leading the charge toward sustainability, preparing for an unpredictable future, guiding people toward hope, and offering ultimate freedom. This research high-lights the necessity for a critical examination of advertising videos related to sustainability in the fast fashion industry to guarantee accountability and transparency.

• Asia pacific journal of information systems
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• v.31 no.4
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• pp.472-490
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• 2021

The detection of products with manipulated reviews has received widespread research attention, given that a truthful, informative, and useful review helps to significantly lower the search effort and cost for potential customers. This study proposes a method to recognize products with manipulated online customer reviews by examining the sequence of each review's sentiment, readability, and rating scores by product on randomness, considering the example of a Russian online retail site. Additionally, this study aims to examine the association between brand awareness and existing manipulation with products' reviews. Therefore, we investigated the difference between well-known and unknown brands' products online reviews with and without manipulated reviews based on the average star rating and the extremely positive sentiment scores. Consequently, machine learning techniques for predicting products are tested with manipulated reviews to determine a more useful one. It was found that about 20% of all product reviews are manipulated. Among the products with manipulated reviews, 44% are products of well-known brands, and 56% from unknown brands, with the highest prediction performance on deep neural network.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.1
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• pp.157-171
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• 2024

The term 'Nepo-baby' refers to someone whose career benefits from family connections. Criticism of the so-called Nepo-baby issue is growing, especially among the MZ generation, who highly value fairness. In this study, we explored how fashion consumers perceive the Nepo-baby issue and its impact on fashion brands. Consumers are more likely to compare themselves to Nepo babies and may experience feelings of powerlessness, unfairness, relative deprivation, and loneliness. These perceptions can lead to negative feelings toward the brand, resulting in disappointment. Our research hypotheses were tested using SPSS 26.0 and AMOS 23.0. Fashion brands promoting Nepo babies affect consumers' self-perceptions of powerlessness, unfairness, relative deprivation, loneliness, and negative feelings. Brand disappointment was tested using a structural equation model. Using a multi-group path analysis, we investigated consumers' perceptions of the Nepo-baby issue and general brand stories. Our research results reveal the significant impact of controversial Nepo babies on negative feelings toward fashion brands and brand disappointment.

• Journal of Fashion Business
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• v.28 no.1
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• pp.68-82
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• 2024

The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.

• The Research Journal of the Costume Culture
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• v.32 no.3
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• pp.321-333
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• 2024

This study aims to investigate how consumers perceive the attributes (ubiquity, continuity) of metaverse fashion brands in a virtual space. It also empirically verifies the impact on consumers' perceived values (hedonic value, social value) and consumer behavioral intentions (intention to use the platform, intention to purchase virtual products). The results verified in this study are as follows: First, we confirmed that the metaverse attributes perceived by consumers in the virtual space of the fashion brand, ubiquity and daily extension, positively affect customers' perceived hedonic and social values. Second, we found that consumers' perceived hedonic and social values have a significant positive effect on their intention to use the platform. Finally, we found that consumers' intention to use the platform had a significant positive effect on their intention to purchase virtual products. The results of this study will have academic significance by expanding the scope of research related to identifying metaverse attributes and values by identifying metaverse attributes and consumer values that perceived by consumers in fashion brands' virtual spaces in the metaverse. This study suggests a direction and strategy for fashion brands to move forward in building virtual spaces on the metaverse platform. In this way, they can create perceived value for consumers that elicits positive consumer behavioral intentions.