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  • Towards a better understanding of fashion clothing involvement

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    83197_1.pdf (377.3Kb)
    Author(s)
    Hourigan, Sally
    Bougoure, Ursula-Sigrid
    Griffith University Author(s)
    Hourigan, Sally
    Year published
    2012
    Metadata
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    Abstract
    This study is concerned with consumer involvement in fashion clothing. Amidst the consumer objects that facilitate everyday life, fashion clothing is an important and meaningful object for many consumers. In the extant consumer literature few studies have attempted to examine fashion clothing involvement, particularly in terms of its causes and outcomes. This study then focuses on building a reliable nomological network to bring a greater understanding to this facet of consumer behaviour. To achieve this, materialism and gender are examined as drivers of fashion clothing involvement. Recreational shopper identity, ...
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    This study is concerned with consumer involvement in fashion clothing. Amidst the consumer objects that facilitate everyday life, fashion clothing is an important and meaningful object for many consumers. In the extant consumer literature few studies have attempted to examine fashion clothing involvement, particularly in terms of its causes and outcomes. This study then focuses on building a reliable nomological network to bring a greater understanding to this facet of consumer behaviour. To achieve this, materialism and gender are examined as drivers of fashion clothing involvement. Recreational shopper identity, ongoing information search, market mavenism, and purchase decision involvement are explored as outcomes of fashion clothing involvement. Data were gathered using an Australian Generation Y sample resulting in 200 completed questionnaires. The results support the study's model and its hypotheses and show that materialism and gender are significant drivers of fashion clothing involvement. While also, recreational shopper identity, ongoing information search, market mavenism and purchase decision involvement are significant outcomes of fashion clothing involvement.
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    Journal Title
    Australasian Marketing Journal
    Volume
    20
    Issue
    2
    DOI
    https://doi.org/10.1016/j.ausmj.2011.10.004
    Copyright Statement
    © 2012 Australian and New Zealand Marketing Academy. Published by Elsevier. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. For information about this journal please refer to the publisher’s website or contact the authors.
    Subject
    Consumer-Oriented Product or Service Development
    Marketing not elsewhere classified
    Commerce, Management, Tourism and Services
    Publication URI
    http://hdl.handle.net/10072/49890
    Collection
    • Journal articles

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