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Linking fashion consciousness with Gen Y attitude towards prestige brands

Casidy, Riza, Nuryana, Asti Nafia and Hati, Sri Rahayu Hijrah 2015, Linking fashion consciousness with Gen Y attitude towards prestige brands, Qualitative research in organizations and management, vol. 27, no. 3, pp. 406-420, doi: 10.1108/APJML-09-2014-0136.

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Title Linking fashion consciousness with Gen Y attitude towards prestige brands
Author(s) Casidy, RizaORCID iD for Casidy, Riza orcid.org/0000-0002-6836-245X
Nuryana, Asti Nafia
Hati, Sri Rahayu Hijrah
Journal name Qualitative research in organizations and management
Volume number 27
Issue number 3
Start page 406
End page 420
Total pages 15
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2015
ISSN 1746-5648
1746-5656
Keyword(s) Fashion consciousness
Fashion marketing
Indonesia
Luxury items
Prestige brands
Self-congruity
Summary Purpose – The purpose of this paper is to examine the relationship between fashion self-congruity (FSC), fashion consciousness (FC), and attitude towards prestige brands (ATT) among Generation Y (Gen Y) consumers. The study aims to expand the scope of fashion marketing research by validating the self-congruence theory within the context of Indonesian prestige brand market. Design/methodology/approach – The paper opted for a descriptive study involving 210 undergraduate students from a top-ranked university in Indonesia. Data were collected using anonymous self-administered questionnaire. Structural equation modelling were employed to test the research hypotheses. Findings – The study found that FC performs a full mediating role on the relationship between fashion self-congruence and ATT. Research limitations/implications – The homogenous nature of the respondents have limited the generalisability of the findings. Future research could replicate this study using a sample of wider population. Practical implications – The paper includes implications for fashion marketers to effectively target fashion-conscious consumers by developing a brand positioning strategy that is consistent with consumers’ self-concept. Originality/value – This paper extends the empirical model of FC by incorporating fashion self-congruence as an antecedent of ATT. With limited academic research on Indonesian consumers in mind, this is the first empirical study to examine the antecedents of Indonesian consumers’ attitude towards prestige fashion brands.
Language eng
DOI 10.1108/APJML-09-2014-0136
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2015, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30075339

Document type: Journal Article
Collections: Open Access Collection
Department of Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.