The present study proposes and tests an integrative model to examine the relation among fashion marketing mix, brand image, brand loyalty, and purchase intention in global fashion market. The questionnaire surveys of 1,904 consumers in the US, China, ...
The present study proposes and tests an integrative model to examine the relation among fashion marketing mix, brand image, brand loyalty, and purchase intention in global fashion market. The questionnaire surveys of 1,904 consumers in the US, China, and Europe were conducted over three years. The statistical analysis methods were frequency analysis, factor analysis, SEM analysis, and multi-group analysis. The results show that fashionable characteristics, perceived quality, and promotion have direct and positive effect on fashion brand image. In addition, the results of SEM analyses show that brand image leads to brand loyalty, also exerting direct and indirect positive effect on purchase intention. Further, the multi-group analysis reveals significant differences in SEM among countries(the US, China, and Europe).
This study is to examine the changing fashion lifestyle of global consumer and to compare among US, Chinese and EU consumers. First, it is shown that significant lifestyle factors of global fashion consumers are "adventure seeking", "fashion-oriented", "conspicuous consumption", "leadership", "brand-oriented", and "DIY". As a result of the cluster analysis of lifestyle types, four cross-national market segments are identified. These segments can be labeled as follows: "conservative fashion-oriented group", "passive consumer group", "neutral consumer group", "active fashion-oriented group". Second, findings also reveal that fashion lifestyle segments had meaningful differences between nationality and years. Third, the US consumers tended to have conservative fashion-oriented lifestyle in 2008, however global consumers were changed to have active fashion lifestyle in 2010. This research will be useful to global brands in planning marketing strategies by offering specific information for global consumer fashion lifestyle.