scholarly journals Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands

2020 ◽  
Vol 12 (5) ◽  
pp. 1703 ◽  
Author(s):  
Yunjeong Kim ◽  
Kyung Wha Oh
Keyword(s):  
Network Analysis ◽  
Brand Image ◽  
Brand Associations ◽  
Fast Fashion ◽  
Female Consumers ◽  
Fashion Brand ◽  
Depth Analysis ◽  
Sustainable Fashion ◽  
Depth Interviews

Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.

scholarly journals Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay

2021 ◽  
Vol 4 (1) ◽  
pp. 49-57
Author(s):  
Siauw Gabriella Tiffany Wijaya ◽  
Eristia Lidia Paramita
Keyword(s):  
Willingness To Pay ◽  
Purchase Intention ◽  
Sampling Method ◽  
Fast Fashion ◽  
Men And Women ◽  
Sustainable Products ◽  
Fashion Brand ◽  
Sustainable Fashion ◽  
Movement Awareness ◽  
Sustainability Movement

Customer awareness of sustainable products has increased very rapidly during the last few years. This phenomenon has encouraged international fast-fashion brands to develop a new line which is a more sustainable line. This paper aims to examine the effect of customer awareness on sustainability and willingness to pay on purchase intention toward sustainable fashion brands. This study obtained 211 respondents with the sampling method of purposive sampling with the criteria as follow: (1) Men and women who are Indonesians, (2) Men and women who enjoyed clothes-shopping at international fast-fashion brands stores, also (3) Men and women who aged 15 – 36 years old. Multiple regressions were used as a method to conduct hypotheses test of this study. The findings of this study stated that sustainability movement awareness and willingness to pay contributes a positive and significant effect towards the purchase intention of Indonesian customers. Furthermore, this study has found that the Indonesian market is already very aware of the sustainability movement and the concerns toward environmental health.

Democracy in female fast-fashion: A case study in Taiwan

2021 ◽  
Vol 7 (1) ◽  
pp. 27-41
Author(s):  
Shih-Ying Lin
Keyword(s):  
Qualitative Research ◽  
Research Method ◽  
Dynamic Performance ◽  
The Body ◽  
Fast Fashion ◽  
Qualitative Research Method ◽  
Female Consumers ◽  
Fashion Brand ◽  
Interactive Relationship

This article investigates the influences of fast-fashion on the dynamic performance of dressed bodies of female consumers aged 18–45 in Taiwan, the demographic that most enjoys buying fast-fashion clothing. It analyses the types of fashion democracy that fast-fashions provide Taiwanese female consumers. This article also proposes an alternative qualitative research method and concept that allows researchers to investigate the intricate relationships between clothing, the body and society by reviewing the interactive relationship between clothing patterns and wearers’ bodies. Findings show that Uniqlo is the most popular fast-fashion brand in Taiwan exhibiting fashion democracy for Taiwanese female consumers.

ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

2013 ◽  
Vol 12 (1) ◽  
pp. 19-30
Author(s):  
Burenida Sartika
Keyword(s):  
Green Tea ◽  
Brand Equity ◽  
Brand Image ◽  
Secondary Data ◽  
Primary Data ◽  
Brand Associations ◽  
Test Analysis ◽  
Brand Recall ◽  
Switching Matrix ◽  
Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.   One hundred respondents were selected accidentally around Bengkulu city.  Data were analysed quantitatively and qualitatively.  Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern.  The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%.  Brand Recognition asserts 75% among respondences to the existence of  Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than  Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying.  Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

scholarly journals A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands

Information ◽  
2021 ◽  
Vol 12 (4) ◽  
pp. 149
Author(s):  
Yulin Chen
Keyword(s):  
Public Participation ◽  
Brand Positioning ◽  
Image Model ◽  
Web Crawler ◽  
Fast Fashion ◽  
Social Media Mining ◽  
Fashion Brand ◽  
Community Information ◽  
Brand Information ◽  
Media Mining

This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.

scholarly journals A case study of university student networks and the COVID-19 pandemic using a social network analysis approach in halls of residence

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
José Alberto Benítez-Andrades ◽  
Tania Fernández-Villa ◽  
Carmen Benavides ◽  
Andrea Gayubo-Serrenes ◽  
Vicente Martín ◽  
...  
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
University Students ◽  
Methodological Approach ◽  
Centrality Measures ◽  
Structural Behaviour ◽  
Cross Sectional ◽  
Depth Analysis ◽  
The University

AbstractThe COVID-19 pandemic has meant that young university students have had to adapt their learning and have a reduced relational context. Adversity contexts build models of human behaviour based on relationships. However, there is a lack of studies that analyse the behaviour of university students based on their social structure in the context of a pandemic. This information could be useful in making decisions on how to plan collective responses to adversities. The Social Network Analysis (SNA) method has been chosen to address this structural perspective. The aim of our research is to describe the structural behaviour of students in university residences during the COVID-19 pandemic with a more in-depth analysis of student leaders. A descriptive cross-sectional study was carried out at one Spanish Public University, León, from 23th October 2020 to 20th November 2020. The participation was of 93 students, from four halls of residence. The data were collected from a database created specifically at the university to "track" contacts in the COVID-19 pandemic, SiVeUle. We applied the SNA for the analysis of the data. The leadership on the university residence was measured using centrality measures. The top leaders were analyzed using the Egonetwork and an assessment of the key players. Students with higher social reputations experience higher levels of pandemic contagion in relation to COVID-19 infection. The results were statistically significant between the centrality in the network and the results of the COVID-19 infection. The most leading students showed a high degree of Betweenness, and three students had the key player structure in the network. Networking behaviour of university students in halls of residence could be related to contagion in the COVID-19 pandemic. This could be described on the basis of aspects of similarities between students, and even leaders connecting the cohabitation sub-networks. In this context, Social Network Analysis could be considered as a methodological approach for future network studies in health emergency contexts.

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoyong Wei ◽  
Sojin Jung
Keyword(s):  
Online Survey ◽  
Interactive Effect ◽  
Critical Role ◽  
Experimental Manipulation ◽  
Chinese Consumers ◽  
Significant Interaction Effect ◽  
Fast Fashion ◽  
Content Type ◽  
Fashion Brand ◽  
Corporate Social

Purpose When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands. Design/methodology/approach This study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey. Findings It was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions. Originality/value This study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.

Is Uppsala model valid to fashion retailers? An analysis from internationalisation patterns of fast fashion retailers

2014 ◽  
Vol 18 (1) ◽  
pp. 36-51 ◽  
Author(s):  
Michelle Lynn Childs ◽  
Byoungho Jin
Keyword(s):  
Brand Image ◽  
Geographic Distance ◽  
Asset Specificity ◽  
Rapid Expansion ◽  
Market Selection ◽  
Fast Fashion ◽  
Niche Market ◽  
Content Type ◽  
Linear Pattern ◽  
Uppsala Model

Purpose – Uppsala internationalisation theory is highly utilised due to its simplicity and applicability. However, there are contrasting results on its assumption that firms follow a gradual internationalisation process. Literature shows that firm strategies (e.g. targeting a niche market) and firm resources (e.g. brand image and asset specificity) may decrease barriers of entry. Global fashion retailers possess these characteristics and may not follow a gradual internationalisation pattern. Therefore, the purpose of this paper is to examine whether fashion retailers that target a niche market, have a strong brand image and asset specificity will follow a gradual internationalisation pattern suggested by Uppsala. Design/methodology/approach – Two aspects of internationalisation (speed of internationalisation and market selection) were analysed. Market selection was measured by three aspects of distance (geographic distance, economic distance, and culture distance). Data were collected utilising secondary sources and internationalisation patterns were calculated using existing formulas. Findings – Overall, results provided partial support for Uppsala model. After cautious expansion early in internationalisation, fashion retailers experience a period where rapid expansion exists. During initial internationalisation, geographically and economically close markets were chosen, which mirror the Uppsala model. However, no incremental patterns were observed thereafter. In addition, after initially moving to culturally close countries, firms moved to countries with close cultural proximity to each other rather than close to home market. Research limitations/implications – The findings are based on three cases of fast fashion retailers; thus, for further generalisation, if the findings will be applicable to other fashion firms which have different strategies and resources needs to be examined. Originality/value – This study is one of the first attempts to research the applicability of Uppsala model to fashion retailers. By investigating fashion retailers that target niche markets, have strong brand image and asset specificity; the paper adds additional empirical evidence of situations where internationalisation does not follow the linear pattern that Uppsala model argues.

scholarly journals ANALISIS IDENTITAS VISUAL PADA IKLAN FASHION BRAND INTERNASIONAL DKNY

2018 ◽  
Vol 1 (1) ◽  
pp. 01
Author(s):  
SANDY RISMANTOJO
Keyword(s):  
Brand Image ◽  
Target Audience ◽  
Brand Identity ◽  
Life And Death ◽  
Fashion Brand ◽  
Visual Characteristic

Brand Identity and brand image are important parts of the branding process that must be managed in a sustainable way in order to seek and gain attention from their target audience. Life and death of a fashion brand depends on how the brand manages its image, products and how the brand establishes an intense relationship with its target audience. DKNY is an internationally renowned fashion brand that can be said to have succeeded in managing its brand identity and brand image by developing visual characteristic that no other fashion brand has. This essay will deeply analyze the DKNY’s visual characteristic by reading the icons and index of DKNY fashion advertisings. Keywords: advertising; branding;  fashion;  icon;  index

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals Audience Concern of Eco-Fashion by Fashion Revolution Indonesia Through Marketing Communication in Jakarta

2019 ◽  
Vol 5 (2) ◽  
pp. 81
Author(s):  
Kevin Tan
Keyword(s):  
Social Marketing ◽  
Attitude Change ◽  
Qualitative Approach ◽  
Marketing Communication ◽  
Fast Fashion ◽  
Complex Issue ◽  
Sustainable Fashion ◽  
Social Cause ◽  
Eco Fashion ◽  
Design Options

After Rana Plaza tragedy, Fashion Revolution has came to Indonesia on 2016, deliver the objective is to unite people work together to change the perspective about the clothes are sourced, produced and consumed. However, based on Fashion Revolution Indonesia statement, it is challenging to evoke consumer’s concern about eco-fashion. The concern problem of sustainable fashion remains until now. Simply, the consumers don’t care, trying to deny, blaming others and refuse to take responsibility. Fashion Revolution Indonesia needs to figure out another way to communicate with audience who originally doesn’t concern about eco-fashion in the first place. The goal of this research is to analyze Fashion Revolution Indonesia marketing communication implementation towards audience concern about eco-fashion. Using qualitative approach, which the researcher gathers the data. Social marketing is more difficult rather than commercial marketing, which prestige, exclusivity, design options, quality, and pricing are some of the commercial marketing elements cater what consumer likes. In the other hand, social marketing is focused on making attitude change for social cause and give up the addictive behavior. By conclusion, Fashion Revolution Indonesia must understand how the ecosystem works to do the marketing communication in social context from internal and external, because social change is a complex issue. From the way they communicate, the message, media to promote, the organization, campaigners and partners themselves, every single one of the elements are important to lead an impact of attitude change to the audience. Keywords: Eco-Fashion, Fast Fashion, Concern, Marketing Communication, Fashion Revolution

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