scholarly journals The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

2016 ◽  
Vol 9 (7) ◽  
pp. 135 ◽  
Author(s):  
Andrea Boccardi ◽  
Cristiano Ciappei ◽  
Lamberto Zollo ◽  
Maria Carmen Laudano
Keyword(s):  
Marketing Research ◽  
Fashion Industry ◽  
Consumer Experience ◽  
Brand Authenticity ◽  
The Past ◽  
Fashion Brand ◽  
Managerial Implications ◽  
Different Levels ◽  
Brand Heritage

<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative –  and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>

Buying-Shopping Disorder among Women: The Role of Vulnerability to Marketing, Buying Motives, Impulsivity, and Self-Esteem

2020 ◽  
Vol 27 (4) ◽  
pp. 294-303
Author(s):  
Emeline Chauchard ◽  
Julie Mariez ◽  
Marie Grall-Bronnec ◽  
Gaëlle Challet-Bouju
Keyword(s):  
Online Survey ◽  
Marketing Research ◽  
Self Esteem ◽  
Marketing Strategies ◽  
Fashion Industry ◽  
Intention To Purchase ◽  
And Coping ◽  
Alcohol Users ◽  
The Relationship

<b><i>Introduction:</i></b> The influence of marketing on addictive behaviours has been studied among tobacco and alcohol users. Although the fashion industry is highly influenced by marketing, research has poorly studied vulnerability to fashion marketing as a factor related to buying-shopping disorder (BSD) while considering psychological characteristics (buying motives, impulsivity, and self-esteem). <b><i>Objective:</i></b> The objective of the present work is to investigate the relationship between vulnerability to marketing and BSD. <b><i>Methods:</i></b> Women (<i>n</i> = 242) were exclusively recruited through social networking. They completed an online survey exploring the severity of BSD using the <i>Compulsive Buying Scale</i> (CBS) and the psychological factors associated with BSD (impulsivity, self-esteem, and buying motives) and an experimental task designed to investigate the intention to purchase in several situations, where marketing modalities such as price, brand, and packaging fluctuate. <b><i>Results:</i></b> Among the 242 participants in the study, 34 were identified as compulsive buyers (14%). Income level was considered, and compulsive buyers displayed a higher level of vulnerability to marketing, except for the packaging modality. High levels of positive urgency, lack of premeditation, and coping motivation were found to be significant predictors of the CBS score, but vulnerability to marketing was not. <b><i>Discussion and Conclusions:</i></b> Compulsive buyers seem to be more sensitive to marketing strategies, although vulnerability to marketing was not identified as a predictor of the severity of BSD. Given the enormous literature on the role of marketing in other addictive behaviours, further studies are needed to better understand the role of marketing in BSD to develop appropriate public health policies.

De (on) Verklaarbaarheid Van Fossilisatie

1998 ◽  
Vol 58 ◽  
pp. 101-109
Author(s):  
Elisabeth van der Linden
Keyword(s):  
Learning Process ◽  
Past Tense ◽  
Advanced Learners ◽  
Syntactic Structures ◽  
The Past ◽  
Knowledge Based ◽  
Long Time ◽  
Past Tenses ◽  
Different Levels

In the literature about fossilization, several definitions have been given and several explanations have been suggested for this phenomenon. I see fossilization as a long-time stagnation in the T2 learning process, leading to errors based on transfer. Fossilization is caused by sociolinguistic, pyscholinguistic and purely linguistic factors. In this paper I concentrate on the acquisition of syntactic structures and on the role of input and instruction in that process. I argue that, although in the acquisition of some syntactic structures, UG plays an important role, this does not account for the whole learning process: learners have not only to reset parameters when acquiring T2 but have to proceduralize knowledge based on the surface structure of sentences. In the case of the use of past tenses in French, many of the Dutch advanced learners of three different levels of proficiency do not acquire native-like intuitions about the use of these tenses, although input as well as instruction are thorough on this point. I suggest that the past tense system is not UG-dependent and that the instruction does not allow proceduralization of the knowledge.

scholarly journals Leadership Emergence in Post-Genocide Rwanda: The role of Women in Peacebuilding

2018 ◽  
Vol 2 (1) ◽  
pp. 88-104
Author(s):  
David Mwambari
Keyword(s):  
Women's Leadership ◽  
Positive Contribution ◽  
Female Leaders ◽  
Success Story ◽  
Leadership Emergence ◽  
Secondary Sources ◽  
The Past ◽  
Post Conflict ◽  
Different Levels

In the last two decades following the 1994 genocide, Rwanda has been praised internationally for its strong leadership and revamped governance structures. This has resulted in rapid economic development, restorative justice, homegrown peacebuilding approaches, the tackling of corruption, and restoring security in a country that some analysts had prematurely depicted a hopeless case in state failure. In particular, promotion of women’s rights has become a cornerstone of the Rwandan success story, but few scholars have examined the women who participated in this process and their positive contribution in rebuilding their communities. This article focuses on the role a small group of female leaders at different levels of society played in creating and fostering peacebuilding initiatives over the past two decades. It relies on secondary sources and the author’s observations of several processes in the Rwandan society for more than a decade. It focuses on constructive steps taken in Rwandan society to promote women’s leadership, which sets it apart from many other post-conflict countries while being aware of legitimate critiques of post-genocide Rwandan conditions.

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

scholarly journals Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase

SAGE Open ◽  
2020 ◽  
Vol 10 (4) ◽  
pp. 215824402096357
Author(s):  
Yao Song ◽  
Zhenzhen Qin ◽  
Zihao Qin
Keyword(s):  
Environmental Awareness ◽  
Purchase Behavior ◽  
Product Attributes ◽  
Green Consumption ◽  
Theoretical Contribution ◽  
The Past ◽  
Generation Z ◽  
Perceived Consumer Effectiveness ◽  
Managerial Implications

Although China has enjoyed great economic growth in the past several years, environmental problems have not attracted enough attention, especially for the young Chinese population (Generation Z consumers). Based on the theory of planned behavior, this work aims to analyze the mediation role of product attributes, perceived consumer effectiveness (PCE), and environmental awareness in eco-label–informed purchase for Gen Z consumers in China. According to the result, it shows (a) eco-label–informed purchase could significantly increase two threads of PCE and product attributes, (b) those two threads intermediate the eco-labeling and environmental awareness positively, and (c) eventually lead to purchase behavior for Chinese Generation Z. For theoretical contribution, this article tries to have a more comprehensive investigation on green consumption, and to explore the theoretical relationship among product attributes, PCE, and environmental awareness in the context of Chinese Gen Z. Relevant managerial implications and practical guides are also discussed in this article.

The Diet Prada effect: ‘Call-out culture’ in the contemporary fashionscape

2019 ◽  
Vol 6 (1) ◽  
pp. 97-113 ◽  
Author(s):  
Vanessa Gerrie
Keyword(s):  
Social Media ◽  
Fashion Industry ◽  
The Past ◽  
Cultural Phenomenon ◽  
Fashion Products ◽  
Close Analysis ◽  
Fashion Designers ◽  
Age Independent ◽  
Do So

Fashion criticism has found a new democratic platform in this technetronic age that has been impacted by the emergence of online ‘call-out culture’, a cultural phenomenon born of this digital age. Independent voices are finding traction within the famously hermetic fashion industry who are holding fashion designers, marketers, editors and all those gatekeepers in between, accountable not only for copycat fashion products but also for racist and bigoted appropriations that appear in campaigns and editorials. In examining ‘call-out culture’ in the fashion industry this article will extrapolate on how and why these cultural phenomena have gained traction in relation to the contemporary fashion industry and what this means for the future of the industry. I do so through the wider contextualization of looking at ideas of authenticity and transparency, effects of social media, and the role of cultural criticism in fashion. The methodology utilized in this article is in the form of the close analysis of two case studies, the independent fashion critic sites Diet Prada and The Fashion Law, which have both gained traction in the past two years for their unbiased and unrelenting agenda to call out fashion’s indiscretions.

scholarly journals Impacts of Digital Technostress and Digital Technology Self-Efficacy on Fintech Usage Intention of Chinese Gen Z Consumers

2021 ◽  
Vol 13 (9) ◽  
pp. 5077
Author(s):  
You-Kyung Lee
Keyword(s):  
Digital Technology ◽  
Self Efficacy ◽  
Significant Interaction ◽  
Marketing Research ◽  
Digital Marketing ◽  
Moderating Effects ◽  
Managerial Implications ◽  
Research Findings ◽  
The Relationship

The role of digital technostress and self-efficacy in digital marketing research is seldom discussed and even more rarely examined among Gen Z consumers. This study investigates the relationships between four sub-dimensions of technostress (complexity, overload, invasion, and uncertainty), digital technology self-efficacy, and fintech usage intention. Data from a total of 266 Chinese Gen Z consumers were used in multiple regression analysis. The results of the study generally support that all sub-dimensions of technostress were negatively related to fintech usage intention. Related to the moderating effects of digital technology self-efficacy on the relationship between the four sub-dimensions of technostress and fintech usage intention, significant interaction effects with complexity and overload were found. Finally, the study discusses the theoretical and managerial implications of the research findings.

The Role of Fashion Brand Authenticity in Product Management: A Holistic Marketing Approach

2014 ◽  
Vol 32 (2) ◽  
pp. 233-242 ◽  
Author(s):  
Hyeonyoung Choi ◽  
Eunju Ko ◽  
Eun Young Kim ◽  
Pekka Mattila
Keyword(s):  
Product Management ◽  
Brand Authenticity ◽  
Fashion Brand ◽  
Marketing Approach

scholarly journals Putting in Check the Brazilian Moves in the Climate Chessboard

2021 ◽  
Vol 43 (1) ◽  
pp. 99-119
Author(s):  
Thauan Santos ◽  
Luan Santos
Keyword(s):  
Regional Integration ◽  
Levels Of Analysis ◽  
Energy Integration ◽  
The Past ◽  
Ir Studies ◽  
Current Scenario ◽  
Process Energy ◽  
Different Levels ◽  
Conservative Behaviour

Abstract This paper discusses Brazil’s role in climate governance, methodologically and metaphorically comparing it to chess pieces moves, based on national and regional official documents, commitments and data. Unlike other IR studies, our proposal suggests different behaviours at different levels of analysis for the same country. Nationally, the country played the role of pawn. Regionally, there is no unitary behaviour: in international cooperation (carbon pricing case), it moves like a queen; in the regional integration process (energy integration case), like a king. The current scenario raises doubts about these roles, suggesting that Brazil has been presenting an increasingly moderate and conservative behaviour in the past years.

scholarly journals Co-creation and the development of SME designer fashion enterprises

2016 ◽  
Vol 20 (3) ◽  
pp. 322-338 ◽  
Author(s):  
Jennifer Millspaugh ◽  
Anthony Kent
Keyword(s):  
Grounded Theory ◽  
Support Network ◽  
Brand Identity ◽  
Fashion Industry ◽  
Consumer Experience ◽  
Content Type ◽  
Creation Process ◽  
Fashion Brand ◽  
Medium Enterprise ◽  
Industry Network

Purpose – The purpose of this paper is to examine the co-creation of small and medium enterprise (SME) designer fashion brands during internationalisation. Design/methodology/approach – As an exploratory study, this research utilises grounded theory methodology and incorporates the use of 38 semi-structured in-depth interviews with designer fashion enterprises (DFEs) and their support network of sales and PR agencies. Findings – Co-creation was identified as an important element for the successful integration of the entrepreneurial DFE into the global fashion industry network. Within relationship marketing, the concept of co-creation emphasises consumer experience, influence and power in the development of brand value. However current understanding of co-creation inadequately explains the development of the entrepreneurial designer fashion brand, requiring examination of the concept using grounded theory. The findings of this research highlight how these SMEs react and respond to the interpretation of their brand identity through the co-creation process as they seek to introduce and grow their firms within the global fashion marketplace. Originality/value – This paper identifies the influence of industry stakeholders on the process of fashion brand co-creation. Additionally, by identifying the process by which the entrepreneurial DFE navigates the introduction of their collections to the industry’s network, and responds to interpretations of the firm’s brand identity, this paper recognises the influence of the firm throughout the co-creation process.

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