the shoppers at various shopping malls of fashion clothing brands at Kuala Lumpur and State Johor in Malaysia. The … effects on the buying behaviour of Malaysian consumers toward the fashion clothing brands. By contrast, we find negative … buying behaviour among Malaysian consumers towards the fashion clothing brands. In addition, this study has also assessed the …

buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication …/methodology/approach - The study was underpinned by the dimensions of skin colour, brand image and market share in sexual appealing marketing …/implications - The study shows what shapes the marketing communication strategies of the rising fashion industry but is limited to the …