Purpose – To model the relationships between consumer need for uniqueness and attention to social comparison information with fashion opinion leadership and fashion opinion seeking. Design/methodology/approach – A total of 201 US undergraduate students were surveyed and standard scales were...

Purpose – This paper aims to test hypothesized relationships of consumer need for uniqueness, attention to social comparison information, status consumption, and role‐relaxed consumption with opinion leadership and opinion seeking for new fashionable clothing. Design/methodology/approach –...

Purpose – The purpose of this paper is to show how materialism, brand engagement in self‐concept (BESC), and status consumption influence clothing involvement and brand loyalty. Design/methodology/approach – The authors use data from a survey of 258 US college students to test a model...

Purpose – The purpose of this paper is to illustrate that text message mobile coupons are marketing communications that are becoming more service‐like in nature. As such, mobile coupons will benefit from firm‐generated service customization strategies. Design/methodology/approach – An...