Purpose: Little research has been done to understand how individual elements (e.g. advertisements) within a webpage are processed and evaluated when visual complexity is increased. Thus, this study aimed to investigate how consumers allocate attention and evaluate products and advertisements on...

Purpose – The purpose of this paper is to examine the moderating role of individuals’ self-view (interdependent, independent) in the relationship between moral emotions and moral judgments made concerning the purchase of fashion counterfeits. Design/methodology/approach – Based on...

Purpose – The purpose of this research was to investigate the effect of three virtual fashion stores using product display methods dominant by colour, visual texture and style coordination on consumers' retailer interest, retail pleasure, perception of merchandise quality, patronage intention,...

Purpose: The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising. Design/methodology/approach: This research employs a semiotic analysis of masstige brand advertising to discover...