Purpose – The literature holds few contributions regarding the sensory environment of small, privately‐owned retail stores. Hence, this paper seeks to explore the sensory experience of patrons of a small boutique. Design/methodology/approach – The study uses photo‐elicitation to examine...

Purpose – In the past few years fashion blogs have become a popular form of user‐generated content, and consequently, the fashion industry has shown great interest in fashion blog marketing. The purpose of this paper is to describe and analyze consumer‐to‐consumer (C2C) electronic...

Purpose – The purpose of this paper is to determine if high versus low ethnocentric consumers differ in their attitudes toward buying domestic and foreign brands of underwear that are made domestically or in foreign countries. Design/methodology/approach – Australian residents recruited...

Purpose – The purchase of counterfeit fashion products in the UAE is increasing and government agencies have focused mainly on the supply side. To curb demand for counterfeit products would require an understanding as to what motivates a buyer to willingly buy a counterfeit product. The...

Purpose – Literature concerning branding elements is vast yet sporadic. Whilst many academics focus on one or a number of branding design elements, none have yet designed a holistic framework to demonstrate the variety of alternatives. The purpose of this paper is to identify the branding...

Purpose – Whilst some may argue that e‐commerce design literature can be applied to the designing of mobile commerce channels, it is an assumption that may come at the expense of the retailer. The purpose of this paper is to identify which marketing design elements could be integrated within...

A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable, impacts of usage behaviour on future purchases and other consumers are more conspicuous. This study investigated usage...

Individuality (a desire for differentiation and a behaviour of non‐conformity) appears to be a motivation for the adoption of fashion innovation. However, the concept of individuality is bi‐dimensional with a desire for differentiation and a tendency towards independence. An individual who...

US consumers admit they are not knowledgeable about the global apparel industry; however, they hold positive beliefs about US apparel industry labour practices. Consumers have much less regard for the foreign industry. There is a slightly higher level of concern for US workers versus foreign...

Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers compare and form impressions of competing national apparel brands. More specifically, this study examines consumer perceptions...