We develop a model in which novelty and conformity motivate fashion behavior. Fashion cycles occur if conformity is not … too high. The duration of fashion cycles depends on individual-specific conformity, novelty, and the number of available … styles. The use of individual-specific novelty and conformity allows us to also identify fashion leaders. …

We develop a model in which novelty and conformity motivate fashion behavior.Fashion cycles occur if conformity is not … too high. The duration of fashion cycles depends on individual-specific conformity, novelty, and the number of available … styles. The use of individual-specific novelty and conformity allows us to also identify fashion leaders. …

, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected … marketers, especially those in women's fashion industry in Malaysia, in creating eff ective advertising campaign to promote … their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor …

, especially in the fashion industry. The data for this study were collected from 205 consumers of various nationalities via an … positive impact, it was not statistically significant and does not relate to the consumer's purchase intention in the fashion … makers in the fashion industry may adopt the findings of the present study to devise more effective marketing strategies …