within Ghana’s fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 … fashion customers. Statistical Package for Social Sciences (SPSS) and the structural equation modelling (SEM) technique were …

, 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 …