Journal of Global Fashion Marketing

2010 - 2025

Current editor(s): Yelena Wang

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Volume 16, issue 3, 2025

Visual rhetoric within customer reviews and its effects in online apparel rental services: The role of regulatory focus and consumer motivations pp. 279-294

Youngdeok (Young) Lee and Heejin Lim

Analysing the effectiveness of chatbots as recommendation systems in fashion online retail: A Brazil and United Kingdom cross-cultural comparison pp. 295-321

A. R. D. B. Landim, J. A. Beltrão Moura, E. de Barros Costa, T. Vieira, V. Wanick Vieira, E. Bazaki and G. P. Medeiros

Click to chic: Decoding the impact of fashion product page design on online purchase intention pp. 322-348

Patricia SanMiguel, Cristina Sánchez-Blanco, Clara González-Tosat and Anais Sánchez-Hualde

Mainstream consumer attraction to ethnic-inspired apparel: Exploring the role of ethnic-embeddedness and regulatory focus pp. 349-364

Jonghan Hyun

Cosmetics and conscience. The impact of human values on CSR perception and ethical purchases: A multi-method approach pp. 365-385

Karpal Singh Dara Singh, Ghazanfar Ali Abbasi, Shaian Kiumarsi, Islam Elgammal and Heetae Cho

Driving customer brand engagement through augmented reality-induced influencer content among Gen Z: The moderating role of credibility pp. 386-403

Mudita Sinha and Mallika Srivastava

Virtual influencer in Fantasyland or everyday life? A serial mediation model of influencer type, source credibility, fanship, and brand attachment pp. 404-422

Woojin Choi, Songmee Kim, Yuri Lee and Erin Cho

Volume 16, issue 2, 2025

Creating cool: The crafting, development, and management of cool brands pp. 131-155

Geraldo Matos, Delancy H. S. Bennett, Mitchell L. Hamilton, Cecilia Ruvalcaba, Bhaskar Upadhyaya and Nwamaka A. Anaza

The consumer socialization process: How social media affects youth luxury consumption pp. 156-172

Juha Park and Jaehoon Chun

Consumer’s contradictory needs: Functionality and sustainability on purchase intentions for sportswear pp. 173-195

Juyoung Lee, Jihyeong Son and Soyoun Lim

Consumption of digital virtual fashion goods in metaverse pp. 196-211

Sung Hun (Kevin) Bae, Kyung Hoon Kim and Erin Cho

Interplay of immersion, absorption, and flow in virtual reality: Based on experience economy theory and flow theory pp. 212-230

Yuanhan Fang and Yerim Chung

How do luxury fashion communities express negativity? A netnographic approach pp. 231-256

Mafalda Jacques dos Santos Barata, Amélia Brandão, Jitpisut Bubphapant and Sunny Vijay Arora

Clothing design factors, aesthetic experience, and preference: Additional insights from neuromarketing in civil defense clothing pp. 257-277

Eunju Ko, Eun-Ju Lee, Kyung Hoon Kim, Neulonbit Oh and Meiling Yin

Volume 16, issue 1, 2025

The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory pp. 1-17

Minjung Cho, Eunju Ko and Charles R. Taylor

Exploring the drivers of the intention to scan QR codes for environmentally related information when purchasing clothes pp. 18-31

Filippo Corsini, Natalia Marzia Gusmerotti, Francesco Testa and Marco Frey

Exploring the role of green brand extensions and greenwashing in the fashion industry pp. 32-46

Irene Roozen, Mariet Raedts and Margot Henderix

Building loyalty in the fast fashion market: The key role of customer brand identification pp. 47-70

Juan Jose Blazquez-Resino, Maria Pilar Martínez-Ruiz and Rana Tajvidi

Black Friday shopping has moved online. Has BF misbehavior followed? pp. 71-89

Jaeha Lee, Minjeong Kim and Sharron J. Lennon

Understanding fashion omnichannel experience through mobile application customer reviews pp. 90-108

Muzhen Li and Li Zhao

Assessing the key variables of mobile-assisted showroomers’ behavior to enhance their shopping experience pp. 109-129

María Alesanco-Llorente, Eva Reinares-Lara, Jorge Pelegrín-Borondo and Cristina Olarte-Pascual

Volume 15, issue 4, 2024

Introduction to a special section on branding, buyer choices and the pursuit of happiness in luxury fashion consumption pp. 417-421

Vanessa Quintal and Isaac Cheah

Faithful and luxurious: Mediating halal with luxury through self-congruity pp. 422-439

Zahirah Zainol, Nurhafihz Noor and Ashley Tong

Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goods pp. 440-458

Jihyun Kim-Vick and Eunjoo Cho

Do luxury brands have to trade off for sustainability? pp. 459-481

Tien Minh Dinh, Que Chi Le Hoang, Hai Dang Vu Hoang, Thi Khanh Linh Lao and Thi Huyen Trang Pham

Global fashion research evolution (2010–2023): A systematic review of the Journal of Global Fashion Marketing focused on luxury fashion pp. 482-503

Eunju Ko and Chiara Murgia

Online impulse purchases versus planned purchases and the role of visual attributes pp. 504-522

Clare D’Souza, Winnie Wong, Nicole El Haber, Anne Renée Brouwer and Outi Niininen

Volume 15, issue 3, 2024

The Metaverse and its potential for digital sustainability in fashion pp. 303-319

Marta Blazquez

Fashion brands in the metaverse: Achievements from a marketing perspective pp. 320-340

Patricia SanMiguel, Teresa Sádaba and Narmin Sayeed

Sustainable style without stigma: Can norms and social reassurance influence secondhand fashion recommendation behavior among Gen Z? pp. 341-356

Sophia Boyer, Ziyou Jiang and Jewon Lyu

Critical determinants influencing consumers’ decision-making process to buy green cosmetics. A systematic literature review pp. 357-381

Riccardo Testa, Giuseppina Rizzo, Giorgio Schifani, József Tóth and Giuseppina Migliore

Jack of all trades, master of everything? Competing routes of consumer responses toward multiple product categories endorsements by fashion influencers pp. 382-396

Bayu Aji Aritejo, Widya Paramita and Sahid Susilo Nugroho

Building brand attachment in China’s luxury fashion industry: The role of NFT characteristics pp. 397-416

Liufang Zhang and Ing Grace Phang

Volume 15, issue 2, 2024

Correction pp. x-x

The Editors

Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda pp. 181-202

K. Vladimirova, C. E. Henninger, S. I. Alosaimi, T. Brydges, H. Choopani, M. Hanlon, S. Iran, H. McCormick and S. Zhou

Developing a typology of sustainable apparel consumer: An application of grounded theory pp. 203-220

Elena E. Karpova, Kelly L. Reddy-Best and Farimah Bayat

Handmade virtual messages to promote foreign fashion brands in Instagram pp. 221-234

María Dolores Macías-Mañas, Natalia Vila-López and Inés Küster-Boluda

Egoistic and altruistic claims in organic cotton apparel advertising pp. 235-252

Tae-Im Han and Haesun Park-Poaps

How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption? pp. 253-269

Changju Kim, Mai Kikumori, Aekyoung Kim and Jungkeun Kim

A fashion trend forecasting course as a gateway to career discovery pp. 270-285

Danielle Sponder Testa and Ann Marie Fiore

Leveraging visual cues and pricing strategies: An empirical investigation of the pre-owned luxury market pp. 286-301

Alex Yao Yao and Ying Bao

Volume 15, issue 1, 2024

Fashion and the metaverse: Implications for consumers and firms pp. 1-5

Raffaele Donvito, Diletta Acuti and Sanga Song

‘Fashioning’ the metaverse: A qualitative study on consumers’ value and perceptions of digital fashion in virtual worlds pp. 6-22

Alice Venturini and Martina Columbano

Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world pp. 23-38

Jinsu Park and Naeun (Lauren) Kim

Innovative value propositions in the fashion metaverse pp. 39-61

Stefano Paolo Russo, Cristina Mele and Tiziana Russo Spena

Why fashion brands enter the metaverse: Exploring the motivations of fast fashion and luxury fashion brands pp. 62-89

Maria Kniazeva, Gaetano Aiello, Costanza Dasmi, Valentina Mazzoli, Olga Nechaeva and Faheem Uddin Syed

Luxury fashion brands at the gates of the Web 3.0: An analysis of early experimentations with NFTs and the metaverse pp. 90-114

Gabriele Murtas, Giuseppe Pedeliento and Federico Mangiò

Fashion marketing in the metaverse pp. 115-130

Emmanuel Mogaji, Yogesh K. Dwivedi and Ramakrishnan Raman

Metaverse and the fashion industry: A systematic literature review pp. 131-154

Giorgia Profumo, Ginevra Testa, Milena Viassone and Kamel Ben Youssef

The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda pp. 155-180

Hazel Hoi Yau Chan, Claudia Henninger, Rosy Boardman and Marta Blazquez Cano