Journal of Global Fashion Marketing

2010 - 2026

Current editor(s): Yelena Wang

From Taylor & Francis Journals
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Volume 17, issue 4, 2026

Minimalistic consumption and luxury brands: A review and directions for future research pp. 397-419

Charles R. Taylor and Aniruddha Pangarkar

When sustainability meets the wallet: Economic trade-offs in consumers’ willingness to pay for sustainable fashion pp. 420-442

Celso Augusto de Matos, Filippo Visintin and Marcelo Curth

Strategic spontaneity and cognitive buffering in ultra-fast fashion consumption: Extending the S-O-R framework through Dual-process theory pp. 443-465

Finela Quiambao, Caroline Swee Lin Tan and Saniyat Islam

AI-Augmented self-presentation and emotional outcomes on Instagram: A social comparison perspective using an affective hybrid intelligence lens pp. 466-491

Raja Ahmed Jamil, Adnan Muhammad Shah, Abdul Qayyum and KangYoon Lee

Dark traits and moral minds: Why consumers reject sustainable fashion pp. 492-517

Caroline S. L. Tan

Gamified marketing activities in retail Metaverse to foster sustainable relationship behaviour: Moderation effect of arousal seeking and perceived risk pp. 518-539

Mei Kei Leong

Extending luxury into the NFT marketplace: The role of category typicality, brand prominence, and visual quality pp. 540-558

Wenna Han, Hanna Lee, Yingjiao Xu and Xiaohan Lin

How do virtual influencers persuade consumers’ purchase intention in luxury branding? The interactive role of anthropomorphism, realism and coolness pp. 559-581

Athena Wei Chee Chong, Isaac Cheah, Ying Ying Tiong and Ching Seng Yap

Volume 17, issue 3, 2026

What consumers really think about sustainable fashion: A computational analysis of online discussions pp. 237-267

Gokhan Aydin and Bayode Ogunleye

From stakeholder mapping to ecosystem orchestration: Participatory action research on circular fashion marketing pp. 268-295

Fahimeh Khatami, Elena Scoccianti, Nicola Ruggiu, Francesca Boni, Camilla Carrara, Francesca Romana Rinaldi and Enrico Cagno

Norms, innovation, and fashion: Decoding consumer interest in 3D-printed clothing pp. 296-322

Wei Xie and Gurpreet Dhillon

How perceived value and quality influence adoption of AI-generated educational video for children’s safety clothing: The roles of attitude, self-efficacy, and sense of safety pp. 323-340

Neulonbit Oh, Qi Jiang, Eunju Ko, Charles R. Taylor and Kyung Hoon Kim

Digital transformation and sustainable fashion in the orange economy: A bibliometric analysis of consumer behavior pp. 341-363

Ebru Enginkaya and Ece Özer Çizer

Environmental consciousness versus fashionability: Competing identities and the sustainable-fast fashion paradox among Generation Z consumers pp. 364-395

Melissa Zulu, Asphat Muposhi, Matselale Nchabeleng and Neha Parbhoo

Volume 17, issue 2, 2026

Shaping the beauty archetype in womenswear: Perceptions of fashion marketers pp. 113-132

Danielle Sponder Testa and Lena Cavusoglu

Playfulness as a key driver of behavioral intention in fashion mobile commerce pp. 133-149

Eduardo Henrique de Borba and Rafael Tezza

Understanding behavioral intentions toward AI-generated safety clothing: The role of safety concern, perceived safety clothing attributes and color pp. 150-171

Qi Jiang, Neulonbit Oh, Eunju Ko, Charles R. Taylor and Kyung Hoon Kim

Designing the future of retail: Zara’s architectural journey from mainstream to phygital luxury experience pp. 172-193

Silvia Pérez-Bou and Valentina Bauzá

Pro-environmental self-identity effects on the prestige value of sustainable luxury goods pp. 194-215

Jaehun Kim, Jong-Kuk Shin, Alina Kim and Corey A. Ross

Luxury experience touchpoints of the “one percent of the one percent” customers pp. 216-236

Mona Mrad

Volume 17, issue 1, 2026

Do AI-generated fashion ads work as effectively as real fashion ads? An eye-tracking comparison of consumers’ visual attention pp. 1-17

Emily Kiper and Yuli Liang

Online apparel presentation: Exploring consumer response toward different types of product images pp. 18-34

Jonghan Hyun

Head start in visual merchandising: Anthropomorphism of mannequin heads in storefront windows pp. 35-54

Angela Bargenda, Erhard Lick, Mehdi El Abed and Dhoha Trabelsi

Female entrepreneur brand building: Leveraging gender in sustainable fashion pp. 55-74

Cecilia Pasquinelli, Giulia Monteverde, Serena Rovai and Andrea Runfola

The dynamics of environmental knowledge and skepticism in green footwear marketing pp. 75-93

Angga Ranggana Putra and Caroline Kopot

Examining brand transparency as a driver of customer referral engagement in fashion context pp. 94-112

Anh Thuy Trinh, Trang Thi-Thuy Duong, Phuc Thanh Nguyen and Nhi Ha Quynh Le

Volume 16, issue 4, 2025

Avoidance of AI-empowered digital service assistants in fashion shopping: The negative side of personalized recommendation of chatbots pp. 423-442

Namhee Yoon, Dooyoung Choi and Ha Kyung Lee

Angry or happy? The role of active engagement in transforming emotions into usage in live commerce pp. 443-464

Songyuan Wu and Miao Miao

Brand-sponsored Instagram posts increasing message credibility and positive consumer responses pp. 465-480

Kiseol Yang, Lindsey Tanoff and HaeJung Maria Kim

Exploring the dynamics of livestream shopping: The role of IT affordances, co-experience, and Wanghong responsiveness in shaping consumer purchase intentions pp. 481-501

Yu Sun, Ha Kyung Lee and So Jung Yun

Financial well-being, voluntary simplicity, and ethical fashion consumption pp. 502-526

Elif Güner, Merve Yanar Gürce and Petek Tosun

The disconnect in sustainable fashion marketing: Retailers’ perceptions of consumer drivers and their marketing tactics pp. 527-542

Annuska Toebast-Wensink, Tijs Timmerman, Marko P. Hekkert and Karlijn L. van den Broek

Luxury fashion brand extension: A qualitative exploration of new experiences and social media sharing motivation pp. 543-561

Sanghee Kim, Hyo Jung (Julie) Chang and Leslie Cuevas

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, María 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