The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing

Georgia Liapati, Ioannis Assiouras and Jean-Marc Decaudin

Journal of Global Fashion Marketing, 2015, vol. 6, issue 4, 251-264

Abstract: The purpose of this study is to explain the paths that lead to impulse purchasing of fashion products by investigating, for the very first time, the role of brand love in impulse purchasing. In this research, impulse purchasing is defined as the strong and unexpected desire to purchase a product without having pre-shopping intentions to buy it. A theoretical model of fashion-product impulse-buying was developed, by examining the associations between fashion involvement, brand love, hedonic consumption tendency, positive affect, fashion impulse tendency, shopping enjoyment, browsing, available budget and urge to impulse-buy a fashion product. The urge to impulse-buy a fashion product can be explained mainly by fashion involvement, which directly and indirectly influences several related variables, such as shopping enjoyment, browsing and fashion impulse tendency. On the other hand, brand love and hedonic consumption tendency increase the positive affect that consumers feel when visiting stores, which stimulates them to impulse-buy fashion products. Finally, the impulse purchase is influenced by urge and available budget.

Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2015.1070679 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rgfmxx:v:6:y:2015:i:4:p:251-264

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2015.1070679

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().