Hye-Shin Kim

Consumer profiles of apparel product involvement and values

Purpose – This study sets out to explore how consumers may be segmented based on their levels of apparel product involvement using Kapferer and Laurents consumer involvement profiles (CIP). It also seeks to examine whether consumers within each profile group could be differentiated by their personally‐held values.Design/methodology/approach – Questionnaires were mailed to female consumers, ages 18 and over, randomly selected from a consumer database. Responses from 757 female consumers were used. The response rate based on delivered questionnaires was 30 percent. Laurent and Kapferers CIP was used to measure consumer involvement and Kahles list of values (LOV) was used to measure consumer values.Findings – Five consumer involvement types were identified based on four dimensions of involvement: challenged moderate, knowledged enthusiast, indifferent moderate, challenged enthusiast, and cautious moderate. This study found that values could be used to further explain differences between the enthusiast and...

Exploratory study of virtual communities of apparel retailers

Purpose – This study aims to present a general overview of the characteristics of virtual communities hosted by apparel retailers.Design/methodology/approach – Content analysis was conducted on 2,521 web sites hosted by apparel retailers. Web sites of apparel retailers were identified from Stores Magazine “top 100 specialty retailers” and “top 100 retailers” listings, and Google search engine directory. Web sites were analyzed in terms of general characteristics of apparel retailers (e.g. apparel product categories, ability to purchase online, presence of brick‐and‐mortar stores). Two coders individually visited each web site and coded the contents.Findings – A total of 13 virtual communities hosted by apparel retailers were found. Apparel retailers selling casual merchandise to the young teen market had the strongest representation. Most of the virtual communities used bulletin or message board tools. About half of the virtual communities had registration requirements and rules or membership policies. Di...

Apparel involvement and advertisement processing

This study examines how consumer involvement with apparel influences perceptions of an apparel product (T‐shirt) presented in a print advertisement. Consumer involvement with apparel was examined in relation to three advertisement response concepts: attitude toward the advertisement, product attribute beliefs, and product attitude. Also as part of the study, three dimensions of apparel involvement were tested (fashion, comfort, and individuality). Finally, an advertising processing model that integrates apparel involvement with the three advertisement response concepts was tested. A convenience sample of students attending a midwestern university in the USA participated in data collection. Respondents were presented with a full‐page advertisement for a fictitious brand of apparel and answered items on the questionnaire. Findings confirmed that dimensions of apparel involvement shaped consumer attitudes. A combination of apparel involvement dimensions (fashion, individuality, and comfort) influenced consumer beliefs about product attributes in the advertisement. In terms of gender differences, the comfort variable showed to be a stronger component of apparel involvement for men and women tended to be more involved in fashion. Findings also supported relationships among advertisement response variables previously tested by scholars. Product attribute beliefs and ad attitude were significant in product attitude formation.

Fashion Leadership and Hedonic Shopping Motivations of Female Consumers

Fashion leadership is an important consumer characteristic due to the interpersonal influence essential in the consumption process of apparel. Based on the human motivations theory and Sheth’s shopping preference theory, this study examines the hypothesized relationships of fashion leadership and five hedonic shopping motivations (gratification, value, social, idea, and adventure). This study advances current understanding of fashion leadership by studying a broad national female population base and offers empirical evidence into how fashion leadership shapes consumer need for emotional and experiential satisfaction in shopping. Results show fashion leadership to be significantly related to all but one hedonic shopping motivation. Additionally, this study finds that adventure shopping motivation may be derived from other types of hedonic shopping activities. Discussion concerning how current findings expand our understanding of fashion leadership within the context of shopping is presented.

Dimensions of online community attributes

Purpose – The purpose of this paper is to develop online community attributes based on Preeces sociability and usability framework to assess how online community attributes hosted by retailers or national brand companies may generate positive outcomes for consumers. Also, this study seeks to examine the effects of attribute dimensions on consumer benefits to verify its predictability.Design/methodology/approach – An online survey was administered in South Korea. A questionnaire was constructed which contained 26 items measuring online community attributes. These items were developed by the researchers to measure seven dimensions defining Preeces sociability and usability conceptual framework. The items were based on examples of determinants and measures of successful online communities. The Korean sample consisted of 135 male and 216 female adults in a large metropolitan area in South Korea.Findings – Results partially supported Preeces sociability and usability framework. Results show three online com...

Student Preferences for Cybersearch Strategies: Impact on Critical Evaluation of Sources

Abstract For this study, students were exposed to reality learning requiring them to make a business decision on the basis of information gathered via several different information search strategies. Results show that students enjoyed using the World Wide Web more than traditional library search tools to find information. In addition, they perceived information found on the Web to be more trustworthy than that found through other strategies. These findings alert faculty to the need to guide students when gathering data from online sources. Suggestions are made for assisting students to evaluate the validity and accuracy of information from all sources.

Social Support, Research Interest, Stress, and Research Productivity of Textiles and Apparel Faculty

This study examines the relationship between work stress and research productivity among faculty members in the field of textiles and apparel. Work stress and research productivity were studied in relation to four antecedent variables: collegial or institutional support, chairs support, professional organization support, and research interest. In addition, rank, institution type, position description, expertise, and degrees offered were examined in relation to the variables. Data from 173 members of the International Textile and Apparel Association (ITAA) classified as assistant professors (n = 63), associate professors (n = 63), and professors (n = 47) were analyzed. Results show research interests to be the only significant factor to influence research productivity. No variables in this study significantly influenced work stress. Respondents with higher research productivity were from 4-year, land-grant institutions with graduate programs and had a lower teaching load. Further investigation in examining research productivity of faculty members is recommended.

Fashion Brand Personality and Advertisement Response: Incorporating a Symbolic Interactionist Perspective

The way in which brands embody symbolic meaning for consumers, as well as the way it is individually received and processed, offers a critical point of brand differentiation in today’s competitive environment. One such method for communicating symbolic meaning is through brand personality. A strong recognizable brand personality is critical to establishing brand equity as personality traits offer assets that consumers value. Effective communication of brand personality in advertising allows marketers to grab consumers’ attention, create market differentiation, build consumer attachment to brands, and foster brand loyalty. This is especially relevant for the fashion industry. In order to capture consumer attention and secure subsequent adoption, fashion brands use advertising to prompt an emotional response and garner a personal connection ultimately differentiating a brand from its competitors. This chapter examines fashion brand personality from a symbolic interactionist perspective. Fashion brand meaning originates from the marketing environment mainly through the vehicle of advertising. This meaning is then subject to negotiation, as is explained within the context of the symbolic interaction theory. The chapter begins with an overview of symbolic interaction within the context of fashion consumption, followed by a discussion of how symbolic meanings have been instilled in products by marketers to create brand personalities in fashion brands. Consumers’ choice of brands based on brand personality are explored noting the importance of the evolving nature of fashion brand meaning. Propositions are offered as they apply to fashion branding and advertising.

Green Brand Strategies in the Fashion Industry: Leveraging Connections of the Consumer, Brand, and Environmental Sustainability

With a growing number of major fashion brands engaging in green-branding initiatives, environmental sustainability is becoming a management agenda that is being prioritized among many companies. However, the research literature is mixed in assessing the potential of the green strategy. Based on the schema theory as the theoretical framework, this chapter offers propositions that address how to leverage the interrelationship among the consumer, brand, and environmental sustainability within the context of green-branding strategies for fashion. Supported by the research literature and current movements in the fashion industry, this chapter explains how consumer receptivity to and decision making with regard to green fashion brands are influenced by the relationship between (1) consumer and environmental sustainability, (2) brand and environmental sustainability, and (3) consumer and brand. Consumer acceptance of green brands is dependent on how consumers process new green information within the context of the brand schema. Consumer motivation and ability to incorporate environmental sustainability within the brand schema will influence consumer attitudes toward the green brand. Also, the perceived fit between the brand and environmental sustainability as well as the authenticity of the business strategy will influence consumer response. In addition, consumers’ ability to integrate the fashion brand’s image with environmental values and the strength of their relationship with the brand will determine how green brand attributes are accepted. Industry implications for green branding are discussed and recommendations for future research are presented.