Behavioral intentions in the UK fashion industry: the impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark

Ahmadi Lari, Helnaz, Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 and Imani, Saheb (2020) Behavioral intentions in the UK fashion industry: the impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark. In: Building corporate identity, image and reputation in digital era. Melewar, T. C., Dennis, Charles ORCID: https://orcid.org/0000-0001-8793-4823 and Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, eds. Routledge. . [Book Section] (Accepted/In press)

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Abstract

Given the importance of fashion innovativeness, this study is aiming to (i) explores the previous literature to evaluate the concept of fashion innovativeness, (ii) identifies the aspects that have a significant influence on fashion innovativeness, (iii) develops and assesses a conceptual framework concerning the relationships between fashion innovativeness, its antecedents and its consequences, and (iv) investigates the impact of fashion innovativeness among British consumers.

Item Type: Book Section
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 31017
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 28 Sep 2020 09:17
Last Modified: 22 Oct 2020 00:51
URI: https://eprints.mdx.ac.uk/id/eprint/31017

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