Behavioural 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 (2021) Behavioural 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 the 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 Studies in Marketing . Routledge, London, pp. 307-346. ISBN 9780367531232, e-ISBN 9781003080572, pbk-ISBN 9780367531249. [Book Section] (doi:10.4324/9781003080572-15)

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.

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