Linking fashion consciousness with Gen Y attitude towards prestige brands

Riza Casidy*, Asti Nafia Nuryana, Sri Rahayu Hijrah Hati

*Corresponding author for this work

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

Purpose – The purpose of this paper is to examine the relationship between fashion self-congruity (FSC), fashion consciousness (FC), and attitude towards prestige brands (ATT) among Generation Y (Gen Y) consumers. The study aims to expand the scope of fashion marketing research by validating the self-congruence theory within the context of Indonesian prestige brand market.

Design/methodology/approach – The paper opted for a descriptive study involving 210 undergraduate students from a top-ranked university in Indonesia. Data were collected using anonymous self-administered questionnaire. Structural equation modelling were employed to test the research hypotheses. 

Findings – The study found that FC performs a full mediating role on the relationship between fashion self-congruence and ATT. Research limitations/implications – The homogenous nature of the respondents have limited the generalisability of the findings. Future research could replicate this study using a sample of wider population.

Practical implications – The paper includes implications for fashion marketers to effectively target fashion-conscious consumers by developing a brand positioning strategy that is consistent with consumers’ self-concept.

Originality/value – This paper extends the empirical model of FC by incorporating fashion self-congruence as an antecedent of ATT. With limited academic research on Indonesian consumers in mind, this is the first empirical study to examine the antecedents of Indonesian consumers’ attitude towards prestige fashion brands.

Original languageEnglish
Pages (from-to)406-420
Number of pages15
JournalAsia Pacific Journal of Marketing and Logistics
Volume27
Issue number3
DOIs
Publication statusPublished - 1 Jan 2015
Externally publishedYes

Keywords

  • Fashion consciousness
  • Fashion marketing
  • Indonesia
  • Luxury items
  • Prestige brands
  • Self-congruity

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