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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2021.1
- 수록면
- 146 - 160 (15page)
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With growing awareness about the self, consumers are increasingly becoming conscious of the role of fashion clothing in enhancing and communicating their self-image. They seek to portray their self-image through an outward display of fashion style that is congruent to their concept of self. Consumer’s congruity however can be formed with both actual and ideal self. Recognizing this fact, the present study investigates the comparative impact of actual and ideal-fashion selfcongruity on fashion consciousness and status consumption tendencies of millennials in India. The study also probes into the mediating role of fashion consciousness between the relationship of actual/ideal fashion self-congruity and status consumption. Using a sample of 751 millennials, the study confirms that ideal fashion self-congruity is a stronger predictor of fashion consciousness and status consumption in comparison to actual fashion self-congruity. In fact, actual fashion self-congruity did not have any significant impact on the two dependent variables. Additionally, the results of the study also point towards the mediating role of fashion consciousness between the relation of ideal fashion self-congruity and status consumption. The study points towards some notable implications for marketers of branded fashion wear by signifying the importance of the ideal-self in consumer decision- making process.
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참고문헌 (65)
참고문헌 신청
Alexandera, L. C. Y. / 2014 / The study of fashion consciousness of the millennial generation in the luxury fashion market
Anand, S. / 2018 / Fashion self-congruity : Scale development and validation / Journal of Fashion Marketing and Management 22(2):158~175
Anderson, J. C. / 1988 / Structural equation modeling in practice : A review and recommended two-step approach / Psychological Bulletin 103(3):453~460
Anić, I. D. / 2015 / Demographic profile and purchasing outcomes of fashion conscious consumers in Croatia / Ekonomski Pregled 66(2):103~118
Arminen, L. / 2017 / Motivational factors influencing Millennials to purchase and consume luxury products- The influence of actual and ideal self-congruity on brand attitude
Anand, S. / 2018 / Fashion self-congruity : Scale development and validation / Journal of Fashion Marketing and Management 22(2):158~175
Anderson, J. C. / 1988 / Structural equation modeling in practice : A review and recommended two-step approach / Psychological Bulletin 103(3):453~460
Anić, I. D. / 2015 / Demographic profile and purchasing outcomes of fashion conscious consumers in Croatia / Ekonomski Pregled 66(2):103~118
Arminen, L. / 2017 / Motivational factors influencing Millennials to purchase and consume luxury products- The influence of actual and ideal self-congruity on brand attitude
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