O'Cass, A and Lee, WJ and Siahtiri, V, Can Islam and status consumption live together in the house of fashion clothing?, Journal of Fashion Marketing and Management, 17, (4) pp. 440-459. ISSN 1361-2026 (2013) [Refereed Article]
Copyright 2013 Emerald Group Publishing Limited
Purpose: Religion is a significant force in the lives of many people, however; its role in fashion clothing consumption is still unclear. To expand the knowledge on this issue, the present study seeks to understand the role of religiosity in affecting status consumption and fashion consciousness (FC) among Generation Y Muslim consumers, specifically focussing on Iran.
Design/methodology/approach: A survey was designed and administered in Iran to a sample of 300 young adults aged between 18 and 24.
Findings: The findings of research show an inverse association between status consumption and religiosity, where individualís FC is contingent upon the degree to which they are status conscious or religious. The other major finding of the present study is the importance of brand status in mediating the relationship between FC and willingness to pay (WTP) a price premium for fashion clothing brands.
Originality/value: The originality of the study rests on exploring the moderating role of religiosity on the relationship between status consumption and fashion conscious among Iranian Generation Y Muslim consumers. Further, contrary to the belief that fashion conscious customers are willing to pay extra to obtain fashion brands, this relationship is not direct. New fashion conscious consumers pay extra provided that the new fashion brand enhances their status. Thus, the importance of status is in acknowledging the relationship between FC and WTP a price premium.
|Item Type:||Refereed Article|
|Keywords:||branding, clothing, consumer behaviour, young adults|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Field:||Marketing Management (incl. Strategy and Customer Relations)|
|Objective Division:||Economic Framework|
|Objective Group:||Management and Productivity|
|Author:||O'Cass, A (Professor Aron O'Cass)|
|Author:||Lee, WJ (Mr Thomas Lee)|
|Author:||Siahtiri, V (Ms Vida Siahtiri)|
|Downloads:||3 View Download Statistics|
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