Involvement and the innovative communicator: An exploratory study of fashion apparel
LE3 .A278 2009
Bachelor of Business Administration
The fashion industry has arguably been one of the most globally prevalent markets for many years. It is characterized by a transient and ever-changing nature with the frequent introduction of new trends and styles. The success of a fashion marketer is to successfully ensure the acceptance of these trends and their diffusion throughout a given society. Literature suggests that consumer groups who are innovative communicators and who are highly involved consumers are of crucial importance in the communication and diffusion of trends and styles. Past literature also finds the role of a consumer‟s self-concept to be influential in their purchasing behaviour. This research study stands as an exploratory research study investigating the relationships between these fashion consumer groups as well as their self-concept profiles. This study includes an extensive review of past literature as well as primary research utilizing a modern sample of younger male and female students at Acadia University. Results found a significant positive correlation between fashion innovative communicativeness and high involvement with fashion as well as significant differences in the self-concept profiles of those who are involved and not involved with fashion, as well as those who are innovative communicators and not innovative communicators of fashion. Additionally, results found similarities between the self-concept profiles of the highly involved fashion consumer and the fashion innovative communicator. These self-concept profiles are crucial for marketers to take into consideration when developing promotional appeals targeting these fashion groups.
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