Consumer Fashion Involvement

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International Journal of Consumer Studies ISSN 1470-6423

Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104

Iman Naderi
Department of Marketing and Logistics, College of Business, University of North Texas, Denton, Texas, USA

Keywords Consumer involvement, content analysis, fashion, literature review. Correspondence Iman Naderi, Department of Marketing and Logistics, College of Business, University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: doi: 10.1111/j.1470-6431.2011.01041.x

Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and analysed, followed by directions for future research, theoretical and managerial implications, and limitations.

The concept of involvement, originated from social psychology (Sherif and Cantril, 1947; Harvey and Sherif, 1951), was linked to marketing and consumer research in Krugman’s (1965, 1966, 1971) early works in television advertising and involvement. Involvement is a multidimensional concept (Warrington and Shim, 2000), and dozens of studies have focused on...
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