International Journal of Consumer Studies ISSN 1470-6423
Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104
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: email@example.com 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 conceptualizing, differentiating and measuring its various dimensions (Michaelidou and Dibb, 2006). However, its applications in consumer research remain complex. One of the most important aspects of involvement is its effect on purchasing different product categories (Bloch, 1981; Traylor, 1981). Understanding consumer attachment to products and how this attachment is formed and maintained is important for businesses in order to target an audience (Chae et al., 2006). The focus of this study is on fashion clothing that has been regarded as a high-involvement product class (O’Cass, 2004). Highly fashioninvolved consumers have historically been important to fashion researchers and marketers because they are seen as drivers and inﬂuencers of fashion (Tigert et al., 1980; Goldsmith et al., 1993), and their reactions to new styles can be crucial to the eventual success or failure of products (Goldsmith et al., 1999a). Furthermore, fashion leaders can be integrated into a fashion ﬁrm’s marketing strategy because they represent a signiﬁcant target market with high sales potential (Summers, 1970). Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. The purpose of this study is to present a 84
comprehensive and critical review and analysis of the most recent studies on involvement in the context of fashion clothing. Such an assessment over a lengthy period of time is imperative since it will indicate the current state and identify possible gaps in the literature that should be addressed by future research. This paper is prompted by recent calls for more conceptual articles in the development of knowledge in the marketing discipline (Yadav, 2010). Thus, this study is expected to offer useful insights to both practitioners and academic scholars and could provide the basis for future investigating the subject in a more systematic, thorough and effective way. To this end, the paper ﬁrst...