Abstract
The purpose of this paper was to explore the antecedents of consumer innovativeness (CI) which are fashion opinion leadership (FOL), product involvement (PI) and consumer need for uniqueness (CNU) and the effect of morning TV shows as intervening variable in the choice of fashion clothing. Results revealed that CI is strongly dependent on FOL and CNU. The impact of morning TV shows on the purchase intentions of innovative consumers was not found to be significant. However, this study expands the existing knowledge by highlighting the role of media and media-vehicles in the purchase of fashion clothing among female consumers in Pakistan. It also offers the impetus for the researchers and marketing managers to further explore the effects of media on the fashion innovativeness of women in the apparel category in Pakistan.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Fashion Design, Technology and Education
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
