Fashion cewebrity involvement in new product development: Scale development and an empirical study

Abstract

Driven by the hype around fashion cewebrities and their involvement in new product development, this study explores how customer purchase intention toward new fashion products may be heightened by involving fashion “cewebrities” in the new product development process. Based on survey data collected from China, this study accordingly develops and validates a scale to measure the key attributes of fashion cewebrities. The results show that fashion cewebrities possess five key attributes: attractiveness, trustworthiness, expertise, interactivity, and intimacy. These attributes are found to exert varying impacts on product design, production, and commercialization, thereby influencing purchase intention differently.