Purpose Despite the relevance of perceived self-benefits in fashion brand advertising, combining other- and self-benefits still frequently backfires. The current paper explores how sustainable online fashion branding influences consumption intentions when emphasizing other-benefits (sustainability) combined with different affective self-benefits, i.e. intrinsic benefit (good feeling of helping others) and image-benefit (social esteem) through intrinsic and extrinsic dimensions of warm glow feelings. The moderating role of consumers’ value orientations is additionally examined. Design/methodology/approach Findings of two multi-factorial experiments among a total of 482 participants reveal that by advertising different affective self-benefits alongside the other-benefit of sustainability, fashion brands may elicit both intrinsic and extrinsic warm glow. Findings Specifically, added image-benefits may help to elicit extrinsic warm glow, while added intrinsic benefits induce intrinsic and extrinsic warm glow. However, the positive effect of benefit framing is contingent on personal values, with enhancement and transcendence orientation explaining differences in consumer reactions. Originality/value This research offers novel insights into the interplay of other- and self-benefits in sustainable fashion marketing by addressing consumers' affective reactions. Moreover, the results contribute to the conceptual application of the multi-dimensionality of warm glow in sustainable fashion branding.
Purpose This study contributes to the conceptualization and measurement of how consumers use fashion to express multiple social identities. It aims to conceptualize social fashion identity, develop and validate its measurement scale and establish its dimensionality, reliability, convergent, discriminant and nomological validity. Design/methodology/approach Across two studies, social fashion identity is conceptualized, and a scale was developed and validated in a step-by-step process following Churchill (1979) and DeVellis (1991) procedures. Study 1 focused on construct conceptualization, item generation and scale validation, whereas Study 2 examined the nomological validity. Findings This paper validated the social fashion identity scale as a reliable two-dimensional construct consisting of fashion identity expression and fashion-based group belongingness. Social fashion identity was distinct from fashion consciousness and product involvement, positively associated with fashion consciousness, and positively related to consumers' willingness to pay more for fashion items. Practical implications The social fashion identity scale offers fashion companies a tool to segment their clients, enabling more personalized customer experiences within the fashion market. Furthermore, the findings can contribute to the effectiveness of fashion brands' product development, marketing and pricing strategies by providing a deeper understanding of social influences on consumer behavior. Originality/value This research introduces the novel construct and its measurement. Social fashion identity explains the capacity to select, coordinate and adapt clothing and accessories to express personal identity while signaling affiliation with social groups, thereby reflecting the dynamic interplay between individual self-expression and social circumstances.
Purpose This study examines how counterproductive workplace behavior (CWB) is experienced in US fashion workplaces and how psychologically defensive workplace behavior (PDWB) helps interpret managerial practices under workplace pressure. Design/methodology/approach The study draws on interpretive interviews with 15 US-based fashion, apparel and retail professionals. Using abductive thematic analysis, the study integrates CWB as a behavioral framework and PDWB as an interpretive lens for examining managerial practices under stress. Findings Findings identify four interrelated themes: fashion workplace pressure as a contextual condition, managerial practices under pressure, employee coping and strain and pressure transfer and buffering. Participants described recurring pressure points around product calendars, retail metrics, market deadlines, store visits, supplier uncertainty and brand expectations. Reported managerial practices included excessive control, avoidance, public blame, status protection and withdrawal; these were interpreted through PDWB and, where appropriate, classified as CWB-consistent. Practical implications Fashion firms should formalize feedback, decision-making, recognition, after-hours communication and managerial training around recurring pressure points such as line reviews, market appointments, store visits, holiday retail periods and product deadlines. Originality/value This study develops a process-based interpretation of how workplace pressure, harmful managerial conduct and pressure transfer or buffering are connected in the US fashion industry. By integrating CWB and PDWB, it extends workplace behavior theory into fashion management research and positions internal employee wellbeing as part of responsible fashion management.
Purpose As livestreaming becomes an increasingly important mode of digital interaction, fashion shopping streams are reshaping how style is performed and negotiated in real time. This study examines how fashion livestreamers communicate style to Gen Z audiences in Vietnam and how Gen Z viewers influence fashion performances through real-time interaction. Together, these perspectives illuminate how authenticity, identity and stylistic meaning are collaboratively produced during fashion livestreaming. Design/methodology/approach Guided by social performance theory and participatory culture, the study draws on 31 semi-structured interviews with fashion livestreamers and Gen Z viewers in Vietnam. Reflexive thematic analysis was used to examine how streamer performance and audience participation shape fashion livestream interactions. Findings Livestreamers combine curated presentation, improvisational styling and persona-building while continuously adapting to audience comments, emotional reactions and styling suggestions. Gen Z viewers actively influence outfit choices, aesthetic presentation and the direction of the performance. Through this real-time reciprocal negotiation, authenticity, identity and stylistic meaning are jointly constructed. Originality/value The study contributes a qualitative perspective to livestream commerce research by applying social performance theory to fashion livestreaming and highlighting audience participation as part of the unfolding performance itself. It further shows how fashion provides visual and symbolic resources through which streamers and viewers collaboratively negotiate style and identity in real time. The findings offer practical insights for fashion brands and creators seeking to develop more responsive and interactive livestream experiences.
Purpose Focusing on fashion retail, this study investigates how customer-perceived channel integration (CPCI) influences privacy concerns (PC) and customer retention (CR), specifically testing whether PC mediates the link between integration and retention. Design/methodology/approach Drawing on the “Stimulus–Organism–Response” model and privacy calculus theory, this study explores omnichannel retail consumer behaviour (ORCB). Data were collected via in-person surveys from 600 Generation Y customers in Ankara. Partial Least Squares Structural Equation Modelling was employed to examine the direct and indirect pathways within the model. Findings The results indicate that retail CPCI is positively associated with CR and negatively associated with PC. PC partially mediates the CPCI–CR relationship, indicating that integrated omnichannel experiences relate to retention both directly and indirectly through lower privacy-related anxieties. Research limitations/implications Generalisability is bounded by the focus on a single metropolitan area. Future research should incorporate diverse demographic cohorts and cross-cultural settings to extend these findings. Practical implications Fashion retailers should transition towards “privacy-by-design” frameworks. By implementing transparent consent mechanisms and consistent service delivery, retailers can alleviate PC and strengthen long-term customer relationships. Originality/value This study shows that PC operate as a negative organism-level mediator: integration quality strengthens retention partly by easing privacy concerns, a channel carrying about a third of the total effect that positive-state-only models overlook, and one sharpened by fashion's identity-expressive data exposure.
