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Linking fashion consciousness with Gen Y attitude towards prestige brands

Riza Casidy (Department of Marketing, Deakin University, Burwood, Australia)
Asti Nafia Nuryana (Faculty of Economics and Business, University of Indonesia, Depok, Indonesia)
Sri Rahayu Hijrah Hati (Faculty of Economics and Business, University of Indonesia, Depok, Indonesia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 8 June 2015

3586

Abstract

Purpose

The purpose of this paper is to examine the relationship between fashion self-congruity (FSC), fashion consciousness (FC), and attitude towards prestige brands (ATT) among Generation Y (Gen Y) consumers. The study aims to expand the scope of fashion marketing research by validating the self-congruence theory within the context of Indonesian prestige brand market.

Design/methodology/approach

The paper opted for a descriptive study involving 210 undergraduate students from a top-ranked university in Indonesia. Data were collected using anonymous self-administered questionnaire. Structural equation modelling were employed to test the research hypotheses.

Findings

The study found that FC performs a full mediating role on the relationship between fashion self-congruence and ATT.

Research limitations/implications

The homogenous nature of the respondents have limited the generalisability of the findings. Future research could replicate this study using a sample of wider population.

Practical implications

The paper includes implications for fashion marketers to effectively target fashion-conscious consumers by developing a brand positioning strategy that is consistent with consumers’ self-concept.

Originality/value

This paper extends the empirical model of FC by incorporating fashion self-congruence as an antecedent of ATT. With limited academic research on Indonesian consumers in mind, this is the first empirical study to examine the antecedents of Indonesian consumers’ attitude towards prestige fashion brands.

Keywords

Citation

Casidy, R., Nuryana, A.N. and Hati, S.R.H. (2015), "Linking fashion consciousness with Gen Y attitude towards prestige brands", Asia Pacific Journal of Marketing and Logistics, Vol. 27 No. 3, pp. 406-420. https://doi.org/10.1108/APJML-09-2014-0136

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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