Examining the Role of Fashion Involvement, Br...

Examining the Role of Fashion Involvement, Brand Love and Hedonic Consumption Tendency on Fashion-Oriented Impulse Buying Behavior

Author Name : Surabhi Agrawal, Dr. Akhilesh Chandra Pandey

ABSTRACT

Purpose – This study aims to examine the relationships among fashion involvement, brand love , hedonic consumption tendency, and fashion-oriented impulse buying in the context of shopping.

Design/Methodology/Approach – A self-administered questionnaire developed from the literature was administered to 187 Indian consumers. A correlation and regression analysis was employed to test the hypothesis using SPSS.

Findings – All the variables fashion involvement, brand love and hedonic consumption had positive effects on consumers’ fashion-oriented impulse buying behavior with brand love having the greatest effect.

Research Limitations/Implications – This study was limited to consumers of Uttar Pradesh in India and to general fashion products.

Practical Implications – Retailers may encourage consumers’ impulse purchase through strategies such as store design, product displays, package design, and sales. Retailers should pay attention to consumer’s positive emotional state and their in-store hedonic experience since this can trigger impulse buying of fashion goods

Originality/Value – Few studies exist for predicting fashion-oriented impulse buying behavior. This study addresses the need to examine impulse buying behavior related to fashion products.

Keywords: Brand love, Fashion involvement, Hedonic consumption tendency, Impulse purchase.