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Fashion Brand Involvement and Hedonic Consumption Antecedents in a Fast Expanding Market

Egharevba, M. E. and Ukenna, Stephen and Igban, Emmanuel and Tamara-Ebiola, Isabella Ebelike and Ugbenu, O. and Kasa, Adamu G. (2023) Fashion Brand Involvement and Hedonic Consumption Antecedents in a Fast Expanding Market. WSEAS TRANSACTIONS on BUSINESS and ECONOMICS, 20. pp. 154-171. ISSN E-ISSN: 2224-2899

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The observed intense competitive fashion market and the fragmented knowledge in fashion involvement which is largely skewed towards utilitarian dimension have combined to trigger this study. Accordingly, this paper seeks to unravel hedonic antecedents of fashion involvement and consumption in a fast-expanding market of a typical developing sub-Saharan African country context; and to posit a framework to guide private brand fashion consumer research in fast-expanding markets from developing country context. Data were collected through the aid of structured questionnaire from fashion consumers in top fashion outlets in Lagos metropolis. Structural Equation Modeling (SEM) technique was deployed to process data regarding hypothesized causal relationships using SmartPLS 2.0 software. Support was found for three hedonic drivers and support was not for one. Fashion belief was found as strong mediator between fashion involvement and fashion consumption. The study develops a theory that reflects hedonic drivers of fashion involvement by providing strategic insights for local fashion brand entrepreneurs, especially as they compete with established global brands. Theoretical and managerial implications of the findings were discussed.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: nwokealisi
Date Deposited: 29 Sep 2022 15:09
Last Modified: 29 Sep 2022 15:09

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