Investigating the determinants and effects of prestige sensitivity in fashion retailing

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dc.contributor.authorAnic, Ivan-Damir
dc.contributor.authorKursan Milakovic, Ivana
dc.contributor.authorMihic, Mirela
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2024-06-05T08:49:25Z
dc.date.available2024-06-05T08:49:25Z
dc.description.abstractTargeting the prestige fashion segment enables fashion retailers to continue growing while facing a challenging environment. To attract prestige-sensitive consumers, it is important to understand their buying motivations and responses to retail actions. Thus, this paper examines the motivational predictors and effects of prestige sensitivity in fashion retailing, using the symbolic self-completion theory as a framework. It also explores the moderating role of fashion innovativeness. The data collected from shoppers of apparel products (N = 289) in Croatia were analyzed using structural equation modelling (SEM). The results show that recognition enhancement, sexual attraction, and recreation shopping motivations, which help enhance individuals’ self-identity in society, drive prestige sensitivity. At the same time, fashion innovativeness significantly moderates the relationship between recreation motive and prestige sensitivity. Prestige-seeking consumers positively respond to mannequin displays, spend more time shopping, and focus more on symbolic apparel attributes while shopping. This study contributes to the self-completion theory applied in fashion retailing by developing and testing the model that links prestige sensitivity with shopping motivations, fashion innovativeness, the selection of apparel attributes, response to visual merchandising, and time expenditure. The findings provide recommendations for marketers on how to develop fashion products/prestige brands in line with the expectations of prestige-seeking shoppers, target this market segment more efficiently, and increase the effectiveness of marketing efforts.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2024-2-011
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/175211
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectFashion retailingen
dc.subjectprestige sensitivityen
dc.subjectsymbolic self-completion theoryen
dc.subjectshopping motivationsen
dc.subjectshopping behavioren
dc.subject.classificationM31
dc.subject.classificationM37
dc.titleInvestigating the determinants and effects of prestige sensitivity in fashion retailingen
dc.typeArticleen
local.accessopen
local.citation.epage200
local.citation.spage183
local.facultyFaculty of Economics
local.filenameEM_2_2024_11
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue2
local.relation.volume27
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