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Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men

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  • Lertwannawit, Aurathai
  • Mandhachitara, Rujirutana

Abstract

Despite the rapid and dramatic changes in male fashion consumption over the past 20years, consumer research largely neglects the issue of status consumption, especially in the male market, which plays an increasingly important role in expanding the fashion market. Initial studies show that self-monitoring and susceptibility to interpersonal influence have both direct and indirect effects (via fashion consciousness) on status consumption. Path analysis shows that indirect effects can provide insight into the effects of interpersonal factors on status consumption. Furthermore, high and low materialism serve as moderating forces in the relationship between fashion consciousness and status consumption, producing different effects. In the high-materialism group, susceptibility to interpersonal influence alone has an indirect effect (via fashion consciousness) on status consumption, whereas the low-materialism group requires self-monitoring as an additional antecedent of status consumption.

Suggested Citation

  • Lertwannawit, Aurathai & Mandhachitara, Rujirutana, 2012. "Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men," Journal of Business Research, Elsevier, vol. 65(10), pages 1408-1416.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:10:p:1408-1416
    DOI: 10.1016/j.jbusres.2011.10.006
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    References listed on IDEAS

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    Cited by:

    1. O'Cass, Aron & Siahtiri, Vida, 2013. "In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 505-515.
    2. Marike Venter & Richard Chinomona & Tinashe Chuchu, 2016. "Factors Influencing Fashion Adoption among the Youth in Johannesburg, South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 8(4), pages 92-108.
    3. Stacy H. Lee & Ran Huang, 2020. "Exploring the Motives for Online Fashion Renting: Insights from Social Retailing to Sustainability," Sustainability, MDPI, Open Access Journal, vol. 12(18), pages 1-16, September.
    4. Chan, Wing Yin & To, Chester K.M. & Chu, Wai Ching, 2015. "Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods?," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 1-10.
    5. Zheng, Xiaoying & Baskin, Ernest & Peng, Siqing, 2018. "Feeling inferior, showing off: The effect of nonmaterial social comparisons on conspicuous consumption," Journal of Business Research, Elsevier, vol. 90(C), pages 196-205.
    6. Kim, Tae Youn & Lee, Yoon-Jung, 2017. "Contemporary dandies: The behavioral characteristics of Korean male consumers in fashion multi-brand stores and tailor shops," Journal of Business Research, Elsevier, vol. 74(C), pages 149-153.
    7. Nabi, Nazia & Siahtiri, Vida & O'Cass, Aron, 2019. "In search of status: Unpacking the relationship of status with individualism-collectivism, counterconformity motivations and life satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 378-386.
    8. Ko, Eunju & Megehee, Carol M., 2012. "Fashion marketing of luxury brands: Recent research issues and contributions," Journal of Business Research, Elsevier, vol. 65(10), pages 1395-1398.
    9. Nabi, Nazia & O’Cass, Aron & Siahtiri, Vida, 2019. "Status consumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 173-178.
    10. Rezaei, Sajad, 2015. "Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 1-15.
    11. Schill, Marie & Godefroit-Winkel, Delphine & Diallo, Mbaye Fall & Barbarossa, Camilla, 2019. "Consumers’ intentions to purchase smart home objects: Do environmental issues matter?," Ecological Economics, Elsevier, vol. 161(C), pages 176-185.
    12. Pino, Giovanni & Amatulli, Cesare & Peluso, Alessandro M. & Nataraajan, Rajan & Guido, Gianluigi, 2019. "Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 163-172.
    13. Rimple Manchanda & Srikant Manchiraju & Naseem Abidi & Jitendra Kumar Mishra, 2015. "A study of interaction of materialism and money attitude and its impact on car purchase," Management & Marketing, Sciendo, vol. 10(3), pages 245-269, October.

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