International Series on Consumer Science For further volumes: http://www.springer.com/series/8358 Tsan-Ming Choi Editor Fashion Branding and Consumer Behaviors Scientific Models 1 3 Editor Tsan-Ming Choi Business Division Institute of Textiles and Clothing The Hong Kong Polytechnic University Hung Hom, Kowloon Hong Kong SAR ISSN 2191-5660 ISSN 2191-5679 (electronic) ISBN 978-1-4939-0276-7 ISBN 978-1-4939-0277-4 (eBook) DOI 10.1007/978-1-4939-0277-4 Springer New York Heidelberg Dordrecht London Library of Congress Control Number: 2014930099 © Springer Science+Business Media New York 2014 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com) Preface Effective branding is a critical success factor for all kinds of fashion brands and af- fects consumer welfare. By effective branding strategies, fashion brands can create equity, foster consumer brand loyalty, and enhance profitability. Essentially, con- sumers buying branded fashion products enjoy not only the functional needs of the products but also the excitement and other social needs (e.g., self-image projection, showing desirable lifestyle and social status etc). Proper branding strategies can en- hance both dimensions and create a win-win situation in which consumers are more satisfied and the fashion brands make more profit. In the long run, both the fashion brands and consumers will be much benefited. Despite being an important and timely topic, there is currently an absence of a comprehensive reference source that provides the state-of-the-art findings on both theoretical and applied scientific research on fashion branding and consumer be- haviors. In view of the above, I have edited this Springer handbook. This handbook contains three parts, with Part I including mainly literature review and introductory works, and Parts II and III including original research studies. The details are listed below: Part I: Introduction and Literature Review • Fashion Branding and Consumer Behaviors: An Introduction • Luxury Fashion Branding: Literature Review, Research Trends, and Research Agenda • Fashion Brand Personality and Advertisement Response Part II: Analytical Modeling Research • Optimizing Fashion Branding Strategies: Management of Variety of Items and Length of Lifecycles in a Stochastically Fluctuating Market • An Analysis of Fashion Brand Extensions by Artificial Neural Networks Part III: Empirical Studies • A Comparative Investigation Between Status and Non-Status Seeking Teenagers for Luxury Fashion • Co-branding in Fast Fashion: the Impact of Consumers’ Need for Uniqueness on Purchase Perception v vi Preface • How Brand Awareness Relates to Market Outcome, Brand Equity and the Mar- keting Mix • Consumer Perceived Risks Towards Online Group Buying Service for Fashion Apparel Products I am pleased to see that this handbook contains new analytical and empirical results with valuable insights, which will contribute to the literature on consumer science and fashion marketing. To the best of my knowledge, this research handbook is the first one which specifically examines fashion branding and consumer behaviors with a focal point on scientific research. It can be used as a textbook for senior un- dergraduate and postgraduate students in fashion marketing, marketing, branding, and consumer science. It is also a good reference book to the academics, research- ers, scholars, and practitioners in fashion marketing and branding. Thus, it is a pio- neering text focusing on this important topic. As a remark, all featured papers are peer-refereed by two reviewers who are knowledgeable in the respective domain. I would like to take this opportunity to thank Jing Jian Xiao and Jennifer Hadley for their support and advice along the course of carrying out this book project. I am grateful to all the authors who have contributed their interesting research to this handbook. I am indebted to the reviewers who reviewed the papers and provided me with all the constructive and timely comments. I also acknowledge the editorial assistance of Dr. Bin Shen and Ms Hau-Ling Chan. Last but not least, I am grateful to my family, colleagues, and students, who have been supporting me during the development of this important research book. The Hong Kong Polytechnic University Tsan-Ming Choi October 2013 Contents Part I Introduction and Review 1 Fashion Branding and Consumer Behaviors: An Introduction ������������� 3 Tsan-Ming Choi 2 Luxury Fashion Branding: Literature Review, Research Trends, and Research Agenda ������������������������������������������������������������������� 7 Tsan-Ming Choi 3 Fashion Brand Personality and Advertisement Response: Incorporating a Symbolic Interactionist Perspective ����������������������������� 29 Hye-Shin Kim and Martha L. Hall Part II Analytical Modeling Research 4 Optimizing Fashion Branding Strategies: Management of Variety of Items and Length of Lifecycles in a Stochastically Fluctuating Market ������������������������������������������������������������������������������������ 49 Y. Fujita 5 An Analysis of Fashion Brand Extensions by Artificial Neural Networks ����������������������������������������������������������������������������������������� 63 Tsan-Ming Choi and Yong Yu Part III Empirical Studies 6 “Domestic-Made” or “Foreign-Made” Luxury Brands? ����������������������� 77 Ian Phau 7 Co-branding in Fast Fashion: The Impact of Consumers’ Need for Uniqueness on Purchase Perception ����������������������������������������� 101 Bin Shen, Jaehee Jung, Pui-Sze Chow and Szeman Wong vii viii Contents 8 How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix ���������������������������������������������������������������� 113 Rong Huang and Emine Sarigöllü 9 Consumer Perceived Risks Towards Online Group Buying Service for Fashion Apparel Products������������������������������������������������������ 133 Yik-Hin Chui, Pui-Sze Chow and Tsan-Ming Choi Index ������������������������������������������������������������������������������������������������������������������ 147 Contributors Bin Shen Glorious Sun School of Business and Management, Donghua University, Shanghai, China Emine Sarigöllü Faculty of Management, McGill University, Montreal, QC, Canada Hye-Shin Kim Department of Fashion and Apparel Studies, University of Delaware, Newark, DE, USA Ian Phau The School of Marketing, Curtin University, Perth, Western Australia Jaehee Jung Department of Fashion & Apparel Studies, University of Delaware, Newark, DE, USA Martha L. Hall Department of Fashion and Apparel Studies, University of Delaware, Newark, DE, USA Pui-Sze Chow Business Division, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong Rong Huang School of International Business Administration, Shanghai University of Finance and Economics, Shanghai, China Szeman Wong Business Division, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong Tsan-Ming Choi Business Division, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong Y. Fujita Department of Economics, Keio University, Tokyo, Japan Yik-Hin Chui Business Division, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong Yong Yu Business Division, Institute of Textiles and Clothing, Faculty of Applied Science and Textiles The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong ix Part I Introduction and Review Chapter 1 Fashion Branding and Consumer Behaviors: An Introduction Tsan-Ming Choi Nowadays, effective branding is a critical success factor for all kinds of fashion brands and it also affects consumer welfare. By effective branding strategies, fash- ion brands can create