THE ROLE OF FASHION INNOVATIVENESS, INVOLVEMENT, AND SELF-EXPRESSION IN ENHANCING MUSLIM FASHION BEHAVIOR INTENTION: A CONCEPTUAL PAPER
DOI:
https://doi.org/10.33102/mjy4k885Keywords:
Behavior Intention; Fashion Innovativeness; Involvement; Muslim Fashion; Self Expression.Abstract
Muslim fashion contributes to global economic growth by encouraging innovation, entrepreneurship, and investment. Muslim fashion is considered as an industry and a societal phenomenon that has triggered strong reactions from various stakeholders in various fields (socio-cultural, business, law, politics). The literature has reported the role of identity, religion, digital platforms, influencers, and social norms on consumer behavior in the Muslim Fashion industry. Muslim Fashion fosters a homogenous image of the ideal pious, beautiful, and modest Muslim woman that serves to flatten the global differences of the world's Muslims. The increasing number of social media users can shape new marketing trends and strategies, and marketers are starting to consider social media platforms as a primary channel to communicate and interact with customers. Social media platforms have revolutionized the mindset of modern business engagement, producing innovative content to create customer loyalty and expand brand reach. Customers to repurchase a brand because their strong attitude and commitment to innovative products have an impact on brand loyalty. In addition, the level of brand innovation can increase the likelihood of customers making additional purchases. With the presence of products that can express themselves, brands will be loved more and found to increase emotional responses, provide more potential to increase consumer love and encourage post-consumption loyalty behavior.
Downloads
References
Anić, I.D., Mihić, M., & Kursan Milaković, I. (2018). Antecedents and outcomes of fashion innovativeness in retailing. Service Industries Journal, 38(9–10), 543–560. https://doi.org/10.1080/02642069.2017.1408799
Aruan, DTH, Wirdania, I., 2020. You are what you wear: examining the multidimensionality of religiosity and its influence on attitudes and intention to buy Muslim fashion clothing. J. Fash. Mark. Manag. 24(1), 121–136.https://doi.org/10.1108/JFMM-04-2019-0069
Auty, S. & Elliott, R. (1998) Fashion involvement, self-monitoring and the meaning of brands. Journal of Product & Brand Management, 7, 109–123.
Barron, L., 2020. Dina Torkia's modesty: beauty work, autobiographical habitus and the modest fashion influencer. Crit. Stud. Fash. Beauty 11(2), 175–194.https://doi.org/10.1386/csfb_00015_1.
Baulch, E., Pramiyanti, A., 2018. Hijabers on Instagram: using visual social media to construct the ideal Muslim woman. Social Media+ Society 4(4), 1–15. https://doi.org/10.1177/2056305118800308.
Bloch, PH The Product Enthusiast: Implications for Marketing Strategy. J. Consum. Mark. 1986, 3, 51–62. [CrossRef]
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Chen, Y.S.; Huang, AF; Wang, TY; Chen, YR Greenwash and green purchase behavior: The mediation of green brand image and green brand loyalty. Total Qual. Manag. Bus. Excell. 2020, 31, 194–209. https://doi.org/10.1080/14783363.2018.1426450
Cheung, MFY, & To, WM (2019). An extended model of value-attitude-behavior to explain Chinese consumers' green purchase behavior. Journal of Retailing and Consumer Services, 50(February), 145–153.https://doi.org/10.1016/j.jretconser.2019.04.006
Choo, HJ, Sim, SY, Lee, HK, & Kim, H. Bin. (2014). The effect of consumers' involvement and innovativeness on the utilization of fashion wardrobe. International Journal of Consumer Studies, 38(2), 175–182.https://doi.org/10.1111/ijcs.12078
da Silveira Espindola, L. and Silveira, M.S. (2017), "Self-expression and discourse continuity in a multilevel EUD environment: the case of Moodle", Journal of Visual Languages and Computing, Vol. 40, pp. 36-50.
Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. and Bryant, B.E. (1996), “The American customer satisfaction index: nature, purpose, and findings”, Journal of Marketing, Vol. 60 No. 4, pp. 7-18.
Franke, N., Keinz, P., Steger, C.J., 2009. Testing the value of customization: when do customers really prefer products tailored to their preferences? J.Market. 73, 103e212. https://doi.org/10.1509/jmkg.73.5.103
Grine, F., Saeed, M., 2017. Is the hijab a fashion statement? A study of Malaysian Muslim women. J. Islam. Mark. 8(3), 430–443. https://doi.org/10.1108/JIMA-04-2015-0029
Guo, R.; Tao, L.; Li, C.B.; Wang, T. A path analysis of greenwashing in a trust crisis among Chinese energy companies: The role of brand legitimacy and brand loyalty. J. Bus. Ethics 2017, 140, 523–536. https://doi.org/10.1007/s10551-015-2672-7
Hair, JF, Black, WC, Babin BJ, Anderson, RE, & Tatham, RL (2014). Multivariate Data Analysis (7th ed., Vol 7). New York: Pearson Prentice Hall Upper Saddle River, NJ
Hass, B. S., & Lutek, H. (2019). Fashion and Faith: Islamic Dress and Identity in The Netherlands. Religions, 10(6), 356. https://doi.org/10.3390/rel10060356
Heidenreich, S. , Spieth, P. , Petschnig, M. , 2017. Ready, steady, green: Examining the effectiveness of external policies to enhance the adoption of eco-friendly innovations. J. Prod. Innov. Manage. 34(3), 343–359. https://doi.org/10.1111/jpim.12364
Hussein, AS (2015). Business and Management Research Teaching Module Using Partial Least Squares (PLS) with SmartPLS 3.0. Department of Management, Faculty of Economics and Business, Brawijaya University. Malang.
Kang, S.; Hur, WM Investigating the antecedents of green brand equity: A sustainable development perspective. Corp. Soc. Responsive b. Environ. Manag. 2012, 19, 306–31.https://doi.org/10.1002/csr.281
Lewis, R., 2013a. Fashion forward and faith-Tastic!: online modest fashion and the development of women as religious interpreters and intermediaries. In: Modest Fashion: styling bodies, mediating faith. Dress Cultures . IB Taurus, Oxford, pp. 41-66. ISBN 9781780763828.
Lewis, R., 2013b. The Modest Fashion Blogosphere: Establishing Reputation, Maintaining Independence. Fashion Media: Past and Present. London: Bloomsbury, pp. 165–174. http://dx.doi.org/10.5040/9781350051201.ch-014
Lewis, R., 2015a. Fashion, shame and pride: constructing the modest fashion industry in three faiths. In: Brunn, SD (Ed.), The Changing World Religion Map: Sacred Places, Identities, Practices and Politics. Springer Netherlands, Dordrecht, pp. 2597–2609. https://doi.org/10.1007/978-94-017-9376-6_136
Lewis, R., 2015b. Muslim Fashion: Contemporary Style Cultures. Duke University Press, Durham, NC. https://doi.org/10.2307/j.ctv125jqt4
Lewis, R., 2015c. Uncovering modesty: Dejabis and Dewigies expanding the parameters of the modest fashion blogosphere. Fashion Theory J. Dress Body Cult. 19(2), 243–269. https://doi.org/10.2752/175174115x14168357992472.
Lewis, R., 2016. The commercial limits of the Ummah? National and regional taste distinctions in the modest fashion market. In: Islam, Marketing and Consumption. Routledge, pp. 101–119.
Lewis, R., 2017a. Futures in fashion: Modest fashion practices and influence. In: Foundations and Futures in the Sociology of Religion. Routledge, pp. 115–132.
Lewis, R., 2017b. Modest fashion and anti-fashion. In: The Routledge International Handbook to Veils and Veiling. Routledge, pp. 138–151.
Lewis, R., 2019. Modest body politics: the commercial and ideological intersect of fat, black, and Muslim in the modest fashion market and media. Fashion Theory J. Dress Body Cult. 23(2), 243–273. https://doi.org/10.1080/1362704X.2019.1567063. Lundberg, H., Rehnfors, A., 2018.
Lin, J.; Lobo, A.; Leckie, C. The influence of green brand innovativeness and value perception on brand loyalty: The moderating role of green knowledge. J. Strateg. Mark. 2019, 27, 81–95.https://doi.org/10.1080/0965254X.2017.1384044
Michaelidou, Nina and Dibb, Sally (2008). Consumer involvement: a new perspective. Marketing Review, 8(1) pp. 83–99.
Mckinney, L., Legette-Traylor, D., Kincade, D. & Holloman, L. (2004) Selected social factors and the clothing purchasing behavior patterns of black college consumers. International Review of Retail, Distribution and Consumer Research, 14, 389–406.
Mishra, S., Malhotra, G., Chatterjee, R., & Sanatkumar Shukla, Y. (2021). Impact of self-expressiveness and environmental commitment on sustainable consumption behavior: the moderating role of fashion consciousness. Journal of Strategic Marketing, 00(00), 1–23.https://doi.org/10.1080/0965254x.2021.1892162
Mittal, B. (2006) I, me, and mine – how products become consumers' extended selves. Journal of Consumer Behavior, 5, 550–562.
Nair, M., & Delhi, N. (2024). Fashion as Cultural Expression: Exploring the Intersection of Identity,. 1(1), 31–35
Nambisan, S. (2002), "Designing virtual customer environments for new product development: toward a theory", Academy of Management Review, Vol. 27 No. 3, pp. 392-413
O'Cass, A. (2001) Consumer self-monitoring, materialism and involvement in fashion clothing. Australasian Marketing Journal, 9, 46–60.
Puiu, A.-I., Ardeleanu, A.M., Cojocaru, C., & Bratu, A. (2021). Exploring the Effect of Status Quo, Innovativeness, and Involvement Tendencies on Luxury Fashion Innovations: The Mediation Role of Status Consumption. Mathematics, 9(9), 1051. .https://doi.org/10.3390/math9091051.
Richard L., O. (1999). Whence Consumer Loyalty. Journal of Marketing, Vol. 63(Special Issue), 33–44.
Royo-Vela, M. and Casamassima, P. (2011), "The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word-of-mouth advertising: the ZARA case", Online Information Review, Vol. 35 No. 4, pp. 517-542.
Sajjad, M., & Zaman, U. (2020). Innovative Perspective of Marketing Engagement: Enhancing Users' Loyalty in Social Media through Blogging. Journal of Open Innovation: Technology, Markets, and Complexity, 6(3), 93. https://doi.org/10.3390/joitmc6030093
Simonson, I., 2005. Determinants of customers' responses to customized offers: conceptual framework and research propositions. J.Market. 69, 32e45.https://doi.org/10.1509/jmkg.69.1.32.55512
Sivadas, E. & Machleit, K. (1994) A scale to determine the extent of object incorporation in the extended self. In Marketing Theory and Applications, Vol. 5 (ed. by C. Park & D. Smith), pp. 143–149. American Marketing Association, Chicago.
Slater, S., Demangeot, C., 2021. Marketer acculturation to diversity needs: the case of modest fashion across two multicultural contexts. J. Bus. Res. 134, 702–715. https://doi.org/10.1016/j.jbusres.2021.05.059.
Stock, R. M., & Zacharias, N. A. (2013). Two Sides of the Same Coin: How Do Different Dimensions of Product Program Innovativeness Affect Customer Loyalty? Journal of Product Innovation Management, 30(3), 516–532.https://doi.org/10.1111/jpim.12006
Thomson, M., MacInnis, DJ and Park, CW (2005), "The ties that bind: measuring the strength of consumers' emotional attachment to brands", Journal of Consumer Psychology, Vol. 15 No. 1, pp. 77-91.
Vieira, V. A. (2009). An extended theoretical model of fashion clothing involvement. Journal of Fashion Marketing and Management, 13(2), 179–200.https://doi.org/10.1108/13612020910957707
Warren, S. (2019). #YourAverageMuslim: Ruptural geopolitics of British Muslim women's media and fashion. Political Geography, 69, 118–127.https://doi.org/10.1016/j.polgeo.2018.12.009.
Younis, H., Dimitratos, P., Elbanna, S., 2022. International entrepreneurial SMEs in the Muslim world: the role of religion in the GCC countries. Int. Bus. Rev. 31(5), 102023 https://doi.org/10.1016/j.ibusrev.2022.102023.
Zainudin, MI, Haji Hasan, F. and Othman, AK (2020), "Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia", Journal of Islamic Marketing, Vol. 11 No. 6, pp. 1277-1293.https://doi.org/10.1108/JIMA-10-2018-0187
Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol. 60 No. 2, pp. 31-46.