Psychological and behavioural drivers of male fashion leadership
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 3 June 2014
Abstract
Purpose
The purpose of this paper is to identify the factors affecting male fashion leadership behaviour. The study examined the effect of fashion consciousness, fashion knowledge, mood enhancement, decision-making confidence and brand switching as the psychological factors. It also included the influence of behavioural factors such as the information sources, attributes of purchasing fashion clothing and type of retailers on male fashion leadership.
Design/methodology/approach
The data were collected through a structured questionnaire distributed in the main shopping districts of Beirut, Lebanon, during March 2012.
Findings
The study uncovered that fashion consciousness, fashion knowledge, confidence in decision making and mood enhancement are to be the most important psychological factors influencing male fashion leadership behaviour. The study also found that frequency of reading fashion magazines is negatively and significantly affecting fashion leadership. Male fashion leaders use colleagues and friends as the main information sources for fashion. The effect of attractiveness, brand name, store image and quality of clothing is positive and significant whilst value for money negatively and significantly influences male fashion leadership. Male fashion leaders mainly shop from specialty shops, chain stores, department stores and the internet.
Originality/value
Although there are a handful of studies which examined female fashion leadership, the male fashion leadership concept has not been extensively addressed in the literature. In an attempt to at least partially address this, the study attempts to identify the factors affecting male fashion leadership behaviour in Lebanon.
Keywords
Citation
Haluk Koksal, M. (2014), "Psychological and behavioural drivers of male fashion leadership", Asia Pacific Journal of Marketing and Logistics, Vol. 26 No. 3, pp. 430-449. https://doi.org/10.1108/APJML-06-2013-0067
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited