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- 저자 : Sita Mishra (검색결과 4 건)
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Mishra Sita,Jain Sheetal,Pandey Ritesh 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.1
In the last few years, there has been an increase in a tendency towards the sharing economy. The purpose of this study is to identify the role of conspicuous value, attitude towards luxury goods in the sharing economy, subjective norm, and past sustainable behavior in influencing purchase intention for luxury fashion goods in the sharing economy. Extant literature on luxury goods established the relationship between conspicuous value and purchase intention. However, it is still unexplored whether the same relationship will hold in luxury rental consumption or not. Thus, this study fills gaps in the marketing literature by studying the direct, mediating, and moderating relationship among these variables in the context of luxury sharing economy consumption. Data was collected through a questionnaire from two high-end malls in India (N = 232). Data analysis was done using AMOS 25 and the SPSS PROCESS macro. The findings of the study revealed that both attitude and subjective norm mediate the relationship between conspicuous value and purchase intention. Further, past sustainable behavior was found to moderate the relationship between conspicuous value and attitude. However, the subjective norm does not moderate the relationship between attitude and purchase intention.
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Jain Sheetal,Mishra Sita,Mukhopadhyay Sandip 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.1
Creating and maintaining a successful luxury brand has many challenges. In emerging markets like India, brands face additional challenges due to the smaller size of the market as well as consumer’s general preference for value over luxury. Based on a qualitative approach, the study aims to empirically develop an analytical framework of the critical success factors (CSFs) for luxury brands keeping in mind the uniqueness of the emerging markets. This study involved semi-structured in-depth interviews with 18 senior managers with varying experience in luxury fashion industry, supported by secondary research such as internal documents and media reports. The study identifies 10 interrelated CSFs, which are categorized into two broad categories, i.e., Core CSFs and Augmentative CSFs. Based on consumer maturity and brand status, four types of consumption patterns (aspirational, conspicuous, experiential, and heritage) for luxury brands are also identified. Managers can use our CSF framework along with the consumption pattern matrix for efficient luxury brand management.
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Luxury fashion consumption in sharing economy: A study of Indian millennials
Sheetal Jain,Sita Mishra 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.2
Recently, the trend of sharing economy has gained popularity in fashion, particularly among millennials. Few studies in the past have focused on sharing economy in the clothing industry,mainly in the US and European context. However, whether this global phenomenon of sharing economy will work in emerging markets for the luxury fashion industry is still unknown. Therefore, the main objective of this study is to understand the impact of the various key factors viz. economic benefits, fashion involvement, self-pleasing experience, social projection, perceived risk, and past sustainable behavior on luxury consumption behavior in the sharing economy. Self-determination Theory (SDT) perspective was adopted to show what motivates Indian millennials to participate in luxury fashion rental consumption. Probability sampling techniquewas used to collect data from Indianmillennials who aspired to use luxury fashion brands on a sharing basis. Confirmatory factor analysis was conducted, followed by multi-group analysis and path estimates to test the hypothesized relationships. The results of the study indicated “social projection value” as the most significant predictor of intention to consume luxury fashion on a sharing basis. Furthermore, the effect of perceived risk and the influence of past sustainable behavior on young consumers’ luxury fashion rental consumption was also found to be significant.
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