How fashion influencers contribute to consumers' purchase intention

PurposeThis study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.Design/methodology/approachTo achieve this goal, the authors propose a conceptual mod...

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Bibliographic Details
Published in:Journal of fashion marketing and management 2020-08, Vol.24 (3), p.361-380
Main Authors: Chetioui, Youssef, Benlafqih, Hikma, Lebdaoui, Hind
Format: Article
Language:English
Subjects:
Attitudes
Brand loyalty
Consumer attitudes
Consumers
Credibility
Fashion
Fashion industry
Influencer marketing
Leadership
Norms
Purchase intention
Social networks
Theory of planned behavior
Trends
User behavior
Word of mouth advertising
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