The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR.,The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention.,Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR.,The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

The effects of mall personality and fashion orientation on shopping value and mall patronage intension

At any moment, approximately half of the world’s population is wearing blue jeans and other denim garments. We examine the footprint of our modern blue jean society by investigating the environment...

The Widespread Environmental Footprint of Indigo Denim Microfibers from Blue Jeans

This study investigated how visual and tactile inputs might influence consumers’ evaluative processes when they shop for a pair of denim jeans. Qualitative method was adopted to examine both sensory and cognitive responses towards sample denim jeans in respect of product-specific cues such as colour and fabric. The participants were 42 Canadian females aged from 18 to 27 years old. According to the results of this study, dark coloured jeans are often associated with higher prices. Additionally, many participants used fabric hand (the feeling of fabric between fingers) to evaluate the thermo-physiological/sensorial comfort qualities and durability of the jeans, as well as fabric stretch to assess shape retention, physical mobility and psychological comfort (self-/body-image). These findings suggest that consumers do not merely use specific product cues to judge a product’s inherent functional/concrete qualities such as weight, thermal properties, but also link various cues to higher or abstract values such as social, psychological and sensorial benefits/pleasure. Clearly, affective and cognitive processing occurred and coexisted throughout the evaluative process.

The Influence of Visual and Tactile Inputs on Denim Jeans Evaluation

Creativity is considered to have a significant impact on the design process and its outcomes, while aesthetics and functionality are considered key characteristics of products. A relationship between creativity, aesthetics and functionality is, therefore, often assumed, however, researchers view the relations between creativity, functionality and aesthetics differently. In this paper, the authors present first evidence that novelty, usefulness and surprise are the core elements of design creativity. The aim of this research is the exploration of the relations between functionality, aesthetics, novelty, usefulness, surprise, and overall creativity, by means of an experimental case study involving design experts evaluating forty-five design samples. Statistical analysis has been conducted to investigate and understand these relations. The results obtained indicate that aesthetics has a significant positive relationship with creativity but that functionality does not have a statistically significant relationship with creativity in general. Further analysis confirms that design creativity is strongly and positively related to novelty and surprise, but not significantly related to usefulness. In addition, high correlation coefficient values have revealed that creativity, novelty and surprise are perceived as the same dimension as are functionality and usefulness. This paper may be of interest to researchers, practitioners, and educators in the broader realm of design, including industrial design, creativity in design, engineering design, design innovation, product design and new product development. It provides new insights into how creativity is perceived within the field and offers a new point of view on creativity and its dimensions for the community to meditate and to debate.

/pdf/an-exploration-of-how-creativity-functionality-and-2n6wo8gktk.pdf

An exploration of how creativity, functionality, and aesthetics are related in design

The purpose of this study is to explore and investigate the functional and aesthetic attributes of denim jeans and the perceptions and behaviours generated within the youth market. In order to understand the varied considerations a consumer makes in her purchasing decisions, and within a cross-national context, the countries of China and Canada were selected for the current study. The sample consisted of 247 Chinese women and 380 Canadian women. The results indicate that Chinese respondents were more concerned with the functional characteristics of denim jeans, whereas their Canadian counterparts focused heavily on their aesthetic appeal. It is also evident that social conformity played a significant role in the consumption of denim jeans among the Chinese, while self-expression/personal enhancement was more important to the Canadian consumers. The findings of this study provide insight and implications for fashion practitioners on future product design and development, and further research on thi...

Yan Jiang

Papers

Evaluative Criteria of Denim Jeans: A Cross-national Study of Functional and Aesthetic Aspects