Purpose

Researchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables.

Design/methodology/approach

The proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables.

Findings

The results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation.

Originality/value

This study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.

中文翻译：

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服装行业的创新属性、品牌声誉和行为后果：自我一致性和价值意识的作用

目的

研究人员很少关注阐明顾客感知的创新服装属性如何与品牌声誉和消费者购买行为联系起来。本研究旨在通过提供关于产品新颖性、产品差异性和产品独特性对服装购买背景下品牌声誉和行为意图影响的实证证据来弥补这一差距。我们还研究了自我一致性和价值意识对属性-品牌声誉联系的调节作用，以及它们对领域变量的直接影响。

设计/方法论/途径

所提出的模型是根据对 299 名女性服装顾客进行的网络调查数据进行估算的。采用结构方程模型来测试变量之间的关系。

发现

结果表明，产品新颖性、产品独特性、自我一致性和价值意识显着影响品牌声誉。研究结果还表明，自我一致性、价值意识和品牌声誉对行为意图有直接影响，而自我一致性和价值意识似乎调节创新产品属性和品牌声誉之间的关系。

原创性/价值

这项研究首次提出了一个概念模型，系统地涵盖了女装领域的产品创新、品牌认知和行为联系。这些发现对时尚营销领域的学者和从业者都有重要意义。