Association of Marketing Theory and Practice Proceedings 2011


Personal Values And Fashion Involvement: An Investigation Of The Role Of Brand In Purchasing Decision


Iman Naderi

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



This study proposes and tests a framework of antecedents and consequences of product involvement in the context of fashionable products. In this model, personal values (i.e., internal and external values) are antecedents and purchase decision involvement, brand experimentation, and perceived brand parity are the consequences of fashion involvement. The results of the study reveal that product involvement plays a mediating role between personal values and purchasing involvement. Further, it is found that brand is an important factor in determining the level of consumers’ involvement in purchasing decision, particularly in this context.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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