Purpose Due to the lack of relevant literatures on the application of mobile augmented
reality (AR) service in beauty industry, the purpose of this study is to explore the impact of …

Instagram has gained momentum in influencer marketing for cosmetic products. This study
aims to examine the antecedents of social media opinion leadership and its effects on …

The rise in restaurant failures suggests that a strong customer-brand attachment is essential
for long-term viability. For restaurant managers, enhancing customer attachment to the …

Purpose The clothing industry is one of the earmarked industries in many countries following
the rising demand and consumption of clothing products among millennials. Malaysia and …

This paper employs the paradigm of an innovation ecosystem to stimulate fashion
innovation. This study applies an integrative literature review on fashion innovation …

Purpose Researchers have paid little attention to elucidating how customer-perceived
innovative apparel attributes are linked to brand reputation and consumer buying behaviors …

Many individual differences affect consumers in the decision-making process (ie, what to
purchase; when to purchase). Face consciousness and public self-consciousness affect …

Purpose This paper attempts to explore and identify the growing segments of online buyers
of premium brands in the context of the post-pandemic market in India. The multi …

Leveraging existing literature, this paper reviews the factors that affect the online purchasing
behaviour of fashion consumers in Malaysia. It aims to deduce the effect that various …

Traditionally, studies analyzing consumer preferences in real estate have focused on
measuring subjective user responses, neglecting associated physiological responses. This …