Fashion Impulse Purchasing: The Role of Brand Love, Fashion Involvement and Hedonic Consumption Tendency

This study proposes and investigates a structural model explaining the paths that leads to the urge for impulse purchasing of fashion products. This study empirically tests a theoretical model of fashion products impulse buying by examining the associations between fashion involvement, brand love, hedonic consumption tendency, positive affect, fashion impulse tendency, shopping enjoyment, in-store browsing and urge to impulse-buy a fashion product. The urge to impulse-buy a fashion product can be mainly explained by fashion involvement which directly and indirectly influences several related variables such as shopping enjoyment and in-store browsing, and fashion impulse tendency. On the other hand, brand love and hedonic consumption tendency are positively influenced by the positive affect that consumers feel when visiting stores, which stimulates them to impulse-buy a fashion product. Despite the voluminous literature on impulse purchasing, relatively little is known about impulse purchasing in the fashion industry. This study fills that gap by proposing a model explaining the urge for impulse purchases of fashion products during the shopping experience by focusing for the very first time on the role of brand love impulse purchasing.