Influence of collective self esteem on fashion clothing involvement among Indian women

Abstract

Purpose

The purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.

Design/methodology/approach

Data were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.

Findings

Fashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.

Research limitations/implications

There is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if women's fashion clothing involvement varies according to their working and non‐working status.

Practical implications

The findings can prove helpful to international and national apparel manufacturers and brands in planning branding and marketing strategies to promote fashion clothing among Indian women.

Originality/value

This is the first study to understand the fashion clothing involvement of Indian women with respect to collective self esteem.

Citation

Khare, A., Mishra, A. and Parveen, C. (2012), "Influence of collective self esteem on fashion clothing involvement among Indian women", Journal of Fashion Marketing and Management, Vol. 16 No. 1, pp. 42-63. https://doi.org/10.1108/13612021211203023