Towards Understanding how Nigerian Fashion Brands Influence Customer Purchasing Behaviour. A Case Study of Nigerian Fashion Brands

Damilola Joseph

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This study seeks to explore how Nigerian fashion brands influence consumer purchasing behaviour. The focus of consumer purchasing behaviour research has traditionally explored the perspective, concerns, and decision-making process of consumers. Little attention has been paid to how fashion brands influence purchasing behaviour, especially fashion brands in developing countries. A thematic analysis was employed because of its flexibility in its approach to analysing video transcripts, already-existing interviews, and the social media of these fashion brands. Findings from the analysis revealed that Nigerian fashion brands influence purchasing behaviour through the use of factors like cultural and ethnic identity, and influencer marketing. An important implication is that since consumers’ consumption of fashion has moved beyond materialism, and towards cultural and self-identity, fashion brands need to communicate brand messages that deeply resonate with the values and ideology of their customers.
Original languageEnglish
Title of host publicationFashion Marketing in Emerging Economies Volume I
Subtitle of host publicationBrand, Consumer and Sustainability Perspectives
EditorsF. Brooksworth, E. Mogaji, G. Bosah
PublisherPalgrave Macmillan
Pages163–188
Volumeii
ISBN (Electronic)9783031073281
ISBN (Print)9783031073250
DOIs
Publication statusPublished - 13 Dec 2022

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