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October 3, 2025

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

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This analysis shows that brand influences purchase decisions in consumers, indicating its role in fashion involvement.

Product involvement mediates the relationship between personal values and purchasing involvement, enhancing consumer choice.
Key findings indicate that personal values significantly affect purchase decisions, where brand experimentation is crucial.
The model demonstrates the consequences of fashion involvement include perceived brand parity and its impact on decisions.
Brand plays a critical role in determining consumer purchase involvement, especially in the context of fashion products.

Iman Naderi (2011) studied this question.

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