Author ORCID Identifier

Klucarova - https://orcid.org/0000-0002-6400-7282

Urumutta Hewage - https://orcid.org/0000-0002-8274-8789

Boman -https://orcid.org/0000-0002-9669-825X

Document Type

Article

Publication Date

8-23-2021

Publication Title

Journal of Global Fashion Marketing

Volume

12

Issue

4

First Page

343

Last Page

358

Abstract

From the lens of conspicuous consumption, this research examines the interactive effect of brand logo size and political ideology on consumers’ intentions toward fashion products. Specifically, in a series of four studies, we address how consumer political ideology influences intentions toward items displaying smaller, inconspicuous logos versus larger, conspicuous logos for unfamiliar and familiar brands. We show that liberal consumers are more likely to prefer a large (rather than small) logo when a brand is unfamiliar. We suggest that liberals’ greater desire for product uniqueness elevates their risk propensity, which in turn increases preference for conspicuous consumption when familiarity with a brand is low. We show that this effect occurs only for unfamiliar brands; when brand familiarity is high (i.e. a popular or well-known brand), consumer political ideology reverses consumer preference for conspicuous consumption, replicating prior work. Our results suggest that, by manipulating their logo size, new brands may effectively target consumers based on their political ideology.

Comments

This is an Accepted Manuscript of an article published by Taylor & Francis in [Journal of Global Fashion Marketing] on August 23, 2021, available online: https://doi.org/10.1080/20932685.2021.1957701

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