Fashion Brand Involvement and Hedonic Consumption Antecedents in a Fast Expanding Market

The observed intense competitive fashion market and the fragmented knowledge in fashion involvement which is largely skewed towards utilitarian dimension have combined to trigger this study. Accordingly, this paper seeks to unravel hedonic antecedents of fashion involvement and consumption in a fast-expanding market of a typical developing sub-Saharan African country context; and to posit a framework to guide private brand fashion consumer research in fast-expanding markets from developing country context. Data were collected through the aid of structured questionnaire from fashion consumers in top fashion outlets in Lagos metropolis. Structural Equation Modeling (SEM) technique was deployed to process data regarding hypothesized causal relationships using SmartPLS 2.0 software. Support was found for three hedonic drivers and support was not for one. Fashion belief was found as strong mediator between fashion involvement and fashion consumption. The study develops a theory that reflects hedonic drivers of fashion involvement by providing strategic insights for local fashion brand entrepreneurs, especially as they compete with established global brands. Theoretical and managerial implications of the findings were discussed