The role of Fashion Involvement, Brand Love, and Hedonic Consumption Tendency in Fashion Impulse Purchasing

Ioannis Assiouras, Georgia Liapati, Jean-Marc Decaudin

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)


The purpose of this study is to explain the paths that lead to impulse purchasing of fashion products by investigating, for the very first time, the role of brand love in impulse purchasing. In this research, impulse purchasing is defined as the strong and unexpected desire to purchase a product without having pre-shopping intentions to buy it. A theoretical model of fashion-product impulse-buying was developed, by examining the associations between fashion involvement, brand love, hedonic consumption tendency, positive affect, fashion impulse tendency, shopping enjoyment, browsing, available budget and urge to impulse-buy a fashion product. The urge to impulse-buy a fashion product can be explained mainly by fashion involvement, which directly and indirectly influences several related variables, such as shopping enjoyment, browsing and fashion impulse tendency. On the other hand, brand love and hedonic consumption tendency increase the positive affect that consumers feel when visiting stores, which stimulates them to impulse-buy fashion products. Finally, the impulse purchase is influenced by urge and available budget.
Original languageEnglish
Pages (from-to)251-264
Number of pages14
JournalJournal of Global Fashion Marketing
Issue number4
Publication statusPublished - 2015


  • fashion impulse
  • purchasing
  • fashion involvement
  • brand love
  • hedonic consumption tendency
  • available budget
  • shopping enjoyment
  • positive affect


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