The approach will be to study the fast evolving use of technology in fashion, especially related to creating innovative materials in the clothing business. From discussing nano technology as well as embedded sensors, we shall try to take a look at the evolution of technology in fashion garment construction. Special mention will be given to companies like Intel who are working with designers to create innovative fabrics and material prototypes. We shall also touch upon the use of technology to create unique and rare products that cannot be recreated and hence have a lot of value associated with them.

Introduction In the contemporary business environment, fashion companies ought to cope with fundamental changes marketing communication has conventionally been performed. In response to shifting socio-demographic, environmental and market-related conditions, gradually new forms of fashion promotion have evolved (Fill, 2006). Nowadays, the global fashion industry experiences a reduced dependence on mass media advertising and an enlarged reliance on dialogic, relationship-oriented and digitally grounded communication methods (Chitty, Barker, Valos & Shimp, 2012). Against this backdrop, it is irrefutable that social media technologies have been remarkably transforming the ways in which modern-day fashion communication is practiced (Brennan & Schafer, 2010; Funk et al., 2016; Dillon, 2012; Saarinen, Tinnilä & Tseng, 2006). The competitive and widely saturated apparel market is facing an era of intensive proliferation of brands, an epoche of awe bombardment of advertisements, which makes a well-though-out communicational strategy ever more imperative, particularly in a cross-cultural context (Dillon, 2012). Yet, studies that analyze the importance of social media in relation to traditional means of fashion communication are scarce. Even though, empirical introductions start being made to this explicit issue, considerable research deficiency subsists in the realm of cross-cultural fashion communication and social media optimization. Therefore, the rationale of this paper at hand is to contribute to balance out this research gap by providing evidence from four countries.

While the aesthetic alteration of the body has long been practiced in global cultures, from feet binding in China to scarring and piercing in Africa to face tattooing in New Zealand (Vlahos 1979), only lately has the idea of selective aesthetic alteration through cosmetic surgery materialized, supported by sturdy mainstream demand. Operating in a growing and competitive market, plastic surgery has redefined itself, and its original narrow mission of “fixing” deformed bodies and enhancing the features of celebrities has widened to include supporting the physical beauty of “normal” bodies. Surgeons, in turn, have redefined their individual identities to include the category “artist” as well as “scientist.” Some of them tend to treat the body as “a canvas” to be manipulated into a form artistically conceived by a surgeon; others approach the body as a form already created by nature, yet in need of being scientifically rebuilt, reshaped or returned to an improved and youthful condition. Patients, arguably, favor the “surgeon as an artist” premise and even expect medical offices to resemble fine art galleries: “Our patients want us to be artists” (Swanson 2013, p.182). It is this statement that has guided the author’s research in the direction of examining the artistic aspect of cosmetic surgeons’ identity. If cosmetic surgeons are artists who use human bodies as their medium, then they create living art that “can be seen walking among us in the form of revamped faces and figures.” (Cotter 2009). As such, these transformed bodies should be manifesting fashion trends in their newly reshaped body parts. Following this assumption, this work aims to conceptualize plastic surgeons’ role as agents of fashion, whose creative results “are judged, admired or criticized by observers.” (Bryan 2005, p. 6). How surgeons understand their function as “agents of fashion” is the guiding research question. In the search for answers, the author turns to the channels of marketing communication employed by cosmetic surgeons and examines their online presence on social media platforms. This work focuses on social media with the purpose of analyzing the digital identities of the plastic surgeons and the extent of their artistic side.

Internet technology now allows products and services to be purchased through online or mobile shopping. Many firms open online and mobile stores or establish social network services to meet changing customer desires. Despite the convenience of online shopping, customers are often uncertain about product quality because they cannot see or touch products. Consequently, firms may use various certifications that assure product quality such as KC in the Republic of Korea, CE in Europe, and UL in the United States. In addition, consumers are becoming increasingly concerned that the fashion industry presents threats to the environment and well-being. In response, fashion manufacturers are turning to the use of organic, eco-friendly, sustainable fabrics. Most studies about organic manufacturing have focused on the food industry, but we contend that clothing is similar to the organic food industry in the importance of certification that guarantees whether products are produced organically. In this study, we focus on how consumers rely on certification when they search for information and purchase organic clothes for infants. We discuss theoretical and practical implications of our results.

Many fashion brands have established brand pages or accounts in social media platforms as a vehicle to promoting brand and managing customer relationship. Customers’ interaction in social media with other customers and brand page maintainers could attract their attention of the brand and inform their purchase decision. Despite the significance of the interaction in social media, there has limited attention on the social media using experience specified in fashion brand area. Drawing on theories and concepts from diverse areas including social media marketing, consumer psychology, and fashion brand management, this study propose four dimensional of social media using experience to understand how the experience with fashion brand page could enhance customers’ fashion consciousness and status consumption behavior. Data collected from customers who following main fashion brand pages in Instagram and used to test the hypotheses. Implications for research on social media marketing of fashion brand are discussed.

On the one hand, organic food consumption has emerged as a rapidly growing consumption trend, juxtaposed against the unsustainability of industrialized food provisions. On the other hand, recent reports highlight that premium food consumption is one of the fastest growing luxury market segments worldwide. This paper draws on the theory of social practices in order investigate how organic food consumption can be understood as an emerging luxury fashion trend, comprised of multiple interrelated ‘nexuses of doings and sayings’ that represent the elements of, and situated within the broader context of consumer culture. In this endeavour, we have conducted a situated investigation of organic food consumption in South Korea. Our findings illustrate that Korean consumers engage in organic food consumption not merely for their superior health benefits or sustainability concerns. Instead, organic consumption conveys three distinct consumption value types – namely, functional (e.g., superior quality), experiential (e.g., feeling better about themselves because they purchase eco-friendly produce), and symbolic (e.g., allows them to convey their social status). Importantly, when these value types are taken together, they closely resemble the value derived from luxury fashion, which lead us to the conclusion that organic food consumption can be conceived as a particular type of luxury fashion trend. The paper concludes with the discussion of theoretical contributions and managerial implications.

In consideration of the existing eco-friendly marketing research, it is only focusing on the type and characteristics of eco- friendly consumers. Therefore, in order to carry out more systematic and comprehensive eco-friendly marketing research, it is necessary to complement the comprehensive model that examines the mechanism by which the leading variables of the enterprises factors affecting consumer’s eco-friendly consumption behaviors. In this research, based on previous studies and literature considerations, it tries to present a research model that the core benefits and relational benefits of the retail store which is the advantage of VMD affect eco-friendly consumption behavior through consumer's implicit and explicit motivation. And, considering the environment, this study assumes the regulatory role of the perceived risk on the environmental problems under the relationship between green consumption motive and consumption behavior. The purpose of this research is as follows. First, it clarifies the influence of the benefits of eco-friendly VMD in fashion retail stores on the eco-friendly consumption motive, which is a psychological factor of consumers, as a leading variable of corporate factors affecting consumers’ green consumption behavior. The core benefits and relational benefits provided by eco-friendly VMD will identify differentiated impacts on consumer motivation, which is a psychological factor that drives green consumption behavior. Second, the types of motivations that cause eco-friendly behavior are classified into explicit motivation and implicit motivation, and this study tries to find out which type of motivation better predicts eco-friendly consumption behavior. Third, it tries to verify the moderating role of environmental perceived risk in the relationship between explicit motivation, implicit motivation and green consumption behavior. By further organizing the theme of eco-friendly marketing research, this study has its academic significance in that it derives a comprehensive model, moderating consumers’ green consumption behavior regarding eco-friendly marketing stimulates. It reveals the mechanisms that affect green consumption behavior backed by fashion retail stores where consumer buying behavior actually takes place. Based on this research, it is expected that subsequent studies of a more fragmented viewpoint for fashion retail stores’ eco-friendly marketing will be developed that will give consideration to consumers' green consumption behavior. Practically, the results of this research can be utilized very conveniently. In a practical dimension, if it becomes possible to thoroughly understand the mechanism by which eco-friendly VMD stimulation leads to green consumption behavior, retailers are possible to formulate an environmental marketing strategy peculiar to the target market segment. From a socio-policy perspective, retailers can encourage consumers' eco-friendly consumption by giving a stimulus of VMD to them. Moreover this study will promote companies to develop and manage healthier and more sustainable products.

It is becoming increasingly essential for firms to achieve social improvement. Consumers no longer support firms that solely seek profits. A worldwide consumer survey found that 66% of respondents are willing to pay premium prices for brands from firms concerned with social well-being (Nielsen Report, 2015). Therefore, many firms actively engage in various societal marketing activities to elicit positive responses from consumers. As societal marketing continues to increase in importance, many studies have focused on the effect of corporate social responsibility activities. As one such activity, cause-related marketing (CM) is defined as “the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives” (Varadarajan & Menon, 1988, p.60). This enables a firm to improve its brand image or reputation and increase sales (Henderson & Arora 2010; Pracejus & Olsen 2004). A firm that employs CM can differentiate itself in competitive markets, which leads to increase in consumer’ purchase intention and their willingness to pay more for the firm’s brands (Müller, Fries, & Gedenk, 2014; Strahilevitz, 1999; Winterich & Barone, 2011). Therefore, CM expenditures are predicted to reach 2.06 billion dollars in 2017 (IEG Report, 2016). Further, CM growth continues worldwide in both developed and developing countries (Adkins, 2008; Wymer & Samu, 2009). Therefore, we focus on CM among various societal marketing activities. Many firms conduct CM in markets that differ both economically and culturally. However, cross-country or cultural research on consumers’ responses to CM is scarce. Although some studies consider cultural factors, most are based on Western-Eastern or individualism-collectivism typology (Ralston, et al., 2008; Yuan, Song, & Kim, 2011). It is dangerous to assume a bi-cultural continuum without considering the multiple variations within the Western or Eastern worlds. The current research addresses this limitation in literature, by exploring CM within the Asian market. We specifically examine Korea and China, as these countries are included in Asian culture, but differences exist between the two. The majority of previous research has discovered factors for successful CM, including the donation magnitude and quantifier, product traits (e.g., type, involvement), the company’s characteristics such as reputation or image, and the cause’s familiarity or importance (Barone, Miyazaki & Taylor, 2000; Lafferty, & Edmondson, 2014; Pracejus, Olsen, & Brown, 2003; Samu & Wymer, 2009). The results regarding the product type’s effect on consumer responses toward CM, revealed that guilt received considerable attention. It has been found that guilt generated by hedonic consumption compels consumers to purchase CM products. Further, the consumer regards the product’s CM as a means of justifying their hedonic product purchase. Many studies demonstrate that consumers choose CM products to reduce guilty-feeling regarding consumers simply as beings who seek to maximize utility. However, CM must also be illuminated, as CM is marketing strategy that involves donation. In summary, we take both economic and ethical perspective based on the dual process theory. From an economic view point, we examine the effect of guilt on consumers’ preferences for CM products. We then propose a new factor from an ethical perspective. Further, we study the two factors’ impacts on consumers’ decision-making through a cultural comparison. We conducted a between-subjects experiment. It was found that Korean consumers felt guiltier and the mean of perceived value of CM was higher in Chinese consumers (Table Ⅰ). As the below Figure Ⅰ illustrates, there was significant interaction effect between countries (Korea versus China) and product type (utilitarian versus hedonic). We also confirmed that the underlying consumer response mechanism to CM products differs between Korean and Chinese. These results support prior studies’ conclusions, in that guilt is the key factor in consumers’ decision-making processes regarding hedonic CM products. And we present the value perception as new influential factor. This paper provides several implications. First, we attempt to overcome previous research’s narrow viewpoint toward CM. As research is scarce regarding the ethical or philanthropic aspect of CM, we focus on that aspect with a particular focus on consumers’ perception of CM value. Second, this paper draws on the dual mode theory, to proposes another new influential factor that affects consumer behavior. As dual processes’ relative effects may differ depending on context (Sonenshein, 2007), therefore, and third, this study examines these effects using a cultural context. Korea and China have a substantial ripple effect on the global economy, thus, it is valuable to study the two countries’ different responses toward CM. Finally, our study provides more insight and practical implications for firms in the Korean and Chinese markets.

Clothing longevity supports sustainability, but the paper questions the implementation of this strategy. The research, based on industry and expert experiences, posits the technical possibility of achieving longer-lasting clothing, but identifies norms of agency and interaction within the global clothing supply chain as factors limiting the business case and processes.

The concept of „Sustainability‟ has become as major concern and it used by consumers and corporations to convey the concept of taking care of the environment. Environmental concern has led to sustainable consumption in a variety of product categories, such as electricity, textiles, apparel, food, and grocery products (Chan, 2001; Harrison, Newholm, & Shaw, 2005; Vermeir & Verbeke, 2006a, 2006b). Interest of the negative environmental impacts are rapidly increasing in present fashion business and consumer behavior has become a rising concern of the consumption and fashion supply chain to apply sustainable consumption (Birtwistle & Moore, 2007; Fineman, 2001). The environmental and social concern recognized in fashion industry from 1990‟s. However, the complexity of conceptual definition of sustainability and ecologically responsible consumer generates different and mistaken perception to consumer. In addition, in fashion industry, the terms of „eco-fashion‟, „environmentally friendly fashion‟,„green fashion‟, „ethical fashion‟, and „sustainable fashion‟ are frequently used interchangeably to describe the same concept. These interchangeable terminology is leading to confusion of the readers by the non-unified terminology (Choi et al., 2012). Also, consumers seem to have narrow scope and little understanding of sustainable fashion. In general, consumers focuses on environmental aspect not the wide-range of complexity of environment, social, and economical concern (Cervellon, Hjerth, Ricard, & Carey, 2010). The growing number of fashion brands are leveraging on green branding initiatives. Green marketing is increasing rapidly in corporate aspects and for a consumer perspective, global consumers are recognizing a personal accountability to take responsibility for social and environmental issues. Despite the fact many of individuals‟ willingness to purchase green products has increased in the last few years, however, there is limited studies suggest that purchase of green or sustainable products. Consumer research on sustainable fashion has mainly focused on consumer behaviors towards sustainable fashion products (SFPs); however, relevant studies that examined the whole process of the predicting proenvironmental behavior cross nationally value and the eWOM are still scarce. The purposes of research model are 1) to identify the determinants of eWOM intention on consumers' purchase intentions, 2) to examine the information adoption process as precursors of purchase intention of sustainable fashion, and 3) to testify different message types effects to information adoption process.

In contemporary society, the severity of social problems, such as environment pollution, is gradually raising people’s awareness towards sustainability (Gleim, Smith, Andrews, & Cronin, 2013). The fashion industry’s interest in sustainability is growing. However, consumers have neither sufficient knowledge or, nor faith in, sustainable fashion, and often question the reasons to pursue sustainability (Skov, 2009). The success of sustainable fashion depends on effective branding and marketing communications strategies designed to enhance consumers' knowledge, benefit and value perception. Providing consumers with the benefits of new products is an effective way of communicating (Lee & Colarelli O'Connor, 2003). Knowledge is an important variable affecting consumers ' perceived benefits (Haas & Hansen, 2007). Consumers’ values, attitude, and knowledge also affect their environment awareness and actions (Laroche, Bergeron, & Barbaro-Forleo, 2001). According to a previous study, environmental knowledge plays an important role in consumer behavior (Tilikidou, 2006). Consumers perceive various kinds of value according to their knowledge (Haas & Hansen, 2007; Hartmann & Apaolaza-Ibáñez, 2012). Therefore, it is crucial to create awareness of the effect of consumer behaviors on the environment (Cegarra-Navarro, Cordoba-Pachon, & Fernandez de Bobadilla, 2009). Many studies have highlighted the leading factors influencing sustainable behavior (Cervellon & Wernerfelt, 2012). However, there a dearth of research on how sustainable knowledge influences perceived benefit, perceived value and behavior Thus, the purpose of the present research is as follows: (1) to identify the effects of sustainable fashion knowledge on perceived benefit and perceived risk, (2) to investigate how perceived benefit and perceived risk influence perceived value, and (3) to investigate perceived value’s influence on purchase intention and knowledge sharing intention. Sustainable fashion education, nationality, and uncertainty avoidance, will have a moderating effects on relationships among sustainable fashion knowledge, perceived benefit, perceived risk, perceived value, purchase intention, and knowledge sharing intention. Four hundred fifty samples were collected to measure sustainable fashion knowledge, perceived benefit, perceived risk, perceived value, purchase intention, knowledge sharing intention, uncertainty avoidance, and demographic variables. Data analysis was performed using SPSS 18.0 for descriptive statistics and exploratory factor analysis, and AMOS 18.0 for confirmatory factor analysis (CFA), validity test and multiple group analysis on the results. A measurement model was then estimated by examining the results of the CFA. The main results of this research are as follows: (1) sustainable fashion knowledge has a positive influence on perceived benefit and perceived risk, (2) perceived benefit and perceived risk have a positive influence on perceived value, (3) perceived value has a positive influence on purchase intention and knowledge sharing intention, and (4) there was a difference in the relationship between variables according to the consumer groups (education, nationality, uncertainty avoidance tendency). This study is meaningful for taking an in-depth look at the influence of customers’ perceived value, based on their level of sustainable knowledge, on consumer behavior and on knowledge sharing related to sustainable fashion. In terms of practical applications, this study can provide in-depth and empirically-supported online education and a brand marketing strategies regarding an actual sustainable fashion brand.

In recent years, companies, consumers, and society have increasingly committed to actions aimed at protecting the environment. Thus, environmental activity has become central to companies’ strategies. Apparel is becoming a disposable product, resulting in a sharp consumption increase (Hwang et al., 2016). The fast growing rates of apparel products consumption and waste lead to an environmental crisis. Smaller brands as well as many multinational companies, including large chains started selling clothes made of ecological fiber. According to the Ethical Fashion Forum, green fashion refers “represents an approach to the design, sourcing and manufacture of apparel which maximizes benefits to people and communities while minimizing impact on the environment.” (Cervellon & Wernerfelt, 2012). The purpose of this research is to analyze the relationship between perceived effectiveness of green products, attitude toward advertising, brand attitude, purchase intention and green behavior intention and to identify how claim specificity types, cognitive style and sustainable involvement influence on the relationship between variables.

The fashion products are believed that reinforce the inequities, exploit workers, spur resource use, increase environmental impact, and generate waste. Sustainability has been recognized as a major concern worldwide, and this also increases considerations regarding the challenges to business need to be faced in the fashion industry. When the fashion industry aims to promote sustainability, the main change factors have been linked to environmental and ethical issues in production. This paper aims to exploring an index for measuring sustainable performance of fashion company based on customer’s perception. The index measurement system is built from the basic dimensions of sustainability: economic, environment and social and the key influencing items in fashion industry: culture. Culture acts an important role in fashion consumption since it gives effects to customer’s behaviou and customer self-identity. Based on these four dimensions the this study designs a model related with customer’s perception and expectation to measure the evaluation of fashion company’s sustainable performance. Based on the result of index this paper studies how the customer’s evaluation upon sustainable performance works on customer’s loyalty. This index is designed for evaluating the sustainable performance of fashion company and give a direction to the managers in fashion industry that what the advantage is and weakness is in the sustainability strategy. It is efficiency for the managers to improve the sustainability strategy to match customer’s needs for engaging long-term benefit from fashion customers.

ABSTRACT The growth of the social platform has led to a rapid increase in sustainable value cocreation activities with customers in order to know what a customer wants. In this study, we have studied about co-creation experience in social platform service. Previous prior studies have systematically classify co-creation between customer and enterprise as co-product and value-in-use, Conceptual factors. The co-creation and value-in-use factors theoretically derived from previous researches attempt to investigate the relationship between value co-creation experience and online service quality. We also tried to investigate the relationship between value co-creation experience and online service quality, customer equity, and online word of mouth. To do this, social platform services are divided into open sns and closed sns. Open SNS was targeted to Facebook, Twitter, and Pintrest users. Closed sns were targeted to Instagram, Cyworld, Band, and KakaoTalk users. In this study, it was confirmed that the relationship between online service quality, customer equity, and online word of mouth is significant through value co - creation experience. In the future, companies that design social platforms will be asked to do what they should do to co-create with customers, and provide suggestions for how to operate the platform in order to continuously activate value co-creative experiences.

The global society is overwhelmed by growing social inequality and environmental pollution. Especially, the fashion industry has been linked to hazardous clothing wastes and exploitation of labor in poor countries. We acknowledge that the sustainability philosophy could be an alternative governing principle that can lead us to a better future for the fashion industry. This study investigates brain responses of fashion professionals and consumers as they are presented with sustainable fashion of luxury and SPA brands. Using functional magnetic resonance imaging (fMRI), the whole brain responses of participants were measured and analyzed to reveal how their brain responses differ depending on fashion products’ brand type and certification mark. We build an online education platform for professionals and lay consumers on the subject of sustainable fashion. Brain responses are measured from both groups of professionals and consumers while they are exposed to sustainable fashion products of luxury and SPA brands. A group of subjects watch the online educational program while under the counterpart condition subjects see another video of the same length, unrelated to sustainability. BOLD measures are acquired using Siemens 3T scanner and analyzed using SPM 12 software. We find selective brain activation patterns that can distinguish the educated group from the uneducated ones. The practical implication of this study is that we must do our best to build a sustainability education program which can motivate professionals and consumers effectively, by stimulating both cognitive and affective bases of behavioral change.

Driven by the ability to interconnect with key modern trends of healthcare and fitness, wearable devices are attracting significant level of interest from sports industry marketers. Wearable devices are the new electronic technology equipped with sensors, internet connections, processors, and operating systems and used external to the body, either attached as an accessory or embedded in clothes (Li, Wu, Gao, & Shi, 2016; Raskovic, Martin, & Jovanov, 2004; Yang, Yu, Zo, & Choi, 2016). As fully functional, self-contained electronics, wearable devices allow users to access information measured anytime and anywhere. According to ABI Research (2016), the global wearable device shipments will increase from 202 million in 2016 to more than 501 million by 2021. Specifically, market reports show that wearable fitness trackers have dominated the consumer market for wearable devices by accounting 85% of the wearable technology market in 2016 (International Data Corporation, 2016). A wrist-worn type of wearable fitness devices is the most popular but chest worn type, apparel, and other types (e.g., clip-on, ear-worn, etc.) of wearable devices are also used for fitness tracking. Wearable fitness devices analyze accumulated data of the users’ physical activity as well as provide the health and fitness status in real time. Studies on behavior change through wearable technology showed that feedback based on accurate and insightful analysis could lead long-term use of wearable devices (Fritz, Huang, Murphy, & Zimmermann, 2014; Patel, Asch, & Volpp, 2015). In this regards, smart applications linked to wearable fitness devices are widely used. As electronics IT products and services are recognized as an instance of fashion objects, many studies on the user acceptance of the products and services have focused on the importance of product design and visual attractiveness (Cyr, Head, & Ivanov, 2006; Tzou & Lu, 2007). However, little research has been done on user acceptance and behaviors of wearable fitness devices and smart applications linked to the devices focusing on the effect of the design aesthetics. Thus, the current study seeks to better understand the relationship between design aesthetics and the extended technology acceptance model (TAM) including perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, this study seeks to explore the synergistic effect of visual attractiveness of the smart applications linked to them on adoption process of wearable fitness devices and the related services. The definition of fashion is “a way of behaving that is temporarily adopted by a discernible proportion of members of a social group because that chosen behavior is perceived to be socially appropriate for the time and situation (Tzou & Lu, 2009, p. 312- 313).” A fashion object has some unique characteristics including styling, aesthetics, ego gratification, etc. and is perceived to be newer, more novel, more aesthetic or even more attractive than other choices (Tzou & Lu, 2009, p. 313). As iPhone and iWatch have changed the market trends of IT products and services, it is significant that consumer electronics products with visually attractive design are more likely dominate the market and consumers’ willingness to pay is high. As a fashion technology, the most popular type of wearable fitness devices is a bracelet that users can wear on their wrist. Users wear fitness devices 24/7 to track their physical activity to gain information for healthcare and fitness practice. Specifically, wearable fitness devices track physical activity, such as workout time and intensity, steps taken, calories burned, and even sleep patterns. By quantifying users’ behaviors, the devices can educate and motivate individuals to improve their health and fitness practices (Patel et al., 2015). Considering IT products as fashion technology, many studies on user acceptance of new technology show the importance of product design and attractiveness. Researchers found that the sensory experience of information technology as well as physical electronics products determined users’ perceived usefulness, perceived ease of use, and perceived enjoyment (Childers et al., 2001; Cyr et al., 2006; van der Hdijden, 2003). However, few studies have tested the effect of aesthetics factor on the wearable fitness device adoption process. Thus, this study defines design aesthetics as an aesthetic product design expressed through shapes, colors, and materials and user interfaces of wearable fitness devices (Yang et al., 2016) and examines the effect of design aesthetics on ergonomic conceptions such as perceived usefulness and ease of use and an emotional factor, perceived enjoyment. In addition, this study focuses on the synergistic effect of design aesthetics of a smart application linked to a wearable fitness device which can motivate use of the device by providing the users more insightful information. The devices collect users’ physical activity data 24/7 and transfer the data to a smart application linked to them, either through wireless Bluetooth syncing or plugging the device into users’ smartphone or PC. Then, the application provides useful feedback by informing the users their goals, progress, and the results of activity. Visual attractiveness of a wearable device defined by Yang et al. (2016) included an aesthetic product design expressed through the wearable device as well as through mobile applications linked to the device. However, the function and presentation of a wearable device itself and a smart application linked to the device are different. Simply, the wearable device is a hardware and the smart application is a software. To fully understand the role of a wearable fitness device which is physically presented on users’ body and a smart application linked to the device which requires more information visualization, this study examines the effects of design aesthetics of a wearable fitness device and the smart application linked to the device separately on the model of wearable fitness device and service acceptance. Introduced by Davis (1989), the TAM provides a framework for understanding the likelihood that individuals will adopt a new technology. The TAM postulates that two key factors predict a technological acceptance: perceived usefulness and perceived ease of use. Defined as “the degree to which a person believes that using a particular system would enhance his or her performance (Davis, 1989, p. 320)”, perceived usefulness describes the value users believe they could find in a wearable fitness device. Meanwhile, perceived ease of use is “the degree to which a person believes that using a particular system would be free of effort (Davis, 1989, p. 320).” According to the model, perceived usefulness and perceived ease of use combined to develop behavioral intentions which in turn lead to the adoption of a technology (Davis, Warshaw, & Bagozzi, 1992, p. 660). Regarding IT products and services adoption, researchers consistently found the positive relationship between perceived usefulness and behavioral intention to adopt a new form of technology. Zaremohzzabieh et al. (2015) found a positive relationship between perceived usefulness and behavioral intention to adopt a new form of information communication technology. Lunney, Cunningham, and Eastin (2016) examined factors affecting the adoption of wearable fitness trackers found that perceived usefulness was the key factor that influenced attitude and use. Furthermore, perceived ease of use was a direct determinant of usage behavior. Researchers have agreed that perceived ease of use also a key determinant of intention to use technology (Bhattacheijee & Hikmet, 2008; Lunney et al., 2016; Tzou & Lu, 2009; van der Heijden, 2003). In addition to the original TAM model, researchers have enhanced the model by including a hedonic component of enjoyment in the adoption of IT products and services (Childers, Carr, & Carson, 2001; Cyr et al., 2006; Dabholkar & Bagozzi, 2002). Davis et al. (1992) included perceived enjoyment in TAM defining it as “the extent to which the activity of using the computer is perceived to be enjoyable in its own right, apart from any performance consequences that may be anticipated (p.1113).” Researchers found the positive relationship between perceived enjoyment and use of technology (Cyr et al., 2006; Teo, Lim, & Lai, 1999; van der Heijden, 2003).This study investigates the antecedents, moderator and consequences of wearable fitness device and service acceptance considering them as fashion technology. With empirical analysis, the results will provide interesting insights and suggestions. First, findings will show the effect of design aesthetics on ergonomic conceptions (i.e., perceived usefulness and perceived ease of use) and an emotional factor (i.e., perceived enjoyment). This indicates that IT products are not purely results of engineering advances but be recognized as an instance of fashion objects (Tzou & Lu, 2009). Second, this study focuses on the synergistic effect of design aesthetics of smart application linked to a wearable fitness device which can motivate use of the device by providing the users more insightful information. Findings in the analysis of the effect of design aesthetics of the application and its adoption will provide deeper understanding on users’ wearable fitness device adoption by indicating overall service jointly influences users’ behavior. This study will provide useful insights and evidences to sports marketing managers how consumers make choices, how manufacturers should design services as well as hardware parts in the future.

“Cobranded endorsement”, i.e. the interactive partnership between a brand and a celebrity, seems to be the last frontier for endorsing a brand and increasing brand popularity. Indeed, the collaborations between a celebrity and a brand are increasing in number and growing in importance. Many new products or capsule collections are created and launched after these partnerships. The paper wants to investigate whether this cobranded endorsement has positive effects on brand equity. Findings from an experimental study carried out in the fashion segment reveal that cobranded endorsements foster a better attitude towards the brand and a higher purchase intention.

This study will provide a new perspective on how customer experiences and their co-creation can be managed by studying the practices used to manage customer experience co-creation at festivals. Based on 22 interviews of Finnish festival organisers, a process model for customer experience management is proposed.

Recent years have brought along a significant increase of possibilities to get in touch and interact with potential and current customers (Neslin et al., 2006; Lemon & Verhoef, 2016). Especially the rise of digital media as well as sales channels has added new challenges and general complexity to the management of customer interactions (Brynjolfsson, Hu, and Rahman, 2013; Lamberton & Stephen, 2016). At the same time, consumers’ preferences regarding how, where, and when to get in touch with brands, be approached by, and interact with them are changing (Edelmann, 2010; Batra & Keller, 2016; Sherman, 2017). At the forefront of this trend are consumers of the millennial generation, who are stereotyped to be much more connected, social media present, and impatient than previous generations (Fromm & Garton, 2013; Goldman Sachs, 2016). For luxury brands the challenge is particularly difficult. They want to provide the best experience to their consumers to underpin their exclusiveness (Atwal & Williams, 2009; Kapferer, 1996; Kapferer, 2014) at the same time they are facing a high risk of inconsistency across touchpoints. Their limited experience with digital touchpoints reinforce the challenging task even further (Okonkwo, 2009; Heine & Berghaus, 2014). Not reacting does not seem to be an option in light of the market developments. Following every trend and being present in every possible channel does not appear to be the most compelling strategy either. It raises the risk of inconsistency and badly managed interactions. Rather, companies need to define goals along the customer journey, pick the right touchpoints and manage them in a way to reach those goals, and deduct strategies to provide an integrated customer experience. The question arises how can brands successfully exploit touchpoint strategies to engage Millennials in the luxury market? Most published studies focus on specific groups of touchpoints and conclude that a more holistic understanding of customer interactions is needed (Baxendale, Macdonald & Wilson, 2015; Verhoef & Lemon, 2016). Also in the luxury segment, research has mainly explored the new digital touchpoints or the retail channel in particular, but not taken a holistic view discussing overall touchpoint strategies (e.g. Kim & Ko, 2012; Heine & Berghaus, 2014; Lee & Watkins, 2016). We aim to close this gap by taking a strategic view on touchpoint management and its goals focusing on the luxury industry and Millennial consumers as a customer group to secure a forward-looking perspective. Based on Baxendale et al. (2015) we define a touchpoint as each direct or indirect interaction of a consumer with a brand. This means that brand to consumer as well as consumer to consumer and third party to consumer interactions are included in our understanding, which appears to be highly relevant in light of the high importance of word of mouth referrals for luxury brands and the increasing relevance of bloggers and influencers. To understand which touchpoints should and can be used for which purposes, we first want to understand what goals companies pursue along the customer journey and then deduct which touchpoints can help them accomplish those goals. Is a brand website for example a tool that should convert customers to buy or is it rather an information tool that nurtures awareness in the pre-purchase phase? Depending on the answer, the content and website design as well as the definition what constitutes success for the website presence need to be fundamentally different. If the goal has not been defined in advance, the management of the website may appear difficult as different directions may be pursued. To shed light on these challenges, we use a literature review to develop a semi-structured interview guide. We then speak to industry experts to learn more about the goals they pursue in each phase of interaction with consumers along the customer journey. We deduct the types of interactions that are the most fruitful to successfully perform these interactions. This way, we aim to deduct first insights into the management of touchpoints. These can later on be further deepened.