Does media influence fashion consciousness of Muslim women consumers: evidences from the United Arab Emirates
by A.M. Sakkthivel; Beenish Shameem; Saleem Mushtaq
International Journal of Business Innovation and Research (IJBIR), Vol. 22, No. 4, 2020

Abstract: This paper focuses on finding and testing the selected constructs that influence the fashion consciousness of women consumers belonging to Islamic religion in United Arab Emirates (UAE). The study chose pertinent constructs such as cultural, social, personal and media variables and intended to find the impact of the same over target respondents, i.e., women consumers (UAE nationals) from Islamic religion. The results revealed that: 1) all the selected variables were found to have significant impact over fashion consciousness of women consumers; 2) media variables were found to have higher influence over fashion consciousness of women consumers belonging to Islamic religion, followed by cultural and social variables. The implications of the outcomes were discussed.

Online publication date: Mon, 17-Aug-2020

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